Release type: Media Release


Call for tourism and education leaders to join Australia Week in China 2016


Senator the Hon Richard Colbeck
Minister for Tourism and International Education
Minister Assisting the Minister for Trade and Investment

Registrations are open to join Australia Week in China (AWIC) 2016, providing the opportunity to build trade and investment links with Australia’s fastest growing tourism market and largest international student source market.

The biennial promotion includes a series of major events between 11-15 April, including the Chinese launch of Tourism Australia’s Aquatic and Coastal Campaign and a high-level delegation led by Trade and Investment Minister Andrew Robb.

Australia is the top long-haul ‘wish list’ destination for Chinese travellers and AWIC is a great opportunity for businesses to learn more about this market and how they can convert this aspiration into visits.

China is an extremely important market for Australia’s tourism industry, we hit a record one million visitors from China in the year to November last year, and AWIC will help businesses build networks to ensure the growth continues.

Visitor arrivals from China grew three times faster than the overall increase in the past year, and spending increased 43 per cent – double the previous year’s growth rate.

Tourism Research Australia forecasts further growth in the years ahead, with arrivals set to double to 2 million by 2024-25.

China is now Australia’s most valuable tourism market, with Chinese visitors currently spending more than $7.7 billion annually. This is forecast to grow 7 per cent annually to reach $13.7 billion in the next decade.

AWIC will also provide an opportunity for Australia’s education sector to enhance existing or create new relationships with Chinese businesses.

China is Australia’s largest international student source market, representing over 27 per cent of the total international student numbers and Australian education institutions have engaged with China for many years across programme delivery and institutional collaboration.

There continues to be strong growth in the number of Chinese students seeking an overseas education and there are considerable opportunities for delivery of courses in China that focus on skills training and vocational education.

I encourage all tourism and education industry leaders with a significant interest in the Chinese market to consider registering to join AWIC this year.

Further information and registration details are available on the Austrade website.