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Project China

What is Project China?

Project China is a long-term plan to ensure the China market grows in a positive, sustainable way in partnership with the wider Queensland industry. The implementation of the plan will ensure the Queensland industry is ready to welcome more Chinese visitors and deliver to them high quality experience. Click here to read a summary of the Project China Discussion Paper in Chinese (simplified).

China is Australia's fastest growing inbound tourism market in terms of visitor numbers and expenditure. Read more about Queensland's direction for the China market towards 2016.

Setting the direction for the China market 2012 - 2016

Chinese Travellers see Australia as an aspirational destination offering a combination of experiences with the comforts of a developed country. Read more about Chinese traveller segments.

Project China Discussion Paper:

Invitation to comment on the Project China Discussion Paper is now closed.

We thank you for your thoughts and comments regarding the Discussion Paper, they will add value to the development of the Strategic Plan 2012-2016.

Summary of Tourism Australia’s China 2020 Strategic Plan

China is Australia’s most valuable inbound tourism market. In 2010 the China inbound market contributed $3.26 billion to the Australian economy. By 2020, this market has the potential to contribute $7 to $9 billion annually

The five areas Tourism Australia will focus on to achieve China’s 2020 tourism potential and winning market share are: