Australia Misses Chinese Tourists to Southeast Asia
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| Chinese tourists take photos in front of the Sydney Opera House in Sydney, Australia, in 2016. Photo by AFP © Provided by eVnExpress |
As tourism from China flourishes in visa-free Southeast Asian countries, Australia finds itself losing ground. Mainland travelers, increasingly budget-conscious, opt for more affordable destinations closer to home, favoring Singapore, Thailand, and Malaysia over Australia. This trend, evident from industry data and tour operators' observations, highlights the impact of visa requirements on Australia's tourism sector, contrasting with the visa-free policies in neighboring countries.
Johnny Nee, Director of Easy Going Travel Services Pty Ltd in Perth, Western Australia, notes a sluggish recovery in his business, reaching only 40% of pre-Covid levels during Lunar New Year. Meanwhile, Singapore, Thailand, and Malaysia have witnessed visitor numbers and spending surpassing pre-Covid levels. Nee emphasizes the economic uncertainty in China and the price sensitivity of Chinese tourists, driving their preference for accessible destinations with reasonable travel experiences.
Travel costs, including flights and accommodations, have surged by 20% compared to pre-Covid levels, further deterring Chinese tourists. Nee acknowledges the allure of visa-free policies in Thailand and Singapore, diverting tourists away from Australia. Factors such as a sluggish economy, property sector debt crisis, and volatile financial markets in China contribute to reduced consumer spending, affecting countries reliant on Chinese tourism.
During the Lunar New Year period, Chinese tourists comprised approximately 26% of visitors to Australia, a notable decrease from the pre-Covid era when they accounted for over 50%, according to the Australian Tourism Export Council (ATEC).
Inbound tour operators have experienced turnovers of less than 50% compared to their 2019 revenues, indicating the enduring impact of the pandemic on the tourism sector.
Peter Shelley, the managing director of ATEC, highlighted the sluggish recovery of the Chinese holiday travel segment, emphasizing its significant contribution to the Australian economy.
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