Visitors browse at the Australia Tourism Exchange 2024 held in Melbourne on May 19-23. A team of 151 Chinese travel experts and industry insiders will took part in the business-to-business event, the largest client group. Photo: Courtesy of Tourism Australia

It is great to see Chinese travelers returning to Australia, said Tourism Australia Managing Director Phillipa Harrison, after the two countries vowed to ease visa policies to enhance mutual personnel exchanges. China announced a 15-day visa-free travel policy for Australian citizens and the two sides agreed on reciprocal access to five-year multiple entry visas for tourism, business and visiting family members.

China was Australia's number one market in terms of tourist visits and spending in 2019, Harrison told the Global Times, adding that people-to-people links between China and Australia remain strong and Australia is still a popular destination for Chinese travelers.

Visits in the other direction have been less notable, but the visa-free policy is expected to boost Australians' interest in visiting China for sightseeing, business or family reunions.

After Chinese Premier Li Qiang's announcement of the policy on Monday during his stay in Canberra, searches for China tours surged 80 percent in Australia, according to travel service provider Trip.com which also operates in Australia.

A recent poll by the Global Times Institute found that nearly one-third of Australians (31.5%) are interested in traveling to China to learn more about the country.

Australians who have visited China have shared their experiences, saying that they were impressed by its history, culture and tasty cuisine. The Global Times learned from an Australian language tutor in Beijing that he had received many inquiries from friends about travel tips and must-sees in Beijing. 

Meanwhile, Australia has always been a popular destination for Chinese tourists planning a trip abroad. Although there are voices claiming that Chinese tourists have not been returning as fast as expected following the pandemic, business insiders remain optimistic.

Harrison underlined their "Come and Say G'day" campaign and efforts to connect with Chinese consumers during the 618 sales festival.

Tourism Australia's offices in Shanghai, Beijing, Guangzhou and Chengdu have local employees with knowledge of China and they have established long-term collaboration with Chinese partners including airlines, travel agents, and media outlets, according to Tourism Australia Country Manager of China Nick Henderson.

The agency also invited Chinese actor Yu Shi to a brief Australian tour, which made quite a splash on social media among his followers and other netizens.

Hannah Wang, a Beijing-based travel agent running a tailored overseas tour business, told the Global Times that when overseas travel services resumed in 2023, nearby destinations, namely Southeast Asian countries and Japan, were the most popular, "because they were cheaper and more convenient."

Data from Tourism Australia shows the tourist volume recovered to 51 percent of the pre-pandemic level as of March 2024.

A bird's view of Sydney Harbor, Australia. File photo: VCG

 

But Australia has not lost its attraction, and with increasing flights connecting the two countries as well as promotion events to drive up customer awareness, Wang believes the trend of Chinese tourists returning to Australia will accelerate. 

"Our products for summer vacations are quite popular and were booked out by May," Wang said, adding that the potential can be further unleased in the second half of 2024 and early 2025, when there are more public holidays and the southern hemisphere enters spring and summer. 

Wang also noticed the trend that more Chinese people are now inclined to explore unique places other than popular sightseeing spots, and an increasing number of customers are considering road trips and  hiking. 

Industry analysts said that tourism is first of all about business, but it is also about learning about each other, enhancing mutual understanding and making friends. In this sense, every single tourist can be a messenger in cross-culture exchanges. The more the peoples know and understand each other, the closer the friendship will be, laying a solid foundation for bilateral relations to withstand challenges.  

Henderson noted that cultural exchange between individuals is profoundly valuable, as it builds deep connections through the exchange of ideas, emotions, and knowledge among people from diverse regions and backgrounds.

"We expect Chinese tourists visiting Australia not only to appreciate its scenic beauty and diverse tourist activities but also to experience the warmth and friendliness of its people," Henderson said.