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Melbourne is the second biggest city in Australia, it is one of the most popular tourist destinations in the state. It has been voted as the most liveable in the world, that could be the reason why there is a huge number of international travelers visit Melbourne every year. According to Budget Direct (2019), in 2018 there are 3 million international visitors to Victoria who spend more than $8.5 billion for the State. While there are 2.9 million international tourists visited Melbourne. It’s clear that most of the income from international tourists in Victoria is from Melbourne. The majority of Vic’s tourists come from Singapore, Japan, the UK, the US, New Zealand and China. Among that China is the highest of all international markets. In this report, I will overview the factor of Chinese tourists visiting Melbourne.
The Reason for Choosing Chinese Tourists as the Objective of the Research
The rapid development of the economy in China and globalize in recent years has caused rapid growth in Chinese outbound tourism. Chinese people now would like to travel around the world rather than only visit domestic attractions. According to Global Victoria (2017), Victoria is a popular destination choice for Chinese travelers, in one years since March 2016 they estimated more than 570,000 Chinese visitors come and bring in an income of 2,6 million dollars for Australia. It can say China is an important and growing market for Melbourne as well as the Australian tourism industry.
The Motivation of Chinese Tourists Visiting Melbourne
The motivation of Chinese tourists visiting Melbourne created from push and pull factor. Push factors are those that make people want to travel and pull factors are those effect where we travel. The factors push Chinese people to go for a trip is they want to visit different destinations, because they value experiences and knowledge. Due to its safety and security, world-class nature, good food and wine, aquatic and coastal, value of money those main factors pull Chinese tourists visiting Melbourne (Travel Australia, 2017). According to Victoria State Government (2018), there are 3 factors influence the decision of Chinese tourist travel to Melbourne. They are holiday, study, and visit friends and relatives.
Holiday
Budget Direct (2019) reports that in 2018, 772,752 visitors came to Australia for holiday purposes and 51% of them have come to Melbourne. Chinese leisure visitors want to see famous Melbourne attractions, natural landscapes, cities, beaches and iconic culture. They are interested in taking photographs, walking on the beach, shopping, eating Australian cuisine, meeting locals, and learning about the Australian lifestyle.
Education
According to Victoria State Government (2018), almost forty percent of education visitors to Victoria come from China. Besides that, 84,9% of international student travel while studying in Australia. This highlights the importance of this market, as well as potential visitors to those studying in the State. Students are mostly going for a short trip. They are interested in sightseeing and shopping for pleasure.
Visit Friend and Relative (VFR)
- Visitors visiting Chinese born living in Australia, in 2016, approximately 160,700 residents living in Victoria were from China, they are also the thirst largest market oversea residents living in Victoria. Victoria State Government (2018) estimated 122,200 Chinese VFR overnight visitors in Victoria in 2017, representing 20% of all Chinese overnight visitors to the state.
- Chinese friends and relatives visiting Chinese studying in Victoria. Along with the numbers of Chinese student studies in Melbourne, every year the city received a vast number of visitors came to Melbourne for visiting their friends or children. 57,5% of students indicated that they have had friends and family from their home country visit. Most VFR stayed 1 – 2 weeks.
Conclusion
In conclusion, the main factors influence the decision of Chinese tourists to travel to Melbourne are leisure holiday, education and visiting family, and friends. Those visitors who travel to Melbourne play a major role in contributing to the Australia economy. Therefore, it is very important to understanding the market’s motive, needs, preferences, and perception.
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