A recent Visa PATA Travel Intention Survey has found that Australia is the number one choice of destination that Chinese travellers intend to visit over the next few years.

The report found more than half of the travellers surveyed from mainland China were intending to travel to Australia over the next two years.

Tourism Australia Managing Director, Andrew McEvoy said the results reflect that Australia as a ‘top of mind destination’ for Chinese travellers. 

"Australia has been at the forefront in destination marketing since becoming the first western destination to receive approval to host group leisure travellers from China,” said Mr McEvoy.

Australia gained its Approved Destination Status in 1999. The Chinese travel market has grown exponentially in that time to become one of Australia’s top five sources of international travellers.

"Over the coming year we are doubling our efforts in the market and working closely with our airline partners to ensure that we continue to grow the market further,” Mr McEvoy said.

The survey also found that the top three attributes Chinese travellers are looking for in destinations overseas are: natural scenery, sunshine and beaches, and new places.

Tourism Australia will launch a new ‘There’s nothing like Australia campaign in China in August.

"Early testing of our new campaign in China suggests that it is resonating strongly with Chinese travellers, which will help to convert the desire for travel to Australia in to actual visits,” Mr McEvoy said.

Mr McEvoy said initial testing had found 90 percent of Chinese who had seen the new broadcast ad in Shanghai, were more likely to travel to Australia.

The campaign will include the interactive online map of Australia featuring 3,200 images and stories provided by Australians which will be translated into Chinese, along with print and cinema advertising.

During the year ending March 2010, Australia received 360,000 visitors from China, generating A$2.3 billion in economic value.

In June, the Australian Government announced it would invest A$30 million to market Australia to the Chinese travel market, including increased marketing funds being allocated by Tourism Australia to grow tourism from China. ■