Australia is gearing up to welcome 1.6 million Chinese visitors annually by 2028 – and tourism operators nationwide are stepping up. From coastal wildlife retreats to indigenous-led tours and cultural storytelling, fresh experiences are being tailored to Chinese travellers.
The Western Australian Indigenous Tourism Operators Council (WAITOC) is exploring tools, including AI, to break language barriers and grow indigenous tourism, so that the world’s oldest living culture can be shared with a modern Chinese audience. And through the Australian Tourism Export Council’s China Host program, the Foundation are helping Australian businesses better understand what travellers from Australia’s largest inbound market want – from digital platforms to cultural preferences.
Tourism, particularly experiences like those offered by Indigenous-led tours, are not only important for Australian jobs and industry but offer a better understanding of who we are as a country.