Tourism Australia creates new campaign targeting Chinese free and independent travellers

    Australia‘s Minister for Trade, Tourism and Investment Simon Birmingham and Tourism Australia launched (07-Mar-2019) a new campaign, ‘Too Australian for Words’ to attract free and independent travellers (FIT) from China. The campaign aims to promote regional Australian tourism and support the rapidly growing Chinese FIT market. According to Tourism and Research Australia, FIT’s contributed to over 50% of growth within the past 10 years of Chinese tourism at an average growth rate of 18.8%. FIT’s are more likely to stay three times longer than tourists on guided tours. Chinese tourism within Australia is currently worth over AUD11.5 billion (USD8.1 billion).