TRA identifies key barriers facing regional Australia in attracting Chinese FITs

    Tourism Research Australia (TRA) identified (24-Mar-2019) key barriers facing Chinese free and independent travellers (FITs) in regional Australia, including;

    • A lack of transport options, pushing FITs to opt to self drive out of necessity;
    • Large distances between areas;
    • A view that personal safety could be compromised in regional Australia;
    • Inadequate tourism infrastructure, such as roads leading to regional attractions, accommodation failing to meet traveller expectations and a lack of free WiFi;
    • Regional destination websites unoptimised for the Chinese market, such as topics moving from general to the specific;
    • Ageing regional tourism products which do not appeal to the market.