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Chinese visitor spending

Figures released by Tourism Australia at the Australian Tourism Exchange (ATE14), being held this week in Cairns, suggest that annual spending by Chinese visitors to Australia could rise to A$13 billion by 2020.

The latest projections represent an increase of nearly 50 per cent on the previous estimate of A$9 billion, a spike which Tourism Australia is attributing to the rapid rise of a new breed of young and independent Chinese traveller placing Australia at the top of their travel wish list.

Tourism Australia Managing Director, John O'Sullivan, said that Australian tourism was reaping the benefits of a clearly focused China tourism plan, which was aggressively targeting the fast growing, affluent middle classes in the country's largest cities.

"The fact that our Chinese arrivals are at record levels is great, but our strategy is much more than a numbers game. The Chinese visitor we're going after is a more confident, independent-minded traveller, wishing to travel further and immerse themselves more deeply in the many rich and varied experiences available across our country.

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