Despite the strong Australian dollar, visitor arrivals from China continue to surge, with the latest figures from the Australian Bureau of Statistics showing 42,400 visitors for November 2010 - the highest for any November on record, up 35% from November 2009 and almost four times the number of arrivals recorded in November 2000. The figures demonstrate a continuing trend, which will see China become Australia’s most valuable inbound market in 2010 with a forecast value of $3.1 billion.
Minister for Tourism, Martin Ferguson AM MP welcomed the results, which show that total international visitor numbers grew 6.6 per cent to 517,100, largely driven by travel from booming Asian markets.
"Given the impact on the domestic tourism industry from the floods and a wet summer the positive international visitation figures are particularly welcome. International visitors will play an important role in assisting the industry to recover," Minister Ferguson said.
"Driving these strong figures for the China market was the introduction of additional services by China Southern Airlines who doubled their weekly flights to Australia, including new services to Brisbane.
"China Southern plan to increase their services to 50 a week by 2012, ensuring there are enough airline seats to sustain record growth in the China market."
In addition to China, South Korea (up 28%), Japan (up 17.4%), Malaysia (up 16.8%), and Singapore (up 10.2%) all posted strong growth. The decline in visitors from Europe (down 1.1%) and North America (down 6.6%) continues, with less than favourable economic conditions and consumer confidence affecting travel.
"Continued growth in international visitor arrivals will also be important in helping parts of the Queensland tourism industry to rebuild following the devastation caused by the current extreme flood events. It is still too early to comprehensively assess what the final impact will be, but it is clear that it will adversely affect the industry, particularly in regional Queensland," Minister Ferguson said.
"Australian Government marketing initiatives, including the recent Oprah visit, have generated unprecedented coverage of Australia's many attractions.
"The Oprah visit alone has already received media coverage worth $71 million in equivalent advertising here in Australia, and $14 million in the United States.
"This is an impressive return on a total Tourism Australia and Australian Government investment of only $1.8 million.
"Tourism Australia recently announced a further $5 million in marketing activities to coincide with the screening of the Oprah Australia specials in the United States this month and further capitalise on this opportunity."
Australian resident departures increased 6.1% to 552,100 in November 2010 with strong growth in departures to Italy (up 53%), South Africa (up 32%), and Indonesia (up 25%).
The complete ABS figures are available at www.abs.gov.au