Australia is the number one destination of choice for high-end Chinese travellers according to a recent survey conducted for Luxperience by Hong Kong-based market research specialists, Cimigo.

A recent report found that 97 million Chinese tourists traveled abroad in 2013 and that number is expected to surpass 100 million this year. They spend more on international travel than any other country, spending an estimated US$129 billion in 2014.

“We commissioned Cimigo to find out where high-end Chinese travellers want to go, what they want to do, how much they plan to spend and how their travel plans are formulated”, said Luxperience CEO Lindy Andrews.

“China is clearly a very important market for Luxperience delegates and we hope by commissioning this report we have added value for our buyers and exhibitors.”

The results of the research, revealed last week at the Luxperience Thought Leaders Forum, were enlightening and in some aspects, somewhat surprising.

The results indicate that Chinese travellers are not afraid to travel long distances, with 61 per cent naming Australia as their preferred destination. France ranked second with 53 per cent naming France as a desired destination, followed closely by the U.S. and Canada.

The Chinese also have a taste for fine dining and luxury wine experiences with 80 per cent favouring French wine tourism and 34 per cent hoping their next holiday will be a gastronomic delight.

Tourism Australia Managing Director John O'Sullivan said China had emerged as Australia's most valuable tourism market in recent years.

"China is now Australia's most valuable tourism market, worth more than $5 billion annually, and the potential to be worth as much as $13 billion by 2020," Mr O'Sullivan said.

"We know that these high spending Chinese visitors are increasingly seeking to travel independently and experience more of our luxury product and exceptional food and wine offering.

The report has also revealed that Chinese luxury travellers are becoming more spontaneous, they are travelling further afield to more exotic locations, and looking to gain different experiences, naming activities including hot air ballooning, white water rafting, jet boating and mountain climbing.

For further information on the Cimigo Report on Chinese Luxury Travel,
please contact: Deborah Dickson-Smith. Email: deborahzoe42@gmail.com

About Luxperience Luxperience is an exclusive business exchange for local and international travel trade held in the Australasia and Pacific region connecting the world's most elite travel providers. The three and half- day business exchange from 31 August - 3 September 2014 is a

Forum for ideas and collaboration dedicated to matching the needs of high-end experiential travel buyers with inspiring suppliers. The inaugural Luxperience in September 2012 laid the foundations for an event in Australasia and the Pacific that aims to raise the profile of the region as an innovator in true experiential travel. Future events will maintain the intimacy of a growing community that is committed to high quality and inspirational travel experiences. For further information on Luxperience, please visit: www.luxperience.com.au.