The federal government has its work cut out for it to catch up with other Asia Pacific countries when it comes to tapping the interest of Chinese tourists and investors.
According to a survey released Monday afternoon by SUCCESS, EMR International and the Asia Pacific Foundation of Canada, Australia remains the top destination for Chinese tourists and emigrants. Canada ranked as the third most-desired destination for Chinese tourists and the second most-desired country to emigrate to.
Willie Kwong, research and funding development manager for SUCCESS, told BIV Monday night that one reason for Australia’s strong showing in the survey is because of its long marketing history in China. Australia was one of the first countries to obtain approved destination status (ADS) in 1999, and has since become a key destination for Chinese tourists and investment.
Canada only signed the agreement establishing ADS between China and Canada last month.
The 11-year difference is reflected in the statistics. According to data from Australia’s Bureau of Statistics, 32,500 Chinese tourists entered Australia in April 2010, up from 6,200 in April 1999.
To date, Australia has received more than 178,200 Chinese visitors since the beginning of the year.
By comparison, only 11,160 Chinese tourists came to Canada in April (6,900 to B.C.). According to Statistics Canada, only 41,098 have come so far this year, about 66% of them to B.C.
“Australia is way ahead of Canada. Proximity and awareness are contributing factors, but Australia’s tourism association has been very aggressive in China for a long time.”
While obtaining ADS will provide a basis for more tourists from China, Canada faces competition and will need to ramp up its marketing efforts.
Said Kwong: “We’ve got a lot of catching up to do.”