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China Ready Pillar

This is an Additional Pillar of the Nine-Pillar Roadmap

Every international market is unique, and Chinese visitors have expectations about their travel to other countries. Chinese visitors have different levels of wealth, travel experiences, needs, requirements and aspirations.

Why is the China Market important?

The China outbound travel market is the largest and fastest-growing travel market in the world, driven by increasing economic prosperity and increased aviation capacity.

  • China is Australia’s second-largest visitor source (after New Zealand)
  • China is Australia’s most valuable international source market based on visitor spend.

Things to consider when engaging with Chinese visitors:

  • Expectation
    Chinese visitors expect impeccable service to be delivered in a respectful way. The recollection of how they are treated will linger long after they have returned home and they will share this with friends, family and via social media. If Chinese visitors don’t receive great service, they don’t feel welcome and because the Chinese are prolific social media users, negative reviews will spread quickly.
  • Cultural Considerations
    Status and the concept of ‘face’ are crucial influencers in Chinese relationships, both personal and professional.
  • Greetings and Language
    Your visitor information sheets can be used to manage Chinese visitor expectations. Any information should be provided in both English and simplified Chinese, and Chinese visitors should be given both versions.

    Learning and using a few common Chinese phrases helps build rapport with your visitors and makes them feel welcome. 

    There are also some specific points to consider, depending on your product or service.

    These include:
  • Tour operators
    The NT’s openness and long stretches of road can be appealing if unfamiliar for Chinese visitors. Companies offering tours should ensure that the trip is broken up with regular stops to enable visitors to sightsee and take photographs.

    Incorporate Chinese language elements into the tour and, where appropriate, take note to include appropriate accommodation and dining options in tour packages and catering.
  • Attractions
    Attractions should consider providing Chinese language content such as brochures and audio guides. Welcome points and express group arrival points should be considered to facilitate quick access.

    Hosted interactions and guided experiences within attractions, particularly incorporating natural experiences or wildlife are very appealing to Chinese visitors.

    Don’t assume knowledge – explain what things are and why or why not things can and can’t be done. For example: ‘please wear comfortable walking shoes as the walk is two hours long and the path is uneven in places.’
  • Accommodation
    Accommodation providers should consider having a fact sheet translated to enable Chinese visitors to understand some of the things we take for granted.

    Consider including information on:
  • Basic instructions - This can include how to use the room air conditioner, how to connect to WiFi and the appropriate way to use a western toilet
  • Smoking - Ensure it is made clear that all rooms are non-smoking and indicate where designated smoking areas are located
  • Hygiene - Outline the importance of no-spitting in public and common areas.

Become China Ready Accredited

To help your business become China Ready, Tourism NT has partnered with China Ready & Accredited (CRA) whose CHINA READY® training program equips businesses with cultural insights and awareness that are essential for successfully engaging with Chinese visitors.

The CHINA READY training also leads to global accreditation which shows Chinese customers you are a reputable business that meets Chinese traveller service expectations.

Page last updated on 23 September 2020