Chinese visitors push South Australia’s tourism spend to more than $1.1 billion

OVERSEAS visitors splurged more than $1 billion in South Australia propelled by a “phenomenal” surge in cashed-up Chinese tourists heading to the state in a record year.

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A “PHENOMENAL” surge in cashed-up Chinese tourists has helped lift annual spending by international visitors to South Australia to a record $1.1 billion, new figures show.

Overall spending by international visitors rose 13 per cent in the 12 months to September, boosted by the 55 per cent increase from Chinese tourists.

Tourism authorities have targeted Chinese “big spenders”, aiming to lure them to premium locations such as Kangaroo Island.

Chinese are now the biggest contributors to the state’s economy among international tourists. The increase in spending in SA by Chinese visitors to $371 million is directly linked to the nation’s highest growth in visitors from that country — up 58 per cent to 61,000.

The rise was particularly notable when compared with most other states, where the rise in Chinese visitors was between 1 per cent and 17 per cent. Tasmania was the closest at 40 per cent.

It follows the announcement last week that SA had secured Chinese megastar Huang Xiaoming to be an ambassador for the state.

Federal Tourism Minister Steven Ciobo said record funding to Tourism Australia had ensured that tourists know “Australia is the best place in the world”.

Chinese tourists Yuan Ma, 31, and Luo Zan, 25, enjoy a paddle on the River Torrens. Picture: Tom Huntley

“This phenomenal growth is evidence that the Turnbull Coalition Government’s investment in China — through targeted marketing, aviation liberalisation and visa reform — is paying dividends,” he said.

“Tourism is booming in SA, which is great news for the state’s economy. SA is starting to experience the enormous potential offered by China.

“Chinese visitors love Australia and all we have to offer. They spend far more than any other tourists, pumping billions of dollars into our economy.”

Mr Ciobo pointed to the Turnbull Government securing an aviation agreement with China which allows Australian and Chinese airlines to offer unlimited flights as a contributing factor to the growth.

It was the first time China had signed such an agreement with any country. Last December, China Southern began flying direct between Adelaide and Guangzhou.

Chinese actor Huang Xiaoming has been appointed a Global Brand Ambassador for South Australia by the SA Tourism Commission. Picture: SA Tourism Commission

State Tourism Minister Leon Bignell said the figures showed the Government’s efforts in China had paid dividends, reaching its target for Chinese tourists two years ahead of schedule.

“We want people who can buy our prawns, lobster and best wines — not someone who is going to stay in their hotel room eating two-minute noodles. We want to make sure they’re the big spenders,” he said.

Mr Bignell said the direct flights had been a real game-changer and the Government’s efforts promoting SA in China had helped make the most of the opportunity.

He said the airline hoped to increase the number of flights from five a week to seven as soon as more aircraft become available. In 2016-17, the total economic value on SA’s international and domestic tourism sector grew 4.9 per cent to $6.3 billion, on the way to the 2020 target of $8 billion.

Despite the encouraging growth, SA still punches below its weight in terms of overall international tourist spending.

Across Australia, international visitors spent more than $28 billion but less than 4 per cent of that was in SA.

Growth rates in recent years have, however, been strong, allowing SA to secure more of the market share than more famous destinations.

Chinese visitor Yuan May, 31, a copywriter and radio presenter, is on a six-month working holiday cherry picking in the Adelaide Hills.

On her days off, she likes to shop for clothes and see the sights in and around Adelaide.

“I have been to Hahndorf, Mt Barker and the Adelaide Hills. I enjoy (it) here,” she said.

— with Martina Simos