Chinese money being targeted by Tourism NT

As the Territory emerges from another difficult tourism season, Tourism NT is hoping a recent trade mission to China will bring greater cash flow into the Top End and Red Centre. Details.

Tourism NT has completed a trade mission to China, September 2024.

Tourism NT hopes to cash-in on Chinese tourist money, after completing a week-long trade mission in China aimed at enticing Australia’s northern neighbours.

This month, a delegation consisting of Tourism Top End representatives and eight NT tourism and hospitality operators visited Guangzhou, Beijing and Shanghai with a view to network and establish connections with Chinese product managers, travel agents and media outlets.

Tourism, Services and Hospitality deputy chief executive Scott Lovett said the trip was an opportunity to put the Territory back on China’s travel radar.

“This trade mission was an invaluable opportunity to highlight the Territory’s incredible experiences to a key international market, positioning the NT as a top choice for Chinese travellers,” he said.

“China has been identified as one of our Targeted Investment Markets with a trade and consumer engagement strategy in place to grow visitation in the coming years.”

The mission comes after it was revealed the Territory – along with wider Australia – experienced another difficult tourism quarter, with booking numbers across the Top End dropping significantly in 2024.

Scott Lovett says the Chinese market is on Tourism NT’s priority list. Picture: Supplied.

The slump follows consecutive years of struggle, with high cost-of-living demands impacting domestic and international travel.

In February, Chinese state media, Xinhua, reported Tourism Australia managing director Phillipa Harrison had shifted her focus back to the Chinese market.

“We certainly know that Australia has a lot to offer Chinese travellers and our industry and the Australian public love to welcome Chinese guests to Australia,” she told Xinhua.

“So we know that we will rebuild the market and it will be our number one market again sometime in the very near future.”

Mr Lovett said the Territory’s delegation was an initiative made with a vision to capitalise on growing Chinese interest.

“Feedback from our key trade, media and airline partners reaffirmed the growing consumer interest in the Territory as the China market into Australia continues to recover,” he said.

“Our operators have all brought back valuable insights and new partnership opportunities.”