Australia has been named as the third most popular travel destination among tourists from China as part of a new report.
Research carried out by travel-booking website Hotels.com for its annual Chinese International Tourism Monitor report shows that while Australia has slipped down the list slightly after being named Chinese tourists' favourite destination last year, it is still very popular with visitors from the country.
Australia is particularly popular with Chinese millennials, many of whom view the country as an exotic destination that offers experiences they cannot try at home, including visiting the Great Barrier Reef and the Outback, while the quokkas of Rottnest Island were also cited as a key attraction for visitors down under from China.
Overall, 17 per cent more people travelled to Australia from China in 2016 than in 2015, with this figure expected to rise even further over the course of this year.
However, speaking to News Corp, managing director of Tourism Australia John O'Sullivan called on tourist organisations throughout the country to improve their understanding of Chinese travellers' wants and needs to further boost the chances of them returning down under.
Simon McGrath, chief operating officer of Accor Hotels, explained that his company launched a system entitled Chinese Optimum Services Standards five years ago, which sees Mandarin speakers installed in as many of its hotels as possible.
"Today these standards have been adopted by over 50 of our hotels and we as a business continue to grow in this area as we learn more about what our Chinese guests are looking for in accommodation in Australia," Mr McGrath stated.
The Hotels.com research also revealed that Chinese tourists' favourite travel activities are dining out, sightseeing and relaxing, overtaking last year's top activity of shopping. Meanwhile, eco-tourism - travelling to see unique wildlife and natural landscapes - experienced growth of 12 per cent over the past year.