Is your business set up to receive Chinese visitors?

Are you ready for this season’s visitors?



A key objective of Destination NSW’s China Tourism Strategy to 2020 is to protect the state’s current market leadership for Chinese visitation.


In order to meet the needs of the Chinese market, we need to understand the cultural nuances and expectations of visitors from China.


Here are some tips for tourism businesses accepting Chinese visitors:

  • Make sure your website can be translated for Chinese visitors ready to book online.
  • Do not cause a Chinese visitor to become embarrassed or ‘lose face’.
  • Address the most senior person in a group.
  • Be culturally aware – number 4 is unlucky (hotel room numbers, etc), names should not be written in red.
  • Consider employing Mandarin-speaking staff or have some of your team take lessons.
  • Provide signage and written content for your business in Simplified Chinese.
  • Make sure processes are quick and efficient, minimise queuing time.
  • Marketing materials including printed brochures, menus and product fact sheets should be provided in Simplified Chinese.


Destination NSW confirms that this experience must live up to their expectations as Tourism Australia research shows that it affects their overall trip satisfaction.



More than half of Chinese international travellers book their accommodation  online or through mobile apps such as Ctrip, Elong, AliTrips, Qunar, & Tuniu.,, and are also growing in popularity for Chinese visitors. If you would like to make your China-ready tourism products available through Chinese online distributors it is suggested to contact these booking platforms directly.


The Australian Government provides a Translation and Interpreting Service (TIS), which provides interpreters in a number of languages for a fee, including via a 24-hour Automated Telephone Interpreting Service (ATIS). For more information on this paid service, contact the TIS client liaison team on 1300 655 820 or visit


Tourism businesses with products suited to Chinese visitors may register interest in participating in relevant media visits by contacting


Read Destination NSW’s China Tourism Strategy 2012 – 2020. For more information on becoming export ready, trade events and missions, visit .


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