This document provides an overview of China and opportunities for tourism to Australia from China. It notes that China has a population of 1.33 billion people and an economy of $12 trillion, making it a major source market. China's Belt and Road initiative aims to increase connectivity between China and other parts of Asia, Africa and Oceania. There were 1.36 million Chinese arrivals in Australia in 2017 and this is projected to grow to 3.3 million by 2026, bringing $10.3 billion in local spending. The aviation market between China and Australia is also growing rapidly due to an open skies agreement. The largest segments of Chinese visitors to Australia are for education, visiting friends and relatives, holidays, and business events.

1. CHINA
L E T ' S T A L K A B O U T
By Leo Len,
Bornready Travel

2. CHINA TODAY
Superpower Diplomacy
Urban: 680 Million
(52%)
1.33B POPULATION
$12 Trillion
(USA $19 Trillion)
GDP ONE BELT ONE ROAD
Eurasia
Africa
Oceania

3. #OBORT H E M O D E R N S I L K R O A D

4. 92%
this makes China the biggest consumer
market, with over 1.2 billion of Han Chinese
who share common cultural values and
communicate in the same language
OF TOTAL CHINESE POPULATION
ARE HAN ETHNICITY,
OTHER 55 ETHNIC MINORITIES ARE ONLY 8%...

5. A D A P T A B I L I T Y M E R I T O C R A C Y L E G I T I M A C Y
S T A B L E P O L I T I C A L S T R U C T U R E A L L O W S C H I N A T O T A K E
D E V E L O P M E N T P L A N S O F 1 0 - 2 0 Y E A R S A S T I M E U N I T

6. Made in
China 2025
5G AI
E C O N O M I C D E V E L O P M E N T F O C U S

7. MILLENNIAL
Young, affluent, well-
educated Chinese
independent travelers
seeking for unique
experiences
Key Opinion Leaders
that inspire fellowers
in outdoor, fashion,
food, music, movie or
art sectors.
E-COMMERCEKOL
W H A T S H O U L D W E C A R E A B O U T ?
77% of all luxury
purchases are now
made on a portable
device for Chinese
consumers.

8. SPEEDYLOGISTICS
Besides the wide range of products from office
supplies to live fish that you can buy online, many
Chinese E-commerce sites also offer half-day
delivery service (2 - 4 hours after your order is
submitted) in top 15 cities, with complimentary
shipping.
Time is a factor in all businesses, but with
E-commerce in China, it is crucial.
B O R N R E A D Y T R A V E L

9. Number of Outbounfd Travels
I n 2 0 1 7
130M
8.7%of total Chinese
population have
passports only
Expected to become 240M
by 2020, with over USD
$430 billion of total
overseas spending.
Winning Sectors:
- Gaming
- Cosmetics
- Luxury
- Online

10. B I G G E S T S O U R C E M A R K E T T O A U S T R A L I A
CHINESE ARRIVALS
IN 2017
GROWTH
RATE
2026
POTENTIAL
LOCAL SPENDING
IN AUSTRLIA
15%
85%
25%
75%
13%
87%
30%
70%
1.36M 13.2% 3.3M $10.3B

11. 29.2%
2M
Open
Skies
AVIATION GROWTH
In 2017, capacity of China - Australia
direct service increased from 114 flights
weekly, to 145 flights weekly.
AGREEMENT IN DEC 2016
Both Governments have removed all capacity restrictions from
the Australia-China air services arrangements, allowing us to take
advantage of the largest and fastest growing consumer market
YEARLY INBOUND SEATS TO AUSTRALIA
Top service providers are China Southern (36%), followed by
China Eastern (24%), Air China (15%), and Qantas (9%)

12. P R I M A R Y S E G M E N T S
Education - 13%
VFR - 19%
Business - 7%
Holiday, FIT - 44%
Holiday, ADS - 11%
0
10
20
30
40
50
EDU VFR BIZ FIT ADS Other

13. BusinessIN PROGRESS
Bussiness Event (BE) is a really good opportunity
for Australia now. For BE, companies pay for airfare
and travelers do a lot of shopping. Currently China's
airfare is low, so more and more companies are
sending their employees to Australia.
» C H I N A C Y T S M I C E S E R V I C E C O M P A N Y
» C I T S I N T E R N A T I O N A L M I C E C O M P A N Y
» C T S M I C E S E R V I C E C O M P A N Y
» G R A N D C H I N A M I C E S E R V I C E
» U M I C E I N T E R N A T I O N A L T R A V E L
PCO & MICE
AGENCIES
» C T R I P
» N E W V I E W
» S W A L L O W T R A V E L
» T U N I U
TRAVEL
AGENCIES
» A U G A T R A V E L
» A U S T R A L I A N T O U R S M A N A G E M E N T
» E N C O U N T E R A U S T R A L I A P T Y L T D
» E Q U I T Y T R A V E L
» E V E R S U N T O U R S & T R A V E L
» E X P E R I E N C E T O U R S A U S T R A L I A
» P T C E X P R E S S
ITO'S

14. I t ' s a b o u t
- S e n s i t i v i t y
- C r e a t i v i t y
- U n i q u e E x p e r i e n c e
- B e P e r s o n a l
- B e U s e f u l
- B e I n t e r a c t i v e
CHINESE
MILLENNIAL
9 5 % o f t h e m u s e m o b i l e t o
c o n n e c t o n l i n e a n d h a v e o v e r
1 0 0 a p p s s t o r e d o n t h e i r p h o n e
D i g i t a l f i r s t , p l a t f o r m n a t i v e

15. ECOSYSTEM
O N L I N E T R A V E L
In China

16. FIND THE RIGHT PLATFORM FOR YOUR
TARGET AUDIENCE
- LIVE STREAMING IN CHINA
MEIPAI
01 INKE, HUAJIAO
02
T-MALL LIVE
03 DOUYU
04 YIZHIBO
05
MILLENNIAL & SHOW BIZ RELATED
BEAUTY & FASHION
GAMING
VLOG & NEWS
BUY WHAT YOU SEE

17. Finland,
1st All-Alipay
DestinationThe widespread adoption of Chinese mobile
payments attribute to Finland's success in
2017. Last year Finland saw 432,000 Chinese
tourists and it rose by an impressive 63%.
Bornready.xyz
Case Study

18. fullertonbotanic.com
Recent launch of "Airbnb
Plus" and "Beyond Airbnb" set
themselves up for a even
greater success in 2018
New Functions
Airbnb wins over
Chinese millennials
Airbnb has great taste in finding
the right star to work with - Eddie
Peng. They also had a successful
campaign for millennials to
"kidnap" their parents in CNY.
Precision Marketing
Airbnb is doubling down its
investment in China, and
quadrupling its engineering
team over the next 12 months to
focus on affluent millennials.
Local Engagement
Bornready.xyz
Case Study

19. L E O L E N | L E O @ B O R N R E A D Y . X Y Z
THANK YOU
TRAVEL IS A HUMAN NATURE & WE ARE BORNREADY!