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The shopping centres most popular with Chinese tourists
Sydney Morning Herald, Sydney  by JENNIFER DUKE
28 Feb 2018
Business News - Page 27 - 367 words - ID 918326234 - Photo: No - Type: News Item - Size: 186.00cm2

For every 100 Chinese tourists on a long-term holiday to Australia, 15 will step foot in Sydney's Chatswood Chase shopping centre three or more times.

New research shows the northern Sydney Westfield is the most popular shopping centre in the country for Chinese travellers visiting for more than 30 days.

Queensland's Pacific Fair on the Gold Coast ranked second on this measure, closely followed by Victoria's QV Centre in Melbourne's central business district.

Singtel Group's Australian data arm DSpark undertook the analysis for outdoor advertising company oOh!media, which owns advertising assets in suburban shopping centres, by using location data from phones where sim cards were bought in major Chinese cities.

Chinese tourists are big business for advertisers, with 1.6 million visiting Australia in 2017, spending more than $10 billion on local goods and services during their trip, oOh!media chief marketing officer Michaela Chan said.

"Advertisers are mainly luxury goods, health and wellbeing, property and tourism," Ms Chan said.

"Vitamins, baby formula, Manuka honey and sheep's wool products are popular." The top 10 per cent of this market spends $3000 a day while visiting.

"We want to be able to reach travellers at the airport and beyond," Ms Chan said.

The Australia China Business Council has tipped Chinese tourism to Australia to triple to 3.3 million people a year by 2026.

The new data shows popular suburbs, roads travelled and key shopping locations, allowing brands to pick the best spots to advertise.

When overlaid with demographic statistics, it shows many of the visitors were in areas with significant Chinese populations.

Chinese tourists spent the longest time in Pacific Fair on the Gold Coast above any other shopping centre, at 109 minutes.

Macquarie Centre and Chadstone in Melbourne's Malvern East also ranked well for length of time in the centre, at 72 minutes and 46 minutes respectively.

This outpaced Myer Melbourne and Sydney QVB, which both had an average around 25 minutes.

The population of Broadbeach Waters - a tourist hub and the location of Pacific Fair - is 1 per cent Chinese.

About 14 per cent of the population in Sydney's North Ryde, home to Macquarie Centre, has Chinese ancestry. Chatswood's population is about a third Chinese.

Provided for client's internal research purposes only. May not be further copied, distributed, sold or published in any form without the prior consent of the copyright owner.
iSentiaMedia Alerts may be subject to error or omission. Media Alerts are for the use of Isentia clients only and may not be provided to any third party for any purpose whatsoever. Isentia operates across the Asia Pacific region and uses multiple sources to gather audience data for internet, press, radio and television media entities. These audience data providers include AGB Nielsen Media Research, Audit Bureau of Circulations, comScore, CSM Media Research, GfK Radio Ratings, OzTAM, Nielsen, Research International and TNS.
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