Digital Billboards

The Digital Heavyweights

Sep - 2017

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Did you know?

Over the last 5 years Chinese visitor numbers have more than doubled and yet, just 10% of the Chinese currently hold a passport.
Over the last 5 years Chinese visitor numbers have more than doubled and yet, just 10% of the Chinese currently hold a passport.

In 2016, Chinese visitors generated $9.2B in total expenditure
In 2016, Chinese visitors generated $9.2B in total expenditure

53% of all CHINA-AUZ flights land at Sydney International Airport
53% of all CHINA-AUZ flights land at Sydney International Airport

The Halo Effect: did you know Chinese consumers are 6X more likely to associate Australia with health and nutrition than the US, Germany, Japan and South Korea?
The Halo Effect: did you know Chinese consumers are 6X more likely to associate Australia with health and nutrition than the US, Germany, Japan and South Korea?

There’s only one guaranteed media access point to the worlds fastest growing middle class. The Airport.

This edition of The Headline Series shines a light on the worlds fastest growing middle class, understanding whats driving demand and why.

Pulling from a series of peer-reviewed research studies as well as our own proprietary research, we've compiled key finding into this compelling edition of The Headline Series.

In the past 5 years, Chinese passenger numbers have more than doubled with over 1 million visiting our shores in 2016. Their tourism expenditure dwarfs other markets and their demand for Australia's quality goods and services continue to bolster a plethora of industries including education, retail, pharmaceuticals and real estate, to name a few.

As political relations and the relaxation of visa constraints continue to strengthen the AU-CH connection, this Headline Series unmasks the core audience groups affecting key categories in Australia:

The Vuitton Vacationer
The Pharma-natic
The Daigou
The Bidder
The Scholar


To find out more about Chinese Passenger Profiles and the results from the latest instalment of the Headline Series, contact your Account Manager today.