ABSTRACT

This chapter overviews the Chinese outbound tourism market with a focus on the characteristics of the tourists. Food and wine have been conceptualised towards the Chinese market by analysing Chinese food and wine preferences and expectation in travelling. The Chinese food culture with the characteristics of food consumption by Chinese people, a number of strategies are proposed to help develop Australia's food and wine resources towards the Chinese tourist market. In 1984, the State Council approved the organisation of tours for mainland residents to visit relatives in Hong Kong and Macau, and this is believed to be the beginning of Chinese outbound tourism. China's outbound tourism has unique development features compared with other countries. Trip planning is getting more and more important for Chinese tourists, especially free and independent travellers. Australia's food and beverage is adopted and adapted since colonization. Chinese tourists frequently use the Internet to seek travel-related information. The magazine started to provide a Chinese-language edition in 2016.