Despite the latest research that suggests Australia's fragmented tourism sector is in danger of missing the boat on China's booming global outbound tourism market, some tourism experts believed that Australia has a lot to do to better benefit the outbound Chinese tourist boom.
 

New research from Think Global Consulting (TGC) showed that since Australia's Minister for Tourism, Martin Ferguson announced a new 10-year strategic plan aimed at netting China's tourism potential in June this year, the disjointed structure of Australian tourism organizations has dented country's best attempts to lock down a unified China outbound tourism policy.
 

The "China 2020 Strategic Plan" unveiled by Minister Ferguson at the inaugural Australia-China Tourism Summit in Cairns and developed in consultation with industry and government stakeholders, was hailed as a means for Australia to stay competitive in the global race to secure outbound travel from China.
 

In the next decade, that market for Australia alone is predicted to be worth somewhere between seven and nine billion dollars, with some 860,000 Chinese visitors forecast to visit Australia in 2020.

In 2010, China was Australia's fourth largest source of visitor arrivals but also became the largest market in terms of economic value, worth 3.3 billion U.S. dollars.
 

One thing is clear with opportunities all-around, the tourism industry can't afford to just be on holiday.