Catering to the state’s second largest market, Tourism Queensland (TQ) has launched a new industry road show, updating operators on the likes and dislikes of the Chinese traveller.

Kicking off earlier this week and travelling through the Gold Coast, Brisbane, Sunshine Coast and Tropical North Queensland, TQ chief executive Anthony Hayes said the workshops would maximise the region’s potential to host the China market.

Mr Hayes also took the opportunity to launch the Group’s new Setting the Direction for the China Market 2012-2016 paper, an action plan “to grow the China market in a sustainable way”.

“The implementation of this directions paper will ensure the industry is ready to welcome more Chinese visitors and provide them with high quality tourism experiences,” Mr Hayes said.

The tourism bureau also announced it would focus on building its Chinese nationals living in Australia figures through new marketing and publicity campaigns in Sydney and Melbourne.

“Tourism Queensland also has it sights set on the thousands of Chinese nationals living in Australia,” Mr Hayes added.

“Chinese nationals like holidaying in Queensland thanks to our nature-based experiences, unique wildlife and islands and beaches.

“They also have family and friends who visit, which is why it’s important for us to engage with them.

“We will also run marketing and publicity campaigns in partnership with Australian-based Chinese media and travel agents to promote Queensland to Chinese nationals, particularly those in Sydney and Melbourne.”