China remains one of Australia’s most valuable inbound tourism markets, yet today’s Chinese travellers are increasingly diverse in their motivations, expectations and travel behaviours.
At Griffith Institute for Tourism (GIFT), Associate Professor Xin Jin is helping destinations, governments and tourism operators better understand this evolving visitor market through research that informs strategy, policy and visitor experience design.
Originally from a coastal city near Beijing and now based on the Gold Coast, Associate Professor Jin combines industry experience with expertise in tourism, consumer behaviour, destination marketing and big data analytics.
“My research on Chinese international tourists’ travel behaviours has provided many destinations around the world with a greater understanding of visitor scale and behaviour.”
Looking beyond a single market
Associate Professor Jin’s research challenges the idea that Chinese visitors should be viewed as a single market segment.
Instead, her work highlights the different motivations, preferences and expectations that exist across generations, travel styles and visitor groups.
These insights have helped destinations move beyond broad assumptions and develop more targeted, evidence-based approaches to attracting and serving visitors.
“Successful destinations don’t market to ‘Chinese travellers’ as one group. Understanding the diversity within the market is essential.”
Her research has provided valuable insights into how Chinese travellers make decisions, what influences their travel experiences and how destinations can better meet their evolving needs.
Using data to understand traveller behaviour
Associate Professor Jin has been at the forefront of applying big data analytics to tourism research, helping destinations understand changing visitor behaviour through accommodation preferences, online reviews and digital travel planning.
Her work explores how travellers use online platforms, what shapes their decision-making and how businesses can identify emerging trends before they become mainstream.
This research is helping tourism operators make more informed decisions and create experiences aligned with visitor expectations.
Building stronger destinations
Beyond visitor motivations and consumer behaviour, Associate Professor Jin’s research has examined how destinations recover from disruption and build long-term resilience.
Her work has contributed to understanding how traveller confidence influences destination recovery and how strategic planning can support sustainable growth.
She has also developed innovative approaches to analysing visitor movement during major events, helping destinations understand not only where visitors go, but how they contribute to local economies and communities.
These insights support better planning, improved visitor experiences and stronger outcomes for destinations.
Research with global impact
Associate Professor Jin’s work has informed policy and decision-making around the world, with her research cited across more than 25 academic disciplines and in more than 100 countries.
She collaborates with governments, international organisations and tourism stakeholders to provide evidence-based insights that support smarter tourism planning and management.
Alongside her research, she serves as Managing Editor of Tourism Management, one of the world’s leading journals in tourism research.
Looking ahead, Associate Professor Jin is exploring the growing influence of artificial intelligence on tourism and traveller behaviour.
“We are in an era of technological transformation. I want to actively learn about the impact of AI on research and on people’s travel and lives.”
Through researchers such as Associate Professor Jin, Griffith Institute for Tourism continues to help destinations better understand visitors, respond to change and make informed decisions that support a more resilient and competitive tourism industry.
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