Leading Museums, Museum Leaders

Chinese students and museums

Chinese students visiting a museum. Source: english.people.cn

Lynda Kelly, Attracting Chinese Tertiary Students to Museums: What does the Research (and students themselves) say? Museums and the Digital, 25 August 2016

In 2015 China was Australia’s second largest inbound market, with 60% of these in New South Wales. The number of Chinese International Tertiary Students (CITS) attending university in Australia sits at around 34% of the total international student population. In 2015 there was an increase of 34,000 CITS in New South Wales, making it the state with the most enrolments in Australia (39%), growing by 17% from 2011.

The Australian National Maritime Museum is located in the heart of Darling Harbour, Sydney. While visitation is mainly from Australian-based audiences there are a significant number of tourists visiting the museum, with the Chinese market one of the strongest and fastest growing. The museum has a “China-ready” strategy in progress which includes:

  • developing educational programs specifically for Chinese school students visiting Australia
  • having key texts in most exhibitions and significant signage around the museum translated to simplified Chinese
  • Action Stations website available in Chinese
  • targeted campaigns aimed at tour operators to increase the numbers of Chinese-speaking visitors to the museum
  • research with Chinese audiences and operators
  • converting a marketing role to a tourism/marketing role

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Council of Australasian Museum Directors c/o Mr Brian Oldman, South Australian Museum PO Box 234 Adelaide, South Australia 5001 Australia, © CAMD 2022
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