Australia was voted the top travel destination by China 's richest individuals, according to new research into the lifestyle of China 's emerging elite. 20 per cent of the respondents stated that Australia is the destination that they would most like to visit in 2006, followed by France (15.1 per cent) and Hawaii (14.9 per cent).

The research carried out by the Hurun Report , leading media and events company for China 's richest entrepreneurs, questioned 600 Mainland Chinese entrepreneurs with wealth of at least 10 million RMB on their lifestyle and spending habits.

Whilst Australia was the clear overall winner, the survey highlighted clear cultural difference between the regions. Beijing 's entrepreneurs favoured the US as a travel destination, with Shanghai 's entrepreneurs preferring Europe and France . The good news for the Australian luxury travel industry is that Australia was voted the top destination amongst millionaires from Zhejiang Province . Although not widely known outside of China, Zhejiang Province is home to more millionaires than any other region in China, with 63 members of The Hurun Report 2005 Rich List (China's 400 richest individuals) calling it home.

Travel is also now the favoured leisure activity of China 's elite. 28 per cent of those interviewed said that travel was their number one hobby, followed by swimming (22 per cent) and golf (12 per cent). Interestingly spending time with the family ranked only ninth – coming even lower than fishing and wine tasting.

Rupert Hoogewerf, CEO of the Hurun Report said the 2006 findings suggest a boom in China 's luxury travel market, “New-found wealth and mobility means that travel, and in particularly international travel, is now high on the agenda for China 's elite. As China 's entrepreneurs increasingly travel abroad on business they are learning more about luxury travel and the tastes of their overseas counterparts and want the same experiences for themselves. Countries such as Australia who were quick to gain Approved Destination Status and have worked hard to simplify the visa application process for Chinese visitors will be major beneficiaries.”

According to Hoogewerf , Australia 's large Chinese expatriate community and the fact that many of China 's high-profile entrepreneurs have strong ties with the country have been key factors in Australia 's increased popularity. “Four of the 25 richest people in China are dual Chinese and Australian citizens who have returned to China to make their fortune. Xu Rongmao of Shimao Group, Eddie Ye Lipei of Super Ocean Group and Zhou Zerong from Kingold Group are now three of China's leading real estate developers, while Li Zhaohui studied at Monash University before taking over his father's iron and steel business.” He says.

According to Mica Quinn, travel editor of the Hurun Report Magazine and Director of the China International Luxury Travel Fair, Australia is the hot destination for China 's high-end travellers for 2006. “ Australia is a very chic destination for China 's elite. Recent strong marketing campaigns by the Australian Tourism Board have raised awareness of Australia 's natural beauty and diversity. The great climate also means that Australia is becoming increasingly popular with China 's wealthy wanting to escape winter during the Chinese New Year holiday.”

Top International Destinations for 2006 as voted for by China 's Richest Individuals

Source: The Hurun Report Best of the Best Awards, Preferred Brands of China's Richest survey 2006.