Emerging Markets

The Emerging Markets SIG operated from 2012-2019. The following is an archive of the SIG activities.

Focus and Themes

The Emerging Markets SIG (EMSIG) seeks to undertake research and development focusing on Australia’s emerging tourism markets. The SIG was established in 2012 in response to a need to better align academic research with the evolving needs of the tourism industry.

The SIG hosts an active community at the Emerging Markets Tourism LinkedIn group. Key external organisations associated with EMSIG include the Australian Tourism Export Council (ATEC), Travel and Transport Forum (TTF) and National, State and Territory destination marketing organisations.

We encourage anyone interested in emerging tourism markets to join this group to keep up with all the latest developments in the emerging tourism space.

Past Activities


  • The SIG is working to define the term ‘emerging market’ in a partnership between Monash University and China Digital.
  • Joseph Cheer is on the organising committee for the 1st Tourism and SDGs Conference to be held in New Zealand in January 2019.


  • The Orphanage tourism: Ethics and Alternatives Conference (an industry, government and university collaboration) was held on 24 August 2018 in Melbourne, and then travelled to Perth, Sydney, Adelaide and Brisbane.
  • SIG is under new leadership of Dr Joseph Cheer, Monash University and Annette Sharp, China Digital Agency.
  • Founding coordinators Byron Keating, Anton Kriz and Sam Huang have stepped down as co-ordinators.



  • Special Issue on Chinese outbound tourism in Journal of Travel and Tourism Marketing (JTTM) guest edited and contributed by SIG members in print in JTTM Vol. 32, Issues 1-2.
  • The South Australia-Shandong Tourism Development Forum held at University of South Australia on 17 July attracted 36 participants.
    • Three visiting professors from Shandong University’s School of Management Professor Song Zhenchun, Assoc Prof Xu Feng and Assoc Prof Qing Maolan gave presentations about China tourism.
    • The forum was also attended by representatives from industry and government organisations such as South Australia Tourism Commission (SATC), Education Adelaide, Australian Hotels Association (SA), Hilton Adelaide, Adelaide Convention Bureau, Berri Barmera Council and Adelaide City Council.
  • A book Tourism Research in China: Themes and Issues by Sam Huang was published by Channel View Publications.
  • Sam Huang took over as the EMSIG co-ordinator and primary contact.


  • EMSIG Visiting Fellow 2014 currently considering candidates.
  • Professor Noel Scott organised China Dream, a symposium focusing on the Chinese Market, on the Gold Coast from 14 -16 November.
  • A special issue titled Chinese Outbound Travel: Emerging Issues and Implications was published in the 2014 volume of the Journal of Travel and Tourism Marketing.
  • SIG members chaired an Emerging Markets session and held annual meeting at CAUTHE 2014 conference.


  • Associate Professor Xiang (Robert) Li from the University of South Carolina was the 2013 EMSIG visiting fellow. Robert presented seminars at the University of Canberra, University of Sydney, Griffith University and the University of Newcastle.
  • Professor Haiyan Song was a visiting fellow at the University of South Australia. Haiyan presented at UniSA and also to staff at Tourism Research Australia (TRA) and the University of Canberra.
  • Prof Byron Keating was commissioned by TRA to examine the tourism related impacts of Chinese international students.
    • A book chapter, co-authored with Amy Godfrey from TRA, was published in the June 2013 Resources, Energy and Tourism China Review.
    • The chapter was presented at a strategic think-tank to consider the important nexus between international education and tourism.
    • This think-tank event was hosted by Victoria University and supported by the Australia China Council (ACC), Australian China Alumni Association (ACAA), and the Emerging Markets Special Interest Group of the Australian Council for Tourism and Hospitality Education (EMSIG-CAUTHE).
  • Keynote presentation on industry/engagement at International Research Symposium on Service Management in India. Currently mentoring two tourism/hospitality research teams.
  • Analysis of regional dispersal of Chinese tourists presented at Australian Regional Tourism Network in Margaret River (with Therese Phillips, TEQ).
  • The Emerging Tourism Markets LinkedIn group has 243 members. Special thanks to Annette Sharp (iTours) and Trevor Lee (TravConsult) as the most active contributors to this group over the past six months.


  • SIG established on 20 April 2012 with co-ordinators Professor Byron Keating (SIG lead), Dr Sam Huang and Dr Anton Kriz.
  • Inaugural workshop, focused on Chinese Outbound Tourism, held on 1 May 2012 at the Hyatt Regency at Coolum in the lead up to the 2012 ATEC Symposium.