Chinese tourists are shunning the sunny beaches of Australia for the frozen mountains of Russia and Switzerland because its facilities are not up to scratch.
Australia was only the 17th most popular destination for China's growing number of holidaymakers booking package holidays between April and June this year.
It ranked just below Switzerland at 16th and behind Russia at 13th and France at 10th with Asian neighbours making up the top nine led by Thailand and South Korea according to figures from the China National Tourism Administration.
China is Australia's biggest source of tourists who spent $7 billion a year with Tourism Australia projecting $13 billion by 2020.
But that increase would mostly be driven by more Chinese people traveling as only five per cent of its 1.35 billion population own a passport - with market share falling.
With the number of Chinese travelers quadrupling in the past decade along with their spending Australia risks missing out if it does not become more attractive.