This paper investigates the notion of “intra-cultural variance” among Chinese tourists/leisure markets. The concept of “intra-cultural variance” in tourism and leisure studies has been under-researched to date, often being located under the umbrella of “cross-cultural” research (Kim & Prideaux, 2005; Tai & Tam, 1996; Tse, Belk & Zhou, 1989). In order to demonstrate the relevance and significance of the “intra-cultural variance” concept in tourism/leisure marketing, particularly within the growing Chinese markets, this paper studied two Chinese markets: namely Mainland Chinese and Singaporean Chinese in Queensland, Australia. This study employed a qualitative approach, utilising tourists/leisure marketing materials in the respective markets. Based upon content and semiotics analyses of 323 marketing materials for Mainland Chinese market and 329 for the Singaporean Chinese market, this paper identifies current marketing themes in each group. It further elaborates comparative elements in the two markets, providing recommendations to the industry marketers. It is finally argued that the concept of “intra-cultural variance” in the Chinese markets has significant marketing implications and continuing research on the notion is essential.