Weekly Round-Up (13 February 2017)

Welcome to this week’s China Ready Now Round-Up.

With the Chinese New Year holiday period now officially over, you’re no doubt catching your breath after an extremely busy start to the year. Although we won’t know exact numbers of Chinese visitors for January and February for a few more months, early indications are very positive. China’s biggest OTA, Ctrip, reported that Australia was the fifth most population destination for outbound Chinese travellers during Chinese New Year. Pretty impressive considering that we weren’t even in the top ten last year! No doubt the boom in direct flight paths between the two countries and the introduction of 10-year visas were a contributing factor, as well as a good exchange rate. However I think the biggest attraction was what Australia represents to Chinese tourists. A clean, green land with fresh air, friendly locals and amazing scenery, wildlife and food.

For those of you who don’t want to rest on your laurels, now is the time to start planning your Chinese strategy for the rest of 2017. How can you improve the quality of the information about your business for a Chinese audience? What was the feedback from your Chinese customers, and how can that be used to attract more independent Chinese tourists in the future?

If you’re wondering where to start, wonder no more! We’re here to help, get in touch with us to find out how we can help you succeed in 2017!

We hope you enjoy this week’s Round-Up.

Australia and New Zealand focus:

  • Rich Chinese eye WA holidays: Well-heeled Chinese tourists are prepared to spend more than $10,000 for a week’s holiday in WA, staying in the best hotels and being flown around the State in private jets.
    They are part of a growing trend among Chinese middle-class travellers looking for unique destinations around the world that are clean, sunny and not full of people.
  • Top 5 Destinations for Chinese Self-Drive Tourists: The car rental market is heating up as Chinese tourists increasingly seek out types of tourism that are both family-friendly and more independent than traditional tour groups. Australia and New Zealand are popular choices, but not without some problems.
  • Australian startups and SMEs urged to look to Asia in wake of Trump: Brad Chan, founder of Sydney-based co-working space Haymarket HQ, has urged SMEs to start targeting the 19,000 Chinese tourists visiting Australia every week and the “roughly 2 million Australia-based Chinese consumers right in our backyard”. This follows indications that US economic policy will be increasing protectionist.

International focus:

  • Chinese New Year 2017, a global Golden Week bonanza: 6.16 million Chinese travelled overseas this Chinese New Year Golden Week 2017, a 7% increase from 2016. The top five destinations according to Ctrip were Thailand, Japan, USA, Singapore and Australia. Australia was not even a top 10 destination last year.
  • Live-Streaming Lures China’s Luxury Travel Marketers: As Snapchat and Instagram Stories take off in the West, China is having its own live-streaming boom, with hundreds of platforms and 24 million daily active users getting in on the trend. That’s a pool of potential for China’s luxury travel marketers who want to sway holiday goers by giving them a realistic taste of tourism without them needing to leave home.
  • Chinese Tourists Look For New Destinations In 2016: Chinese tourists are getting more comfortable traveling further and further away as the country’s outbound tourism market matures. 2016 saw a total of 136.8 million instances in which a mainland Chinese citizen crossed the country’s border. But unlike in years prior, less than half of these trips ended in Greater China (Hong Kong, Macau and Taiwan).

That’s all for this week’s Round-Up. For more updates during the week on Chinese tourism trends, follow us on Twitter or Facebook.

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