Weekly Round-Up (29 May 2017)

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

Last week I presented in Melbourne at the New Horizons Conference, organised by Oceanic Scuba Centres and Australian Underwater Products. China is the world’s fastest growing scuba dive market – something which I had never thought about prior to being invited to present at the conference. But it makes sense – China is the world’s fastest growing market for just about every middle or upper-middle class activity! And for niche activities such as scuba diving, the rise of the Chinese middle class tourist can convert to a huge number of new customers.

But how does a small or medium-sized Australian business attract these customers? My top 3 tips for the scuba dive retailers at the conference (and these can apply to any other business!) were as follows:

  1. Produce Chinese-language material and put it in the right places;
  2. Tap into the low-hanging fruit – Chinese already in Australia; and
  3. Make sure you’re using WeChat

In this week’s Round-Up, Adele Fiene provides some insights on how regional operators can make the most of Chinese millennial travellers’ interests – and I couldn’t agree with her more on this point: “Getting [WeChat] right will be a game-changer.” 

If you’re ready to start implementing some “game-changer” strategies and want to attract Chinese millennial tourists, then get in touch for a free consultation to find out I can help you.

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

Australia and New Zealand focus:

  • How to Capture the Millennial Market: Go Bush: Currently more than two-thirds of international Chinese travellers are under 35 years of age. These young Chinese are increasingly more concerned with quality of life than the slowing growth of the economy. With this changing mentality, eco-tourism or agricultural tourism is emerging as a potentially lucrative point of difference for regional areas.
  • Chinese winemaking students flock to Adelaide: The University of Adelaide has seen an almost three-fold increase in Chinese enrolments in the past five years in its winemaking courses. 41% of the university’s 280 wine course students are Chinese. In other wine news, former ambassador to China Geoff Raby has become the face of the Swan Wines (paywall), a Chinese-Australian wine venture growing in popularity in China. Australia’s total exports of wine to China surged 40% to $520 million last year, sending China to the top of the list of importers of Australian wine, overtaking the United States.
  • Forget the food and scenery, Chinese turn to Tasmania for romance (paywall): Beijing-based Chinese investor William Wei has acquired three luxury bed and breakfasts in Tasmania for $20 million, and plans to turn them into wedding retreats. “In China, it is very attractive to get married overseas including the honeymoon. And with the strong tourism relationship between Australia and China, plus Australia’s beautiful environment, it will be attractive to weddings”.

International focus:

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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