Weekly Round-Up (3 April 2017)

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

A new era of Australia-China relations is upon us, but Australians are not ready.

That’s the message from Linda Jakobson and Bates Gill, the authors of China Matters: Getting it Right for Australia, which was officially released last week. Jakobson is the director of the independent policy think tank China Matters, and prior to moving to Australia in 2011 spent 22 years living in China. Bates Gill is a professor of Asia-Pacific strategic studies at the Australian National University and an internationally-recognised China expert with 30 years’ experience as a scholar and policy advisor. So they know their stuff!

In a follow-up article in The AustralianJakobson and Gill observe the opportunities in particular for Australia’s tourism sector, highlighting the increased number of direct flights, arrival numbers and spending by Chinese tourists. All of this is just the tip of the iceberg, as China’s middle-class is forecast to grow to 850 million people by 2030. The authors note:

“That is good news, but far more needs to be done to improve Australian competitiveness in services. The Australian tourism sector is unprepared and will struggle to make the most of it. Language ability, cultural awareness and greater understanding of Chinese expectations are needed. If perceptions grow within China that Australia cannot absorb the rising flow of tourists and provide a valuable experience, those travellers will look elsewhere.”

This is advice that I could not agree with more. And fortunately for tourism operators, they don’t need to look far for solutions. Our packages all include language training, cultural awareness training and practical advice on how to welcome Chinese guests – plus much more! So, if you want to “get it right” for China, then get in touch with us for a free consultation today to see how we can help.

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

PS If you want to purchase a copy of China Matters: Getting it Right for Australia, click here.

Australia and New Zealand focus:

  • Australia must reshape links with China (paywall): Bates Gill and Linda Jakobson, authors of China Matters: Getting it Right for Australia, write that Australia’s tourism sector has never had an opportunity like the one presented by China right now. However, there is even a greater potential upside ahead. To take advantage of that upside, far more must be done to improve our competitiveness in services.
  • Chinese tourism to NZ to get a boost with new deals: Chinese Premier Li Keqiang’s visit to New Zealand has heralded a range of tourism deals. Among them is an extension of multiple-entry visas for Chinese visitors to five years and approval for an extra 11 direct weekly flights. Most significant however is the announcement that 2019 will be designated the China-New Zealand Year of Tourism. The Tourism Export Council has warned that New Zealand’s infrastructure may struggle with the increased demand.
  • Chinese twins plan to introduce Australian products to followers: Yoni and Joyce are social media queens who have been dubbed the Chinese Kardashians. They livestream through Chinese online shopping website Taobao, where they have the highest number of real time followers. Recently the twins toured Australia with Alibaba, to give their Chinese followers a taste of Australian products.

International focus:

  • WeChat rolling out ads targeting Chinese tourists: WeChat has been slowly ramping up its ad game since it opened up “Moment ads” a bit more than 2 years ago. Now, marketers can target the most-prized demographic: Chinese tourists traveling outside China. How does it work? WalktheChat has more.
  • The Real Reason Chinese Millennials Are Super Consumers: Chinese millennials, numbering more than 400 million, are a force to be reckoned with. Helen Wang of Forbes magazine explains why they are a privileged generation, an entitled generation, but mostly important, a fun-loving generation.
  • China is Now the World’s Largest Source of Outbound Hotel Investment: 2016 was a banner year for Chinese outbound hotel investment as market participants invested a record-high $9.4 billion in North America, Europe and other markets, nearly doubling the $4.9 billion they spent during 2015.

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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