Welcome to this week’s China Ready Now Round-Up.
Last week I showed some Chinese tourists around Watsons Bay, one of my favourite parts of Sydney. We visited the picturesque Camp Cove beach, saw nudists at Lady Bay Beach, took selfies at Hornby Lighthouse and The Gap, then munched on some delicious lobster, prawns and bugs at Doyles on the Beach. They loved the experience, and as first-time visitors to Australia, I think we’ll be seeing them again soon! The tour also reinforced some points on the motivations, needs and interests of Chinese tourists that I think are worth sharing. So, here are a few things to remember for your next Chinese visitors:
- Provide wi-fi: Many Chinese tourists will buy SIM cards or wi-fi devices prior to coming to Australia, but these don’t always work that well. For my guests, I set-up a wi-fi hotspot through my phone (with spare battery pack), so that they can stay connected and share their experience as we go. And when I say share the experience, I mean post everything to WeChat. My guests were on WeChat throughout the tour, one of them still had business back in China that he had to attend to, so was leaving voice messages on WeChat as we walked. Like it or not, being readily available on WeChat is already expected by most Chinese. That’s reflected in some ridiculous usage statistics. Did you know that the average WeChat user spends 66 minutes per day on the app, and over 50% of users now spend more than 2 hours a day on WeChat?
- Offer photo opportunities: From jump shots in front of the Sydney Opera House, to panoramas from South Head and profiles by cute beach cottages in Watsons Bay, taking photographs was a huge part of the tour. That’s where you can add value to their experiences – you know the best places to take photos, and you can take photos of them that they can’t take on their own.
- Make it easy for them to experience whatever you offer: I was quite surprised that the restaurant did not offer a translated menu, given it already attracts a number of Chinese customers. I struggle enough to understand all the different types of seafood available on these menus, you can imagine how hard it must be for someone whose native language is not English!
I hope you’ve found these tips helpful, please let me know your thoughts or anything you’ve learnt from your Chinese customers! And as always, get in touch for a free consultation if you’d like to find out more about how we can help you.
I hope you enjoy this week’s Round-Up.
Australia and New Zealand focus:
- WeChat opens its door to target Chinese migrants and tourists in Australia: According to Bastion S&GO, Tencent’s WeChat Moment ads are now available to Australian businesses. These ads can specifically target Chinese WeChat users in Australia, such as new migrants or international students.
- Marketing to Chinese travellers: get updated on what’s working (Sydney and Melbourne): Tourism Upgrade and Dragon Trail have organised some free seminars in Sydney and Melbourne later this month to discuss how to further attract Chinese visitors to your tourism business or destination.
- Proposed Phillip Island cancer facility to target Chinese visitors: Further signs that medical tourism from China could be a big opportunity for Australia. A proposal is afoot to build an international radiation, oncology and chemotherapy treatment centre on Phillip Island. The island receives over one million visitors a year, and in the future it may be more than just the penguins attracting Chinese there.
- Chinese volunteer to help out with Denmark’s oyster problem by eating them all: Chinese Weibo users have selflessly volunteered to go to Denmark to help the country deal with its oyster crisis. The Danish embassy playfully asked netizens for suggestions at solving the problem of the invasive Pacific Oyster, receiving over 15,000 replies. Most of them were along the lines of “send me, I’ll eat them all”.
- Webinar recap on How to Target Chinese Travellers: Dragon Trail and Travel Massive recently hosted a webinar on how travel brands can target the growing Chinese travel market. The webinar and slides from the presentation are now available on Travel Massive’s website – worth a read and listen!
- Chinese police to patrol tourist sites in Italy: Eight Chinese police officers will go on patrol in Italy in early June to help their Italian counterparts protect Chinese tourists. Police officers may also be sent to to Austria and Spain later this year to help ensure Chinese tourists’ safety and to aid in communication.