Welcome to this week’s China Ready Now Round-Up.
A recent report by Deloitte noted that tourism is one of Australia’s “Fantastic Five” industries and the second best key sector of the Australian economy for growth. It is expected that Australia’s tourism industry will grow just over 400% between 2013 to 2033. And much of this growth is expected to come from Chinese visitors – whose numbers have increased 380% in the last decade. More importantly, their spending has increased even more rapidly – some 660% since 2006.
But there are signs of slowing – the latest Tourism Research Australia International Visitor Survey shows that visitors from China increased by 12% in the year to March 2017, still good double-figure growth but down off its peak of 20%+ increases just over a year ago. For some states, the results are even worse – Queensland saw just a 6.7% increase in Chinese visitors, while Victoria was not far behind with just 7.3% growth in the year to March 2017.
This is not alarm bells time, but it is clear that Australian tourism businesses will need to work harder to attract the shifting demographics of Chinese visitors and encourage them to spend. Tourism and Events Queensland has got the message, recently setting up a portal on Ctrip for the state’s attractions, the first time an Australian state tourism body has done so. But it is up to every business, regardless of their size, to ensure that they are doing something, anything, to attract Chinese customers. Doing so doesn’t have to be difficult – that’s why I set up China Ready Now! To find out how your business can attract Chinese guests, get in touch for a free consultation.
I hope you enjoy this week’s Round-Up.
PS I’ll be guest speaking on a webinar tomorrow hosted by SiteMinder, on “How to attract Chinese travellers to your hotel” – click here to register for free.
Australia and New Zealand focus:
- Australia must be China-ready to capitalise on its unique tourism: They are cashed-up millennials in their late 20s and early 30s, they are social media savvy and are looking for distinctly Australian sights and experiences. They are the new breed of Chinese tourists and Australia is in a prime position to significantly boost the contribution they generate, a new report by Deloitte concludes.
- Chinese customers paying 1000 per cent mark-up for Woolies home brand products: Woolworths has launched a new bid for China’s insatiable demand for Australian groceries, inking a deal with Chinese online supermarket Kaola to ship its homebrand products to feed the nation’s growing middle class.
- Queensland gets its own Ctrip portal (Chinese): Tourism and Events Queensland, Tourism Australia and Ctrip have partnered together to produce a dedicated Queensland portal on Ctrip. The portal, which is the first for an Australian state tourism body, features content on events in Queensland, bookable tours and activities and more.
- Going solo: how China’s backpackers are boosting hidden parts of Taiwan’s economy: A growing number of adventurous Chinese travellers are jetting off to Taiwan on their own instead of as part of a package deal. And that has brought unexpected benefits to the island’s economy, particularly the more obscure parts of the hospitality and services sectors.
- Can Chinese online travel juggernaut Ctrip persuade non-Chinese to use its site? Although Ctrip offers service in multiple languages, overseas clients generate less than 2% of revenue for the platform.
- Chinese luxury market finally takes liking to customisation: Tailor-made itineraries are rapidly gaining traction among China’s luxury travellers, with customers becoming better travelled, more globally-oriented, more plugged-in to the gamut of products available and motivated by more complex needs.
- The Secret to Luring Chinese Travelers? It’s All About the Little Comforts: A commercial set in a Holiday Inn shows a Chinese family snuggling up in bed, with mum, dad and daughter all wearing complimentary hotel slippers. Why focus in on a small thing like slippers? They’re part of a master plan to win over Chinese travelers by getting the details right.