Welcome to this week’s China Ready Now Round-Up.
Sydney and Canberra welcomed a very important Chinese tourist last week: Premier Li Keqiang, China’s number two and the first Chinese Premier to visit Australia in 11 years. While here he met with a range of federal and state political leaders, signed numerous deals and watched a footy game at the SCG. But what was his Australia trip missing? Beef, apparently. At a business forum on Friday the Premier commented “I just checked with the waiter whether we are having beef today. The answer is no. Only chicken will be served.”
While hopefully he managed to get some Australian beef at some point during his trip, the humorous comment highlights one of the central tenets of customer service. Give the customer what they want!
Chinese tourists are visiting Australia in ever-growing numbers, and their reasons for choosing Australia are varied. However, there are some broad themes that all tourism operators should make sure they are addressing, and providing high-quality local products such as seafood, beef and wine are non-negotiables.
As Jennifer Hewitt noted in the Australian Financial Review (paywall), “it it should be obvious to every retailer, every farmer and every service provider that Chinese consumers, including Chinese tourists, will become increasingly important to their business models.”
So, is your business ready to cater to Chinese consumers and tourists? 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.
Australia and New Zealand focus:
- Chinese Premier wraps up Australia visit: After four days of trade talk, diplomacy and a footy game, China’s second most powerful leader Premier Li Keqiang has concluded his visit to Australia. A range of deals between Australia and China were announced during his visit, including a major beef export deal, agreements to boost free trade and higher education links. Prior to his visit, Li mipenned a letter in The Australian (paywall), referring to the China-Australia Year of Tourism as a key way to deepen relations between Australia and China for generations to come. Premier Li is now in NZ to meet with leaders there.
- New plan to make Queensland Australia’s gateway to China: Queensland’s Tourism Minister Kate Jones has announced a new aviation project to draw more Chinese visitors to Queensland, under the Government’s successful Advance Queensland: Connecting with Asia Strategy.
- Destination Australia Conference 2017 recordings now online: The recording on “Succeeding in Asia” featuring Andy Jiang (Country Manager for China) is worth a listen, particularly his comments on WeChat and providing authentic Aussie experiences to Chinese guests.
- What Travel Brands Need to Know About China’s Influencers: With Alibaba recently bringing seven Chinese high-value customers to participate in a luxury tour to visit Australia, Destination NSW hosting two Chinese celebrities who are filming a roadtrip, and Princess Cruises taking a group of Chinese celebrities on one of their vessel’s maiden voyages, it seems every travel brand is trying to get on the “key opinion leader” (KOL) bandwagon. Read this article to find out the best practices for KOL marketing.
- Millennials are the future for Airbnb China: After a few years of taking baby steps in China, Airbnb has now taken a foothold with a dedicated brand for the market, adding Shanghai experiences and promising to double its investment and triple its workforce. The new brand “Aibiying” translates to “welcome each other with love”. See also Airbnb Announces New Brand Name, Expansion in China
- China-Philippine travel up with improving ties: Philippine tour operators are optimistic that more than 1 million Chinese tourists will travel to the nation this year, due to a relaxed visa policy, the opening of new hotels and possibly more flights.