New re­search into Chi­nese

Port Douglas & Mossman Gazette - - BUSINESS - DONNA-MARIE MILNE

TOURISM Australia has re­leased new con­sumer re­search pro­vid­ing in­sight into the per­cep­tions, pri­or­i­ties and needs of the af­flu­ent Chi­nese vis­i­tor mar­ket.

The re­search is be­ing used to en­hance Australia’s 10-year mar­ket­ing plan aimed at con­tin­u­ing to lure China’s af­flu­ent, travel hun­gry mid­dle and up­per classes to visit Australia.

China 2020 is an on­go­ing strat­egy de­vel­oped by Tourism Australia which aims to en­sure Aus­tralian tourism re­mains com­pet­i­tive in the fast-grow­ing mar­ket for out­bound travel from China, which has the po­ten­tial to bring an ex­cess of $7 bil­lion to the Aus­tralian econ­omy.

The find­ings of the re­cent re­search con­firms China’s on­go­ing sta­tus as Australia’s fastest grow­ing and most valu­able in­ter­na­tional tourism mar­ket, worth more than A$3.8 bil­lion in 2011, up 15 per cent on 2010 fig­ures.

Australia was iden­ti­fied as the strong­est pref­er­ence as a long haul des­ti­na­tion of Chi­nese trav­ellers and con­sid­ered a “must visit” des­ti­na­tion which ex­ceeds ex­pec­ta­tions.

“How­ever the find­ings also ex­posed sig­nif­i­cant ca­pac­ity to im­prove the mar­ket’s un­der­stand­ing of our of­fer­ings out­side of the ma­jor cities and at­trac­tions,” Aus­tralian Tourism Ex­port Coun­cil man­ag­ing di­rec­tor Feli­cia Mar­i­ani said.

“We must also work hard to build the re­turn vis­i­tor mar­ket as these vis­i­tors are more likely to dis­perse broadly and en­joy some of our re­gional ex­pe­ri­ences.”

Tourism Australia man­ag­ing di­rec­tor An­drew Mcevoy said the find­ings pro­vide in­valu­able in­for­ma­tion on how Australia can ben­e­fit from the piv­otal Chi­nese trav­eller mar­ket.

"We plan to use these find­ings to help pri­ori­tise our mar­ket­ing ac­tiv­i­ties in China and best ed­u­cate the Aus­tralian tourism in­dus­try to cap­i­talise on the an­tic­i­pated strong growth in the mid­dle and up­per classes that can af­ford and want to travel long-haul out­side of China,” He said.

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