Get­ting ready for China

Port Douglas & Mossman Gazette - - BUSINESS - by ANGELIQUE PAT­TER­SON

AS THE Chi­nese mar­ket warms up to the idea of trav­el­ling to the Far North to get out of cities and into na­ture, it is more im­por­tant than ever to get your busi­ness China-ready.

The Far North was show­cased at a re­cent in­cen­tive tradeshow in China, where it was re­vealed the Chi­nese mar­ket are look­ing for al­ter­na­tives to bustling cities, choos­ing na­ture-based ac­tiv­i­ties and blue skies over pol­lu­tion and con­ges­tion.

With the World Her­itage­listed Great Bar­rier Reef and Dain­tree Rain­for­est promis­ing draw­cards for the re­gion, Trop­i­cal Nites Re­sort owner Damian Pass­low has made his busi­ness China-ready with ad­vice from sev­eral re­cent work­shops.

Af­ter six months from in­cep­tion to im­ple­men­ta­tion, the Trop­i­cal Nites Re­sort web­site now has a page in Chi­nese, which has al­ready had a pos­i­tive re­sponse.

“It’s a no-brainer, the Chi­nese mar­ket is some­thing we’ve got to look at and be­ing a mem­ber of Tourism Port Dou­glas and Dain­tree and Port Dou­glas Cham­ber of Com­merce we get to go to func­tions and the ChinaReady sem­i­nar run by a travel con­sul­tant was very eye- open­ing,” he said.

“What I learnt from these work­shops is they look at web­sites dif­fer­ently to the way we look at them, we’re pre­pared to click page to page but they want it all in your face and all at once.

“The most ob­vi­ous way to reach is by on­line ad­ver­tis­ing and I have man­aged to at­tract a huge amount of peo­ple to our web­site, I have proved there is no prob­lem at­tract- ing them, it’s now a mat­ter of en­gag­ing them with the web­site and turn them into book­ings.”

On the Chi­nese page, there is a de­scrip­tion of the lo­ca­tion and of the re­sort and in the past three months from June to Au­gust there have been 9719 vis­its.

“You’ve got to get the ball rolling with this whole process now the Chi­nese Easter Air­lines are fly­ing di­rect into Cairns,” he said.

“There’s no prob­lems at­tract­ing them, the prob­lem is en­gag­ing them and get­ting them to stay long enough to make a book­ing, that’s what I’m find­ing chal­leng­ing, it’s a work in progress.”

Mr Pass­low also said peo­ple need to be care­ful about trans­lat­ing into Chi­nese, as with sev­eral dif­fer­ent lan­guages and dif­fer­ences be­tween re­gions, a wrong trans­la­tion can be offensive.

“It’s a long process and not the sort of thing you can jump into and do it in a week,” he said.

“It’s a mas­sive mar­ket and it’s about to get big­ger and big­ger and un­less as they say you are China ready, there’s no point once it has started to move.

“I rec­om­mend any­one who hasn’t started to, at least sit down and think about it and get the ball rolling by join­ing the PDCC and TPDD, you get a lot of re­sources as a mem­ber and I wouldn’t have got this far if I was not a mem­ber of those groups.”

CHINA-READY: Trop­i­cal Nites Re­sort man­ager Damian Pass­low

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