Getting ready for China
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