New bid to get firms ready for Asia

Australian businesses will be offered help in preparing for the anticipated influx of Asian visitors through a range of resources launched today by tourism officials.

In the next step of Australia’s bid to cash in on Asia’s growing appetite for travel, tourism SME’s will be armed with knowledge, understanding and marketing strategies for five key markets – China, Japan, Indonesia, India and South Korea.

Advice on distribution channels, cultural awareness, marketing and how to develop Asian strategies will be available, with a video among the resources.

Case studies detailing the success that some tour companies have already had in Asia will also feature.

The package has been developed by Tourism Research Australia (TRA) in conjunction with Tourism Australia (TA) and the Australian Tourism Export Council (ATEC).

ATEC managing director Felicia Mariani added that working with Asian markets is different from catering for western travellers that many SME’s are used to.

“We know that Asian visitors have different expectations and crave different experiences than traditional markets of the west and it is crucial operators have the knowledge that helps them engage confidently and effectively with these visitors,” she said.

TA managing director Andrew McEvoy said the forecasted growth from Asia “just cannot be ignored”.

“The winners will be those Australian tourism operators who most enthusiastically engage with the region by getting ‘Asia ready’, and these practical resources will certainly assist.”

TRA chief economist Dr Leo Jago said regional tourism could benefit in particular as more tourists are expected to venture beyond the gateway cities as markets mature.



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