Australian suppliers told to ‘Easternise’ products
Tourism providers have been urged to adapt their traditionally Western-targeted products to meet the demands of the burgeoning Chinese tourist market.
Following last year’s 19% growth in Chinese arrivals and decline from Europe and the US, the Australian Tourism and Export Council (ATEC) said unique Indigenous products in particular should be tailored and directed towards “what the Chinese visitor expects”.
ATEC managing director Felicia Mariani said the key to further growth is investing in education to determine what specifically Chinese travellers want and how suppliers can deliver it.
“Indigenous tourism is a unique value proposition in Australia and we need to understand how that proposition might need to change to better reflect the growth areas in the East,” she said.
Tourism & Transport Forum chief executive John Lee said other tourist markets, like the UK and Canada, have already recognised the potential of Chinese business travel and have increased their investment in Asian-targeted marketing.
And with spending from Chinese visitors up 15% in 2011, Australia needs to urgently do the same, he said.
“It is critical we continue to build on that momentum and capitalise on the competitive advantage of our proximity to Asia,” Lee said.
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