TA to target China’s second cities

TA to target China’s second cities
By admin


Tourism Australia will learn from past mistakes by making an early play to target repeat visitors from China as well as extending its marketing reach to China’s second-tier cities.

The strategies will play a major role in ensuring the Australian tourism industry does not fall into the same trap as did in Japan and become over reliant on first time visitors.

Tourism Australia managing director Andrew McEvoy admitted the failures of the past are shaping its future direction in a market that is the tourism body's big hope of success.

“What we did well in Japan was attract first timers but we didn't encourage enough repeat business,” he told Travel Today. “We have learned from that.”

Remaining ahead of rival tourist boards by spreading the word of Australia and encouraging repeat visitation was critical not only to achieving the 2020 growth targets but building the China market “for the next 50 years”, McEvoy said.

The marketing push beyond the major centers of Beijing, Shanghai and Guangzhou follows research into travel habits and preferences in 13 “secondary cities”.

McEvoy stressed the need to keep ahead of the competition and further tap into China’s “travel hungry middle and upper classes”.

“We will keep concentrating on the big cities where there is the majority of air capacity but other centres are playing catch up,” he said. “People in secondary cities have massive travel aspirations. We need to keep on the curve or ahead of it.”

He continued: “The increasing competition in China is a huge challenge, it is the biggest challenge for us. The Chinese National Tourist Board told me there are 130 countries that have Approved Destination Status. In 1999 there was just ourselves and New Zealand.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Latest News

  • Aviation

Low-cost Indian carrier SpiceJet continues to burn cash

It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]

  • Attractions

SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024

AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]

  • Cruise

Silversea taps Barbara Biffi as senior vice president for global sales

Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]

  • Technology
  • Travel Agents

Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy

Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]