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Hey, Big Spenders! Spend a Little Time Studying What Chinese Tourists Want and be a Big Winner
Australian tourism operators, no doubt, are now well aware of the potential of the China market and how single-handedly, it seems, Chinese tourists can bring riches to their businesses. You won't be surprised to know then that every other country on earth has realised it too. What needs to be done to secure some of the potential $6 billion to be generated from Chinese visitors by 2020? Offering what they want - more individualised treatment, in-depth cultural experiences, outstanding customer service and plenty of Chinese language - whether it be TV, good guides, or written materials. If your offering isn't in Chinese they won't even find you!
CHINESE TOURISTS NUMBER ONE BIG SPENDERS AUSTRALIA MOVES TO BOOST EXPERIENCE WITH FOCUS ON LANGUAGE AND CULTURE
Queensland tourist numbers dropped 9% in the March quarter following floods and cyclone, but in a sign of what China means to Australian tourism, Chinese visitors increased by 15%. At the end of June, Premier Anna Bligh, underlining the importance of the China market, launched what they are calling ‘Project China’, pitching to the big spending Chinese to visit Queensland for a great outdoor experience. It is not just Queensland and Australia benefitting from this trend, now China is the fastest growing outbound market in the world. Last year 57.4 million Chinese travelled abroad spending 48 billion US dollars in other countries and 454,000 travelled to Australia, some 14 per cent more than the previous year. Growth in Chinese tourists in Australia has been about ten per cent a year and they are the top spenders in Australia making them the most valuable.
In world terms, Chinese tourists are the fourth biggest spenders following Germany, USA and Britain, and Chinese tourists are number one in France. Some well-known Paris department stores are ignoring all other languages (including English) and adopting Chinese language support as their top priority.
By 2020, visitors from China are forecast to bring $6 billion into the Australian economy in a single year and numbers will be close to 1 million, double the economic value of Chinese visitors in Australia at the moment.
Queensland has also been blitzing the Chinese airwaves following the natural disasters, supporting attractive tourism campaigns and offers, and as such Cairns was a fitting place to hold the second China Australia Tourism Summit in June. Around 300 attendees heard from Chinese and Australian speakers including Minister Martin Ferguson launching a strategic plan to achieve the aims by 2020 for Chinese tourists visiting Australia and to shore up the experience Chinese visitors expect.
Australia was the first western destination to be awarded Approved Destination Status (ADS) by China in 1999 – now more than ten years on, there is a lot more competition with many more ADS countries luring group travellers, explosion in the use of internet to influence Chinese travel and a number of negatives creeping into the Australian market. A price war with travel agents in China promoting ‘below cost’ travel to Australia is symptomatic of a culture relying on rip-off commissions; also highlighted was the need for investment in tourism infrastructure and qualified, properly paid tour guides. There is a trend in Australia for tour guides to be paid nothing for their work, making them totally reliant on shopping ‘experiences’ at expensive stores to earn their daily ‘fees’. While shopping is currently the most popular pastime, research indicates that future motives are likely to be a more individualized treatment, excitement, self-realisation and an in-depth cultural experience.
According to VISA, Australia tops the list of destinations Chinese want to visit in the next two years
Initiatives of the government to capitalize on this include investing $40 million on tourism projects, a training accreditation program to deliver quality tour guides and better language and culture support, and improved consumer education and awareness to ensure a quality experience. Underpinning this is the need for language support and we’ve been pleased to see a trend to generating tourism offerings in Chinese over recent years. The next thing operators need to focus on is their internet presence in China; evidence at the Summit showed that over 60% of prospective Chinese travellers sourced their travel ideas from the web, compared with 38% from travel agents and 16% from recommendations. With all Australian states competing for visits, not to mention the rest of the world, getting your message out there in Chinese is going to be more and more important.
Chin Communications is Australia’s leading specialist Chinese Translation company. Chin’s interpreting team provided all interpreting for the 2011 Australia-China tourism summit. Chin also produces a large number of tourism translations for marketing materials and web for clients around Australia.
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Chinese consumers focus on clean and green, but Australian exporters also must heed the imperative to produce products that appeal including ensuring labelling is translated correctly. Find out more about a successful abalone exporter
Australia is well-positioned to take advantage of the huge opportunity to provide for China’s growing demand for food. China will account for 43% of global increase for agrifood demand and covers all commodity groups. Especially prominent will be beef, wheat, dairy products, sheep meat and sugar.
Find out how one of Australia’s most successful dairy producers has taken China by storm
Make a New Year's Resolution and be intrepid like the Dragon. The Golden Dragon Museum in Bendigo, one-and-a-half hours from Melbourne is a treasure and will reward you. The Bendigo Easter Fair has been going for over 100 years and includes a procession of the longest dragon in the world - a great time to get acquainted.
By Kate Ritchie
Take note of China's holidays for 2012 and plan your visits around them.
Knowing when Chinese holidays fall is always a bonus when planning work. Chinese New Year is very early in 2012. Don't forget to send on your greeting cards to Chinese friends and business contacts.
Let us help you get your labelling in order for those enthusiastic Chinese quaffers. We see some shocking label translations - one just last week had 'Swan Lake' instead of Swan Bay! Typos, incorrect information, missing details and hilarious translations must intrigue the Chinese consumers, if you are lucky enough to get your wine into the country in the first place.
This festival is steeped in tradition and celebrated around the world. What is the festival all about and how should we participate? What can business people do to engage with their Chinese colleagues?
A great opportunity to be part of a company seeking to list on the Hang Seng, Hong Kong. Position would suit a business analyst or communications manager seeking to broaden their experience and be a bridge between Hong Kong, Chinese and Australian entities.
Negotiable salary.
China may provide new opportunities for winemakers - it is Australia's fastest growing wine export market. Exports in 2010 increased 36% over 2009. What do Chinese consumers want and how to make your product attractive.
A new phase of engagement for China-Australia Relations. China is Australia's Number One Trading Partner. What happens to the Chinese economy has profound implications for Australia. Rudd positions Australia for the next phase of growth launching Australia-China 2.0 to underpin this. Rudd also recommends major investment in cultural and language expertise to get the edge in new regions in China.
Australian tourism operators, no doubt, are now well aware of the potential of the China market and how single-handedly, it seems, Chinese tourists can bring riches to their businesses. You won't be surprised to know then that every other country on earth has realised it too. What needs to be done to secure some of the potential $6 billion to be generated from Chinese visitors by 2020? Offering what they want - more individualised treatment, in-depth cultural experiences, outstanding customer service and plenty of Chinese language - whether it be TV, good guides, or written materials. If your offering isn't in Chinese they won't even find you!
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Charles Qin interpreting for media interviews at the opening of New Horizons in the National Museum, Canberra
Chin Communications designed the new Chinese brand translation launched at World Expo by Trade Minister Simon Crean
Mandarin Interpreter Charles Qin compering a series of live broadcasts to China - "Chin Communications excelled in every aspect of the job. - Compering and translate Mandarin videocasts.
Follow our Three Steps to Chinese Business Card Glory
Your Chinese Name and Title need to Pack a Punch - don't be mistaken for pig or be relegated to the sidelines as "Temporary Junior Typist".
Chin Communications produces regular publications to assist you in business with China - whether it is to translate Mandarin or produce a culturally appropriate business card. Get on our list of special subscribers to receive this important advice.
Translate Mandarin? There's more to Kate Ritchie than Chinese translation services
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This page last updated 04/05/2012
CHINESE TRANSLATION SPECIALISTS
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What our clients say about us
"In August of 2010 we launched a series of live videocasts at the Shanghai World Expo in an effort to promote education in Victoria to the China market, an initiative by the Victorian Government. We called on the services of Chin Communications to assist with the comparing and interpreting of these videocasts. The demands for this role were high, requiring a great level of skill and ability to work under enormous pressure. Chin Communications excelled in every aspect of the job. We instantly felt we could trust Chin Communications with the job at hand. This trust alleviated a lot of pressure and enabled us to concentrate on other aspects of the project.
Further to this role, we called on Chin Communications to translate the English content of the website into Chinese. Not only was I impressed with the integrity of the translated content but also the speed at which they were able to deliver it. I must commend Chin Communications for the level of service they provided. We are now enjoying a great relationship with Chin Communications look forward to collaborating with them in the future."
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