China Our Tourism Salvation

THE Sunshine Coast's increasing focus on the Chinese tourism market has been given the seal of approval by an international expert.

Dr Scott Richardson, an advisor to the United Nations World Tourism Organisation, said new figures showed Chinese international tourism receipts rose 38 per cent last year.

Overall international tourist numbers jumped from 939 million in 2010 to 980 million in 2011 and were expected to reach the one billion mark this year.

This number will continue to grow and is expected to reach 1.8 billion international tourist arrivals by 2030.

With those sorts of figures in mind, the Sunshine Coast tourism industry has been heavily involved with Tourism Queensland pushes into the Chinese market and worked closely with council to host a string of delegations.

The Hyatt Regency Coolum resort last year introduced Chinese language brochures, menus and maps as well as employing a Chinese-speaking guest liaison officer as part of a broad-ranging bid to break into the lucrative market.

Noosa Chamber of Commerce has called for all school students to be taught Mandarin while direct flights to China will be one of the first priorities once Sunshine Coast Airport is upgraded to international standard.

A visit last November by officials from the Shaanxi Province of Tongchuan to discuss tourism and business opportunities prompted Sunshine Cost Destinations CEO Steve Cooper to proclaim the region was on the brink of "boom times".

Dr Richardson agreed, saying the Coast was poised to take advantage of a massive market.

"The potential to capitalise on an influx of Chinese tourists is huge and being part of the Asia-Pacific means Australia is in a perfect position to take advantage of their close proximity," he said.

"It also creates amazing opportunities for tourism graduates over the coming years, whether they are in the Australian tourism industry or pursuing the array of opportunities in China itself."

While the tourism industry had gone through a tough few years, Dr Richardson said his last quarterly Sunshine Coast tourism report to the UNWTO indicated an increase in revenue and activity.

"Last quarter was very positive for the industry, with things starting to settle down and people feeling freer to travel and spend their money," he said.

"The people I've talked to across the Sunshine Coast are noticing this."

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Queensland Tourism Industry Canvassed on China Growth

Tourism Queensland has released a discussion paper on opportunities and challenges facing the industry as the State ramps-up efforts to snare a greater share of the burgeoning China market.

Tourism, Manufacturing and Small Business Minister Jan Jarratt said work was well advanced on developing the new Project China Strategy, with industry feedback critical.

"Sustainably growing our share of the China market and giving Chinese visitors a great experience involves everyone and I want industry to have their say, with consultation open until December," Ms Jarratt said.

"The discussion paper raises issues from better catering for Chinese travellers to diversifying target markets such as attracting different age groups and destinations so it is important for industry to think about these issues and give their feedback," she said.

"The resulting Project China Strategy will map out our long-term vision to grow our share of the crucial China market, with potential spending by Chinese visitors in Australia tipped to reach $7-9 billion by 2020."

Ms Jarratt said China was already Queensland's third largest international market and one of the fastest growing, with 198,000 Chinese visiting Queensland in the year ending June 2011 - 25% more than the year prior.

"Chinese travellers are big spenders, outlaying $381 million on their trips to Queensland in the year ending June 2011 - a significant $48 million more than during the previous year," she said.

"With Chinese visitor numbers forecast to continue growing by double digits over the next few years, it's vital that our tourism industry has the skills, products and experiences to ensure they have the best possible Queensland experience, and when they go home they tell their friends and family that Queensland is where Australia Shines."

Topics raised in the discussion paper include:

Fine-tuning Queensland's aviation strategy; Educating the Queensland tourism industry about Chinese travellers' behaviours and expectations; Ensuring marketing efforts are focused on specific geographic areas in China, particularly high yield visitor regions, and are carried out jointly with key industry partners; Preparing and developing Queensland's tourism industry to deliver high quality experiences to Chinese visitors; and The potential for Chinese investment in Queensland tourism infrastructure.

Ms Jarratt said Tourism Queensland already has a strong presence in China focusing on relationships with key industry partners and aggressive marketing and retail activities to attract Chinese visitors.

"An outcome of our strong industry relationships has already resulted in China Southern Airlines announcing that from October 30 the airline will increase its Guangzhou-Brisbane flights from three to four per week and add Beijing to the route.

"This will increase the number of seats per week into Brisbane from 846 to 1,132.

"Industry development focusing on the China market has already begun, with this week's infrastructure investment forum on the Gold Coast and Tourism Queensland's workshop series on China cultural awareness helping operators develop the skills and product that appeal to Chinese visitors."

Feedback on the discussion paper will be incorporated in the new 2012-2016 China market strategy.