Tourism in the Margaret River Region: A China Perspective. 5 th February 2016

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1 Tourism in the Margaret River Region: A China Perspective 5 th February 2016

2 - The health of the SW tourism sector - How popular the region is with Chinese tourists What kinds of experiences Chinese visitors are looking for - What local operators are doing - The challenges they face Agenda

3 Tourism 2020 This partnership brings together industry, state and regional tourism organisations and government to develop a plan about how to build tourism together. Tourism is an important industry in Margaret River Region & generates $1.1 billion into the South West region China and Asia are a big future focus for Tourism WA, and our region needs to align with these opportunities as these markets expected to grow an average of 7.6% growth annually. TWA are looking to grow Chinese visitors from 30k to 100k by 2020 & increase visitor spend from $160m to $500m The Margaret River Region will be a major beneficiary for Chinese dispersal.

4 Wine & Food Strategy

5 Targets Long term forecast is to Increase from $107 million in 2013 to $217 million in 2025 This represents an increase of 102 per cent (doubling of international visitors) Forecast based on Tourism Research Australia s long term forecast for WA

6 The Margaret River Busselton Tourism Association A not-for-profit, membership based Association 800+ members Marketing, Visitor servicing operation of caves, lighthouses & airport ground handling 100+ employees Vested with the protection & preservation of our natural assets to create iconic tourism experiences

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8 China An Opportunity In 2014, China solidified its position as the world s largest market for outbound tourism and spending. Travel remains the most popular leisure pursuit among China s high net worth individuals. Margaret River focus is the high end niche Chinese Traveller (most likely repeat) More than half high end Chinese travellers chose their own destinations and made their own hotel bookings. 92% of super travellers will use photography to record their travel experiences, with 49% using their cell phones to take photos.

9 China Focus Chinese Luxury Traveller Most Popular International Travel Destinations Rank Destination Ratio 1 Australia 26.5% 2 France 25.7% 3 Maldives 22.1% 4 Dubai 15.2% 5 Switzerland 14.9% 6 Italy 13.3% 7 USA 11.0% 8 UK 9.4% Source: Hurun Best of the Best Awards Japan 9.1% 10 New Zealand 8.0%

10 China Focus Media & Channel of Communication Used by the Wealthy Rank Type Ratio Male Female 1 Social Activities 47.8% 50.3% 50.4% 2 Television 35.1% 39.0% 34.7% 3 WeChat 34.2% 31.8% 41.3% 4 Newspapers 33.6% 31.8% 31.4% 5 Online News 29.5% 28.2% 33.9% 6 Magazines 25.1% 24.1% 27.3% Source: Hurun Best of the Best Awards Twitter 11.8% 8.2% 18.2%

11 TV Show Dad Where are we Going 100 Million viewers per TV episode mill Utube

12 China Focus Super Travellers Itinerary Choices I=nerary Choice Standard Travel Package Full customisa=on Slightly altered package Self- designed package Source: Hurun Chinese Super Luxury Travellers Survey 2015 I=nerary Choice

13 Partnerships and Sister City

14 Delegation Visits

15 Wine & Food Strategy

16 Mandarin Collateral

17 A few ways to experience Your Margaret River Region Voyager Estate

18 Gourmet Food & Wine

19 Gourmet Food & Wine

20 Howard Park Wine Chapel

21 Howard Park Wine Chapel

22 Future Airport

23 Gourmet Food & Wine

24 Gourmet Food & Wine From Paddock & Ocean to Plate

25 Margaret River Gourmet Escape

26 Ocean, River and Marine-Life Experiences

27 Animals, Country Life, Native Flora & Fauna

28 Genuine Caving Experience

29 Aboriginal & Adventure Experiences

30 Cape Leeuwin Lighthouse

31 Chinese Language Mobile App

32 China Focus

33 Becoming Development & Challenges

34 China Focus Communication issues are a significant hurdle that need to be taken into account when dealing with the Chinese market (trade and consumers). Translation, interpretation and styling are paramount factors to consider.

35 Accommodation Options

36 Our Key Focus Areas for the future China Union Pay MRBTA provides Narrowcasters audio tours Chinese staff (working with Study Perth & others) Distribution Leveraging TWA & TA investment trade, media Wine Australia (supporting media, sommeliers and wine distributors into the region) Developing a Chinese website China-specific itineraries with China-ready products China-ready staff training Suitable packages and all-inclusive China-ready offers Building overall destination awareness Becoming Development & Challenges

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38 THANK YOU QUESTIONS WELCOMED