China Host Building China capabilities to value-add engagement with our region

Transcription

1 China Host Building China capabilities to value-add engagement with our region SEGRA Conference, Mackay October 2018 Asialink Business is supported by the Commonwealth Government Department of Industry and Science, The University of Melbourne and The Myer Foundation. 1

2 Great Ocean Road Region 2

3 Our relationship with Warrnambool City Council 3

4 Why? 1 China is the largest and the most valuable inbound tourism market for the Australian visitor economy. With more and more Chinese travellers come to Australia as flexible and independent travellers, regional destinations are well positioned to receive a bigger share of this growth market. 2 The Chinese travellers are among some of the world s highest spenders. According to a recent study, a Chinese traveller on average is willing to spend up to $400 per day in a travel destination, which is higher than the actual daily expenditure of $205 by a Chinese holiday traveller in the state of Victoria. 3 To empower the local region to capture growth potential and spend potential of the China visitor market, the China Host Program is designed to create industry leading businesses that will deliver superior visitor experiences and generate greater profitability in return. This program will also enable the Great Ocean Road Region to build a stronger visitor economy. 4

5 Creating quality experiences for Chinese tourists Challenges for local tourism operators 1 2 Destination choice for Chinese tourists is vast, it is therefore critical to sustainably grow the inbound tourism market from China, to provide customised and consistently high quality tourism experiences, across the entire value chain. Many tourism sectors are underperforming in providing relevant and quality products, services and experiences relating to shopping, food and beverage and value for money, which are core to the consideration set for Chinese travellers. 3 Many tourism operators across the value chain do not adequately understand the nuanced nature of the Chinese inbound tourists and are not adequately prepared to attract, serve, provide offerings and payment suited to the needs of Chinese tourists. 4 Many in the tourism sector are not ready to provide quality tourism experiences suited to Chinese tourists, and therefore are not unlocking the significant growth and revenue potential that they offer. 5

6 Chinese Social Listening Report 6

7 Why Asialink Business? Asialink Business is the Australian National Centre for Asia Capabilities to build an Asia capable Australia. Asialink Business equips the Australian workforce with the knowledge, skills and networks needed to identify and maximise the economic opportunities presented by growth in and with Asia. Our Capabilities We have an experienced team of learning and development experts, with a strong background in program management, instructional design and facilitation, complemented by tourism and China market subject matter experts with deep market knowledge and practical business experience. CAPABILITY DEVELOPMENT PROGRAMS RESEARCH AND INFORMATION PRODUCTS EVENTS AND FORUMS 7

8 GOR China Host Program Aims A tourism-sector wide training program approach to providing Chinese tourists a high quality tourism experience, focussed on a practical individual business level basis. This covers: 1. Accommodation 2. Attractions 3. F&B 4. Retail Our comprehensive, but practical approach blends training modules with practical tools with experts to guide you along the way.

9 MODULE GOR China Host Program Structure OCTOBER NOVEMBER FEBRUARY MARCH Overview The Chinese Traveller Customising Service & Offerings Digital Marketing & Payments Selling to the Travel Trade in China ASSESSMENT WORKSHOP

10 MODULE GOR China Host Program Content Overview OCTOBER NOVEMBER FEBRUARY MARCH Overview The Chinese Traveller Customising Service & Offerings Digital Marketing & Payments Selling to the Travel Trade in China The Chinese Tourism Opportunity Understanding the Chinese Traveller Customer Service Expectations Chinese Millennial Panel Discussion Creating a value proposition How to create excellent customer service Chinese language workshop Preparing for Chinese New Year Amazing Race Around Sovereign Hill China s Social Media Landscape Marketing and Promotion WeChat Workshop Social Media and Payment Platforms Selling to the Wholesale Trade in China Doing Business in China Case Studies

11 Program Partners

12 Program Facilitators and Advisors Andy Jiang Director Andy Wilson Garry Burns Managing Director The Gaibo Agency Saxon Booth Director of Business Development Dragon Trail Interactive Nick Henderson Director, China Practice Asialink Business Jessica Xue General Manager The Gaibo Agency Thomas Day Enterprise Solutions Manager, China Practice Asialink Business

13 GOR China Host Program Outcomes PARTICIPANT A fully-equipped and capable business ready to serve the Chinese traveller A scorecard for ongoing internal business performance-management purposes Systemic approach to developing a China capable business REGION Increased satisfaction levels of the Chinese visitor to the GOR region More regional dispersal and overnight stays An increased reputation (served by more positive word-of-mouth) Increased spend and revenue A benchmark for other regions to emulate Sector leadership and inspiration INDUSTRY 13

14 Project Launch- October 11 14

15 Key Learnings Regional Approach 15

16 Key Learnings All of government buy-in 16

17 Key Learnings Finding the right funding partners 17

18 Key Learnings Bringing the A-Team to the region 18

19 Key Learnings Involving champions of industry with regional influence 19

20 Key Learnings Burning Log Theory 众人拾柴火焰高 20

21 G R E AT O C E A N R O A D R E G I O N