Tourism in the Margaret River Region: A China Perspective 5 th February 2016
- 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
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.
Wine & Food Strategy
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
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
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.
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 2015 9 Japan 9.1% 10 New Zealand 8.0%
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 2015 7 Twitter 11.8% 8.2% 18.2%
TV Show Dad Where are we Going 100 Million viewers per TV episode. 1. 4 mill Utube
China Focus Super Travellers Itinerary Choices 40 37 I=nerary Choice 35 30 25 20 24 23 21 15 10 5 0 Standard Travel Package Full customisa=on Slightly altered package Self- designed package Source: Hurun Chinese Super Luxury Travellers Survey 2015 I=nerary Choice
Partnerships and Sister City
Delegation Visits
Wine & Food Strategy
Mandarin Collateral
A few ways to experience Your Margaret River Region Voyager Estate
Gourmet Food & Wine
Gourmet Food & Wine
Howard Park Wine Chapel
Howard Park Wine Chapel
Future Airport
Gourmet Food & Wine
Gourmet Food & Wine From Paddock & Ocean to Plate
Margaret River Gourmet Escape
Ocean, River and Marine-Life Experiences
Animals, Country Life, Native Flora & Fauna
Genuine Caving Experience
Aboriginal & Adventure Experiences
Cape Leeuwin Lighthouse
Chinese Language Mobile App
China Focus
Becoming Development & Challenges
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.
Accommodation Options
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
THANK YOU QUESTIONS WELCOMED