With the number of Chinese visitors set to grow dramatically following the introduction of new direct flights from China to Cairns, local operators must build their capacity and offer the kind of services and experiences these visitors are looking for.
CAIRNS- “The introduction of new services into Cairns, recently announced by China Eastern Airlines and China Southern Airlines, brings Chinese visitors directly to the doorstep of Far North Queensland and puts a significant onus on local operators to provide culturally appropriate services. This will be the way we ensure these services become permanent and Cairns becomes a beneficiary of the growing demand for Australian tourism experiences coming out of Asia right now,” explained ATEC (Australia Tourism Export Council) Managing Director, Felicia Mariani.
“The Sebel Cairns has already adjusted its product by announcing the introduction of the Accor Chinese Optimum Services program, providing special services such as Chinese menu items, language services including TV and Chinese –language staff. With the Sebel recording a 44% increase in Chinese visitation over the past 12 months, and with these new direct services, this property has realised the importance of being China ready in order to maximise the growing opportunity.
“These are the kinds of services that will improve a Chinese visitor’s experience and encourage them to come again as well as send a good message back home.”
Ms Mariani recognised larger industry operators had a greater capacity to meet the needs of new and emerging markets and that this up-skilling must happen across the board in order to fully capitalise on opportunities.
“While our larger industry operators are able to quickly identify and action changes to their product, our smaller operators often struggle to understand what is needed to fully engage with new opportunities.
“This is where capacity building programs such as Welcoming Chinese Visitors are able to support smaller operators to make effective changes that can ultimately improve the competitiveness of their business.
The program was awarded a Federal Government, Strategic Tourism Investment Grant which will be provided by China based China Ready & Accredited with leading tourism, hospitality and retail training innovator, AVANA, managing the national delivery with assistance from multi-award winning TAFE NSW Western Sydney Institute.
“The Chinese market is complex and challenging and small businesses in particular need support to properly enter into the marketplace successfully. There are a multitude of varying behaviours and needs in the Chinese market and the Welcoming Chinese Visitors program, which ATEC is helping to deliver, will provide the valuable insights and understanding which has never before been available in a coordinated training module.”
The program will be delivered through tailored face to face workshops, on-line course content and distance learning and will support businesses to build their export capacity, cultural awareness and understanding of the complexity of Chinese tourists, their preferences and how to connect and sell products in various markets.
“Small tourism operators need ongoing support, learning and development opportunities if they are to have ongoing success in this market. Asian markets are a long-term proposition and we must ensure our businesses are capable of fully engaging with these and other opportunities offered by new and emerging markets over the next decade.”
The face-to-face Welcoming Chinese Visitors training workshops and distance learning options will be ready towards the end of 2012 with the virtual academy due for launch in early 2013.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
