A new government-funded program has been launched to help prepare firms for the demands and nuances of the Chinese traveller.
A $600,000 Strategic Tourism Investment Grant has been awarded to a consortium, which includes the Australian Tourism Export Council (ATEC), to deliver a National China Ready program. It will tap into the knowledge of experts who will teach tourism businesses how to cater for the China market.
The consortium will be led by tourism training specialists AVANA and China Ready & Accredited who will provide insights into trends, demands and needs of Chinese visitors.
“This program will deliver genuine enhancements to the capacity of Australian tourism businesses, giving them the cultural understanding, insights and on-the-ground knowledge they need to be truly ‘China Ready’,” ATEC managing director Felicia Mariani said.
“China is our leading opportunity for the future growth of Australia’s tourism industry and our businesses to gear up to take full advantage of what is estimated to be 900,000 Chinese visitors a year by 2020.”
China Ready & Accredited global executive chairman Garry Crockett claimed existing educational programs about China are “either outdated or simply incorrect”.
“The new China is a very different marketplace to the old China and it is critical that tourism businesses are getting up to the minute and well sourced information,” he said.
“We provide access to a range of experts and industry leaders who are working on the ground in both China and Australia and can provide that contemporary insight.”
TAFE NSW-Western Sydney Institute will also be involved in the three-year project.
Government funding will be matched by commercial partners with the roll out to begin early in the new financial year.
