Aussie businesses urged to cash in on Chinese New Year splurge
THERE are a few simple changes Aussie tourism operators can make to cash in on the Chinese visitor boom — expected to reach lofty new heights with an important festival.
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AUSTRALIAN tourism operators are being urged to make it easier for Chinese visitors to spend their money, as an estimated 250,000 tourists head down under for Lunar New Year celebrations.
With each visitor tipped to part with $8000 during their stay, Chinese cultural expert CT Johnson said businesses should be looking at ways to attract their custom.
He said a few simple changes like adding Chinese language translations, providing Chinese payment methods and having a presence on Chinese social media could bring tourists through their door.
“If I was an Australian retailer I would want to make it as easy as possible for Chinese tourists to give me their money,” said Mr Johnson.
“It’s astonishing to me how much money they spend, but a lot of tourism operators are putting it into the too hard basket, and missing a great opportunity.”
Research undertaken by Mr Johnson found language difficulties is the biggest concern Chinese visitors have when they travel down under followed by cultural differences.
Almost 75 per cent use social media sites like Weibo, WeChat and QQ to research where to shop, eat and stay and 87 per cent upload photos, comments and videos during their holiday.
It is that fascination with social media that has inspired Tourism Australia’s latest initiative.
The “Giga Selfie” will give Chinese visitors the chances to have a supersized selfie at a site at Dawes Point taken by a camera positioned a kilometre away.
Starting as a close up, the shot then pulls back to reveal the whole of Sydney Harbour including the Opera House and Harbour Bridge.
A link will then be emailed to the visitor so they can share the image on social media.
“We reckon we’ve come up with a great way for our Chinese visitors to share a wonderful experience of enjoying Chinese New Year in Australia,” said Tourism Australia managing director John O’Sullivan.
The Canon technology was successfully trialled on the Gold Coast last year, and Federal Tourism Minister Richard Colbeck said it was an innovative way to market Autralia.
“One of the key motivators for choosing a destination is personal recommendation and social media plays a huge role in promoting Australia to the family and friend networks of visitors,” said Minister Colbeck.
“We must be actively encouraging people to share their holiday experiences online.”
Mr Johnson said photographs of food in menu also helped get Chinese tourists through the door.
“More than half of Chinese visitors want to eat Western and local food while they’re here but can be anxious about what they’re ordering if they don’t know,” he said.
“A picture can erase any language barrier.”
Originally published as Aussie businesses urged to cash in on Chinese New Year splurge
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