Expectations of Chinese spending reaching $6.4 billion per annum has been met 5 years ahead of schedule and is now greater than that of Britons, Americans and Canadians combined. Helped by the lower Australian dollar, total inbound visitor spending grew by 13% but spending by visitors from China by 43%. Tourism Research Australia have noted that the September quarter was the third straight quarter with double digit spending growth.
To put the importance of Chinese visitors to the Australian tourism market in context, consider this:
- One in 6 inbound visitors to Australia is from New Zealand. They stay on average 2 weeks, spending $2172 each for a total of $2.4 billion (7.6% of total spending).
- One in 8 inbound visitors to Australia is from China. They stay on average 6 weeks, spending $7769 each for a total of $6.4 billion (nearly 20% of total spending).
So, what can you do to welcome Chinese visitors and to make the most of the opportunities this key market presents? Here's a few ideas:
- Items carrying the official Australian Made Campaign logo are highly regarded by Chinese visitors, so make this a significant part of your range and display prominently.
- Consider accepting Chinese credit cards, and advertising this in store.
- Include some Mandarin signage (although there is a variety of languages spoken in China, Mandarin is the most 'universal').
- Focus on the things that all tourists appreciate - a friendly welcome, good customer service, appropriate product of high quality and value.
- Retail assistance in China is more attentive than is generally the case in Australia so encourage staff to greet visitors and offer prompt help.
Talk to us about how we can help you grow sales by adding products that appeal to the Chinese market.