NSW a prime destination for Chinese tourists – but
we need to stay ahead of the pack
by Sandra Nori, NSW Minister for Tourism, Sport and Recreation
Sandra Nori
China is one of the fastest growing tourism markets for Australia and
NSW, and holds enormous potential for our region.
NSW can expect to welcome almost 3.2 million international visitors this
calendar year, according to the latest forecasts*.
And Chinese visitors – who now rank number one among overseas visitors
as measured by the number of nights spent in New South Wales – will
continue to be the fastest growing market, increasing by a forecast 16.5
per cent between 2006 and 2014**.
The NSW Government has taken a strategic approach to the growing Chinese
market, establishing an office of emerging markets within Tourism NSW in
2004 to help our tourism operators anticipate the present and future
needs of tourists from China and India.
Tourism NSW has been actively involved in efforts to ensure Chinese
visitors to Sydney and NSW have an enjoyable holiday experience. The NSW
Government is an active member of the National Inbound Tourism Quality
Compliance Task Force, which ensures operators are providing experiences
that visitors should expect on their visit to NSW.
Australia is one of the few western countries to be granted Approved
Destination Status (ADS) by the Chinese Government – we were the first
western country to be granted this status – and this contributes to the
rapid growth in tourism demand from China. Recent liberalisation of air
services between Australia and China is also expected to increase
visitor arrivals. So it is important to continue developing a high
awareness of NSW before the rest of the world catches up.
Tourism NSW’s activity in the Chinese market focuses on introductions to
travel agents selling NSW product to Chinese outbound travel agents and
educates Chinese agents on NSW tourism products through training,
familiarisations, workshops and seminars.
Media familarisations are also increasing, with 15 Chinese media
visiting Sydney, Illawarra and the Blue Mountains over the past year.
Earlier this year, a group of 17 Chinese visitors toured the Hunter and
Wollongong as part of a self-drive radio promotion in Southern China’s
Guangdong Province. The promotion targeted millions of listeners on
Shantou Radio Station, and celebrity presenter Ms Chen Yun accompanied
the group.
With any emerging market, research and planning are critical. Tourism
NSW, through its office of emerging markets, is building its
understanding of the needs of tourists from China, and the responses the
tourism industry will need to make to cater to this growing market in
the future.
* Based on the NSW current market share and Tourism Forecasting
Committee, October 2005 forecasts
** Source: Tourism Forecasting Committee, October 2005 forecasts
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