A new program is set to help Sydney businesses tap into the Chinese tourism boom.
Presented by the City of Sydney and Asialink Business, the China tourism program offers masterclasses on using digital platforms to engage with Chinese visitors, discovering the best products and services for the market and exploring new ways to boost revenue.
As Chinese tourists visit Sydney in record numbers, Lord Mayor Clover Moore said the seminars will offer local businesses increased access to this important market.
"As a global city, our relationships with other countries such as China are vital to our economic and cultural life," the Lord Mayor said.
"With so many visitors from China gracing our shores, it's important for our businesses to understand their needs.
"These seminars will provide an invaluable opportunity for businesses to learn from and draw on the knowledge of the many local and international experts in the field."
Each event will bring together around 50 business executives, entrepreneurs and peak bodies to hear from experts on the trends, opportunities and cultural nuances driving an industry worth $11.5 billion to the Australian economy.
Nick Henderson, China expert and director of Asialink's business hub China Practice, will host the sessions featuring industry professionals from China and Australia.
"China has become the largest source of inbound tourism for Sydney and Australia. It's crucial that we better understand the needs of this group so we can adapt and grow with the market," Mr Henderson said.
"Local enterprises can see their businesses soar when they learn how to best engage with this growing market.
"Research shows that Chinese travellers are drawn to our natural surroundings, coastal beauty and great food offerings. Sydney has such a broad offering to appeal to the Chinese tourist, and this series will help businesses maximise the visitor experience.
"We'll share knowledge and insights to help businesses in the city launch and grow their China-focused offerings.
"A key factor for success is understanding China's complex digital landscape and being part of the tourists' travel journey, from planning through to the visitor experience, to sharing on social media and using different payment platforms."
The City has sponsored Asialink Business events since 2016. The China tourism program is part of a new $30,000 a year three-year sponsorship.
The China tourism masterclasses cost $20 each or $50 to attend all three. The seminar topics are:
Chinese Social Media and Digital Landscape
Tuesday 26 February 4.30pm, Sydney Town Hall House, 483 George Street, Sydney
Panellists include:
- Peter Shelley, Managing Director, Australian Tourism Export Council
- Saxon Booth, Director of Business Development, Dragon Trail Interactive
- Janeen Rees, Rees International
- Lin Zhang, Regional Director - Oceania, Ctrip Global Hotel Business Department
Getting Products and Services Right for Chinese Travelers
Thursday 28 March, 4.30pm, Sydney Town Hall House, 483 George Street, Sydney
Panellists include:
- Simon Bernardi, Managing Partner, Australia & Beyond Holidays
- Peter Shelley, Managing Director, Australian Tourism Export Council
Chinese Digital Payments and Technology
Thursday 23 May, 4.30pm, Sydney Town Hall House, 483 George Street, Sydney
Panellists include:
- Andy Jiang, Managing Director, Andy Wilson
- Peter Shelley, Managing Director, Australian Tourism Export Council
