SA targeting Chinese tourists with ambitious plan

18 February 2013

The South Australian Tourism Commission has unveiled an ambitious plan to triple the number of Chinese visitors to our state by 2020.

The Activating China – 2020 strategy states South Australia has the potential to welcome 57,000 Chinese visitors, generating $450 million in expenditure by 2020.

Premier Jay Weatherill said that the Chinese market is the fastest growing of our major international markets and the most valuable of all inbound tourism markets.

“Currently we welcome 18,000 Chinese visitors to South Australia each year but this market offers huge potential to grow our tourism industry,” Mr Weatherill said.

“Chinese visitors currently contribute about $110 million to the state’s economy and while this market will naturally increase over the coming years, we have developed a range of measures to fully capitalise on its emergence.

“Research shows that the key to increasing tourist numbers is by raising awareness of South Australia’s premium food and wine as well as our unique nature and wildlife experiences.”

The strategy sets the direction for our tourism industry to achieve this goal through six focus areas:

• Marketing to grow awareness, consideration and intention for travel to SA

• Improving distribution and sales potential through Chinese travel agents and inbound tour operators

• Creating a direct airline access between mainland China and Adelaide

• Ensuring we leverage the state’s competitive advantage of clean green premium food and wine and also our unique wildlife experiences

• Better cater for guests such as language signage and Chinese services in hotels

• Leveraging partnership opportunities with Tourism Australia, relevant government agencies and operators and South Australian consumer brands that are well known in China.

Tourism Minister Leon Bignell said the SATC will be working closely with industry to achieve the targets set in the Activating China – 2020 strategy.

“We know Chinese people like to travel, and we want to ensure as many as possible put South Australia on their itinerary,” Mr Bignell said.

“We have been welcoming Chinese visitors since the 1850’s, and we look forward to welcoming many more in the future.

“To achieve this we will focus on improving access between mainland China and Adelaide, and continuing to increase the number of China-friendly experiences South Australia can offer.”

Nationally, the number of Chinese visiting Australia has grown strongly and now exceeds half a million visitors annually and is tipped to double by 2020.

Currently Chinese visitors to South Australia visit the state for a range of purposes, including visiting friends or relatives, for education or business, as well as for a holiday.

For details visit the South Australian Tourism Commission.

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