South Australia on show as Chinese tourism industry delegation hits town

14 June 2013

Some of South Australia’s finest tourism experiences will be on show over the weekend with more than 40 Chinese travel agents in town as part of a visit aimed at promoting the state to China.

The South Australian Tourism Commission and Tourism Australia are sponsoring two groups of Chinese travel agents on a visit to South Australia. A group from Chengdu arrived yesterday, while a second group, from Beijing, arrives today.

The purpose of the trip is to familiarise them with South Australia’s tourism experiences, so they have first-hand knowledge of what the state has to offer potential visitors.

Tourism Minister Leon Bignell will meet the visitors today and he says it presents a great opportunity to showcase South Australia to such a large group of travel representatives from one of the fastest growing tourist markets.

“Once the travel agents have first-hand knowledge of our state’s wonderful landscapes and experiences they will be better equipped to tell clients why they should visit South Australia,” Mr Bignell said.

“China is our fastest growing international market and the most valuable, contributing $115 million to the state’s economy last year.

“China offers huge potential to grow our tourism industry, so trips such as these offer a big opportunity to capitalise on.

“In February, During the Chinese New Year, the Premier Jay Weatherill and Minister Bignell launched the Activating China 2020 tourism strategy which aims to triple the number of Chinese visitors to the state – from 18,000 to 57,000 – by 2020.

“This would generate more than $450 million in tourism expenditure to the state’s economy each year.”

The delegates will spend three days exploring South Australia, visiting city attractions including North Terrace, Rundle Mall and the Central Markets.

Before leaving on Monday, they will also visit Kangaroo Island, Mount Gambier, Hahndorf, Cleland Wildlife Park and the Barossa, blending their own wine at Penfold’s Winery.

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