BLIGH LAUNCHES PROJECT CHINA

Written on the 18 July 2011

BLIGH LAUNCHES PROJECT CHINA

UPON a return from a 10-day trade mission to tourism Queensland’s (TQ) top international target, Premier Anna Bligh (pictured) is ramping up the state’s preparation for the Chinese tourism invasion with the three year ‘project China’ initiative.

TQ CEO Anthony Hayes has made no secret that China largely holds the key for the state’s tourism yield problems, with the targeted strategy aiming to unlock the world’s largest potential tourism market.

Focusing on developing new airline and travel trade partnerships will be a priority, as will helping Queensland tourism operators deliver tourism experiences that appeal to Chinese visitors.

“Project China will be a long-term plan to make sure the China market grows in a sustainable way for the Queensland tourism industry, while ensuring the industry is ready to welcome more visitors,” says Bligh.

“(It) is about Tourism Queensland further developing partnerships with airlines, key travel trade and third parties. Importantly, it’s also about working in partnership with the Queensland tourism industry to help them deliver the product and experiences that absolutely wow our Chinese visitors.”

Project China will analyse Chinese travellers’ behaviour to better identify the best target segments, such as families, couples, singles or retirees, or by geographical location.

It will also focus on providing authentic Chinese cuisine; increasing tourism operators’ language skills and cultural knowledge; and encouraging ethical business practices when dealing with Chinese customers.


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