Australia’s events sector aims to be ‘China ready’
Business events stakeholders in New South Wales have developed a strategy to help them be "China ready" to welcome new visitors from China, including conference delegates and business events.
Among the initiatives:
Educational programmes have been developed to help the retail and hospitality sectors to communicate with visitors from China, better understand their cultural differences, and their interests including food, shopping and experiences.
Selected Sydney hotels now provide products and services in Mandarin including beverages and snacks, in-room directories, a dedicated hotel TV channel, emergency signage and Mandarin speaking concierge.
Sydney airport is developing signage in Mandarin to help direct passengers landing in Sydney.
And the new Sydney Convention and Exhibition Centre will include a major redevelopment of Chinatown.
Tourism Australia Business Events and its event partners recently hosted 3,000 delegates from China for the Perfect China Incentive Programme in Sydney, while the Gold Coast in Queensland hosted Herbalife China incentive delegates.
In the last financial year, Asia represented 50% of the tourist market in NSW, with half of that from China.
Coming to Sydney in the next 12 months are 11 business events with 30,000 Chinese visitors from industries including direct selling, automotive, pharmaceutical and insurance.
Ian Jarrett
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