Wednesday, June 22, 2011
Sunday, June 19, 2011
Wednesday, June 8, 2011
Monday, June 6, 2011
Tourism WA to Triple Chinese Visitation
THE boss of Tourism WA wants to more than triple WA's share of the lucrative Chinese visitor market with a five-pronged strategy.
Delivering an overview of the agency’s strategic agenda last week, TWA chief executive Stephanie Buckland said the key to growing the State’s share of the burgeoning Chinese market hinged on securing a deal with China Southern Airlines.
As previously reported by The Sunday Times, Asia’s biggest airline is currently finalising an agreement with the State Government which would see direct flights commence between Perth and Guangzhou.
“The objective will be to significantly increase our share,” Ms Buckland said.
“Right now we’ve got about 3 per cent of all Chinese visitors to Australia.
“The aim is to grow that to about 10 per cent.”
In 2010, 12,000 Chinese visitors came to WA, an increase of 32.1 per cent on 2009, and they spent $80 million last year, an increase of 135.3 per cent from $34 million spent in 2009.
Ms Buckland said TWA representatives will travel to China this week to “make sure Western Australia is promoted as one of their key feature destinations”.
Beyond enhancing trade and consumer marketing efforts and working closely with the local tourism industry, she said strategic partnerships with other non-tourism related sectors, such as producers of premium products like Margaret River wines, South Sea Pearls and pink argyle diamonds, would be invaluable.
“One of the things we will be leveraging with consumers is some of the very premium products we have in Western Australia that can’t be found elsewhere,” she said.
“All those types of luxury and premium products do appeal to Chinese consumers who are very brand conscious.”
GOLDEN TOUCH: Vicki Tang has presided over a jump in Chinese tourist numbers in her role as north Queensland tourism manager. Now WA hopes to increase its share of the lucrative market. Picture: Tom Lee
Delivering an overview of the agency’s strategic agenda last week, TWA chief executive Stephanie Buckland said the key to growing the State’s share of the burgeoning Chinese market hinged on securing a deal with China Southern Airlines.
As previously reported by The Sunday Times, Asia’s biggest airline is currently finalising an agreement with the State Government which would see direct flights commence between Perth and Guangzhou.
“The objective will be to significantly increase our share,” Ms Buckland said.
“Right now we’ve got about 3 per cent of all Chinese visitors to Australia.
“The aim is to grow that to about 10 per cent.”
In 2010, 12,000 Chinese visitors came to WA, an increase of 32.1 per cent on 2009, and they spent $80 million last year, an increase of 135.3 per cent from $34 million spent in 2009.
Ms Buckland said TWA representatives will travel to China this week to “make sure Western Australia is promoted as one of their key feature destinations”.
Beyond enhancing trade and consumer marketing efforts and working closely with the local tourism industry, she said strategic partnerships with other non-tourism related sectors, such as producers of premium products like Margaret River wines, South Sea Pearls and pink argyle diamonds, would be invaluable.
“One of the things we will be leveraging with consumers is some of the very premium products we have in Western Australia that can’t be found elsewhere,” she said.
“All those types of luxury and premium products do appeal to Chinese consumers who are very brand conscious.”
GOLDEN TOUCH: Vicki Tang has presided over a jump in Chinese tourist numbers in her role as north Queensland tourism manager. Now WA hopes to increase its share of the lucrative market. Picture: Tom Lee
Sunday, June 5, 2011
2012 Perth Event Show Taking Shape
Organisers of the inaugural Perth Event Show say improving buyer attendance for the 2012 event will be a priority.
Acknowledging a shortfall in expected 2011 show numbers, managing director of CMS Events Richard Campbell said pre-show buyer registrations were strong at 1293 but almost 400 failed to turn out for either of the two show days.
Cambell told a meeting of exhibitors attending a debrief on the event that next year's show would be run mid-week. He also said several ideas for encouraging buyer attendance (some suggested during the debrief) would be incorporated into the marketing plan.
Of those buyers attending in 2011, the majority - 48 per cent - registered as event planners; with corporate planners 13 per cent; association planners three per cent; conference organisers 12 per cent and others 24 per cent.
He said the show’s target of 78 exhibitors fell short by 10, but this would not be a problem in 2012 as most of this year's exhibitors had already signed on for 2012 and several who missed out this year said they would definitely be participating next year.
"During the show I was told by some major companies including airlines, transport companies and five-star hotels that they had to miss this year because budgets had been locked in but they intend a strong showing in 2012," said Campbell.
Cambell said he was satisfied with the media mix used to promote the inaugural show but was disappointed the consumer media did not give more support. Next year CMS Events will use social and electronic media more for the 2012 event.
The dates for 2012 have been confirmed as 16 May with an official opening lunch and keynote address followed by an afternoon exhibition session and a 17 May exhibition day.
CMS Events is targeting 90 exhibitors in 2012 and 1500 visitors. Suggestions that came from the debrief and which have been adopted include: Marketing to the personal assistant and Association market; increased entertainment options; badges for better identification of buyers/sellers; more structured familiarisations in and around the show and greater collaboration between CMS Events, Perth Convention Bureau and Associations to focus events around the Perth Events Show.
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