Plan de Turismo de Australia para fomentar el crecimiento del turismo chino de cara al año 2020.

1. 2020 Domestic International
Summary of Tourism Australia’s
China 2020 Strategic Plan
$7-9billion
WHY CHINA? • elped build a broad and robust
H
distribution network, having trained
China is Australia’s most valuable and qualified over 2,000 Chinese agents
inbound tourism market. In through the Aussie Specialist Program and
Potential spend by Chinese visitors in 2020
developed 70 Premier Aussie Specialist
2010 the China inbound market agents;
contributed $3.26 billion to the
Australian economy. By 2020,
this market has the potential to
2009 2020
• riven over 3 million online users to
D
Australia.com in a single year;
• enerated significant publicity through a
G
860,000
Potential Chinese visitors to Australia in 2020
range of public relations activity (valued at
contribute $7 to $9 billion annually.
100million
more than $13 million in 2009/10);
Australia has experienced faster arrivals • rovided marketing support for seasonal
P
growth from China than any other market. air charters and supplementary services
In 2010, China was Australia’s fourth largest Outbound Chinese travellers by 20202
from China and Hong Kong to Cairns,
source of visitor arrivals with 454,000 Chinese
visitor arrivals to Australia, 24 per cent higher Brisbane, Sydney and Adelaide (35 over the
us$838bn
than 2009.1 last two years);
Tourism Australia (formerly the Australian • orked with and supported Australian and
W
Tourist Commission) opened an office in Chinese Governments on visa processing-
Shanghai in 1999 after Australia received Predicted value of China’s outbound
Australia is recognised by the China
Approved Destination Status. Since then, in market by 20203
China, Tourism Australia has: National Tourism Administration as ‘Best
Practice’ and the benchmark for other ADS 2
Tourism Economics and United Nations World Tourism Organization
• olled out major campaigns with key
R 3
Boston Consulting Group, 30 March 2011
partners such as Visa for the landmark destinations.
‘Australia Prefers Visa’ campaign, Qantas, 1
Tourism Research Australia, International Visitors in Australia and
China Southern Airlines, Singapore Airlines Australian Bureau of Statistics, Overseas Arrivals and Departures
and State Tourism Organisations; (cat. no. 3401.0)
WHAT WILL SUCCESS LOOK LIKE IN 2020?
CHART 1: CHINA POTENTIAL FOR OVERNIGHT TOURISM EXPENDITURE
10000000
9022012
Upper Senario
Upper Scenario
$9.0 billion
8000000
7405787
Trend Lower Scenario
Lower Senario
Potential $7.4 billion
6000000
$Billions, nominal
Linear Trend
5026945billion
$5.0
Linear Trend
4000000
2000000
0
99 000 001 002 003 004 005 006 007 008 009 010 011 012 013 014 015 016 017 018 019 020
19 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
China 2020 Strategic Plan – 2011

2. HOW WILL WE ACHIEVE THE CHINA MARKET’S TOURISM POTENTIAL?
KEYS TO SUCCESS
The five areas pivotal to achieving China’s 2020 tourism potential
and winning market share are:
1. KNOW THE CUSTOMER 2. GEOGRAPHIC STRATEGY
During the first year of implementation, The Geographic Strategy identifies the focus
Tourism Australia will increase its direct for Tourism Australia’s resources to maximise
marketing effort in China, doubling the the Chinese market growth opportunities and
marketing budget for China in 2011/12. achieve the 2020 goal.
Tourism Australia’s target audience is affluent Tourism Australia is currently active in 13
Chinese couples who have an independent cities, with distribution development in all
travel mindset and want to explore and 13 and consumer marketing in five (Chart 2).
experience local culture. This group delivers Over time Tourism Australia will develop and
high volume and spend and are geographically implement a competitive expansion strategy
concentrated in Tourism Australia’s current (Chart 3) informed by an analysis of over 600
priority cities. Tourism Australia will use this Chinese cities using economic, demographic,
consumer knowledge to understand what distribution, visa and aviation data.
Chinese couples read, watch and listen to and
In the short to medium term the focus will
how they research, plan and book holidays to
remain in Greater Beijing, Greater Shanghai
our competitive advantage.
and Guangdong to allow marketing and trade
Ongoing consumer research conducted by efficiencies. Tourism Australia will ultimately
Tourism Australia in existing and new targeted extend marketing into the rising wealth areas
cities will provide the base for digital, media of Greater China.
and distribution strategies and help ensure the
Trade and distribution development will be the
strategy remains relevant to the needs of the
initial focus in new cities. Tourism Australia
market.
will build upon the strong distribution network
Tourism Australia will leverage the strong of over 2,000 qualified Aussie Specialist
digital and social network channels in China to Program agents in line with this geographic
reach our target segment. strategy to ensure consumers have access to
well trained and knowledgeable distribution.
Business Events Australia and the Association
of Australian Convention Bureaux are
undertaking research to provide a thorough
evaluation of the potential, distribution,
motivations and channels for the Business
Events market in China. This research will
support the development of a three-year
CHART 2: EXISTING MARKETS
Business Events Plan for China which will
commence in 2011/12.
BEIJING
TIANJIN
QINGDAO
NANJING
SHANGHAI
HANGZHOU
NINGBO
CHONGQING
XIAMEN
GUANGZHOU DONGGUAN
FOSHAN SHENZHEN

3. CHART 3: PHASED CITY EXPANSION STRATEGY
Phase 1 Phase 2 Phase 3
Setting the Foundation Seeing the Results Achieving the Potential
13-24 Cities 24+ Cities 30+ Cities
RMB 120,000 in priority cities (millions)
Estimated households with income
21.95 +
9.41 +
3.78 - 9.41
2011 2014 2017 2020
3. QUALITY AUSTRALIAN EXPERIENCES 4. AVIATION DEVELOPMENT 5. PARTNERSHIPS
While Chinese consumers generally rate A healthy aviation environment will be critical Tourism Australia’s success in the Chinese
Australia as a highly desirable destination, to the success of the China 2020 goal. More market has been achieved through effective
there are instances where visitor expectations planes, with more connections to more partnerships with Government and industry
have not been met – particularly relating to destinations in Australia, aligned to the including Qantas, China Southern Airlines and
group travel and shopping experiences. Geographic strategy will be essential to bring other carriers along with States and Territories.
the increase in economic value to Australia. Expanding and strengthening our partnerships
Other issues impacting visitor satisfaction
will be integral as Tourism Australia expands
include the availability of Mandarin speaking Tourism Australia has strong co-operative
to new cities in China.
guides and relevant product for Chinese partnerships with the major carriers servicing
visitors. Australia – Qantas, China Southern, Air China Tourism Australia will continue to work with
and Hainan Airlines – and will look to extend its partners by leading the:
Tourism Australia’s Chinese customer insights
these relationships in the short term.
will help the industry to deliver targeted • hina Industry Advisory Group
C
products and experiences. Through its support The first priority is to work with relevant (based in China)
for both the extended ADS Scheme and the partners to ensure sufficient capacity to
• hina Market Advisory Panel
C
TQUAL tourism accreditation mark, Tourism meet demand from existing and immediate
(based in Australia)
Australia will be working with Governments growth markets. Focus will be on securing
and industry to address quality issues. more direct services, expanding routes, new To streamline consultation and engagement
airlines (including third country carriers and on whole of government issues and
Tourism Australia’s work with Austrade and
low cost carriers) and partnering with airlines approaches to market development, Tourism
the State and Territory Tourism Organisations
in cooperative marketing to ensure new and Australia will be involved in:
will aim to drive infrastructure investment
existing services are commercially sustainable. • overnment Reference Group (based in
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in Australia.
Charter programs will continue to be used to Australia to consider whole of government
maximise opportunities such as Chinese New issues and approaches)
Year, and as a way to prove viability of new • overnment Advisory Panel
G
services and open up new destinations. (based in China)
China 2020 Strategic Plan – 2011

4. WHAT DOES IT MEAN FOR YOU? HOW DO YOU GET INVOLVED?
The China 2020 Strategic Plan means being For more detail, please contact the
part of a bigger picture for Australian tourism. International Markets team in Sydney.
It means:
• xpanding your reach and cut-through in the
E Contact:
world’s fastest growing outbound market; Heidi Andrews, Business Support Manager Asia
• aving greater access to Tourism
H Email: handrews@tourism.australia.com
Australia’s research and insights on the Phone: +61 2 9361 1264
Chinese target customer;
Tourism Australia’s corporate site
• eing able to more confidently enter new
B (www.tourism.australia.com) contains
markets within China with the benefit of information on the market and the Chinese
Tourism Australia’s market analysis and consumer. Updates on Tourism Australia
established distribution networks; activities and the China market are published
• nderstanding where and how to invest in
U in Tourism Australia’s industry newsletter,
your product to attract and retain Chinese Essentials.
customers; and For more information on the Approved
• orking together with the tourism industry
W Destination Status scheme, please refer to
to maximise the China opportunity. ‘Tourism Programs’ at www.ret.gov.au/tourism
State and regional tourism organisations are
also a source of market intelligence on China.
WHO IS ON BOARD?
In October 2010, Federal, State and Territory
tourism ministers committed to working
towards achieving the 2020 Tourism
Industry Potential and called on industry and
Government to work together to address
demand and supply side challenges.
The China Strategic Plan is the result of
this government and industry partnership.
Significant engagement and consultation was
undertaken to develop the Plan, including:
• ourism industry leaders in China
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and Australia
• Industry associations
• State and territory tourism organisations
• overnment stakeholders in China
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and Australia
The China 2020 Strategic Plan has the full
support of key industry players and State and
Territory Tourism Organisations.
China 2020 Strategic Plan – 2011