‘You’re not even market ready, mate… let alone China ready’ warns Destination NSW CEO
Australia’s regional tourism operators aren’t ready to cater to Chinese tourists, and are suffering from “China blindness”, according to Sandra Chipchase, CEO of Destination NSW.
“In regional, everyone’s got China blindness. They think ‘there’s a billion people!’, and it’s like ‘yes, but how many of them are coming?'” Chipchase told the audience at Mumbrella’s Travel Marketing Summit on Thursday.
“We’re saying to them, look ‘you’re not even market ready, mate, let alone export ready, let alone China ready.”
china IS coming… to some places well before others.
whether chinese tourists are a target market now, or later, comes back to whether doing business with them will make your business significantly more successful.
if so, rebuild whatever parts of your business (marketing, people, products, systems and processes, finances, operations) needed to compete successfully for them… based on the $profit they will generate for u in the short and medium term.
if not, find other customers who will make you significantly more successful and focus your marketing resources on these groups instead.
whilst keeping track of the chinese tourism market as you go – at some point in time they are likely to become a target market, for most of us its just a question of when!
So refreshing to hear honesty like this. Get the basics right first and superserve your best audience before you look to something new
Ever tried to use a regional tourism site on a mobile?!
Most of them aren’t ready for 2008, let alone 2018