How is life in China at the moment?

Whilst there have been outbreaks of COVID in China over the last few months they have been contained with declared hot spots, the health authorities and local governments do extensive tracing and testing. A larger outbreak in Northern China just prior to the Spring Festival did disrupt the plans of many millions of people who would normally visit their hometowns to see family or holiday within China. The disruptions have become a way of life like everywhere in the world and people are naturally cautious when travelling. 

Right now, like Australia, there have been very few reported cases which has seen rising optimism amongst consumers who still have a strong desire to travel and explore. Restaurants are certainly busier, along with other entertainment experiences, as the country continues its vaccination programme and retains COVID safe practices. With spring weather and summer around the corner, Chinese consumers seem more buoyant and confident.  

What is the latest news from our key stakeholders in market?

The tourism industry here in China, being very internationally focused, have felt the full impact of closed borders. Like every market, any information about the reopening of borders raises the level of hope about a return to business. We remain in regular contact with all of our 36 Key Distribution Partners as they plan for a restart. The biggest interest from our trade partners is in how our industry is going, getting updates on new products and how we can jointly plan for a restart. 

The aviation industry here in China is feeling the downturn similar to the global outlook. The airlines are relying on domestic business to keep their fleets flying whilst any international services are for repatriation or freight. Our airline partners are confident about an international restart and the return of consumer confidence in international travel. The airlines are still planning schedules and routes for what a restart would look like and are eager to get flying as quickly as possible. Chinese people are optimistic and this characteristic keeps them going during these difficult times.   

What are Tourism Australia's key areas of focus in these challenging times?

Our major focus, in what is Australia’s largest visitor market pre-COVID, has been on our consumers, trade partners, aviation partners and media. We continue to engage directly with the Chinese consumer with various campaigns and through various media and social channels. The Tourism Australia “With Love from Aus” campaign has been a constant activity to engage directly with the consumer and to ensure we remain top of mind. The introduction of 8D late last year presented a unique opportunity to share the sights and sounds of Australia with a wide audience through various and engaging social platforms. Consumers in China have become more engaged and consume more content directly through our channels as they seek to plan their trips when it is safe to do so. 

Many in our industry have built fantastic relationships with the travel trade here in China. A key focus of Tourism Australia is to continue this engagement with the trade, show our support, provide training and plan for a restart. Through our Aussie Specialist Program we have trained either face to face or online over 17,300 travel agents in 6 months. The Aussie Specialist Programme has also continued to do live shows engaging with the agents to ensure Australia is well positioned for a restart. The great enthusiasm through our market places and soon online for ATE shown by our trade partners has been outstanding. 

Media and PR remain a great way to talk to the consumers in China. Through a mix of online and print we have seen engagement levels rise as people seek to be inspired so they can continue to dream, plan and eventually book their next Australian holiday. Each time we launch a new campaign the interest in Australia from the media has been enormous. These engagement levels, even as people can’t travel, are encouraging and we cannot wait to take our media back to Australia so they can see first hand the great experiences, sights and people of Australia.  

In these trying times, we could all do with some good news. What has put a smile on your face recently?

It has been a tough year for so many in our industry, both in Australia and around the world. Watching the connections grow stronger between trade and consumers and Australia continues to put a smile on my face. When a consumer, agent or airline partner in China talks about Australia, I know they can’t wait to get on a plane and visit. This is what keeps me optimistic and puts a smile on my face. There has been a lot of talk about “Revenge Travel” when the borders open, that is going overseas and doing more and more, this I can’t wait to see and will of course make my smile brighter.  

Finally, what advice do you have for Australian industry wanting to stay engaged with the China market?

The China Australia tourism relationship is widely respected and has been built over many years by so many in the industry. The people to people connection cannot be underestimated and will enable a faster return to market in the future. Reaching out to the trade in China to say G’Day is the easiest way to foster and build this bilateral relationship. Tourism Australia has been hosting industry to trade events through the Aussie Specialist Program, Market Place and soon ATE, and these remain the best way to stay connected to the market.