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Victoria

Event Recap - Report Launch - 'The China Tourism Economy: Reaching Australia's Potential'

11 October 2017

ACBC Victoria welcomed 100 members and friends to the official launch of the second ACBC national tourism report by the Victorian Minister for Tourism and Major Events, The Hon John Eren MP. The research was carried out by L.E.K. Consulting who expanded and built on the findings from last year’s report.

Hosted by ACBC members, BDO Australia in Melbourne on 11 October, guests were provided with insights into the value of the Chinese travel and tourism market and how the experience of Chinese tourists translates into broader economic opportunities for Australian offerings and exports.

First in the program was a keynote address from Minister Eren. His speech emphasised the importance of China to our state and the current government’s commitment to continuing to deepen and strengthen our relationship with China. He outlined a number of initiatives aimed at relationship building, namely the recently signed MoU with Ctrip, the leading provider of travel services in China, as well as the new Visit Victoria office in Beijing, complemented by the Victorian Government Trade and Investment Offices (formerly known as Victorian Government Business Offices) in five key cities in China.

He went on to explain how well-placed Melbourne and Victoria are to grab a large chunk of the growing Chinese visitor economy, given our major events, long history of Chinese settlement here, and our regional offerings. The Minister also pointed to the need to upskill our relevant industries in order to accommodate the large volume of Chinese visitors to our state.

This keynote was followed by a presentation from Mr David Bishop, Partner at L.E.K. Consulting and one of the authors of the report. He provided an overview of the report, including a review of Chinese inbound tourism; the Chinese student experience; broader economic participation in Australia; and measuring progress – the China Readiness Score. A copy of the report can be found here.

The event continued with a panel discussion moderated by Mr Simon Barrett, Partner and Chairman of L.EK. Australia.  He welcomed Ms Sarah Seddon, Chair, Destination Melbourne; Mr Lyell Strambi, CEO and Managing Director, Melbourne Airport; and Mr Mark Wizel, National Director of Retail Investments, CBRE. The insightful and wide-ranging panel discussion and subsequent Q&A session covered topics such as the initiatives being taken to upskill the industry in terms of language and cultural understanding, Chinese payment systems, signage, getting information to the Chinese consumer, airport and flight capacity, sharing the benefits of tourism among different regions, and many more issues and themes arising from the comprehensive report.

The day’s proceedings concluded with a vote of thanks from Ms Maria Jokel, Immigration Law Specialist - Legal Principal & National leader at BDO Migration Services.

We warmly thank BDO for generously hosting the event. ACBC Victoria also extends our thanks to L.E.K. as well as all our speakers for their giving us their valuable time and expertise.