SINCE establishing a presence in China four years ago, Tourism Tasmania has registered rising arrivals from mainland China and Hong Kong.
Some 9,000 travellers from Hong Kong visited the Australian island-state between June 2011 and June 2012, a year-on-year increase of 38 per cent, while Chinese arrivals rose 30 per cent to 10,800.
However, Tourism Tasmania director of marketing, Kathryn McCann, acknowledges that growth has been impeded by a number of factors.
McCann said: “To Chinese travellers, Tasmania is a new destination and our challenge is to create awareness among consumers. We want to tap young affluent travellers, but the lack of point-to-point air connection and charter flights is an issue.
“In the next 12 months, we will leverage past campaigns and (push) experience-driven itineraries such as food tours and (visits to) natural habitats.”
“The lesser-known north-west and western districts of the island will also be (promoted) in Asia,” she added.
To support Tourism Tasmania’s Asian foray, a full-time representative in Shanghai was recruited to build the Chinese market. Lara Giddings, the premier of Tasmania, also led a delegation to China and Hong Kong in September to promote tourism and explore investment opportunities.
The tourism bureau will further enhance marketing efforts in Asia with its first-ever 10-day Asian roadshow, which will cover Shanghai, Guangzhou, Hong Kong, Malaysia and Singapore in May next year.
