Posted Date: Tuesday, 5-Mar-2013
Western Australian tourism operators will be the first to access ATEC’s exclusive Welcoming Chinese Visitors program, the most comprehensive and authoritative China Ready training program available to the Australian market, when workshops take place in Perth and Margaret River next week.
“Over the past decade we have seen an amazing increase in the number of Chinese visitors coming to Australia and their interest continues to grow strongly,” ATEC Managing Director, Felicia Mariani said.
“With one in ten of our international visitors coming from China, and the Chinese outspending every other visitor, the future of Australia’s tourism industry is inextricably linked to this increasingly expanding market.
“More particularly for WA, there are over 30,000 visitors who spend some $170 million during their visits to the State. With direct service from Guangzhou to Perth with China Southern, the opportunities for WA tourism businesses are immense and the industry in WA needs to be prepared to service the needs of this important segment of the inbound market.
“For these reasons, ATEC has joined with learning and development specialist AVANA; Mainland China based China Ready & Accredited (CRA); and TAFE NSW Western Sydney Institute, to develop this extensive business assistance program which provides much more than cultural awareness training.”
The Welcoming Chinese Visitors program has been co-funded by the Department of Resources, Energy and Tourism and recognises the need to help tourism businesses build their business capacity through a comprehensive, step-by-step program of education and accreditation.
Through modules designed to meet specific organisational and staff needs within these organisations, the program has three stages:
Ensuring products are export ready is the first step to success in the export tourism marketplace. Operators will develop fundamentals to effectively engage and explore the merits of the China market for their product.
Ready Looking at the complex issues of connecting with trade distribution channels in China.
Ready Builds understanding and awareness of how to deliver the service and standards Chinese consumers expect when visiting Australia.
“Being 'service ready' is a critical component in meeting the needs of Chinese visitors, but being 'product ready' and then 'sales ready' are also crucial streams of learning for Australia in successfully connecting with China,” Ms Mariani said.
“By using a number of case studies, operators will see how these businesses have successfully stepped into the Chinese market and understand, through their real life experience, what to do and what not to do.
“With 20 sessions planned across Australia in the first half of the year, ATEC is tremendously proud of this program which has been developed by in-field experts and provides valuable follow up support that will assist tourism businesses to fully engage with the potential of the China market.”
Participants also receive pre and post training support and, on completion, have the opportunity to apply for individual certification and business accreditation through CRA. This will ultimately provide important promotional benefits for your company directly to the Chinese consumer and link individuals into the global CRA China Ready network.