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Western Australia's place in the Chinese tourism boom

Wednesday, 07 October 2020

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  • Five men in suits holding research report.

    Youngten Wang, Professor Sam Huang, Hon Paul Papalia, James Clarke, Dr Jun Wen

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Researchers from ECU's School of Business and Law today launched their research report showcasing potential in the Chinese tourism boom in Western Australia.

At the official launch event, WA Tourism Minister Hon. Paul Papalia spoke in support of the report alongside LH Global CEO, James Clarke, ECU's Professor Sam Huang, and Director International Marketing Tourism WA Kelsie Johnston.

Professor Sam Huang and Dr Jun Wen's industry engagement research report Western Australia’s place in the Chinese tourism boom is the outcome of a collaborative research project between ECU and LH Global Tours.

The research assesses WA’s tourism provisions and resources toward the Chinese market and provides research-informed recommendations for the WA tourism industry to better develop the Chines tourist market in the future.

Based on the research findings, the following four recommendations are made to the WA tourism industry:

  • Developing a thematic tour-guiding and interpretation system addressing WA’s flora, fauna, history and heritage;
  • Monitoring Chinese market diversification and targeting niche markets including Chinese Free Independent Travelers (FITs), Chinese students and grey nomads markets;
  • Focusing on the Chinese self-driving tourist market and providing a better environment for them in WA; and,
  • Applying business innovations around new technologies and localising the value chain for Chinese tourists.

The full report can be downloaded here.

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