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1 Tourism Alliance Victoria Lynette Bergin- Tourism Fellowship Chinese Study Trip- Report Lindsay Goding November 2006 As Victoria’s 3 rd largest source market with over 140,000 visitors per year 1 and forecast to grow at a staggering 16.1% per annum 2 , China is probably the most important market for the future of the Victorian Tourism Industry. It is however probably the most complex, diverse and unique of all the inbound markets. With language and cultural barriers, the relative immaturity of the market and the complexity of its travel industry, if Victoria is to capitalise on the potential of this market it is important to gain a more in-depth understanding of the whole country that is China. It was with this in mind and an underlying curiosity of this ancient world, I applied for the inaugural Lynette Bergin Tourism Fellowship. By no means could I become an expert in the Chinese market in 5 weeks, however I feel that I was able to gain a different and much broader perspective of the country to what can be gained during a sales mission or ATE. This report is a collection of my observations, thoughts and recommendations. I hope that people will read this report and take away something that may assist Victoria to capitalise on this exciting market. Trip Objectives: As part of the fellowship application process I developed a number of objectives that I felt would allow me to get the most out of my time and also allow me to meet the aims of the Tourism Fellowship. They were: 1. To gain an insight into the business, social and overall Chinese culture. 2. To study the Mandarin language 3. To gain an understanding of the Chinese traveler including their patterns, interests and values 4. Gain an insight into the operations of an in market STO & NTO 5. Gain an understanding of the structure of the wholesale industry and to identify opportunities for the Victorian industry to work more closely with the Chinese agents 6. To identify the issues and preparations necessary for the Victorian Industry to capitalize on the Chinese market in the future. 1 Year ending September 2005 2 Forecast growth of the Chinese inbound market to Australia between 2004 – 2014. Tourism Forecasting Council April 2005.

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Tourism Alliance Victoria Lynette Bergin- Tourism Fellowship

Chinese Study Trip- Report

Lindsay Goding November 2006

As Victoria’s 3rd largest source market with over 140,000 visitors per year1 and forecast to grow at a staggering 16.1% per annum2, China is probably the most important market for the future of the Victorian Tourism Industry. It is however probably the most complex, diverse and unique of all the inbound markets. With language and cultural barriers, the relative immaturity of the market and the complexity of its travel industry, if Victoria is to capitalise on the potential of this market it is important to gain a more in-depth understanding of the whole country that is China. It was with this in mind and an underlying curiosity of this ancient world, I applied for the inaugural Lynette Bergin Tourism Fellowship. By no means could I become an expert in the Chinese market in 5 weeks, however I feel that I was able to gain a different and much broader perspective of the country to what can be gained during a sales mission or ATE. This report is a collection of my observations, thoughts and recommendations. I hope that people will read this report and take away something that may assist Victoria to capitalise on this exciting market. Trip Objectives: As part of the fellowship application process I developed a number of objectives that I felt would allow me to get the most out of my time and also allow me to meet the aims of the Tourism Fellowship. They were:

1. To gain an insight into the business, social and overall Chinese culture. 2. To study the Mandarin language 3. To gain an understanding of the Chinese traveler including their patterns, interests and values 4. Gain an insight into the operations of an in market STO & NTO 5. Gain an understanding of the structure of the wholesale industry and to identify opportunities for the

Victorian industry to work more closely with the Chinese agents 6. To identify the issues and preparations necessary for the Victorian Industry to capitalize on the Chinese

market in the future. 1 Year ending September 2005 2 Forecast growth of the Chinese inbound market to Australia between 2004 – 2014. Tourism Forecasting Council April 2005.

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Trip Overview: During my 5 weeks in China I combined a mixture of study, work and travel in an attempt to gain a complete picture of the culture, tourism industry and language. The trip however was broken into 4 key activities:

- Work Placement with Tourism Victoria o The first two weeks of the trip I worked every afternoon with Edward Chen and the team at Tourism

Victoria in Shanghai. - Intensive Mandarin Course

o During my time in Shanghai I spent 4 hours a day doing an intensive Mandarin program with a private tutor.

- Sales Calls/interviews with wholesale and retail travel agents o During my trip I conducted a round of sales calls in Shanghai, Beijing and Hong Kong. I also

conducted 2 interviews with tourists who had recently traveled to Australia. - Traveling to key markets and Chinese tourist Destinations

o The study trip included visits to 6 different regions. I was able to visit some of the main tourist attractions/ cities and gain an understanding of the cultural and language differences of these areas.

Key Observations and Findings: 1. Observations on the Chinese culture and country

One of the most striking things I noticed about China was its diversity. From the big cities of Shanghai and Beijing to the rural environment in Yunnan (Southwest), China is a country of extremes. The following are some of my cultural observations:

• History and interesting facts o Since 1979 China has lifted more than 250 million people out of

absolute poverty. o China has 666 cities with more than 1 million people. o China has attracted more than $550 Billion (US) in foreign

investment in the past 10-15 years. o China has 7 out of the 10 most polluted cities in the world. In the

2 weeks I was in Shanghai I only had one day of blue skies. o China has to feed nearly a quarter of the world’s population on

one seventh of the world’s arable land. o 40 million Chinese people protested last year mostly (in one

form or another) against corruption.

• Chinese Personality o The Chinese people place a great deal of importance on status and position in society and travel is an

important status symbol. o The Chinese people are very patriotic and respectful. o Generally the Chinese are very nice and very friendly. During my trip I met a lot of people who wanted to

help me, to talk to me (in broken English) and learn more about Australia. o China is becoming more and more westernised. Starbucks and other global brands are becoming very

popular and are starting to impact on the Chinese culture.

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o Gambling is a very prominent part of the Chinese culture. In all of the regions I visited it was very common to see men and women playing cards, marjong and other games, often in the street.

• Business Culture

o Typical of most Asian countries relationships are a very important part of the business culture in China. o A lot of business in China happens over food. Banquettes are extremely important and there are specific

forms of etiquette to be observed. If hosting a banquette it is important to ensure there is too much food, that you serve good Chinese rice wine and the seating arrangements are correct.

o The government plays a very important part in business. It is important that the authorities are informed of all activities. I had expected Tourism Australia and Tourism Victoria to be slightly removed from this however they indicated that if the China National Tourism Authority is not consulted that they could ban advertisements and stop campaigns.

o The Chinese people have been so accustomed to being told what to do that we need to consider this when working with them. A good example occurred when I was trying to make my sales appointments. When I spoke to the travel agent I gave them the option of choosing the time which was very difficult. We need to give them an exact time to which they will either agree with or not.

• Income, Jobs and Money

o There are a lot of imbalances in China when it comes to wages and living standards. A farmer in a rural area may earn 2,000-3,000RMB (about $360-$500 AUD) per year where by a worker in Shanghai may make 2,000-3,000 RMB per month.

o With an average wage in china at around 25,000 Yuan a year ($5,000 AUD) and the average cost of a trip to Australia 13,000-15,000 Yuan much of the country will never be able to travel to Australia.

o Of the 1.3 Billion people in China the ‘Middle Class’ is only estimated to be about 24.5 million households or 75 million people.3

o With such a large population some things we take for granted such as owning a car are not possible for the Chinese. For example, even if someone has enough money to buy a car there are only a select amount of number plates available in Shanghai every month. They go up for auction on a monthly basis and sell for about 40,000RMB ($8,000 AUD) each.

o With the poverty in the regions there is an estimated 150 million itinerate workers who have move to the coastal factory towns in search of a job. This is the equivalent of the total US work force.

o Whilst in a rural area I came across an interesting scheme to promote social and economic development. The scheme rates each farm on 10 criteria including things such as; their contribution to the local community, adherence to the one child policy, hygiene practices and even their use of technology. It then pays them for between 100 – 300 RMB if they get 8 or more out of 10.

3 China National Bureau of Statistic- 2004.

The incentive scheme plaque from a rural household front gate. 10 out of 10.

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• Habits

o Many of the Chinese customs, habits and behaviour could be seen by westerns as rude or dirty however many of them are accepted behaviour in china and are necessary for surviving. Things such as smoking in restaurants and spitting are good examples.

o The Chinese people will often squat instead of sitting or standing. o Pushing in lines is very common practice in China, if they don’t they will often not get anywhere. o I had an interesting experience when I was lining up for a train ticket. After waiting for about 45 minutes

the window was closed so the ticketing staff could have a break and I had to wait another 30 minutes. o Littering is a problem in China. People will throw rubbish on the ground without even looking for a bin. o Driving in China is very chaotic, buses, trucks, bikes and people share the same roads, they don’t give

way and they are constantly using their horns.

• Food Culture o Food is a very important part of the Chinese Culture. o Generally the louder and smokier the restaurant, the better. o The northern parts of China eat more noodle dishes whilst the southern parts eat more rice dishes. o They use a lot of fresh vegetables in their cooking however they also use a lot of MSG o When going to a restaurant the food comes out very quickly. I believe that this can be a cause for

complaints when tourists visit Australia. o Rice is usually brought out at the end of meal to make sure that everyone is full after the meal. o Food was one of the main complaints about Australia from those people I met on my trip who had

traveled to Australia

2. The Mandarin Language

As the Chinese market continues to grow, we are going to find out quickly the importance of understanding the language barriers between the Chinese market and the Australian tourism industry. During my trip I spent 40 hours completing an intensive one-on-one program to study Mandarin. Here are my observations on the language:

• With the low levels of English and complexities of the Mandarin and Cantonese languages if we are to

capitalise on the potential of the market it is going to be important to consider the language barriers • Mandarin is the main language spoken in main land China however there are variations in dialects between

different regions. Cantonese is the main language spoken in Hong Kong and the Southern provinces such as Guangzhou.

• Mandarin is a very complex language especially the written characters. There is however an English translation called pinying that can be useful.

• One of the most difficult parts of Mandarin are the tonal differences. The same word can be pronounced in 4 different ways and mean completely different things. One good example is the word Mai, when pronounced with the third tone (From a high pitch down to a low pitch and backup again) it means to buy. When spoken with the fourth tone (from high pitch to a low) it means to sell.

• Context is another very important part of Mandarin. For example the word Zuo all pronounced with the fourth tone can mean ‘to sit’, ‘to do’ and ‘to make’, depending on the situation.

• When learning Mandarin it is not easy to pick up a dictionary, read the pinying and be understood. Not only do you need to consider the context and tones, the pronunciation of many words is very different to how it may look. A good example is the word Csai (Vegetables) which is actually pronounced Tsai.

• Whilst doing some sales calls I decided to do one day of appointments without a translator to evaluate whether it was possible with limited Mandarin. I was able to coordinate the appointments, travel from office to office (using taxis and copies of the agents Mandarin business cards) and conduct the appointments. Whilst I was able to do it quite well I felt that I got more information and response from the agents when I had an interpreter.

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3. Chinese travelers - patterns, interests and values One of the aims of the study trip was to gain an understanding of the Chinese traveler. During my time in Shanghai was able to interview two people who had recently traveled to Australia. Whilst two people don’t constitute an accurate sample of the 1.3 billion people in China, it did generate some interesting comments and gave me an insight into their travel motivations and interests. Most of the comments in this section however were generated from my work with Tourism Victoria, meetings, sales calls and observing the Chinese people during my travels around the country.

• As mentioned earlier, for the Chinese people travel is very much a symbol of status. o There is great importance placed on the amount of countries a person has

visited and also the status of those countries. For this reason Europe, Singapore and Japan are some of Australia’s biggest competitors.

o The Chinese coming to Australia are quite wealthy and want to experience the lifestyle of Australia.

o The men are interested in casinos and the women in shopping. At this stage wildlife and the environment are not significant motivators for the Chinese.

• One of the projects that Tourism Victoria asked me to look at was the school market. Here are the key observations:

o The education market at present has about 38,000 people visiting Australia however the majority are here for long term study.

o The school excursion and short term study tours only account for approximately 5,000 people. o The one child policy means that parents are prepared to invest in the future of their children however

they are also very protective. o The school market is not presently a focus for Tourism Australia and Tourism Victoria as there are

seasonality issues, government regulations on advertising and concerns about safety and children running away.

• The internet has been identified by Tourism Australia and Tourism Victoria as an important consideration for the future and something we should look at as an industry:

o 37% of tourists used the internet to research Australia however there are very few who book on-line. o The internet is a very important part of domestic tourism. C-Trip is the major travel websites in China

and the company I used to travel around. They currently book 400,000 hotel room nights a month, 500,000 one-way airline tickets a month and have 1,000 people in their call centre. To put this in perspective, Australia’s number one on-line hotel company books about 130,000 room nights a month.

o Credit cards are one of the factors impacting on the on-line sector as very few people in China have credit cards. Almost all of C-Trips transactions are paid for by the consumers when they pick up or accept delivery of the tickets/vouchers.

• The Chinese tourists may have low levels of English but the tourist traveling to Australia are quite experienced: o Most of the people traveling to Australia have traveled extensively, with 95% of the ADS travelers having

visited 2 or more international destinations4. o We need to sell the uniqueness of Australia as opposed to just the beaches as they may have been to

Thailand or other countries that also have beautiful beaches. • The Chinese travelers have a lot more choice when traveling, for example, almost every region or city has its

own airline. When traveling in Australia it must be hard to comprehend that there is really only 2-3 airlines. • There are huge numbers of domestic tourists in China:

o With economic imbalance in China many people can’t afford to travel internationally.

4 ADS visitor experience study 2003.

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o A good example of domestic tourism is the Oriental Pearl Tower in Shanghai which has about 3 million visitors a year and can have up to 20,000 on their busiest day of the year of which 98% are Chinese.

o A lot of the domestic tourists are traveling in groups. Many of the agents that we work with in Australia are very prominent in the domestic tourist industry.

o Many of the popular tourist spots in china have significant historical or cultural value. For example the section of the wall where Chairman Mao walked is the most popular of all the wall.

4. Operations and activities of Tourism Victoria, Tourism Australia and DIMIA I have not focused to any extent on the activities of the Tourism Victoria and Tourism Australia as this information will be available at the upcoming Victorian International Exchange. This section will however hopefully shed some light on why and how they work on certain campaigns and activities.

• Tourism Victoria o One of Tourism Victoria’s main roles is provision of information. This includes providing itinerary

information to agents, researching information for journalists and updating suppliers. They are expected to know everything which is quite a challenge.

o Working with the wholesale agents: § One of their main roles is to increase the number of visitors that come to Victoria and to

increase their length of stay. The new Tourism Awards campaign is one of the great new initiatives that is promoting longer, more innovative and popular itineraries.

§ Dealing with agents is one of their main activities. For example Tony Liu receives on average 5 calls a day from agents with questions. Some of them can be very lazy and will ring him instead of researching things themselves.

o Tourism Victoria can’t do everything. § With so many travel agents in China, Tourism Victoria and Tourism Australia focus their efforts

on 15 of the 31 ADS regions. § People outside the tourism industry often ask for assistance and support. For example the

export office of the Victorian government may ask Tourism Victoria to promote a winery that wants to break into the Chinese market.

§ With limited resources they have to look at each project or activity and see if it fits with their target markets and budget.

o The media and consumer marketing § Advertising in china is very expensive. With a half page advertisement in Shanghai daily costing

around $30,000 AUD, a lot of Tourism Victoria’s effort is focused on PR and promotions.

A photograph spot at the Oriental Pearl Tower. For many this is as close as they will come to Australia.

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§ The media in China is very fragmented as there are no national media companies like News Limited in Australia.

§ The media are often looking for very specific stories and can be quite pushy. For example they may want to focus on a national park and expect all the history and a university professor as their tour guide. The media can also be quite lazy and expect Tourism Victoria to do a lot of their research work for them.

§ Journalists in China don’t really earn a lot of money. It is common practice to give journalists a small red envelope (like the ones used at Chinese New Year) if they come to a press conference. This is not practiced by Tourism Victoria and can sometimes create issues.

§ Visiting Journalist Program- 70% of media stories are generated by familiarisations so they are very important. They are however very expensive. A 6-8 days trip to Melbourne for 6 reporters can cost $15,000 AUD (excluding flights) as the best hotels and restaurants are expected.

§ Media results- a journalist may write you a 100 word story and feel that they are doing you a favour. They also may not run a story unless you pay for advertising.

§ Press Releases/ PR Agency- Tourism Victoria has a PR agency however they have a set plan to reach the target markets. It includes a set number of media releases for the year and as such they will either have to alter their plan or pay for additional costs if they were to release every story they receive from the industry. If they send out too many releases they can get complaints.

§ Most information, press releases, and activities are coordinated through the head office or utilising Tourism Victoria’s resources such as the Visions of Victoria or visitvictoria.

o One of Tourism Victoria’s roles is to create a brand or position for Victoria and like many suppliers I can be biased when it comes to my product not featuring in brand campaigns. Once you realise however the Chinese tourists desire to experience shopping and their interest in traveling to Europe, you realise why Tourism Victoria are promoting these aspects of Melbourne.

• Tourism Australia

o One of Tourism Australia’s (TA’s) main roles is also working with the agents. They also have problems with limited resources and trying to work with all of the outbound agents in China and as such they focus their efforts on the 77 ADS agents and Aussie Specialists Agents.

o A lot of TA’s effort is focused on building a brand for Australia. They focus their efforts on brand campaigns which don’t always translate into direct bookings which can draw criticism from some people. Wholesale agents will often buy in to these campaigns which could possibly be to simply maintain their links with Tourism Australia.

o An important role of Tourism Australia is handling political issues and liaising with the Chinese government.

o Tourism Australia sources a lot of information from Tourism Victoria, the TA Head Office and other resources such as Australia.com.

• The Department of Immigration and Multicultural Affairs (DIMIA)

o During my trip I also had the opportunity to meet with one of the senior staff at the Department of Immigration and Multicultural Affairs and gained an insight into the visa issues in China.

o DIMIA is an important part of the tourism industry as they control the Australian visas and ADS program. o The three main roles of DIMIA are;

§ Lawful and orderly entry and stay of people in Australia § Processing Family and Skilled Migration requests § Visa processing

o Two of the main concerns for DIMIA are the high rate of document fraud and people trying to defect to Australia. When assessing visa applications they look at the following;

§ There has to be intention to come back to China § The person doesn’t intend to overstay their visa.

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§ They don’t intend to work § They won’t apply for a refugee Visa once they are in Australia

o They investigate 95% of visa applications. This includes things such as calling employers and calling the applicant.

o Their role is not to make it too difficult to come to Australia but make it fair, safe and controlled. o The feedback from the tourist interviews, it is supposedly easier to get a visa to come to Australia than

Europe however it is harder than going to some Southeast Asian countries. 5. Understanding and working with the Chinese travel industry The Chinese travel industry is extremely large, fragmented and complex. Many Victorian operators will probably have a good understanding of who the main wholesale agents are, however a better understanding of their structure and role will assist us to work more closely together with them and get the most out of the Chinese market.

• There are 672 outbound travel agents in China (Soon to be 700) of which 77 are ADS agents. In order to work most effectively with the wholesale industry TV & TA focus most of their effort on these ADS agents.

• Unlike many other markets, agents with the same name in two cities can often be run by different companies. • The Aussie Specialist program

o Those companies who are proactive enough to put their staff through the 3 week on-line training program (3 modules and about 340 questions) are given more opportunities to work with TA & TV.

o There are over 600 travel agent staff that have completed the program and another 1000 in training. • Distribution channels

o We need to remember that the wholesale agents are ultimately the buyer in the supply chain. o If we have good relationships with the wholesaler, we have good product and we are persistent, there

are opportunities to change wholesale programs. o It is still important to understand the role of the inbound tour operator in the distribution channel. If our

products or experiences don’t suit them they will work against us. • A lot of wholesalers who work with the Australian market can speak basic English however they are not as

proficient at reading English. • Relationships, persistence and being easy to deal with are important aspects of doing business with the

wholesale agents in China as wholesalers can often be bombarded with information and sales calls. • Whilst the China market is very price conscious, wholesalers will often consider new products or experiences in

order to differentiate themselves from their competitors. Again however relationships, persistence and ease of doing business will impact on the successful implementation of new products.

• Like in Australia there are dodgy tour operators and also issues with tour guides. During my trip I witnessed a bus driver selling fake tickets, people being forced to pay to visit public places and the dodgy shopping tours.

The domestic tourism market is very large. There are 17 boats on this small section of the Li River in Yangshuo

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6. Opportunities for the Victorian Industry to capitalize on the Chinese market in the future. If the Victorian tourism industry is committed to working and succeeding in the Chinese market I feel we need to look at the following activities and strategies:

• Cultural Considerations o China is a unique market. We need to look at the specific needs, motivators and experiences of the

market as opposed to treating as just another Asian market. o Understanding the culture will help suppliers get the most out of trips to the market. o Organisations should consider cultural training for staff so that they interact with the Chinese in an

appropriate manner. We also need to realise things such as smoking, spitting and littering are culturally acceptable in China so we need to be tolerant.

o It is important to work with tour guides to educate tourists of Australia’s cultural differences. o We need to understand the importance of food. We need to consider the types of food we are serving

and things such as the speed of service. • Catering for Chinese travelers

o We need to start considering things such as signage around the city and at the airport, hotel capacities and the impact on our other markets.

o We need to begin looking at the school market as it is a potential boom market in the 5-10 years. o We need to understand the importance of the status symbol that travel represents. o We need to be realistic in our forecasts of the Chinese market. Whilst there are a lot of people in China

economic imbalances mean that there is only a small percentage of the population could visit Australia. • The Language Barrier

o Consider producing signage, brochures and other collateral in Mandarin as it is relatively cheap. o We need to understand how Tourism Victoria is promoting our products in China and we need to use the

same Chinese names/text in our marketing and sales activities. o You should consider interpreters in order to get the most out of business appointments. o Business should look at hiring Chinese speaking staff or alternatively there are a lot of companies and

schools in Melbourne that offer relatively cheap and flexible Mandarin classes. My course is only $260 for 20 hours of intensive study over 10 weeks.

• Tourism Australia and Tourism Victoria

o We need to understand how Tourism Victoria is promoting our business in market so that we can position our products correctly and work with them. For example Tourism Victoria promotes the Penguin Parade as penguins returning home to their nests.

o Update the TV Head Office with the latest product developments, images, press releases and general information as this is the main source of information for the Shanghai and Hong Kong offices.

o Ensure that our content on Visitvictoria.com, Visions of Victoria, Australia.com and That’s Melbourne is up to date, as this is also a key source of information for the Tourism Victoria and Tourism Australia’s staff and a call to action for a lot of their marketing initiatives.

o We need to understand the role of Tourism Victoria and their reasoning behind their various activities. This way we can support them, provide useful updates and develop appropriate products.

o We need to support Tourism Victoria and Tourism Australia’s Visiting Journalist Program as this is one of the most valuable activities they provide.

o Consider attending TV & TA events or activities. Whilst it is not always possible to visit the market, events such as the Victorian International Exchange are relatively cheap and very useful.

o We need to look at the resources used to service the Chinese market. With limited resources we are currently having significant growth, but we need to ask, what could we achieve with more resources?

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• Working with the Chinese Travel Industry

o We need to develop our wholesale relationships, understand the business culture, be easy to do business with and be persistent.

o We need to realise our place in the world. Whilst the Penguin Parade and Great Ocean Road are must sees for Victoria and Australia we cannot really compare ourselves to the Eiffel Tower.

o We need to look at the itineraries that Chinese agents are promoting and position our product appropriately. For example Chinese peoples don’t want to see Kangaroos in 3 states just as we don’t want see temples in every city whilst traveling overseas.

o We need to work with the inbound industry as they can assist or hinder our wholesale sales activities. o We need to learn as much as possible about the market in order to identify potential market trends

develop products and experiences that the wholesalers want. o Working with Tourism Australia and Tourism Victoria to ensure we have a presence on the ASP training

program may assist our product to become more well known by agents. Conclusion: In 5 years Victoria could receive more than 500,000 Chinese tourists. To fully capitalise on the potential of this market the whole industry needs to work together and I feel that it is essential we start looking at this immediately. Infrastructure issues, understanding the cultural and looking at how we service the market is going to need serious attention now. The opportunities that the Lynette Bergin Tourism Fellowship provided have allowed me to gain a unique perspective of China and develop the recommendations above. I hope my experiences will assist the Victorian tourism industry and the Phillip Island Nature Parks to capitalise on the potential of the Chinese market as it will assist me in my future career. As we move into the second and third year of this fellowship I hope that more Victorian operators take advantage of this great opportunity. With the fellowship open to any new business or young person it provides the means to pursue an opportunity that may have been out of reach in the past. I would like to thank Tourism Alliance Victoria, the Lynette Bergin Estate, the Phillip Island Nature Parks and my colleagues for giving me this fantastic opportunity. If you have any questions or would like to discuss any of this further please don’t hesitate to contact me. Lindsay Goding Marketing & Promotions Executive Phone: (03) 5951 2809 E-mail: [email protected].

There are significant imbalances between rural China and the big cities.