With only one in 20 Chinese visitors venturing outside of Sydney, the Central West, Orana and Far West are missing out on millions of tourism dollars.
A lack of infrastructure and mobile connectivity in regional NSW is costing billions in Chinese tourist dollars, according to a report recently released by the Tourism Industry Division of NSW Business Chamber.
The Getting Out There: Encouraging Chinese Tourism report highlights the challenges faced by regional businesses in attracting those visitors and offers recommendations for governments to capitalise on the Chinese tourism market.
While the report found that more than 750,000 Chinese tourists visited the state in 2017, spending a whopping $3.2 billion dollars, only 5% ventured outside of Sydney.
With the total number of visitors from mainland China to Australia expected to soar to more than 3.3 million Chinese tourists by 2026, the potential benefits of increasing our market share are immense.
Much of Western NSW is in a prime position to capitalise on the growth in Chinese tourism but needs improved transport connectivity between the region and Sydney to seize these opportunities. Western NSW has so much to offer tourists and securing a greater share of Chinese overnight visitors is critical to the continued growth of tourism in the region.
The Report recommends:
• Expediting the roll-out of high speed broadband, improving mobile coverage and increasing public wi-fi across regional NSW.
• Providing local tourism operators with access to region specific data.
• Targeting investment in new public infrastructure to improve access to regional tourism destinations.
• Government and industry to target marketing to the Chinese students in Australia and their visiting friends and relatives.
• Providing greater support to business in understanding challenges, requirements and potential for success from the Chinese Tourism market.
The onus to act isn’t just on governments, however; businesses that take steps now to ensure they’re “China-ready” will be better placed to take advantage of the potential influx of visitors.