Page 22 - Strat mag_africa_1st quarter

Tourism markeTing: Big spenders The art of Chinese tourist in Paris. have signed this agreement, thereby Wealthy Chinese ensuring themselves of ‘Approved attracting needs to market itself to Destination status’. travellers are increasing in number and Africa To give an idea of the importance of this: the Us only became a signatory in this audience 2008 and, in 2012, 1,5-million Chinese China’s tourists visited the country and spent Uluru (Ayers Rock) in the Australian more than Us$5,8-billion. increasingly, individual states within the Us are also Outback. Once a favoured destination wealthy attempting to catch the eye of these fat- for Chinese tourists, Australia has slipped walleted travellers. The Us Pacific island down the rankings after failing to state of hawaii, for instance, is trying hard appropriately target the luxury traveller to market itself as a fully fledged tourist travellers destination, as opposed to being seen as beaches or the bush, both of which are traditional selling points for the African a stopover destination for tourists heading continent’s tourism marketers when to the American mainland. one of hawaii’s strategies to win over these travellers is to focus marketing targeting foreign visitors. High-end tourism is on an upward activities on top-tier cities that are home Front of mind trend, with the next big movement to most of China’s wealthy, namely no matter how magnificent a destination it coming from China, whose Beijing, shanghai and Guangzhou. hawaii is, without marketing no country will see an influx of visitors. it is therefore essential for is also looking to target audiences in travellers will make up more than 11 second-tier cities that have one-stop, Africa to stay front-of-mind among Chinese 33% of the worldwide tourism easy flight connection to the islands. tourists as a destination of value and of market within the next 10 years. This issue of accessibility is one of the unique, bespoke experiences. biggest obstacles facing African countries Global travel is a fickle industry and wanting, like hawaii, to connect with destinations can rapidly fall out of favour. ome 83-million Chinese Chinese tourists. Ten years ago, according to the hurun tourists spent Us$102-billion The World Travel and Tourism Council’s Report (a luxury publishing and events s abroad in 2012 (2013 figures are (WTTC’s) Ce, David scowsill, said while group that targets China’s elite), Australia still being tallied). This makes them the attending the WTTC regional conference in was top of the list of Chinese favourite world’s biggest tourism spenders, ahead south Korea in september 2013: “outside destinations; it has now slipped into seventh of the Germans and Americans. According of the nairobi and Johannesburg hubs, place. Rupert hoogewerf, Chairman of to Australian travel and tourism writer Africa doesn’t really have the infrastructure the hurun Report, notes: “i don’t think the Robert Upe: “Rich Chinese tourists are to support the growth that is coming its Australian tourist industry in general has put likely to own three cars and four watches, way.” in his view another three major much effort into the luxury consumer. i have and their leisure preferences, after African airports should ideally be built to not seen any events or media (advertising travelling, include reading, tea tasting, support access to the continent. scowsill and marketing) from Australia that are driving and spending time with family – believes African governments should targeting the luxury consumer. Basically in that order.” relax aviation regulations to allow greater they have coasted very nicely… it may not Upe says Chinese tourists also love connectivity within the continent. mean things are not happening, but they to shop. And their tastes err on the The hawaiian tourism authority’s are on such a low-key profile compared expensive side; louis Vuitton, hermès, determination to sell itself to Chinese to singapore, which is all over China and Chanel and Cartier are just a few popular visitors as a particular kind of destination targeting the top-end spenders.” big-name brands. is an important point. As Brenda he, so open are the Chinese to hearing in light of these spending habits it’s Director and General manager of hawaiian about what is available to them, that not surprising that countries are eager to travel agency Travel link, noted at the shanghai hosts an annual international secure a share of this market. The first 2013 hawaii Tourism Conference: thing to note, however, is that Chinese “We need to build [a] new product. tourists cannot visit countries that have We need to offer … the Chinese traveller Countries are not signed a bilateral tourism agreement PHOTOS: ISTOCKPHOTO/SUPPLIED the right product.” eager for their share with China. out of the world’s 206 Africa, too, needs to create a unique sovereign states (as recognised and luxurious identity for itself, especially of big spenders by the United nations), 146 countries as these tourists value shopping over 20 strategicmarketingafrica First quarter 2014 First quarter 2014 strategicmarketingafrica 21