Sunshine Coast Destination Ltd (SCDL) will visit China for the first time this week to increase awareness of the region as part of the Queensland on Tour China mission. SCDL will meet with key buyers and wholesalers from China, Hong Kong and Taiwan.
The Tourism Queensland event will visit the southern regions of Guangzhou and Sanya, tapping into access with China Southern flights from Guangzhou to Brisbane. SCDL will meet one-on-one with key travel buyers, front line staff and wholesale product managers through a week of appointments and networking events.
“China certainly provides a huge opportunity for the Sunshine Coast, given the growth that Australia and Queensland is realising from this market,” said Steve Cooper, CEO of SCDL. “However, there is strong competition throughout Queensland, Australia and the world for Chinese visitors. The Sunshine Coast is embarking on the start of this journey.
“The Sunshine Coast is positioning and marketing the golf experience, anchored by the prestige of being home to the Australian PGA Championship and boasting four other championship courses. We will also showcase other naturally refreshing activities in and around the golf experience, for families and partners. Focusing on this differentiated selling proposition is crucial to our success,” says Mr Cooper.
Hyatt Regency Coolum and the Mantra group are also representing the Sunshine Coast region at the Queensland on Tour event.
“Whilst the Sunshine Coast is a relatively new entrant to the China market, foundation relationships are being established with key players and will continue to be nurtured through meetings later this year at Australian Tourism Exchange (ATE) to be held in Perth, supporting trade and media visits, Inbound Tour Operator engagement in Australia and showcasing the region to key operators working in the Chinese market at ATEC Symposium.
“Sunshine Coast Council led by Councillor Jenny MacKay has already established good connections in China through formulating government relations in our sister city of Xiamen. We are pleased to build on this hard work with a focus on dealing directly with the travel trade,” added Mr Cooper.
China is Queensland’s fourth largest and fastest growing international market with 202,000 Chinese visiting our state in the year ending September 2011, 17% more than the year prior.
The Chinese Ambassador is expected to visit the Sunshine Coast later this year.
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