The WA Government will today reveal more details of its $9 million push to quadruple the number of Chinese tourists who visit the State.
Tourism WA will unveil a three-year strategy that will include more Chinese-speaking guides, signs in Chinese and itineraries tailor-made for visitors from China.
Its aim is to attract 100,000 visitors a year by 2020. Last year, the number of Chinese visitors increased 43.3 per cent to 27,800, making it WA's seventh biggest market in terms of visitor numbers and fourth in terms of visitor spending at $154 million.
The strategy will also focus on encouraging new airlines to start direct flights from China to WA and treble travel agencies in China promoting WA itineraries.
Tourism WA executive director of marketing Simon Burley said the Chinese market would be critical in reaching its goal of doubling the value of tourism in the State to $12 billion by 2020.
"We have one of the biggest investments in advertising at $4 million and we have one of the largest agent marketing programs in China of all the Australian States," he said.
Mr Burley said the China strategy was not only aimed at increasing tourists but also getting the WA tourism industry "China ready".
"As an industry we need to try to meet the cultural needs of Chinese visitors through signage, language, food and interpretation, enabling them to visit our city with ease," he said.
The Government hopes to increase visitor spending to $500 million by 2020.
This would put China in WA's top three visitor markets and potentially make it the No. 1 spending market.
Twenty new itineraries have been developed as part of the strategy to cater specifically to Chinese travellers.
Tourism Minister Kim Hames said Tourism WA developed the itineraries in co-operation with Tourism Australia and China Southern Airlines.
"Some of these experiences include self-drive tours, golfing and wine tasting," he said.
The itineraries will target so-called experienced travellers, who are affluent and seek luxury.The aim is to promote WA as a premium destination boasting fine wine, pink diamonds, pearls and pristine nature.
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