Western Australia Greater China Travel Mission Library/Industry Support... · 2 WESTERN AUSTRALIA GREATER CHINA TRAVEL MISSION ... 4 WESTERN AUSTRALIA GREATER CHINA TRAVEL MISSION

Western Australia Greater China Travel MissionEVENT PROSPECTUS 201722 - 25 October | Hangzhou, China

CONTENTSEvent Overview ...........................................4

Market Overview .........................................5

Event Format ..............................................5

Event Objectives ........................................5

Eligibilty Criteria .........................................6

Selection Criteria ........................................6

Participation Cost .......................................8

Airport Transfer ..........................................9

Accommodation .........................................9

Interpreters .................................................9

Courier ........................................................9

Collateral ..................................................10

Travel Insurance .......................................10

Visa............................................................10

About Hangzhou .......................................10

Registrations ............................................12

Payments ..................................................12

Key Dates and Deadlines .........................12

Tourism WA Contacts ...............................12

Mission Program ......................................15

Registration Form ....................................16

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Event overviewTourism Western Australia (Tourism WA) invites tourism businesses in Western Australia to participate in the annual Western Australia China Travel Mission. In 2017, the name for this event will be changed to Western Australia Greater China Travel Mission (WAGCTM) to reflect the inclusion of key travel agents from Taiwan into the event for the very first time. WAGCTM 2017 will be held in Hangzhou, China from 22 to 25 October 2017.

Hangzhou is the capital of China’s Zhejiang Province and is located on the east coast of China and to the south of the Yangtze River Delta. It is about 170 km away from Shanghai and is well connected to Shanghai and Suzhou via bullet train. Hangzhou has been chosen as the host city for WAGCTM in 2017 to commemorate the 30th anniversary of the Sister State relationship between Western Australia and Zhejiang Province. This bond, formalised in 1987, opened the door to partnerships on training, innovation and culture and has encouraged and fostered greater understanding and friendships while unlocking new areas of exchange and collaboration that bring sustainable benefits to the people of Western Australia and Zhejiang.

WAGCTM 2017 provides an opportunity for WA tourism operators to travel to China to showcase their business and establish relationships with key travel agencies and tour operators from China including representatives from Tourism WA’s tier 1 cities (Beijing, Shanghai, Guangzhou, Shenzhen) and key tier 2 cities (Hangzhou, Chengdu, Changsha, Chongqing, Xiamen) Key agents from Hong Kong and Taiwan will also be invited to attend this event to meet with industry operators.

Whilst destination awareness of WA in China and Hong Kong is growing, the WAGCTM 2017 will serve as an important platform for Tourism WA and WA industry operators to continue generating and sustaining interest in increasing visitation and expenditure to WA. The mission will also enable WA suppliers to learn more about travel trends in China, Hong Kong and Taiwan.

Market overview In 2017, China was Australia’s second largest inbound market for visitor arrivals and the largest market for total spend and visitor nights. Over 1.1 million Chinese visitors (an increase of 12% from the previous year) visited Australia and spent an estimated $9.7 billion in destination (an increase of 9% from the previous year) It is anticipated that the China market has the potential to be worth up to $13 billion by 2020.

China currently represents WA’s second largest source of international visitor expenditure. In the year ending March 2017, WA attracted over 52,600 Chinese tourists (an increase of 12.6% compared to the previous year) who contributed $271 million (up 13%) to the State’s economy. As such, China has been prioritised as a key market for Tourism WA with a goal of growing visitation from China to 100,0000 visitors and increase expenditure from this market to $540 million.

Tourism WA is focused on driving visitation from the following segments in China:

• Experienced and Premium Travellers (GITs/Small Groups)

• Are more likely to be 30 – 50 years of age and have been to Australia before. Prefer to travel in group tours (GIT). Choice is about value for money and high quality packages. Influenced by word of mouth recommendations and travel agents.

• Experience & Adventure Seekers (Free Independant Travellers)

• Are more likely younger age travellers. Well educated and competent in English language. Seek new experiences and adventures, want to feel free and explore places before anyone else. Prefer FIT travel. Social media, internet and technologically sophisticated and more likely to disperse.

• Family Travel (Small Groups)

• Travel with children. Prefer travel in small groups. Social media, internet and technologically is relatively sophisticated and more likely to disperse.

Event formatWAGCTM 2017 will be held across 3 days and will include pre-scheduled meetings between Buyers and Sellers, team-building activities and networking functions. The final format of the event will be determined once registrations have been accepted and participation finalised.

Who will attend?

Travel agencies from China and Hong Kong will attend WAGCTM 2017. Additionally, for the first time at this event, Tourism WA will also invite agents from Taiwan to attend. It is expected that there will be approximately 60 travel agencies at WAGCTM 2017 in total.

These key distribution partners will be selected based Tourism WA’s rigorous selection criteria including product development ability, geographic coverage and business module.

Event objectivesWAGCTM 2017 aims to:

• Increase awareness of WA as a destination of choice and raise the profile of WA products and suppliers.

• Establish and grow business opportunities with new and existing trade partners in China.

• Create opportunities for WA tourism suppliers to contract with relevant Wholesalers, Retailers and Online travel agents.

• Provide an update on the latest travel trends and market situation in China, Hong Kong and Taiwan.

• Further strengthen business relationships with key product managers in China, Hong Kong and Taiwan

• Generate media exposure for WA and Tourism WA’s marketing activities in China.


Eligibility criteriaWAGCTM 2017 will have a limited number of registrations available for the event. As such, there will be a strict criteria applied to the assessment of all applications to ensure that the best and most appropriate products are showcased. Preference will be given to tourism suppliers who most strongly align with the selection criteria below. Each applicant must demonstrate how they meet the criteria in their applications.

Selection criteria

• Export ready products that are suitable for the China market

• China ready products and experiences that pay appropriate commissions and are bookable in the China market

• Products that are included, or have the potential to be included, in trade programs in China

• Demonstrated marketing activities in China including advertising in trade and consumer promotions or participation in previous in-market initiatives

• Ability to demonstrate long-term commitment and operational stability to selling to the China market

• All tourism suppliers must be selling Western Australia products/ destinations.

• Previous participation in Tourism WA’s events such as Ni Hao WA and China Travel Missions

• Collateral (brochure, website, online booking engine etc) translated in Chinese

• Current tourism accreditation and tourism association memberships ( eg: ATEC, TCWA, RTOs) will be highly regarded.

• Agreement to ensure payment of invoices and requested collateral for the event is submitted by the deadlines.

Note: Tourism WA reserves the right to determine final participation.

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Airport transferA detailed group airport transfer schedule will be made available once sellers’ international flight information is received. Please note that group transfers will be based on the arrivals and departures’ schedule matching the majority of delegates. For arrivals and departures outside the schedule, delegates are to arrange their own airport transfers.

AccommodationAccommodation in Hangzhou is included in the participation fee. Accommodation over the mission dates will be booked and arranged on your behalf. Additional nights outside of official program must be arranged and paid for at your own expense.

Interpreters Interpreter service will cost AUD $500 for two days.

If you require an interpreter for the two full days of one-on-one workshops, please tick the box in the application form. Privately sourced interpreters are not permitted in the workshops.

Courier It is recommended that sellers do not post or courier any goods to China. It is recommended that sellers bring all their promotional materials/collateral as checked-in baggage because post/courier of print items and CD/USB are likely to get held up at customs and/or incur large import taxes to clear these items from customs. Tourism WA is unable to assist in processing goods held up in customs.

Participation costWAGCTM 2017 is subsidised by Tourism WA to encourage maximum participation by WA operators.

NOTE: A maximum of two delegates from the same organisation can attend.

Primary delegate AUD $3,200 including GST*

Second delegate AUD $2,800 including GST

*5% discount will be awarded to TCWA China Ready & Accredited® businesses (for Primary delegates only).

Includes:

• Three nights’ accommodation for single occupancy including daily buffet breakfast

• Two full days of one-on-one pre-scheduled appointments with buyers from China, Hong Kong and Taiwan

• China Market Forum

• Two-way group transfers from Hangzhou International Airport to/from hotel

• In-room Wi-Fi internet connection

• Buyer’s guide with detailed WA sellers’ information

• Team-building and networking opportunities with key media, trade and airline partners

• Meals as specified in the itinerary

• Ground transfers as specified in the itinerary

• Complimentary optional Hangzhou city tour including lunch for early arrival delegates

Exclusions:

• International and domestic airfares

• Transfers and meals not included in the itinerary

• Laptops or other business equipment required to conduct the business appointments

• Incidental expenses such as mini bar, room service, telephone, faxes, laundry and others

• Travel insurance, public liability, local taxes, China visa application fees, shipment and delivery of presentation materials

• Interpreter service can be arranged at a cost


CollateralYou are only permitted to decorate your individual table in the workshop venue. No pull-up banners are allowed.

Sufficient business cards and product information saved in USBs must be brought along for the mission. It is mandatory that your presentation and promotional collateral are translated into Chinese.

It is generally accepted in Chinese culture to provide a small and lightweight corporate gift as giveaways for the participating buyers during the one-on-one interactions.

Travel insuranceAll participants are responsible for their own personal travel and health insurance including public and product liability, workers compensation and property insurance coverage for the duration of the mission. It is highly recommended that coverage is purchased prior to departure.

VisaAll Australians are required to apply for visa entry into the People’s Republic of China. All participants are responsible for obtaining their own visa at www.visaforchina.org/PER_EN

About HangzhouMore information on Hangzhou can be found here: www.cnto.org/destination/hangzhou


RegistrationsRegistrations for participation will open on 16 June 2017 and will close on 7 July 2017. All applicants will be assessed by an internal Tourism WA panel. You will be notified by email before 20 July 2017 on the outcome of your application. If you do not hear from Tourism WA by this date, please contact us immediately. All successful applicants will receive further details on payment methods and the mission.

Successful WA sellers must agree to the terms and conditions to participate in the mission. These will be outlined in your acceptance letter.

Tourism WA reserves the right to determine the final WA product representation at WAGCTM 17.

PaymentsInvoices will be sent to WA operators by Tourism WA. Payment must be made as per the terms on the invoice. Full cancellation fees apply if cancellation email is received on or after 18 August 2017.

Failure to meet payment deadline may result in the cancellation of your application. Late applications will not be considered.

Key dates and deadlines

Applications open Friday, 16 June 2017

Applications close Friday, 7 July 2017

Acceptance advised Thursday, 20 July 2017 and invoice issued

Invoice payment due Friday, 4 August 2017

Tourism WA contactsRei Seah - Market Manager China, Indonesia and Emerging Markets

Phone: +61 8 9262 1832 | M: +61 438 247 340 Email: [email protected]

Andy Xu - Marketing Manager China

Phone: +86 21 5292 5899 # 25 | M: +86 186 0210 6400 Email: [email protected]


Event program

Day One Sunday, 22 October Hangzhou

9.00 am Complimentary optional Hangzhou city tour including lunch for early arrival delegates

Afternoon Individual arrival of WA sellers Group transfer from Hangzhou Airport to hotel based on majority arrivals

4.00 pm China, Hong Kong and Taiwan Market Updates

Evening Welcome dinner/function

Overnight: Hotel in Hangzhou

Day Two Monday, 23 October Hangzhou

Full day One-on-one appointments

Lunch

Afternoon Team building and networking activities

Evening Gala dinner


Day Three Tuesday, 24 October Hangzhou

Full Day One-on-one appointments

Lunch

Evening Farewell dinner/function


Day Four Wednesday, 25 October Hangzhou

Morning Individual check out of accommodation

Group transfer to Airport based on majority departures

Mission concludes

** Event program could be subject to change closer to the event.


Tourism Western AustraliaLevel 9 2 Mill Street PERTH WA 6000

GPO Box X2261 PERTH WA 6847

Tel: 08 9262 1700 Fax: 08 9262 1702

[email protected]

westernaustralia.com

tourism.wa.gov.au

Western Australia Greater China Travel Mission Library/Industry Support... · 2 WESTERN AUSTRALIA GREATER CHINA TRAVEL MISSION ... 4 WESTERN AUSTRALIA GREATER CHINA TRAVEL MISSION

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