{"id":19112,"date":"2018-10-22T20:01:14","date_gmt":"2018-10-22T12:01:14","guid":{"rendered":"https:\/\/www.curtin.edu.au\/news\/media-release\/nature-food-wine-draws-asian-visitors-australias-south-west\/"},"modified":"2022-12-06T13:50:31","modified_gmt":"2022-12-06T05:50:31","slug":"nature-food-wine-draws-asian-visitors-australias-south-west","status":"publish","type":"media-release","link":"https:\/\/www.curtin.edu.au\/news\/media-release\/nature-food-wine-draws-asian-visitors-australias-south-west\/","title":{"rendered":"Nature, food and wine draws Asian visitors to Australia\u2019s South West"},"content":{"rendered":"

Social media experiences should be built into food, marine and wildlife tourism activities offered to Asian visitors in order to boost the number of tourists to Australia\u2019s South West, new research by Bankwest Curtin Economics Centre, South West Development Commission and Australia\u2019s South West has found.<\/p>\n

The report, South West for Asia: Promoting tourism product development in Australia\u2019s South West tourism region for Asian markets<\/em>, examined the experiences and social media needs of Asian visitors as a critical growth market for WA\u2019s tourism sector.<\/p>\n

Lead author Dr Michael Volgger, from Curtin University\u2019s School of Marketing, said the research found most Asian visitors were attracted to the South-West\u2019s blue skies and crystal clear waters, but many potential visitors required a greater understanding of the region\u2019s overall experiences.<\/p>\n

\u201cThere is a real need to sharpen our focus on promoting the uniqueness of Australia\u2019s South West to further increase awareness of the region\u2019s key locations in Asian markets,\u201d Dr Volgger said.<\/p>\n

Co-author Associate Professor Christof Pforr, also from Curtin\u2019s School of Marketing, said China was the main driver of Asian tourists to Australia with 1.25 million visitors last year.<\/p>\n

\u201cThe research found that the primary motivation for Asian visitors wanting to visit Australia\u2019s South West was the clean environment, blue skies, beaches, food, scenery and the overall outdoor experience,\u201d Associate Professor Pforr said.<\/p>\n

\u201cThe key attractions Asian visitors identified included the Leeuwin Lighthouse, the Busselton Jetty, the Margaret River Chocolate Factory, wineries, the caves including Mammoth Cave, Margaret River beaches and the town centre, the Tree Top Walk, Greens Pool in Denmark and The Gap in Albany.\u201d<\/p>\n

South West Development Commission Acting CEO Ms Rebecca Ball said she was excited by the opportunities identified in the report to increase visitation from our key tourism markets in Asia.<\/p>\n

\u201cWe have already met with tourism industry leaders to discuss where we should focus our future tourism development and marketing activities,\u201d Ms Ball said.<\/p>\n

\u201cWe will be working further with Australia\u2019s South West and the local tourism industry to capitalise on the opportunities that have been highlighted in this report, complementing the efforts of the wider State Government to target the high growth Asian markets. By teaming up to offer more tailored products and services that appeal to visitors from different cultural backgrounds, not only will the South West benefit, but visitors will also enjoy a more fulfilling experience.\u201d<\/p>\n

\"\"Ms Catrin Allsop, the Chief Executive Officer of Australia\u2019s South West – the regional tourism organisation, said that while the region was fortunate to have many of the key experiences that Asian visitors are motivated to travel for, crafting bespoke experiences and additional activities would seek to boost visitation from these markets.<\/p>\n

\u201cThe report provides the tourism industry with clear recommendations to implement over the short to medium term to achieve further visitor growth by promoting and servicing the visitor in a more tailor-made way,\u201d Ms Allsop said.<\/p>\n

Dr Volgger said the tourism sector must incorporate a social media component into tourism activities and enlist the support of Asian social media influencers, as well as expanding free wifi services and offering direct flights from Asia.<\/p>\n

He said Asian visitors were generally seeking iconic tourism experiences that centred on highlighting the local food, wine and coastal views on offer.<\/p>\n

\u201cMany Asian visitors are motivated to visit a location based on word-of-mouth and a strong social media influence, so it is important that attractions in Australia\u2019s South West become more iconic by combining the unique features of the region with building popular social media moments into the activities on offer,\u201d Dr Volgger said.<\/p>\n

Associate Professor Pforr added: \u201cIn order to compete on the world stage, the region\u2019s tourism providers would benefit from direct flight access from key Asian tourism markets to Perth and potentially Busselton Airport and a greater offering of free wifi services at key locations to offer a better digital service.<\/p>\n

\u201cWe found it was also important to consider the support tourism providers can give visitors to make them feel more at home in the form of multi-language resources and showcasing Asian food options.\u201d<\/p>\n

Key findings from the report include:<\/strong><\/p>\n

Recommendations<\/strong>\u00a0<\/strong><\/p>\n