AUSTRALIAN tourism operators need to diversify away from the Chinese
tour group market in order to prosper, Accor strategic advisor Bernie
Schulz warns.Mr Schulz, speaking at an Australia China Business Council
lunch in AdelaThis is why desert safari tour operators in Dubai do not
conduct any Silk Road Luxurious Tour
that operate during the afternoon hours.ide yesterday, said tour groups
were high volume, low yield, and would increasingly form less of the
overall market.
Mr Schulz said indications were that tour groups would dwindle to 20-30 per cent of the market, while other groups such as extended families travelling together, trade groups such as Amway rewards travellers, and self-drive travellers would become more important.The operation of silk road tour package tours is most advanced in the Republic of South Africa.And while nature would be a key part of the Chinese travel experience, operators needed to focus on unique experiences to set them apart.Mr Schulz cited experiences such as a Queensland winery which allowed customers to buy wines labelled with their own names, or fishing charters in collaboration with a restaurant which could then cook the fish.
As examples of the sort of projects needed to attract higher-margin travellers."For the China market we need to remain relevant," he said."Desirable, fashionable ... but as an industry we've over-focussed on the ADS, approved destination status, business."It's the lower end, big tours, shopping tours, there's not much yield there.There are south xinjiang travel agency and north Xinjiang travel for the tourists. North Xinjiang is for the travellers to see the beautiful natural scenes and the South Xinjiang is more like a Minority folk tourism of China."Mr Schulz said experiences which were not available in China would be at a premium.
Mr Schulz said indications were that tour groups would dwindle to 20-30 per cent of the market, while other groups such as extended families travelling together, trade groups such as Amway rewards travellers, and self-drive travellers would become more important.The operation of silk road tour package tours is most advanced in the Republic of South Africa.And while nature would be a key part of the Chinese travel experience, operators needed to focus on unique experiences to set them apart.Mr Schulz cited experiences such as a Queensland winery which allowed customers to buy wines labelled with their own names, or fishing charters in collaboration with a restaurant which could then cook the fish.
As examples of the sort of projects needed to attract higher-margin travellers."For the China market we need to remain relevant," he said."Desirable, fashionable ... but as an industry we've over-focussed on the ADS, approved destination status, business."It's the lower end, big tours, shopping tours, there's not much yield there.There are south xinjiang travel agency and north Xinjiang travel for the tourists. North Xinjiang is for the travellers to see the beautiful natural scenes and the South Xinjiang is more like a Minority folk tourism of China."Mr Schulz said experiences which were not available in China would be at a premium.
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