3.9M Chinese tourists by 2028
Star Entertainment Group of Australia is increasing its outreach to Chinese travelers with a new Chinese brand backed by a new WeChat account.
The brand, “Millions of Stars,” retains the current eight-pointed logo but replaces the former literal translation of “Star Harbour City,” reported Inside Asian Gaming.
Star Managing Director and CEO Matt Bekier said Star wants to increase its share of the booming Asian tourism market, especially international travelers from Mainland China.
“The previous brand was really only identifiable for Sydney and certainly less prestigious, distinctive and dynamic than the one we will now present to Asian markets,” he said. “This showcases what we bring to our destinations in Sydney and south east Queensland, which is premium offerings and experiences.”
Bekier said Star is presenting itself “as an integrated resort company where the finest hotels, restaurants, theater shows, music acts and other entertainment options are available within single precincts in prime locations.”
Australia welcomed 8.3 million tourists from March 2017 to March 2018, and that number is expected to hit grow to 15 million annually by 2028. Chinese visitation comprised 1.3 million of the March 2018 figure and will grow to 3.9 million in a decade. Around 50 percent of Chinese are return visitors, IAG noted.
“Our overarching tourism strategy is about inspiring and attracting independent travelers from around the world, but obviously with a focus on Asia and especially China,” Bekier said. “We cannot be complacent. Just doing what we’ve been doing, delivering the product and experiences we have been delivering, will not be enough. Investment and infrastructure are key. More hotel rooms, better airport facilities and more seamless transport options for tourists have to be delivered.
“We also need a more focused China-friendly approach. It is now our biggest source market for inbound visitation. The Chinese are also, by far, the biggest spenders in the tourism space. To ignore that will mean not fully leveraging the opportunity at hand.”
The company has installed terminals that accept WeChat Pay and Alipay alongside China UnionPay to make it easier for Chinese visitors to complete transactions at its flagship Star Sydney property.
“China is Australia’s largest and most lucrative overseas market and critical to our industry’s continued future success,” said Tourism Australia Managing Director John O’Sullivan. “With so many international destinations competing aggressively for share of travel wallet, it’s critical that our industry continues to adapt to the changing needs of today’s increasingly savvy and sophisticated Chinese traveler.
“It’s great to see operators like the Star Entertainment Group prioritizing what is already a near AU$11 billion market with a clear China strategy that combines investment in their China brand, new infrastructure and tailored services such WeChat Pay payment systems.”
