Chinese visitors have certain expectations when travelling. Read about how you can cater your product or service to meet these needs.
Accommodation
Chinese tourists tend to choose hotels based on location, cleanliness, safety, security and value-for-money. They expect functional, quality and family-friendly rooms with complete facilities and prompt service. Hotels should have available, or on request:
- kettles
- Chinese or herbal tea sachets
- toothbrush and toothpaste
- disposable slippers
- disposable razors and shaving cream
- minibar cup noodles with disposable chopsticks
- cable / satellite Chinese TV channels
Food and restaurants
Chinese cuisine is world famous and most Chinese tourists do not easily adjust to other cuisine when travelling. Hence, Chinese food should be provided throughout the trip. If lunch is Western style, then dinner should be Chinese or at least Asian style. The Chinese normally expect food to be served quickly and a typical meal would last less than an hour.
In Western Australia, Chinese tourists often like to sample local food such as seafood (including fresh oysters), kangaroo meat, vegetables, fruit and other popular dishes.
The Chinese usually eat warm food and are not used to salads and cold dishes. Typical breakfast includes rice porridge with pickles, noodle soup and Chinese dim sum. Hot soup and hot tea must be provided in the cooler months during meals. For packed lunches, it is advisable to prepare some instant cup noodles for those who prefer a hot lunch over sandwiches or similar. Always offer hot or warm water instead of iced water to the Chinese.
To create a feeling of being welcomed, the menu should be translated into Chinese.
Tour guides and itineraries
It is quite common for a Chinese travelling group to decide their itinerary close to departure. Even during the trip, they may try to change or rearrange the itinerary, so you need to be prepared to be flexible and accommodate their requests. Free time for shopping must also be included in the itinerary. Please read the shopping section below for some tips.
Western Australia is an extraordinary State and is popular among the Chinese tourists for its:
- clear blue sky and clean air
- pristine beaches along the Indian Ocean
- flora and fauna
- same time zone as China
- close proximity to Asia
- fresh seafood, local produce and premium wines
- diverse landscape
- natural wonders, including the Pinnacles, Wave Rock, Ningaloo Reef etc.
- relaxed lifestyle and spaciousness
- locals - West Australians are known to be easy-going, friendly and warm
Chinese visitors often join a tour group because they believe that they would experience fewer cultural and language barriers. They rely heavily on their tour leader and local Mandarin-speaking guide. They expect local tour guides to be professional and understand local customs and history. Chinese visitors perceive group tour packages to be reasonably priced compared to travelling on their own. In fact, they generally prefer tour packages involving multiple destinations for better value for money.
Entertainment and activities
The majority of Chinese visitors are interested in the history and culture of Australia, including our Aboriginal heritage. They are keen to learn about our lifestyle, education system, infrastructure, cultural festivals and nightlife. They regard travel as a way of broadening their horizons. Chinese visitors should be offered a range of different activities where possible. Some of these include golf, cruise shipping, crabbing, sand-boarding, swimming with whale sharks and dolphins and watching a sunset on the Indian Ocean.
Their intention is also to share their experiences with their family and friends once they return home.
Most Chinese tourists are photography enthusiasts. Always remember to provide opportunities for taking photos, especially in front of prestigious sites, as this will enhance their overall satisfaction of the visit.
Shopping
Chinese tourists are passionate about shopping. Most of them have done their research online for popular Western Australian products to buy during their trip. Some of these products include lanolin cream, emu oil, fish oil, vitamin supplements, formula milk powder for babies, UGG boots, canned abalone and organic skin care products. For high-end Chinese travellers, they may spend time shopping for Argyle diamonds, pearls and gold.
Chinese visitors normally purchase large quantities of a certain product as gifts for their friends and family. Always include shopping excursions and a brief stop to a local supermarket in the itineraries, even with a tight schedule.
UnionPay
With 3.4 billion cards issued throughout China and 141 other countries and regions, UnionPay is universally used. One of the easiest ways to enable Chinese visitors to potentially increase spending, is by accepting their preferred UnionPay cards as a method of payment. Display the UnionPay logo sticker in a prominent position on your windows to welcome Chinese visitors into your store.
Transportation
Chinese visitors expect their travelling coach to be safe, clean, spacious and equipped with proper air-conditioning. However, the temperature in the coach must not be too cold. They would normally sleep on long bus rides and a stop will be required every one to two hours for a washroom and smoking break.
Telecommunications
When Chinese visitors are abroad, keeping in touch with family and friends is very important. Convenient communication options such as mobile wifi access and in-room internet connection are highly recommended. As there is no time difference between China and Western Australia, they are likely to send the photos taken during the trip to their family or share them via social media.
Service expectations
Chinese visitors desire genuine respect, hospitality and a good understanding of Chinese culture from service providers. Chinese tourists appreciate a high level of enthusiasm, a positive attitude and having mandarin-speaking staff. It is advisable to put in place a service recovery plan to handle their complaints.
Chinese Visitor Satisfaction report
Tourism Research Australia, on behalf of Tourism Australia, has undertaken research to better understand the drivers of satisfaction and causes of dissatisfaction among Chinese visitors to Australia.
Visit Tourism Research Australia's website to download the report.