According to Tourism and Events Queensland (TEQ), China is the number one source market for holiday visitors to Queensland and - with the appointment of Asian Specialist, Laurel Zhang, in July last year - Kingfisher Bay has joined the likes of Tourism Australia and TEQ in zealously targeting travellers from China, Taiwan, Hong Kong and South-east Asia as an emerging market for World Heritage-listed Fraser Island.
In the past six months the resort group has rolled out Mandarin MP3 commentary machines on their Fraser Island day tours; has developed a special menu for Asian groups; has run cultural training sessions for staff; has employed Mandarin and Cantonese speaking staff at the resort; has launched a WEIBO social media site, distributed Chinese brochures and featured in wholesaler brochures. A Chinese version of the Kingfisher Bay Resort website is also currently in development.
Last year’s visit by a film crew from World Traveller TV and a journalist and photographer from China’s World Traveller Magazine was seen as a crucial part of the resort’s destinational marketing strategy.
Kingfisher Bay Resort senior guide, Kevin Kinbacher hosted the group on their whirlwind visit and the resulting footage is currently airing on more than 30 channels in China to staggering audience numbers. Fraser Island also features throughout the March edition of World Traveller magazine, in the Top 10 Queensland experiences on the media company’s website, in their guide books and on a mobile phone app.
Kingfisher Bay Resort’s Director of Sales and Marketing, Kerry Brough, said China was the fastest developing market at the moment and presented a growth opportunity for the resort’s Fraser Island products, in both the leisure and group series business.
“It’s no secret that our traditional European source markets – Germany, the rest of Europe and the UK - are slow, so it is vital that we look to the emerging and fast-growing Asian markets like China, Hong Kong, Taiwan, Singapore and India to ensure the sustainability of our businesses in a competitive worldwide tourism market,” she said.
“Feedback from these Chinese operators about the Fraser Island experience tells us we have an extremely marketable product on our hands.”
Earlier this month, Kingfisher Bay Resort joined Lady Elliot Eco Resort and 35 other businesses on a Greater China Sales Mission aimed at promoting Queensland to more than 200 key Chinese travel agents and wholesalers in market. It was the third time Ms Zhang has visited China in the past 12 months with Kingfisher Bay Resort.