expectations for each market , the program focused on practical experiences that built understanding and inspired new thinking , including interviews with potential travellers , masterclass sessions with industry experts in Australia , China , India and Indonesia , a case study site visit to consider how best to tailor their own offerings to targeted Asian tourist markets , and the opportunity to meet and learn from alumni of an earlier initiative focused on working with Chinese visitors .
With the increasing importance of digital capability , the program explored the digital landscapes for China , India and Southeast Asia and the ways technology and digital tools are used to inspire and plan travel and in booking and payment . The aim of the program was to build skills participants could apply immediately .
For example , the program included practical sessions on using the sophisticated functionality of WeChat , an introduction to Chinese language , tips for translation and working with translation services . During the program participants generated their own insights into what would be key for their businesses to attract and service Asian travellers and conducted a personal audit in light of this .
OUTCOMES OF THE PROGRAM Participants all agreed that the program strengthened their understanding of differences that exist between Australia and Asia and that their ability to engage with Asia had improved . The participants used the learnings from the program to identify practical changes they could implement and ways their LGA could support them . multi-generational family with a range of suitable accommodation and experiences to choose from . It also provided families or groups the option of how long to stay , for example , a weekend or a longer period of time with an overall intention to keep visitors coming back for more .
CASE STUDY : SUFFOIR Suffoir is a working farm which houses a micro-winery , brewery , cidery , distillery and a cellar door . It is situated amongst the stunning landscape of MacArthur , a town in the Western District of Victoria and in the Shire of Moyne local government area . Two years ago , Suffoir owners , Michelle and Pieter Badenhorst , were on the verge of selling their business , finding themselves at a crossroad of either completely scaling back or developing further to be able to justify expanding and taking on staff .
Although COVID added financial pressure they used the time to reflect and “ go full steam ahead ”, adapting their offerings for Asian travellers .
“ Before the Connecting With Asia program we were oblivious to the Asian market , their needs and their traits . We always knew this was a market we wanted to tap into , but needed to learn more to do so . The program did an excellent job at creating customer profiles for businesses to relate to . It was practical , which is key when you are looking at implementing new strategies aimed at targeting and serving this market . We now understand the Asian market better and feel confident to make business decisions that will influence a visitor experience .”
Michelle and Pieter undertook a personalised analysis of Suffoir as a result of the Connecting With Asia program and identified they needed to “ step up a notch ” to better serve Asian customers and connect with the Asian community in Australia . They started implementing a range of strategies to suit their Asian visitors aligned with learnings from the program . In particular these related to Chinese millennial “ flexible and independent travellers ” who are active on
The Economic Development team from across the local councils joined the final workshop of the program and provided helpful tips to support businesses in accessing resources and grants if financial assistance was required to implement some of the changes identified . A core sentiment amongst the Connecting With Asia graduates was that they did not only want to attract more Asian visitors to the Great Ocean Road region but they wanted to find ways to encourage Asian travellers to stay longer in the region . The program culminated in participating businesses and councils working together to create a collaborative regional itinerary for travellers to the Great Ocean Road . The itinerary had a slant towards the
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