Please select your home edition
Zhik ZKG

China boom a wave of promise for marine industry

by Jeni Bone on 1 Sep 2011
Chinese tourists are embracing cruising, boating and water-based activiti Australian International Marine Export Group (AIMEX)
Tourism authorities both here and in China forecast a tourism boom the likes of which we have never seen. They say the rise of affluence in China will result in an avalanche of visits to our shores, which will eclipse the Japanese tourist boom of the 80s - something the marine industry can capitalise on.

Figures from China’s National Tourism Administration show that in 2010 Chinese citizens made 57.36 million overseas trips (including to Hong Kong), and according to the China Tourism Academy, spent an estimated US $48 billion while they were travelling.

By 2015, an estimated 83.75 million Chinese will be touring abroad on holiday. During the year to March 2010, Australia received 360,000 visitors from China, generating $2.3 billion in economic value.

And the good news is, a recent report shows that Australia is the number one destination that Chinese travellers intend to visit in the next few years. Considering they are seeking 'natural scenery, sunshine and beaches, and new places', according to the latest Visa PATA Travel Intention Survey, the recreational boating industry at every level is well-positioned to deliver the goods and perhaps in the process, convert some of these thousands of visitors to boating enthusiasts.

Barry Jenkins, Ambassador for the Sanctuary Cove International Boat Show and long-time proponent of the Australian marine industry, says the forecast figures are very exciting indeed for the industry.

'I’d like to think there is a boom ahead. That’s certainly why I am doing what I’m doing and visiting China and its boat shows as much as I can.'

China is undergoing an explosion of marinas, says Barry, citing figures that confirm there are more than 200 marinas under construction or on the drawing board, nearly every one planning a boat show to showcase the appeal of the marine lifestyle.

'Of course, it’s early days for most of them, but we need to be aware of what is going on, since we need to compete against and work with the Chinese in many instances.'

On the first leg of his China odyssey for this year, Barry will attend the second annual Tianjin China International Boat Show, September 1 to 4, to be held in a prosperous Binhai New Area on the coast just one hour fast train from Beijing.
Then from 20 to 23 October, there is the China (Shenzhen) International Boat Show (SIBEX) and 4 to 7 November will see the China (Xiamen) International Boat Show.

'Xiamen is a very interesting region,' continues Barry. 'A report from the first half of this year shows that 43 boats were sold in that period alone. Xiamen is in a very strategic place, right opposite Taiwan which is ideal for the boat builders there.'

For Australia and the inbound tourists, the objective should be 'to get the Chinese tourists out on our waterways,' says Barry.

'We can show the Chinese what it’s like out on the Harbour, the Bay and Broadwater, whale watching, river cruises. We can get them enthused and then eventually, they will embrace the cruising and recreational boating lifestyle.'

Ideally, that then flows on to the Australian marine industry through a market for our boats and other marine lifestyle products.

'More and more Australian businesses are seeing the importance of being at China’s boat shows and lifestyle expos. The market is simply too large to ignore.'

Tourism Australia Managing Director, Andrew McEvoy said survey results show Australia is the top of mind destination for Chinese travellers.

'Australia has been at the forefront in destination marketing since becoming the first Western destination to receive approval to host group leisure travellers from China,' he said. 'Since gaining Approved Destination Status (ADS) in 1999 the China travel market has grown exponentially for Australia to become one of our top five sources of international travellers.'

Tourism Australia is poised to launch its new 'There’s nothing like Australia' campaign in China next month 'to convert the desire for travel to Australia in to actual visits', explains McEvoy.

Chinese tourism chiefs recently supplied to Australian tourism authorities some tips for attracting Chinese to a region: signage, brochures and public address messages in Mandarin or Cantonese, premium packages offering specialised experiences, authentic local experiences and more reasons to return.

Research shows Chinese tourists will try and cram a lot of things into a short amount of time in Australia, often because of the limited amount of time they have available for a holiday. Data from Tourism Research Australia is showing that while the average length of stay per person in Australia by Chinese tourists has been gradually increasing by an average of 4.3% per year between 2004 and 2009, visit length is forecast to shorten by an average of 1.1% between 2009 and 2014.

'We need to work with tourism authorities here and in China to show Chinese tourism operators there’s more to Australia than furry animals and barbeques,' says Barry. 'There is nothing as nice, the world over I believe, than the Pacific Ocean, the Whitsundays and the country’s many rivers, lakes, bays and waterways.'

The Sanctuary Cove International Boat Show traditionally invites VIP guests and Government officials from Asia to promote both Sanctuary Cove and the Australian marine industry.

Mulpha Sanctuary Cove Executive General Manager Alison Quinn says the boat show offers guests from Asia an opportunity to view this fabulous marine precinct and the lifestyle it affords.

'Traditionally, Asians are not avid water users so the event is about promoting the fabulous marine lifestyle to them, in addition to the superlative boats and products. During the boat show, guests can view the Village and how it integrates with the marina, the golf courses and other facilities at Sanctuary Cove.'

The boat show is also the ideal occasion for delegates from Asia and China to seize the opportunity to make contact with Australian companies, such as marina contractors, who can assist in developing the leisure marine industries in their various countries.

'Another benefit of inviting guests from Asia is to provide Australian manufacturers with a sales and promotional opportunity to international buyers,' explains Alison. 'For instance, in 2010, Tournament Boats sealed a deal to supply 100 boats to a Korean company.'

Related Articles

Repucom confirms record media value for 2015 Extreme Sailing Series
Creators and organisers of original and only Stadium Racing series, OC Sport, made €49.5million in global media value The report, released today, confirms that for the ninth consecutive year, creators and organisers of the original and only Stadium Racing series, OC Sport, generated €49.5million in global media value for the Series in 2015, a substantial increase compared to €44million in 2014.
Posted on 25 Apr
J/22 Class Association awards scholarship boat to Patrick Shanahan
Shanahan will be campaigning the scholarship boat over the upcoming summer months with fellow Brown Sailing teammates. Shanahan will be campaigning the scholarship boat over the upcoming summer months with his fellow Brown University Sailing teammates Sam Alexander, Nathan Housberg, Sophie Hibben, Haley Carter and Quinn Andersen.
Posted on 22 Apr
Yacht Racing Forum 2016 venue and date announced
The event will take place right after RC44 Valetta Cup and provide an opportunity for participants to attend both events The event will take place right after the RC44 Valetta Cup and provide a great opportunity for participants to attend both events. The dates have also been selected in order to avoid clashes with Le Nautic (Paris Boat Show).
Posted on 18 Apr
The Transat bakerly 2016 announces Official Timekeeper
Frank Huyghe, the CEO of Ralf Tech, said he did not hesitate when offered the chance to become official timekeeper For the specialist Franco-Swiss watchmaker that produces timepieces for extreme scuba diving, special forces operators and for skippers in the Vendée Globe solo round-the-world race, the link-up with one of the toughest professional races in world sailing is a natural fit.
Posted on 13 Apr
Zhik announced as Official Clothing Sponsor for 2016 Etchells Worlds
Zhik are providing clothing for each competitor at the championship, hosted by the Royal London Yacht Club in Cowes. Zhik are providing clothing for each competitor at the championship, hosted by the Royal London Yacht Club in Cowes. There will also be prizes for many categories from their new shop in Cowes High Street, which is managed by Kate Palfrey, wife of America’s Cup Coach and former Etchells World Champion Andrew 'Dog' Palfrey.
Posted on 11 Apr
Naiad Design and Auora Yachts exhibit at China International Boat Show
Naiad Design and Auora Yachts are at the China International Boat Show on the Trade New Zealand Stand on J31. Naiad Design and Auora Yachts are at the China International Boat Show on the Trade New Zealand Stand on J31. There are several vessels on display including a Naiad 11.3 Patrol vessel. Based in Dalian, China, Aurora Yachts are one of eight builders licenced around the world to build Naiad Designs.
Posted on 8 Apr
America’s Cup to create multi-million dollar boost to region’s economy
Staging an America’s Cup preview regatta on the Gold Coast in February would create a long-term, boost to the economy The staging of a spectacular America’s Cup preview regatta on the Gold Coast in February next year would create a long-term, multi-million dollar boost to the region’s economy according to the commodore of Southport Yacht Club
Posted on 5 Apr
Ontario Sailing and Gill North America announce partnership
Gill to sponsor North America Sailor of Year Award that is given at Ontario Sailing General Meeting held each year. Ontario Sailing and Gill North America are excited to announce a multi-year partnership that will see Gill North America support the Ontario Sailing Team and their coaching staff with technical podium gear.
Posted on 5 Apr
Bruce Kirby recounts the birth of the Laser
Bruce Kirby, the designer of most popular sailing boat in history has penned this piece on early years of Laser dinghy 87-year-old Bruce Kirby, the designer of the most popular sailing boat in history has penned this piece on the early years of the Laser dinghy, after the death of the builder Ian Bruce. Reading this article one recalls that Kirby was a darn good sailing journalist as well as being a darn good designer.
Posted on 31 Mar
Volvo Ocean Race appoints new CEO
Mark Turner, who has competed in sailing’s leading events, will take up the position in succession to Frostad Mark Turner, who competed in offshore sailing’s leading international event as a Whitbread Round-the-World sailor in 1989, and masterminded the Dongfeng Race Team project in the 2014-15 edition, will take up his new position in succession to Knut Frostad from June 7 this year.
Posted on 31 Mar
North Technology - Southern SparsBarz Optics - San Juan Worlds Best EyewearNaiad/Oracle Supplier