THE IMPLEMENTATION OF CHINA 2020 STRATEGIC PLAN BY TOURISM AUSTRALIA AGENCY TO INCREASE TOURISTS FROM CHINA (2012-2016)
By
M. ANDIKA ERFENDHI PUTRA ID No. 016201300103
A thesis presented to the Faculty of Humanities President University In partial fulfillment of the requirements for Bachelor Degree in International Relations Concentrate in Diplomacy Studies
May 2018
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THESIS ADVISER RECOMMENDATION LETTER
This thesis entitled “THE IMPLEMENTATION OF CHINA 2020 STRATEGIC PLAN BY TOURISM AUSTRALIA TO INCREASE TOURISTS FROM CHINA (2012-2016)” prepared and submitted by M. Andika Erfendhi Putra in partial fulfillment of the requirements for the degree of Bachelor of Arts in International Relations in the School of Humanities has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. I therefore recommend this thesis for Oral Defense.
Cikarang, April 2018
Recommended and Acknowledge by,
Witri Elvianti, S.IP., MA. Thesis Adviser
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PANEL OF EXAMINER APPROVAL SHEET
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DECLARATION OF ORIGINALITY
I declare that this thesis entitled “The Implementation of China 2020 Strategic Plan by Tourism Australia to Increase Tourists from China (2012-2016)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.
Cikarang, Indonesia, April 2018
M. Andika Erfendhi Putra
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ABSTRACT
Name : M. Andika Erfendhi Putra ID No. : 016201300103 Title : The Implementation of China 2020 Strategic Plan by Tourism Australia to Increase Tourists from China (2012-2016)
Tourism has become an important component in the relations between countries; the tourism sector has great potential to contribute to the development of the State and the economic progress of a State through export revenue and expenditure from international visitors. Over time, tourism has opened up many jobs; contributed to building a good infrastructure, and can eradicate poverty. Australia is known as a country with beautiful nature, high quality of life, and a country with a tourist area that has the best performance that can compete well in the international region. Supported by these factors, Australia makes use of the tourism industry as an essential element for the development of the State, achieving its economic interests and national interests. To improve the country's revenue from the tourism sector, Australia established Tourism Australia as a National Tourism Agency, which launched the 2020 Tourism Plan to increase more international visitors, and launched the 2020 Strategic Plan of China that targets more Chinese visitors to visit Australia as their target market. The plans are launched to achieve their Tourism 2020 Strategy and achieve the national interest of the Australian State. This research uses the theory of Soft Power and Public Diplomacy as a perspective to analyze the implementation of strategies from Tourism Australia in increasing Chinese visitors to visit Australia. In Soft Power theory it is explained that the Soft Power is used by a State to influence other States to do something to achieve the State's objectives without resorting to violence or coercion and the concept of Public Diplomacy is one way that can be used to implement the Soft Power and achieve that goal. Tourism Australia has taken several steps in 2012-2016 such as, conducting research on consumer targets, organizing business events with other countries, creating exciting campaigns, utilizing the entertainment and sports industry to promote the country's tourism, developing the aviation sector, building strong relationships with all actors related to the tourism industry. In this research found that Tourism Australia has managed to make an increase in the number of Chinese visitors to visit Australia and achieve economic improvement from the State of Australia.
Keywords: Tourism Industry, Australian Tourism, Tourism Australia, Chinese Visitors, Soft Power, Public Diplomacy
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ABSTRAK
Nama / ID No. : M. Andika Erfendhi Putra / 016201300103 Judul : Implementasi Rencana Strategis Cina 2020 oleh Tourism Australia untuk Meningkatkan Turis dari China (2012-2016)
Pariwisata telah menjadi komponen penting dalam hubungan antar Negara, sektor pariwisata memiliki potensi besar untuk berkontribusi terhadap pembangunan Negara dan kemajuan ekonomi suatu Negara melalui pendapatan ekspor dan pengeluaran dari pengunjung internasional. Sektor pariwisata telah membuka banyak lapangan pekerjaan, berkontribusi untuk membangun infrastruktur yang baik, dan mengurangi kemiskinan. Australia dikenal sebagai Negara dengan alam yang indah, kualitas hidup yang tinggi, dan Negara dengan kawasan wisata yang memiliki performa yang mampu bersaing dengan baik di wilayah internasional. Didukung oleh faktor tersebut, Australia memanfaatkan industri pariwisata sebagai elemen penting untuk melakukan pengembangan Negara, mencapai kepentingan ekonomi dan kepentingan nasionalnya. Untuk meningkatkan pendapatan Negara dari sektor pariwisata, Australia membentuk Tourism Australia sebagai Agensi Pariwisata Nasional yang meluncurkan Rencana Pariwisata 2020 untuk meningkatkan lebih banyak pengunjung internasional, dan meluncurkan Rencana Strategis Cina 2020 yang menargetkan lebih banyak pengunjung cina untuk berkunjung ke Australia. Penelitian ini menggunakan teori Kekuatan Lunak dan Diplomasi Publik sebagai perspektif untuk menganalisis implementasi strategi dari Tourism Australia dalam meningkatkan pengunjung Cina untuk berkunjung ke Australia. Dalam teori Kekuatan Lunak dijelaskan bahwa Kekuatan Lunak digunakan oleh suatu Negara untuk mempengaruhi Negara lain untuk melakukan sesuatu agar mencapai tujuan Negara tersebut tanpa menggunakan faktor kekerasan atau paksaan dan konsep Diplomasi Publik adalah salah satu cara yang bisa digunakan untuk mengimplementasikan Kekuatan Lunak dan mencapai tujuan tersebut. Tourism Australia telah melakukan beberapa langkah pada tahun 2012-2016 seperti, melakukan penelitian terhadap target konsumen, menyelenggarakan acara bisnis dengan Negara lain, menciptakan kampanye yang menarik, memanfaatkan industri hiburan dan olahraga untuk mempromosikan pariwisata Negara, mengembangkan sektor penerbangan, membangun hubungan kuat dengan seluruh aktor yang berkaitan dengan industri pariwisata. Dalam riset ini ditemukan bahwa Tourism Australia telah berhasil membuat peningkatan dalam jumlah pengunjung Cina untuk berkunjung ke Australia dan mencapai peningkatan ekonomi dari Negara Australia. Kata Kunci: Industri Pariwisata, Pariwisata Australia, Tourism Australia, Pengunjung Cina, Kekuatan Lunak, Diplomasi Publik
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ACKNOWLEDGMENT
First of all, I would like to thank Allah SWT who has given me health, strength, and patience in completing this thesis as a graduation requirement from my studies pursued at President University, without his blessing I would not be able to finish this thesis.
Next I want to thank my parents, Erfendhi and Leonawaty, and my sister Anditia Safira, who has worked to support my education since childhood, has always supported me in any way, and always prayed the best for me.
A great thank you also for my thesis adviser Witri Elvianti, S.IP., MA for the time given to guide me in completing this thesis. I am also grateful to all the staff and lecturers of the International Relations study program who have given me a lot of knowledge in my study time at President University.
Further my special thanks to my friends Galdrin Naufalfikri, Ardiansyah Bakti, Fx Tolan, Krisna Bayu Setiawan, Abdi Abdillah, Irfan Affandi, Indo El Harry, Fahry Nazrullah, Rahmat Anugerah, Yoga Prabasetya, Tahta Diwangkara, Sultan Beybar Mastura, Ageng Jaya Putra, and others who have always supported me, made an interesting impression on my university life, and struggled together to complete our thesis. My gratitude is expressed to all my friends at President University who have provided an unforgettable experience.
Cikarang, April 2018
M. Andika Erfendhi Putra
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LIST OF ABREVIATION
DITRLG : Department of Infrastructure, Transport, Regional Development and Local Government
GDP : Gross Domestic Product
NLTTS : National Long-Term Tourism Strategy
NTTAC : National Tourism and Aviation Advisory Committee
RET : Department of Resource, Energy and Tourism
TA : Tourism Australia
TMC : Tourism Minister’s Council
UNWTO : United Nations World Tourism Organization
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TABLE OF CONTENTS
THESIS ADVISER ...... ii RECOMMENDATION LETTER ...... ii PANEL OF EXAMINER ...... iii APPROVAL SHEET ...... iii DECLARATION OF ORIGINALITY ...... iv ABSTRACT ...... v ABSTRAK ...... vi ACKNOWLEDGMENT ...... vii LIST OF ABREVIATION ...... viii LIST OF FIGURES...... xi LIST OF TABLES ...... xii CHAPTER I ...... 1 Introduction ...... 1 I.1 Background of Study...... 1 I.2 Problem Identification ...... 5 I.3 Statement of Problem ...... 7 I.4 Research Objective...... 8 I.5 Significance of Study ...... 8 I.6 Theoretical Framework ...... 9 I.6.1 Liberal Institutionalism ...... 10 I.6.2 Soft Power ...... 11 I.6.3 Public Diplomacy ...... 13 I.6.4 Tourism Diplomacy ...... 16 I.7 Research Methodology...... 17 I.10 Thesis Structure ...... 19 Chapter II ...... 21 The Overview of Australia-People's Republic of China Bilateral Relation ...... 21 II.1 Diplomatic Relations ...... 21 II.2 Economic Relations ...... 23 II.3 Trade and Investments ...... 25 II.4 Cultural Relations ...... 29
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II.5 Involvement in Education ...... 31 II.6 The Chinese Tourist Characteristic...... 32 II.6.1 Chinese Cultural Characteristic...... 32 II.6.2 The Aviation and Destination Preferences of Chinese Tourists ...... 33 II.6.3 The Perception of Chinese Tourists to Australia Tourism ...... 36 II.7 Potential Growth from China Tourist for Australia ...... 38 Chapter III ...... 41 The Overview of China 2020 Strategic Plan as the National Long-term Strategy of Tourism Australia...... 41 III.1 Tourism Australia Agency ...... 42 III.2 National Long-Term Tourism Strategy of Tourism Australia ...... 44 III.3 Tourism 2020 Strategy ...... 53 III.4 China 2020 Strategic Plan ...... 58 CHAPTER IV ...... 66 The Implementation of China 2020 Strategic Plan by Tourism Australia Agency to Increase Tourists from China ...... 66 IV.1 the Implementation of China 2020 Strategic Plan through Public Diplomacy ...... 73 IV.1.1 News Management of Tourism Australia ...... 74 IV.1.2 Strategic Communication of Tourism Australia ...... 77 IV.1.3 Relationship Building of Tourism Australia ...... 82 IV.2 The Numbers of Chinese Visitor to Australia (2012-2016) ...... 86 IV.3 The Numbers of Chinese Visitor Expenditure in Australia (2012-2016) . 90 CHAPTER V ...... 92 CONCLUSION ...... 92 APPENDICES...... 94 BIBLIOGRAPHY ...... 102
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LIST OF FIGURES
Figure I.6 Australia’s Public Diplomacy Flow Chart ...... 9 Figure II.3.1 Shares of Australian exports to the top–five destinations, 1994–2009 (percentage of total exports)...... 26 Figure II.3.2 Shares of Australian imports from the top-five origins, 1994–2009 (percentage of total imports) ...... 26 Figure III.4 Year of Chinese Culture Festival in Sydney, Australia ...... 31 Figure II.6.2 Top 10 Regions visited by Chinese Leisure Visitor ...... 34 Figure II.6.3 The Aviation Routes from China to Australia ...... 35 Figure II.6.4 The Main States and Cities Residences in Australia most visited Australia ...... 36 Figure II.6.5. The Chinese Tourists Preferences of Destination ...... 37 Figure II.6 Annual GDP Growth of China year 2010 - 2015...... 39 Figure II.1 Tourism Australia Organizational Chart ...... 44 Figure III.3 Implementation of Tourism 2020 ...... 54 Figure III.4 Current Existing Markets of Australia in China ...... 61 Figure IV.1 the Implementation of China 2020 Strategic Plan (2012-2016) ...... 85 Figure IV.2.2 The Numbers of Chinese Visitor to Australia (2012-2016) ...... 87 Figure IV.2.2 Regions Visited by Chinese Visitors ...... 89
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LIST OF TABLES
Tables II.3.3 Foreign investment flows from China to Australia year 2005-2009 (A$ million)………………………………………………………………... ……29 Table IV.3 The Numbers of Chinese Visitor Expenditure in Australia (2012-2016) ……………………………………………………………………………………90
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CHAPTER I Introduction
I.1 Background of Study
The cooperation on tourism between states became a more popular issue, especially in the 1970s.1Tourism is defined as an activity that allows the intentional movement between individuals or groups of individuals for the purpose of leisure, or business, and the process enables it.2With the rising trend of globalization, tourism have become a critical part of relations between nations.3 Contributing greatly to the development of developing states and as one of the solutions to poverty people is the great potential of the tourism sector.4 As time is going by, tourism is divided into numerous forms; this can fall into several categories of tourism such as: cultural, ethnicity, recreations, and business. A person who travels at least 80 km (50 miles) from his home for recreational purposes, can be defined as a tourist.5
With the change of time, tourism became more affordable, variant, and also explorative. The impact of this is significant for the all the shareholders involved with tourism. Either the society that becomes the destination of the travel, or the visitors themselves. Tourism enables socio-cultural interactions and learning, while at the same time supporting economic benefit for all sides.6 Thus, in this globalization era, it is only understandable how tourism has become a stake in the global economy
1Bonham, Carl; James Mak. 2014. The Growing Importance of Tourism in the Global Economy and International Affairs. Data Retrieved on August 7, 2017. 2Wescott, Morgan. 2013. Introduction to Tourism and Hospitality in BC. BCcampus. Pg. 2 3Leisure, Travel & Mass Culture: The History of Tourism. International Relations. http://www.masstourism.amdigital.co.uk/Introduction/InternationalRelations. Data Retrieved on August 7, 2017. 4Honeck, Dale. 2013. Connecting Developing Country Firms to Tourism Value Chains. World Trade Organizations. Pg. 13. 5 UNWTO. 2005. Definition of Tourism. http://www2.unwto.org/content/about-us-5. Data Retrieved on May 13, 2018. 6Ibid.
1 possessing with fastest growing development. In 2012, the World Tourism Organization reports that approximately 1.035 billion tourists travelled all around the world, leading to an amount International Tourism Receipts of USD 1.075 billion.7
In the year 2013, Australia reportedly ranked first in the travel-per-spend rate for the tourists. This number shows that visitors to Australia tend to stay longer and spend more money during their stay at Australia. Despite this, Australia ranked only 43rd by the number of visitors, in the same year, and only 13th by the number of global tourism receipt.8
Australia holds to a high regard its tourism industry as a source of national income. Australian Bureau Statistics reported that in 2013 Australia gained AUD$ 102 billion in income from tourism. In the same year around 500.000 Australian are employed in the related field. The impact of the tourism sector in Australia has a much more significant impact compared to mining or agriculture.9Australia has also taken to consideration on how to develop the tourism further in the future, by creating the Tourism Australia Agency. This agency is tasked to promote tourism in Australia through programs that includes advertising tourism values to the world; developing the tourism targets and development; and establish a good relationship between tourism shareholders.10 In order to increase further development, The National Long- Term Strategy for tourism was launched by the Australian Government in the year 2009, and is complemented by Tourism Industry Potential 2020 to assess and develop tourism potential in Australia.11Among the favored target countries is China, which
7 United Nations World Tourism Organization. 2008. UNWTO World Tourism Barometer. http://www.e-unwto.org/toc/wtobarometereng/6/2.Data Retrieved on August 7, 2017. 8Tourism Australia. 2013. Tourism Australia Annual Report 2012-2013. Pg. 46. http://www.tourism.australia.com/content/dam/assets/document/1/6/x/6/d/2002549.pdf.Data Retrieved on August 7, 2017. 9 Dixon, Geoff. 2012. Tourism Australia Annual Report 2011-2012. Australian Government. Canberra. Pg. 15. 10 Tourism Australia. Who’s who in the Tourism Industry?.http://www.tourism.australia.com/contact- us/state-tourism-offices.aspx. Data Retrieved on August 7, 2017. 11 Australian Government Department of Resources, Energy and Tourism. 2011. Tourism 2020: Whole of government working with industry to achieve Australia’s tourist potential.http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/3/2002107.pdf.Data Retrieved on August 7, 2017
2 by 2010 is already contributing approximately $ 3.26 billion in the tourism sector, the largest contributor in tourism in Australia. Expectedly by 2020 the amounted number of China visor expenditure is expected to achieve the number $ 7 million by each year.12
China became the target object for the strategy launched by Australia as China is seen by Australia as an essential actor who has contributed greatly to the development of the Australian tourism industry. China has a fast rate of economic growth and China can always sustain that growth. Their fast rate growth is valued highly in making a good partnership and inviting investment and money, especially with tourism. Australia has been a good major contributor in Australia’s growth in tourism, and they are keen to continue the trend, with continuing into better economic cooperation. Thus, Australia sees a better cooperation with China to be an interest to be included into their foreign policy planning in the future. From this development, both countries attempt to develop a significant economic partnership to further impact the cooperation at a greater extent, including common values in strategic planning, one that has started since the 1980s.13
Other than tourism, China is also now becoming one of Australia’s largest partners in trade and commerce. Reportedly in 2009 Australia exported three times as much to China compared to any other country in the world, and China would return the favor by exporting low-cost goods and materials for Australia.14 This mutual cooperation benefits both with the positive approach in determining the strategic strengths and interests of both countries. Where Australia would supply China with resources and goods, China cements itself as Australia’s number one trading
12 Tourism Australia. 2011. Summary of Tourism Australia’s China 2020 Strategic Plan. http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/6/2002110.pdf.Data Retrieved on August 7, 2017 13 Parliament of Australia. 1996. Australia's Relations with China: What's the Problem?.https://www.aph.gov.au/sitecore/content/Home/About_Parliament/Parliamentary_Departme nts/Parliamentary_Library/Publications_Archive/CIB/CIB9697/97cib23.Data Retrieved on August 7, 2017 14 Department of Foreign Affairs and Trade (DFAT). 2011. Australia’s exports to China Reports – 2001 to 2011.
3 partner.15 Furthermore, Australia is keen on developing further in other sectors as well, other than the resource sector.
Both China and Australia have a mutually developing cooperation for tourism.16Visitors from China spend the most money in Australia compared to others.17 The tourists from China also are more likely to revisit Australia after a previous visit. The exchange of culture and values was deemed as the major reasoning for the number of interested tourists. This can be proved by seeing how Australian government conducting China related cultural events every year consecutively such as Chinese music events and Chinese arts events. Then in 2015, The China Cultural Centre in Sydney is formed to promote and appreciation for Chinese language subculture and artwork via cultural occasions and activities. 18The massive exodus of Chinese descendants back in the nineteenth century contributed to the massive rise of Chinese descendants in Australia, and today Mandarin is the second most spoken language in Australia. Chinese descendants in Australia established themselves to contribute massively in the growth and development in Australia nationally, contributing in the economy, social and culture, and also education. To some, the similarity in Chinese values became a part in Chinese tourists visiting Australia. In the recent years Australia has also been a major destination for education and continuing degrees for Chinese nationals, being the number one destination for overseas education.19
The result of the data statistics released by Tourism Research Australia, the number of Chinese visitors to Australia in 2007 was 335,797 people, then within 3 years that is in 2010 the number of Chinese visitors to Australia was 423,791
15 Ibid 16East Asia Forum. 2011. Australia–China economic relations.http://www.eastasiaforum.org/2011/12/06/australia-china-economic-relations/.Data Retrieved on August 7, 2017 17Ibid 18 China Cultural Centre (Sydney). 2015. China Related Cultural Events. http://cccsydney.org/china- related-cultural-events/. Data Retrieved on November 26, 2017 19 Australian Government Department of Foreign Affairs and Trade. 2011. China country brief.http://dfat.gov.au/geo/china/pages/china-country-brief.aspx.Data Retrieved on September 20, 2017.
4 people.20 Based on that data, before Tourism Australia launched and implemented China’s 2020 Strategic Plan to attract and increase the number of Chinese visitors to travel to Australia and travel around Australia, it can be seen that in the year prior to the implementation of the plan from 2007 to 2010 the number of recorded Chinese visitors traveled to Australia is still fairly low. However, after the implementation of China's 2020 Strategic Plan, in 2010 to 2011 the number of Chinese visitors increased by 100,000 people and reached the number of visitors 1 million people by mid-2017 who have already passed the target of the plan itself.21
The development of the Tourism industry, as shown in the data above will continue to elaborate further how tourism is used as a means by Australia to further develop tourists from China by implementing the Australian Tourism 2020 for the strategic planning, between the years of 2012 until 2016.
I.2 Problem Identification
Tourism has become one of the prominent industries for Australia. A total of 580,200 Australians working within the tourism industry and the tourism industry are proving to open up many jobs for indigenous Australians. A total of 4.9% of total employment available in Australia is provided by the tourism industry. And the next contribution is the tourism industry contributing 3.2% or 53 billion US $ to the total GDP (Gross Domestic Product) obtained by Australia.22 In 2016, the Australia’s Department of Foreign Affairs and Trade stated that approximately 8 million tourists visited Australia, which rose around 11%, compared to the year before. In the same year, visitors spent around $ 39.1 billion, a rise of 7% compared to the previous year, and the highest amount ever received annually. Australia’s tourism strategy is formulated by the Department of Foreign Affairs and Trade, alongside the Australia Trade Commission (Austrade) and Tourism Australia Agency, in order to endorse the
20 Australian Government. 2017. International Visitor Survey Results. Tourism Research Australia. https://www.tra.gov.au/Research/International-visitors-to-Australia/international-visitor-survey-results. Data Retrieved on September 20, 2017. 21 Ibid 22 Tourism Australia. Tourism 2020. http://www.tourism.australia.com/en/about/our-organisation/our- performance-and-reporting/tourism-2020.html.Data Retrieved on October 9, 2017.
5 plan for the 2020 Tourism milestone. The Tourism 2020 acts as a guideline for progress and development of Australia’s tourism sector.23
Based on the assessment by the DFAT, several countries are identified as the key tourism market. Among the top targets are India, Singapore, and China. The factors that influence the inclusion can be the economic growth of the country, geographical location, and also how much potential can the target country bring. From the selected countries, Australia works to develop bilateral cooperation in the tourism sector that would incentivize tourists from those countries to visit Australia. This is also done through cooperating through APEC and OECD’s tourism committee.24
In order to enhance the bilateral tourism cooperation between Australia and China, in 2011 a MoU on strengthening tourism cooperation between Australia and the People’s Republic of China was signed by the two countries to strengthen the commitment for cooperation in tourism between the two parties that was effective for five years. The governments of Australia and National Tourism Agency for Tourism of both countries are involved in completing this MoU. The subjects covered in this MoU include areas such as enterprise cooperation, labor and talents development, funding, research and infrastructure. This agreement introduced an Approved Destination Status (ADS) system to be implemented, allowing those who travel to Australia for the purpose of tourism, education, and business to enter with ease. The ADS also allow special tourist visas to be introduced to tourists who travel in groups using the service of Outbound Travel Organizers that are pre-approved by both the Australian and Chinese Government.25
23 Ibid 24 Australian Government DFAT. International Tourism Engagement. http://dfat.gov.au/trade/topics/pages/international-tourism-engagement.aspx. Data Retrieved on October 9, 2017. 25 Australian Trade and Investment Commission (Austrade). Working with China.https://www.austrade.gov.au/Australian/Tourism/Working-with-China/china-policies. Data Retrieved on October 9, 2017.
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The Australia Bureau of Statistic reported from 2012 until 2016 that the number of tourists from China that visited Australia increased over half a million since the start of the China 2020 Strategic Tourism plan, a significant rise from what it was before. The plan included strategic advertising campaigns in through social media, online and offline channels to promote Australia tourism to the world. At the same time, Australia also approached several businesses from China to be involved in the process and develop more partnership between businesses in the two countries.26
In this thesis, the writer will follow the subject of The Implementation of China 2020 Strategic Plan by Tourism Australia Agency to Increase Tourists from China, as the title of this research. The writer believes that this issue proves to be a significant value, due to the significant achievement it has reached for the growth of the tourism sector in Australia. Furthermore, from this research the writer will discuss about the factors to be considered in strategizing the approach to develop tourism, and selecting the key market priorities, and China’s impact as the biggest contributor in tourism to Australia. The 2020 Strategic Plan will be elaborated further in the following chapters, as well as the establishment of the Tourism Australia Agency as Australia’s designated National Tourism Organization, and its impacts.
I.3 Statement of Problem
From the identification of problem, the author will focus on the role of the Tourism Australia Agency as the National Tourism Organization in paying attention for China as main market for tourism from 2012 to 2016.
The writer pushes forth the research question as followed:
1. What are the implementations by TAA in line with the Australia Tourism 2020 Strategy that led to the increase of visitors from China from 2012 to 2016?
26 Tourism Australia. 2013. The China 2020 Strategic Plan Progress Report. http://www.tourism.australia.com/content/dam/assets/document/1/6/w/s/c/2002044.pdf. Data Retrieved on October 9, 2017
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I.4 Research Objective
Based on the research question, the writer would like to reach certain objectives through this research, elaborated as followed:
1. To explain and elaborate what is the Tourism Australia agency 2. To explain and elaborate the strategy by Tourism Australia agency or the National Tourism Agency in its attempt to increase tourists from China to visit Australia in order to further expand the tourism sector in Australia. 3. To understand the factors behind how China became Australia’s priority market for tourism sector.
I.5 Significance of Study
This research is conducted to elaborate the impact and significance of Australia’s National Tourism Organization in the implementation of the 2020 Strategic Plan in focusing on China, and the factors and variables that lead to the decision.
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I.6 Theoretical Framework
Australia’s Public Diplomacy Flow Chart
Figure I.6 Australia’s Public Diplomacy Flow Chart
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The framework of this thesis is shown by the figure above. Research in this thesis centered on the implementation of China 2020 Strategic Plan by Tourism Australia Agency in order to attract tourists from China. The figure above helps to illustrate the process strategy of Australian government through Tourism Australia as National Tourism Agency to achieve Australia national interest. National interests are the goals to be achieved by the country consecutive to the needs of the country. The national interest is identical with economic development developing and improving the quality of human resources or inviting foreign investment to accelerate the pace of industrialization.
To achieve its national interest, Australia implementing soft power through public diplomacy to conduct communication and influence the global audience to get their interest. Therefore, public diplomacy is an essential factor to attract tourists to come to Australia. The role of Tourism Australia as Australian Government statutory authority responsible for international and domestic tourism marketing as well as the delivery of research and forecasts for the sector. In order to succeed in achieving national interest of the country.27
I.6.1 Liberal Institutionalism
Liberal institutionalism first began to emerge to counter the theory of realism which assumes that politics is a war of powers and military and security is always a top priority in politics, liberal institutionalism also explains that we can create a world in which states can work together in politics to achieve each other’s goals.28 Liberal institutionalism assumes that global governance can use international organizations as a way to engage in international relations for inter-state cooperation. With the assist of international institutions and organizations countries can have a common goal in
27 Australian Government. 2004. Tourism Australia. https://www.australia.gov.au/directories/australia/tourim-australia. Data Retrieved on May 15, 2018. 28 Baylis, John; Steve Smith, Patricia Owens. 2011. The Globalization of World Politics: An Introduction to International Relations. OUP Oxford. Oxford
10 the international system and build the ability to organize the state to make countries cooperate.29
Liberal institutionalism was first proposed by Robert Keohane and Joseph Nye in the 1970s as the idea of complex interdependence and presented with characteristics that distinguish it from realism, namely: the number of media channels that can connect the interaction between actors in regional and international and connect state actors and non-state actors; equal attention is given to all actors for all issues, there is no difference between high and low politics in policy making, cooperation for problem solving and achieving goals, unlike realism where problem- solving and policy-making depend on military and security forces.30
In liberal institutionalism to create global peace, countries should work together in an international community or organization to foster economic growth and address regional and international security concerns. Australia uses Tourism Australia as a liberal institutionalism for inter-state cooperation, to influence Chinese visitors to visit Australia, to invite lucrative investment from China to Australia, and to achieve a common goal of improving the economies of both countries. By using Tourism Australia, the Australian government will implement soft power through public diplomacy to achieve its national interest.
I.6.2 Soft Power
Soft power is implemented in the stages of global politics competition and is emitted through the theorization of tradition, political values, and foreign policies. The application of soft power can be seen from the actors that prevailing the minds and hearts that controls the act of people around the sector of global arena. The
29 Devitt, Rebecca. 2011. Liberal Institutionalism: An Alternative IR Theory or Just Maintaining the Status Quo?. E-International Relations Students. http://www.e-ir.info/2011/08/31/representation-of- female-terrorists-in-the-western-media-and-academia/#_ftn1. Data Retrieved on March 20, 2018. 30 Keohane, Robert; Joseph, Nye. 2001. Power and Interdependence. Longman. Boston
11 purpose of soft power is to exercise the values, beliefs, and agendas of states to influence other countries to accept, imitate, and aspire it.31
Joseph Nye first define Soft Power as ability of a country to achieve its wishes through attraction, including culture, value, foreign policies, and other factors that are not related to coercion factor. Coercion that are intended is directed to military power, embargo, and threat. This idea is then redefined by Joseph Nye in his books Soft Power: The Means to Success in World Politics (2004) into ability to influence other countries via cooperation in shaping the agenda, inviting and carrying out positive activities to achieve desired results.32
According to Judit Trunkos, Soft Power is implemented related with issues other than military and economic. Its implementation is more emphasis on cooperation between two or more countries, such as cultural related cooperation, including in the tourism sectors.33 Soft Power also used and implemented by countries incorporated in Southeast Asia region.
The magnificence of nature, historical relics, the residents, and the sociable environments then the eminence of tropical climate become the tools to exercising soft power for Southeast Asia countries. Furthermore, countries incorporated in Southeast Asia region are also known for ethnic diversity that also attracts tourist to visit.34
31 Ooi, Can Seng. 2015. Soft Power, Tourism. Department of International Economics and Management. Copenhagen. https://www.researchgate.net/publication/302544078_Soft_power_tourism. Data Retrieved on November 26, 2017. 32 S. Nye, Joseph. 2004. Soft Power: The Means to Success in World Politics. Public Affairs. New York. 33 Trunkos, Judit. 2013. What is Soft Power Capability and How Does It Impact Foreign Policy. Carolina: University of South Carolina. http://culturaldiplomacy.org/academy/content/pdf/participant- papers/2013-acdusa/What-Is-Soft-Power-Capability-And-How-Does-It-Impact-Foreign-Policy--Judit- Trunkos.pdf. Data Retrieved on December 2, 2017. 34 UNESCO. 2009. Investing in Cultural Diversity and Intercultural Dialogue. www.un.org/en/events/culturaldiversityday/pdf/Investing_in_cultural_diversity.pdf. Data Retrieved on December 2, 2017.
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Soft Power and Tourism clearly related when we see the tools to exercising it, tourist will give empathy and attracted towards their destination through deep understanding of the place local tradition, culture values. Such understanding leads into the familiarity and joy to the place. Then, tourism viewed as a tool to exercising Soft Power by providing an attractive picture of the country to the world. Tourism send messages to the world to praise and elevate the attractiveness of the country while covering the negative images.
Tourist viewed by Soft Power as subject to gain empathize and obtaining deeper understanding from the worlds. According to Can-Seng Ooi, if global audiences empathize and feel sympathetic toward it then the country has strong soft power.35
I.6.3 Public Diplomacy
In the history since old times, public diplomacy has been known as a way to implement the soft power of a country and has an important role to affect the heart of a society and the international community. Public diplomacy also influences how individuals around the world know and understand each other. The focus is on people-to-people interactions and emphasizes basic human relationships and is connected to all human rights.36 According to Alan K. Henrikson, Public diplomacy can have an understanding as an implementation of interaction in international relations by the government through public communication media that interacts with other non-governmental actors such as community ethnic organizations, educational institutions, trade organizations, multinationals corporations and political actors in order to influence other actors or government in conducting its action.37
35 Ooi, Can Seng. 2014. The making of the copy-cat city: Accreditation tactics in place branding. Edward Elgar Publishing. Cheltenham 36 International Institute for Middle East and Balkan Studies. 2013. Public Diplomacy: Basic Concepts and Trends. http://www.ifimes.org/en/8020-public-diplomacy-basic-concepts-and-trends. Data Retrieved on December 2, 2017. 37 K. Henrikson, Alan. 2006. What Can Public Diplomacy Achieve?. Netherlands Institute of International Relations. Clingendael
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In doing public diplomacy there are many methods and elements that can be used, however Nicholas J. Cull stated that Public Diplomacy is divided into 5 factors which are listening to other actors, persuasion, diplomacy in cultural, international relations exchange and international broadcasting. According to USC Center that discusses Public Diplomacy, Public Diplomacy seen as an obvious way that used by independent states that interact with the public at international relations locations that have a role to influence the targeted population of a country with a focus on promoting the advantages of a State, reaching its national interest and promoting its overseas coverage. In this conventional range, public diplomacy can be seen as an important part of inter-state diplomacy, which intends to engage in official and personal relationships, by reputable representatives or leaders representing the independent states.38
Moreover, Public Diplomacy stated by Senior Research Associate at the Foreign Policy Centre which name is Philip Fiske de Gouveia, Public diplomacy as measures aimed efforts to achieve national interest of a states by means of understanding, promoting advantages of the state, and influencing foreign citizens. In different phrases, if the traditional diplomacy process is developed through government to government relations mechanism then Public diplomacy is used to further contribute to government interaction with people or people to people relationships. To give a good perception of the international community to a State, to achieve relationships with vested interests and with a strong social foundation then public diplomacy will be emphasized.39
In developing this good perception of a country, it requires the right public diplomacy implementation tools to be right on the intended target. Cultural exchanges, educational exchanges, film, exhibitions, sports events, media relations, and the most recent techniques is the use of internet and social media are seen by
38 USC Center on Public Diplomacy. 2008. What is Public Diplomacy?. https://uscpublicdiplomacy.org/page/what-pd. Data Retrieved on December 2, 2017. 39 De Gouveia, Philip Fiske. 2005. European Infopolitik: Developing EU Public Diplomacy Strategy. The Foreign Policy Centre.
14 public diplomacy as crucially important means or opportunities to send messages widespread and gain each other deep understanding with the global audiences, to conduct interaction involving listening with the global audiences to achieve the empathize of others, which concluded as the key tools of public diplomacy strategy.
According to Gyorgy Szondi, Public Diplomacy is involved with image promotion and further to many definitions of area branding, image promotion is recognized as the purpose. Public diplomacy happens whilst a government or a private company make uses of its power to influence whoever has the capability to change a country’s images and show the good images. Public diplomacy is developing around strategies of promotion and persuasion and have been closely associated with self-interest and affect control. Public diplomacy typically is a way of government communicate and aimed at global public to gain and winning the ‘hearts or minds’ of the audiences.40
The concept of Public Diplomacy also stated by Mark Leonard, the director of Foreign Policy Center on his book Public Diplomacy in 2002, which describe in order to achieve these goals, government needs to be clear that public diplomacy contains of three-dimensional process, which consists of news management, strategic communication, and relationship building. The reason of conducting news management itself is utilizing news media and publish news as a way to sell the national branding to external market. Then explication of strategic communication is the method of interaction at certain time during the advertising of national branding to the centered location, and the final process is relationship building which is the method of dealing, conducting interaction and maintain relations with stakeholders if which focuses on holding the cooperation with the various actors.41
40 Szondi, Gyorgy. 2008. Public Diplomacy and Nation Branding: Conceptual Similarities and Differences. Leeds Beckett University. Leeds. https://www.researchgate.net/publication/253744488_Public_Diplomacy_and_Nation_Branding_Conc eptual_Similarities_and_Differences. Data Retrieved on December 2, 2017. 41 Leonard, Mark. 2002. Public Diplomacy. Foreign Policy Centre
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Australia as a developing nation and desires to improve its tourism industry, Australia uses Public Diplomacy as a step in the effort to achieve the state’s national interest. The growth of the tourism sector has become one of the ways of the Australian government to achieve their national interest by way of the tourism industry. The establishment of Tourism Australia as the National Tourism Agency has a role to promote the tourism industry by conducting strategic advertising campaign through social media, cultural events, educational exchanges, business event as a tool for exercising public diplomacy in order to attract more China tourists to visit Australia.
I.6.4 Tourism Diplomacy Tourism far enough acts in the interest of the nation and seems to offer the most genuine representation and views of a country and its people, according to Elizabeth Becker in her book with the title Overbooked: The Exploding Business of Travel and Tourism.42 The experience of tourism and its involvement in the movement of people from one country to the other is an important influence on perceptions of other countries. Furthermore, the enormous effort that various countries devote to modelling international perceptions would be attributed to tourism. In fact, tourism promotion and marketing that is carried out by many countries is probably one of the most powerful external communication efforts that have the largest reach into targeted foreign publics.43
According to Diana Stelowska, the tourism industry has mainly been viewed and attributed for its role in economic, social and cultural development. However, there is no doubt that by recognizing the role that can be played by tourism in shaping a country’s public image.44
42 Becker, Elizabeth. 2013. Overbooked: The Exploding Business of Travel and Tourism. Simon & Schuster Paperbacks. New York 43 Olins, Wally. 2005. Making a National Brand. https://link.springer.com/chapter/10.1057/9780230554931_9. Data Retrieved on May 15, 2018. 44 Stelowska, Diana. 2015. Culture in International Relations. http://cejsh.icm.edu.pl/cejsh/element/bwmeta1.element.desklight-b208e8f2-2d47-4450-af75- 4d1cf6e30d85/c/PJPS_03_03.pdf. Data Retrieved on May 15, 2018.
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Many tourism promotional agencies especially those in developed economics country doing significant means with funds from their country to promote their countries through their ability through their ability to exploit their country's resources and be promoted to be a tourist destination of the majority of people who will spend in their country. Hence, even where foreign publics are targeted by the country’s diplomatic structure to promote public diplomacy, the perceptions are going to be shaped by tourism promotion work.45
Tourism diplomacy highlights the significant contribution that tourism in the domain of public diplomacy can contribute to a country's positive perception. Also, Public Diplomacy in relation to tourism has been seen as a medium for nationwide branding promotion activities of a country.46
Australia is a country, which uses Tourism Diplomacy as its diplomatic practice. In this research, Australian Government established Tourism Australia as tourism promotional agencies in order to build nation branding by utilizing funds and exploit their country’s resources to promoted Australia as tourist destination in shaping a good country’s public image.
I.7 Research Methodology
To elaborate the data or methods used and data collection techniques to collect and set up the thesis then the author uses qualitative methods. Descriptive method is a method that intends to collect, compile, interpret data then proposed by means of analyzing the data or analyze the phenomenon in addition to a method that examines an object, a set of conditions, a system of thought or an event in the present
45 Carbone, Fabio. 2017. International tourism and cultural diplomacy: A new conceptual approach towards global mutual understanding and peace through tourism. https://www.researchgate.net/publication/317742834_International_tourism_and_cultural_diplomacy_ A_new_conceptual_approach_towards_global_mutual_understanding_and_peace_through_tourism. Data Retrieved on May 15, 2018. 46 Ibid
17 which aims to describe or provide an explanation for phenomenon and events that exist today.47
Furthermore, qualitative research according to Lexy J. Moleong is a research that intends to comprehend the phenomenon of various events that are experienced by research subjects such as behavior, perception, motivation, action, etc., holistically, and means of description within the form of words and language, in a special context that is natural and by implementing certain natural methods. Qualitative research objectives to achieve a complete picture or explanation of an aspect according to the views of the subject being studied. Qualitative research is related to the ideas, perceptions, opinions or beliefs of the subject studied and all that cannot be measured by using numbers.48
Definition of Qualitative data is data in the form of writings about human behavior that can be observed. The qualitative data is in the form of detailed descriptions, direct quotations and case documentation. Qualitative data is an understanding of the experiences of the research subject in its own language. The experience of people is explained deeply, according to the social interaction of the research subject. Therefore, researchers can understand the society according to their own understanding. Qualitative data provide information in the form of a verbal sentence rather than a numbers or symbols. Qualitative data obtained through a process using deepen analysis methods.49
The research in this thesis uses qualitative methods as a means to concentrate on the research subject which Tourism Australia in is elaborating the data from Tourism Australia related to the implementation of China 2020 Strategic Plan, gain a deep understanding on how Tourism Australia attract tourist from China through the China 2020 Strategic Plan and as a means for the author to answer the answer the questions listed above.
47 Informasi Pendidikan. 2013. Penelitian Deskriptif Kualitatif. http://www.informasi- pendidikan.com/2013/08/penelitian-deskriptif-kualitatif.html. Data Retrieved on December 7, 2017. 48 J. Moleong, Lexy. 2007. Metodologi Penelitian Kualitatif. Remaja Rosdakarya. Bandung 49 Hadi Sutopo, Ariesto. 2010. Terampil Mengolah Data Kualitatif. Prenada Media. Jakarta
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I.10 Thesis Structure
Chapter I: Introduction
In chapter 1 of this thesis the author will discuss the background of the problem, the identification of the problem, the limitations and the statement of the problem, the research objective and the significance of study, the theoretical framework used to research in this thesis, research methodology that the author uses, and the structure of writing this thesis. The objective of this chapter is to inform about the topic of this thesis, the theory that is used for research and as the basis of writing this thesis.
Chapter II: The Overview of Australia-People's Republic of China Bilateral Relation
In this chapter the author will discuss the history of bilateral Australia-China relationship since the beginning of these two countries to cooperate in any field. Also explained about the diplomatic relations of Australia – People’s Republic of China from the beginning.
Chapter III: The Overview of China 2020 Strategic Plan as The National Long-term Strategy of Tourism Australia
In this chapter the author will discuss about the Tourism Australia, the position of Tourism Australia in the improvement of Australia tourism industry, explains about the China 2020 Strategic Plan, the role of Tourism Australia in the implementation of the China 2020 Strategic Plan. To elaborate the China 2020 Strategic Plan and the implementation by Tourism Australia Agency is the objective of this chapter.
Chapter IV: The Implementation of China 2020 Strategic Plan by Tourism Australia Agency to Increase Tourists from China
In this chapter the author will provide an explanation and analyzed about how the implementation of China 2020 Strategic Plan by Tourism Australia Agency to
19 increase tourists from China year 2012-2016 to be able to answer the research question.
Chapter V: Conclusion
In this chapter contains the conclusions drawn from the entire analysis described in previous chapters, which will answer the research question.
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Chapter II The Overview of Australia-People's Republic of China Bilateral Relation
II.1 Diplomatic Relations
Australia's diplomatic relations with China have been established since 1972 by the government of Gough Whitlam. Australia and China signed a joint communication agreement that formalized diplomatic relations among the 2 nations on 21 December 1972. Below this communication agreement, the 2 governments of the states agreed to:
Develop their diplomatic relations, friendship and co-operation between the two countries on the basis of the principles of mutual respect for sovereignty and territorial integrity, mutual non-aggression, non-interference in each other’s internal affairs, equality and mutual benefit, and peaceful coexistence.50
In China standpoint, China gained Australia's recognition of its critical issue that the People’s Republic of China Government is the only legal government in China and declares Taiwan to be a province of the People's Republic of China:
The Australian Government recognizes the Government of the People’s Republic of China as the sole legal Government of China, acknowledges the position of the Chinese Government that Taiwan is a province of the People’s Republic of China, and has decided to remove its official representation from Taiwan before January 25, 1973.51
50 Australian Government – The Treasury. 2012. Australia-China: Not just 40 years. https://treasury.gov.au/publication/economic-roundup-issue-4-2012/australia-china-not-just-40-years/. Data Retrieved on March 20, 2018. 51 Ibid
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Then after that year, the Australian Embassy in 'Peking' (now Beijing), was formed and opened on 12 January 1973.
From the outset, relations between Australia and China have become wider and more productive. Leaders and governments are committed to widening this relationship and enhancing this relationship to a greater extent. The relations among the two countries have gone past trade, broadening strategic communication, climate change, human rights, regional security and disarmament. This relationship is also constructed through fast-growing person-to-person relationships, with more Chinese tourists visiting Australian coasts and more than 100,000 Chinese students studying in Australia.52
Australia is closely related to China in a variety of global issues affecting its national interests, as China has now end up as a major global political and economic force and has a high influence in international affairs. On 29 October to 1 November 2009, Deputy Prime Minister Li Keqiang of the State's council of People’s Republic of China paid an official visit to Australia on the invitation of the Commonwealth of Australia. Deputy Prime Minister Li Keqiang meets with Prime Minister Kevin Rudd and Deputy Prime Minister Julia Gillard. At the meeting both parties agreed to strengthening communication and coordination at the United Nations, G20, APEC, the East Asia Summit, the Pacific Islands Forum and other multilateral institutions, the two sides have dedicated to strengthening relationships from those targeted on the economy to wider relationships. Both Australia and China also enhance communication and cooperation in responding to the financial crisis, tackling climate change, tackling infectious diseases and preventing the misuse of weapons of mass destruction and transnational crime. 53
52 The Diplomat. 2009. The Australia-China Relationship. https://thediplomat.com/2009/05/the- australia-china-relationship/. Data Retrieved on March 20, 2018. 53 Australian Government – Department of Foreign Affairs and Trade. Australia-China joint statement. http://dfat.gov.au/geo/china/pages/australia-china-joint-statement.aspx. Data Retrieved on March 20, 2018.
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II.2 Economic Relations
The economic system of China and Australia has grown swiftly over the past two decades. This economic relationship has been a contributing factor to economic growth in the Asia-Pacific region and around the world. Since the establishment of diplomatic relations between China and Australia in 1972, bilateral cooperation has evolved and come to be the foundation of effective and comprehensive development, which serves as a solid foundation for bilateral relations as a whole. This bilateral relationship has featured a highly complementary industry, a comprehensive partnership in various areas of economic exchange and bringing remarkable benefits to both sides of society.54
Based on this foundation, Australia and China agreed to start negotiations on the Free Trade Agreement on April 18, 2005.55 But on November 17, 2014, Prime Minister Tony Abbott and President Xi Jinping introduced the realization of negotiations for the China-Australia Free Trade Agreement (ChAFTA). This Agreement will enhance the growing trade and investment relationships among the nations that are interconnected and beneficial to each other. The subsequent year, the two countries began to open up tremendous trade and investment opportunities in sectors such as energy and resources, banking, tourism, education, aviation services, health and elderly care, infrastructure and agriculture, etc. along with the active entry into force of the China-Australia Free Trade Agreement (ChAFTA) in December 2015 as a crucial point in economic relations among the two countries. On the basis of that economic relations China - Australia is growing more prosperous with encouragement from ChAFTA.56
54 Embassy of The People’s Republic of China in Australia. China-Australia Business Cooperation Enters the New Era of ChAFTA-driven Prosperity 55 Australia China Council. 2015. Economics and Trade. http://dfat.gov.au/people-to- people/foundations-councils-institutes/australia-china-council/australia-china- relations/Pages/economics-and-trade.aspx#bilateral. Data Retrieved on March 20, 2018. 56 Australian Embassy China. Economic and Trade Relations. http://china.embassy.gov.au/bjng/130716ecoandtrade.html. Data Retrieved on March 20, 2018.
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The two-way investment between China and Australia is likewise growing regularly. Through the years 2016, China has grown to be the seventh largest supply of investment in Australia and the fifth largest investment destination for Australian investment. In 1972, whilst the beginning of China and Australia established diplomatic relations, the total import and export value between the two countries was only US $ 86 million. Then it accelerated drastically by the quantity of bilateral trade reached US $ 107.8 billion in 2016, increasing by the number of thousands of times.57
The Government has promoted open investments towards Australia and the Foreign Investment evaluation procedure, which maintains to attract Chinese investors. And on the contrary more and more Australian businesses enter the Chinese market with great success. However, the benefits of doing business in China are blended with significant risk. The ‘Doing Business in China’ initiative campaign was launched by the Chinese government to maintain Australian companies approximately the way to manipulate risk and offer best practice pointers for resolving disputes. Examples of the risks involved in doing business entering the Chinese market include commercial fraud, breach of contract, intellectual property infringement and theft, intimidation and threats to physical security, restrictions on movement, criminal prosecution for engaging in activities that may not represent a crime under the regulation of Australia.58
Chinese business visitors will have the support to make an investment through the advantages of improved flexibility supplied by the Australian government that is the convenience of renewal of a new three-year visitor visa, announced by the Minister of Trade and Investment Hon. Andrew Robb and Minister of Immigration and Border Protection, Hon. Scott Morrison in February 2014.59 Australia and China will begin enforcing a direct trade system between the Australian dollar and RMB (renminbi) China in April 2013, Direct Trade will assist lower the price of foreign
57 Department of Foreign Affairs and Trade. 2011. 40 Years: The Australia-China Relationship. 58 Austrade. 2013 Business Risks – Export Markets – China. 59 Australian Government – Department of Foreign Affairs and Trade. 2014. Performance of Australian Aid 2014-2015 Reports.
24 money conversion, facilitate the use of currency in bilateral trade and investment, and promote financial cooperation between the two countries.60
Bank of China (Sydney branch) is designated as the official clearing bank of RMB Australia which launched in February 2015. This plan has been announced on the time of the People Republic of China’s President visit Xi Jin Ping to Australia in November 2014. Australia will get hold of RMB 50 billion as an RMB Qualified Foreign Institutional Investor (RQFII) for an Australian financial institution to assist investment in China's market assets that informed on the visit. The People's Bank of China and the Central Bank of Australia renewed their bilateral trade policy, which will be implemented by both parties and facilitate local currency exchange between two central banks up to A $ 40 billion or RMB 200 billion. All of these policies will help support trade and investment between the two countries and keep to enhance financial cooperation between the two countries involved.61
II.3 Trade and Investments
With China as increasingly important in world trade, the trade partnership among Australia and China have reached the highest level of significance. China has turn out to be the most focused partner of merchandise trade in Australia, taking over from Japan as a top-trading partner as an export destination and from the United States as a source of imports. The exports of merchandise to China in the year 2010 were numbered A$ 58.4 billion (25 percent of total exports)62 and imports from China were numbered A$ 39.3 billion (19 percent of total imports). 63 China reach the number one position as an export destination of Australia that recorded in the year
60 Financial Times. 2013. China opens Aussie dollar direct trading. https://www.ft.com/content/45a0e76a-9ff8-11e2-968b-00144feabdc0. Data Retrieved on March 20, 2018. 61 Australian Government – Department of Foreign Affairs and Trade. 2014. China country brief bilateral relations. http://dfat.gov.au/geo/china/Pages/china-country-brief.aspx. Data Retrieved on March 20, 2018. 62 Department of Foreign Affairs and Trade (DFAT). 2011. Australia’s exports to China Reports – 2001 to 2011. 63 Australian Bureau of Statistics. 2010. International Merchandise Imports, Australia, Sep 2010.
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2009. In import process, China's share are increased and surpassed the import share of the United States and Japan in Australia to be taken over by China.64
The shares of Australian exports and imports to the top five destinations and origins from year 1994 – 2009 can be seen in the figures below:
Figure II.3.1 Shares of Australian exports to the top–five destinations, 1994–2009 (percentage of total exports)65
Figure II.3.2 Shares of Australian imports from the top-five origins,
1994–2009 (percentage of total imports)66
64 European Parliament. 2009. Australia-China Economic Relations. http://www.europarl.europa.eu/meetdocs/2009_2014/documents/danz/dv/0220_11_1/0220_11_1en.pdf . Data Retrievd on March 20, 2018. 65 Ibid 66 Ibid
26
Australia's fundamental export objects to China in 2009-10 were iron ore (A $ 25 billion), coal (A $ 5 billion), copper (A $ 1.7 billion) and wool (A $ 1.5 billion). 67 While Australia's major imports from China are apparel, computers, telecommunications gadget and toys represent the largest share of import transactions. 68 The export of Chinese goods to Australia varies depending on the season and time of need, as an instance fresh food product are becoming an important export object in the Australian summer, and its value increases within the summer. And then at the beginning of 2011 Australia brought in export goods i.e. Chinese apples to stores in Australia for the first time since year 1921.69
Primarily based on the amount of exported items, in 2009, China accounted for more than a quarter of overall exports or more than 25 percent of Australia's assets (ores, minerals, fuel, metal, and gold), accompanied by Japan (20 percent), India (10 percent) and Korea (9 percent). In contrast to year 1999, China accounts just for about 5 percent of total resource exports and Japan accounts for 23 percent, and now the number has been overtaken by China. 70
Australia alternatively has a low level of importance as a trading partner within the perspectives of the China side, although the relations between the two countries are quite close. Australia is China's number eleventh export destination, accounting for less than 2 per cent of China's exports to Australia compared from China's exports to the world and has a number 19 compared from exports to different countries. Australia ranks higher as a source of imports for China by ranks at number
67 Reserve Bank of Australia. 2011. The Iron Ore, Coal, and Gas Sectors. https://www.rba.gov.au/publications/bulletin/2011/mar/1.html. Data Retrieved on March 20, 2018. 68 Department of Foreign Affairs and Trade. 2010. Trade in Services Australia 2009-10 Reports. 69 The Sydney Morning Herald. 2011. Protests as Chinese apples arrive. https://www.smh.com.au/national/protests-as-chinese-apples-arrive-20110117-19sq1.html. Data Retrieved on March 20, 2018. 70 Department of Foreign Affairs and Trade. 2010. China Fact Sheet 2010.
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7, with imports number being accounted for 4 percent as compared from imports to other countries.71
The connection of export and import services with China is also growing. Exports of services from Australia to China have amounted to A $ 5.8 billion, or 11 percent of total exports of services to the rest of the world. This makes China now the number one services export destination for Australia. As for the import amount of services from China in 2009-10 amounted to A $ 1.6 billion, or 3 percent of total imports of services to the world. Services that are the main export item are educational-related trips such as expenditures by overseas students in Australia and personal travel or other tourism expenses. While services that are the main imports are the expenditures of Australians traveling to China, Australian transport expenditures while in China and from freight charges to China. China is a significant source of imported services with number 8 for Australia compared to other countries.72
The value of foreign investment flows from China has expanded in current years. In 2009, China's investment share in Australia was A $ 16.6 billion and FDI shares were A $ 9.2 billion. China was ranked fifth inside the overall value of incoming investment flows, after the United States, England, Netherlands and Japan.73 The inflows of China direct investment in Australia extended to nearly A $ 5 billion in 2009. While Australian investment in China extended slowly: in 2009, the stock of all Australian investment flows in China was A $ 6.3 billion with an FDI share worth A $ 2.4 billion.74
71 Department of Foreign Affairs and Trade (DFAT). 2011. Australia’s trade performance 1990-91 to 2010-11. https://dfat.gov.au/about-us/publications/Documents/australias-trade-performance-1990-91- 2010-11.pdf. Data Retrieved on March 20, 2018. 72 Department of Foreign Affairs and Trade. 2010. Trade in Services Australia Reports 2009-10. 73 Australian Government – Foreign Investment Review Board. 2009. Foreign Investment Review Board Annual Report. http://www.firb.gov.au/content/publications.asp?NavID=5. Data Retrieved on March 20, 2018. 74 Australian Bureau of Statistics (ABS). 2009. International Investment Position, Australia: Supplementary statistics, Cat. no. 5352.0. http://www.abs.gov.au/AUSSTATS/[email protected]/DetailsPage/5352.02015?OpenDocument. Data Retrieved on March 20, 2018.
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While the value of China investment flows in Australia from year 2005-2009 can be seen in the table below:
Tables II.3.3 Foreign investment flows from China to Australia year 2005-2009 (A$ million)75
II.4 Cultural Relations
Australia - China relationships from cultural and person-to-person factors are also very important to strengthen bilateral relations between the two countries. Tourism and education are an important part of this, and the contributions made by Chinese migrants from both students and personal travel to Australia's life and culture over the years are also very important and should not be underestimated.
The history of the first Chinese merchant to reach the northern coast of Australia occurred and was reported in the early 1750s, whilst a massive quantity of Chinese miners came visits to Australia in the 1850s to Victoria and within the 1860s to New South Wales and this signaled the occurrence of first major scaled migration from China to Australia that occurred in the 19th century. And then next year in 1861, about 40,000 Chinese live in Australia, representing 3.3 percent of the entire Australian population.76
The first recorded Australian to visit China was Wiliam Mayers, from Tasmania who visited China to study in 1859 and during his visit he negotiated to deliver the first railway and steam engine to China, this visit has become a vital history for China and Australia since the 19th century. In addition to Wiliam Mayers, Australian journalist George Ernest Morrison also visited China to become a
75 Ibid 76 Australian Government - The Treasury. 2012. Publication Economic Roundup Issue 4, 2012 – Cultural relations and people-to-people links.
29 correspondent for The Times magazine in China and later became the Chinese government advisor in 1897-1912, and from then on other Australians began living and working in China as journalists, missionaries, businessmen, and others within the year ranks from 1920 to 1949.77
In 2011 the Australian government held a population census and the census declared the importance of the Chinese community in Australia, and the census reported 865,000 Australians, or approximately 4 percentage of the total of Australians identified as having Chinese ancestry, and Mandarin is the second language most commonly used in Australia after English.78
Through direct interaction between citizens of each countries through the outcome of the process of migration, tourism, business relations and education, and through official government efforts, cultural relations between the two countries of Australia and China are well achieved. 79Based on how important the community of Chinese citizens to the development of Australian culture, then the Australian and Chinese governments hold festivals Year of Australian Culture in China and Year of Chinese Culture in Australia, respectively in 2010-11 and 2011-12 to promote awareness of cultural interests of both countries and mutual understanding and tolerance to each country's culture. During the two years, the two countries featured cultural events from traditional to modern, from music events to sports festivals, for example in 2010 an exhibition match of AFL (Australian Football League) played in Shanghai between Demons Melbourne and Brisbane Lions, with a Chinese-speaking commentator and for Australian audiences living in China they are provided by 7,000 more seats to watch the game. The Year of Chinese Culture Festival can be seen in the pictures below:80
77 Ibid 78 Australian Bureau of Statistics. 2011. 2011 Census Overview. 79 Australian Government – The Treasury. 2012. Australia-China: Not just 40 years. 80 Australian Government – Department of Foreign Affairs and Trade. Society, Culture and Arts. http://dfat.gov.au/people-to-people/foundations-councils-institutes/australia-china-council/australia- china-relations/Pages/society-culture-and-arts.aspx. Data Retrieved on March 20, 2018.
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Figure III.4 Year of Chinese Culture Festival in Sydney, Australia 81
II.5 Involvement in Education
In the field of education, China has end up as the most important source of foreign students to Australia. Through 2016, approximately 157,000 Chinese students study in Australia, with an increase in the number of Chinese students by 15 percent of the number preceding the previous year. Based on that information can be concluded Australia has emerged as a popular destination for Chinese students who want to study abroad.82
The governments of each Australia and China have established the Australia- China Council (ACC) in 1978 to promote and encourage relations between Australian and Chinese citizens.83 The Council was set up on the basis of Australia-China's involvement in education, science, business and culture to provide significant economic, social and cultural benefits and enhance the value of bilateral relations between the two countries.
81 Ibid 82 Australian Government – Department of Foreign Affairs and Trade. 2016. China Country Brief. http://dfat.gov.au/geo/china/Pages/china-country-brief.aspx. Data Retrieved on March 20, 2018. 83 Australian Government – Department of Foreign Affairs and Trade. Foundations, Councils, and Institutes - Australia China Council.
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The Australia-China Council was established and has a role to support the Australian Study in China with funding aid to build more than 30 Australian Study Centers throughout China. This center of study is one of the media for diplomacy and cooperation engagement in education sector for Australia and China that will be increasingly important for Australia-China relations. The Australia-China Council also has a duty to make partnerships among government, company and college sectors to enhance Australian studies and training in China.84
II.6 The Chinese Tourist Characteristic
II.6.1 Chinese Cultural Characteristic The cultural aspect is one of the most important things that need to be learned in order to know the characteristic of the visitor in term of tourism sector. The Chinese tourists have their own cultural characteristics when they travelling around the world, where this cultural aspect is very important to be learned and adapted by the destination tourism site.85
According to the report from Tourism Research Australia, there are three important aspects of Chinese tourists’ cultural characteristics that need to be concern. Chinese visitors desire genuine respect, hospitality and a good understanding of Chinese culture from service providers. They appreciate a high level of enthusiasm, a positive attitude in service delivery, and will appreciate Mandarin-speaking staff.86
In Chinese culture, superstitions are important and include things like fengshui, lucky and unlucky numbers, and colors. Also, some colors and numbers have certain meanings to Chinese people, so it is important to be aware of these in situations like gift wrapping, decorations etc. For example, white and black are related to death, although black also symbolizes power.
84 Department of Industry, Innovation and Science (AU). Australian China Council Overview. https://www.business.gov.au/assistance/australia-china-council. Data Retrieved on March 20, 2018. 85 Tourism Research Australia. 2013. Marketing Matters – China. Canberra: Minister for Resources, Energy and Tourism Parliament House, P.17 86 Ibid
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Red represents happiness and good luck. Gold is another auspicious color as it represents wealth. 8 is a ‘lucky’ number and 4 is an ‘unlucky’ number.87
By analyzing these cultural aspects, we can see that the Chinese tourists needs special attention for Australia tourism. The preparation for readiness is the key performance to welcome China tourists, because they have differences with the other traveler from other countries or region with also difference culture.
II.6.2 The Aviation and Destination Preferences of Chinese Tourists The aviation sector is also one the important aspect analysis in observing the characteristic of Chinese tourists, where by analyzing the airlines, we also can see the common preferences of Indian traveler. Following by the increasing number of Chinese tourists, the aviation sectors also get the huge benefit by the increasing passenger on their flight.88 According to the data from Tourism Australia in its market research China in 2016, placed the China Southern Airlines as the most preferable airlines for Indian traveler, that can be illustrated as the following picture:
Figures II.6.1 The Airlines Preferences of China Tourists (2012-2016)89
87 Ibid, P.18 88 Tourism Australia. 2016 China Market Profile. Canberra: Minister for Resources, Energy and Tourism. Parliament House, P.1 89 Ibid
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According to the data, we can see that most of China tourists are using China Southern Airlines as their flight to Australia. More flight capacity to Sydney which is given by China Southern Airlines make more Chinese tourists choose China Southern Airlines to fly a visit to Australia. Therefore, the Chinese use the China Southern Airlines to get travel to Sydney as the Chinese favorite place to have travel spending.
Besides the aviation, there are also some preference places for Chinese tourists during their visit in Australia. According to the market research from Tourism Australia in 2016, placed Sydney, Melbourne, and Gold Coast as the most visited destination by Chinese tourists, compared with other places such as Tropical North Queensland, Brisbane, Perth, and Adelaide, which can be pictured as the following data:
Figure II.6.2 Top 10 Regions visited by Chinese Leisure Visitor90
Based on the figure, we can see that Sydney and Melbourne are the most preferable destination for Chinese tourists; this can be analyzed into several factors, such as the easier access because the number of flight capacity is more than other cities, the spreading of Chinese, and also the plurality of the people. In term of easier access, the direct flights from India to Australia are only to 5 cities, which are to
90 Tourism Australia. 2016. China Market Profile. Canberra: Minister for Resources, Energy and Tourism. Parliament House, P.3
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Sydney, Melbourne, Perth, Adelaide, Brisbane, Cairns that can be pictured as the following data:
Figure II.6.3 The Aviation Routes from China to Australia91
As we can see from the figure, the more flight capacity to Sydney and Melbourne is the key for these cities to be visit by the Chinese tourists, besides that, we also can relate with the previous discussion on how the Chinese tourists prefers to use China Southern Airlines, because most of direct flight from China to Australia are given by China Southern Airlines.92 The easier access to Sydney and Melbourne also indicates on the most visitors from city in China to Australia, where the visitor from Shanghai, Beijing, and Guangdong placed as the big three visitors to Australia that can be seen from the following picture:
91 Ibid, P.1 92 China Southern Airlines. 2016. China Southern Launched Non-stop flight from Guangzhou to Sydney. http://www.csair.com/au/en/about/news/news/2016/1b3reai4gbuk5.shtml. Data Retrieved on 16 May, 2018.
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Figure II.6.4 The Main States and Cities Residences in Australia most visited Australia93
By analyzing the character of Chinese tourists based on the flight preferences and place destination, we can see that most of Chinese tourists are prefer on easier access and also the direct flight to Australia without transit. Therefore, by seeing this analysis, we can find that this information is very important, especially for Australia tourism sector, reminding the huge potential of China market and the main target in China 2020 Strategic Plan, it is important to be prepared for maintaining the increasing trend of Chinese visitor.
II.6.3 The Perception of Chinese Tourists to Australia Tourism The suitability in traveling is the main goal for every traveler, by enjoying the nature and environment without feeling threaten or doing shopping with the people friendliness and reachable price are part of suitability of Chinese tourists. For Chinese tourists, there are five top keys factors of their suitability in choosing destination place according to market research of Tourism Australia, which consists of: safe and secure destination, world class beauty and natural environment; Good food, wine,
93 Tourism Australia. 2016. China Market Profile. Canberra: Minister for Resources, Energy and Tourism. Parliament House, P.3
36 local cuisine and produce; cultural heritage or activities place; family and friendly destination, that can be explain by the following figure:
Figure II.6.5. The Chinese Tourists Preferences of Destination94
However, the Chinese preference is not limited into just 5 big considerations as the figure mentioned. There are many factors that play major role in contributing for Chinese tourists.95 The previous figure explains the Chinese tourist’s perception
94 Tourism Research Australia. 2013. Marketing Matters – China. Canberra: Minister for Resources, Energy and Tourism Parliament House, P.24 95 Tourism Australia. Learn more about Australia’s acclaimed wine regions, from Western Australia’s Margaret River to the Barossa Valley near Adelaide. http://www.australia.com/en/articles/australianwineries.html. Data Retrieved on May 16, 2018.
37 for Australia tourism sectors, where their preferences in choosing the place destination are representing the general perspective of one specific destination place, which in this case is Australia. The first is world class beauty and natural environment, where Australia has been blessed with the huge of natural environment that make this country become the most preferable place for traveling. The second is secure and safe destination, the Australia has been known as the secure and safe place destination because of this country has no intention for any conflicts at the internal or external relations. And the most important point is friendly destination, by the closest social relations with the Australian has bridging the better communication between Chinese tourists with the people in Australia, where this is condition will support the increasing of interest from Chinese tourists to visit Australia.96
II.7 Potential Growth from China Tourist for Australia
It can be seen that China is a country with a high economic level, according to data from the World Bank in 2011, China ranked third in the country with the highest GDP (Gross Domestic Product) in the world.97 China is only under the position of the United States, and the European Union. Furthermore, China has an economy that continues to grow significantly each year. Can be seen from World Bank data, GDP of China keep (increasing every year. In 2010 GDP of china recorded 6,101 trillion US $, in 2011 amounted to 7,574 trillion US $, in 2012 amounted to 8,561 trillion US $, 2013 amounted 9,607 trillion US $, year 2014 amounted 10,482 trillion US $, keep increasing and by 2015 recorded a total of 11,065 trillion US $. The GDP data can be drawn in the figure below:
96 Tourism Research Australia. 2013. Marketing Matters – China. Canberra: Minister for Resources, Energy and Tourism Parliament House, P.25 97 The World Bank. World Development Indicators. https://data.worldbank.org/indicator/NY.GDP.MKTP.CD?year_high_desc=true. Data Retrieved on March 20, 2018.
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GDP of China (Trillion US$) 12
10
8
6
4
2
0 2010 (6.101) 2011 (7.574) 2012 (8.561) 2013 (9.607) 2014 (10.482) 2015 (11.065)
GDP China
Figure II.6 Annual GDP Growth of China year 2010 - 201598
In addition, according to data from United Nations, China occupies the first position in the country with the highest population in the world. Which was recorded in 2015 China has a population of 1.397 billion people.99 Furthermore in 2010, there were 70 million Chinese people traveling abroad and making a total expenditure of 69 billion US dollars, with an average spending per person of 3,000 US $ according to research data conducted by The Government of Western Australia.100 And in 2010, China ranked 4th as a visitor source for Australia with 454,000 visitors and contributed 3.26 billion US dollars to the Australian economy.101
Based on the data, information and supported by China as the country with the highest population in the world, high economic level, experiencing significant
98 The World Bank. World Bank national accounts data, and OECD National Accounts data files. https://data.worldbank.org/indicator/NY.GDP.MKTP.CD?end=2016&locations=CN&start=2010. Data Retrieved on March 20, 2018. 99 United Nations. World Population Prospects. https://esa.un.org/unpd/wpp/DVD/Files/1_Indicators%20(Standard)/EXCEL_FILES/1_Population/WP P2017_POP_F01_1_TOTAL_POPULATION_BOTH_SEXES.xlsx. Data Retrieved on March 2018. 100 The Government of Western Australia. 2011. Our Direction in China Summary Document. https://www.tourism.wa.gov.au/Industry-support/Documents/TWA_China_Strategy_Summary.pdf. 101 Tourism Australia. 2011. Summary of Tourism Australia’s China 2020 Strategic Plan. http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/6/2002110.pdf. Data Retrieved on March 20, 2018.
39 economic growth every year. It can be seen that Australia can benefit greatly from Chinese visitors who visit Australia. In addition to the close diplomatic relations between Australia and China, Australian tourism and the Australian government can bring huge profits from bringing in and increasing the number of Chinese visitors to Australia. Hon Martin Ferguson AM MP as a Tourism Minister also said and written in the summary document of China's 2020 strategic plan issued by Australia that by increasing the Chinese people to Australia and increasing cooperation with China in all fields will strengthen Australia and China relations in a positive way and will opening up the potential for greater cooperation in the future.102
102 Ibid
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Chapter III The Overview of China 2020 Strategic Plan as the National Long-term Strategy of Tourism Australia
Tourism cannot be separated from the development of Australia economy because the tourism industry has a great effect on the economic growth of Australia. Another factor that makes the tourism industry an important industry for Australia is because the tourism industry opens employment and employs at least 1 in 12 Australians to work in the hospitality, accommodation and transport sectors. Australia as a vacation spot has a great deal to provide, drawing traffic from afar as well as inside Australia territory itself.103
Due to its large contribution and the importance of the tourism sector for Australia. The Australian government keep on striving to offer their tourism influences through attractions, conduct tourism interaction towards international community and domestically within its own country to gain interest from the key tourism markets and their targeted countries, such as China and India.
To ensure the competitiveness of Australian tourism internationally and make certain the fulfillment of the Australian tourism industry, the supply and demand side of the Australian tourism industry must be balanced with equal capacity values. To create new demand will depend on the productive capacity of the Australian tourism industry to achieve it. The supply side should be run with high attention to ensure the future success of Australian tourism.104
The former Minister of Australia for Tourism, Martin Ferguson AM MP (period 2007-2013) convinced that tourism in Australia will develop certainly in an effort to enhance the economic system and provide jobs for Australians. Through
103 Eco Tourism Australia. 2011. Tourism 2020. https://www.ecotourism.org.au/assets/Resources-Hub- Destination-Management-Plans/TA-Tourism-2020.pdf. Data Retrieved on January 10, 2018. 104 Australian National Audit Office. 2016. Strengthening Australia’s Tourism Industry.
41 traveling to Australia, the visitors will get an amazing and unforgettable experiences. Australian government will continue to innovate, extend their strategies and continually strive to increase visitors, especially from their target markets such as China, Singapore, and India.105
III.1 Tourism Australia Agency
Tourism Australia is an Australian government agency liable for promoting Australia as a leisure and commercial business destination, which includes for business activities. Tourism Australia formed by the release of Tourism Australia Bill 2004106, then after being authorized by the legislature Tourism Australia is established based on the Tourism Australia Act No.74 of 2004. The agency is active around several major markets and activities, consisting of advertising, public relations, media applications, exchange fairs and enterprise applications, consumer promotions, online communications and client research.
Tourism Australia is set up with several purposes consisting of: to persuade people at large to travel to Australia which include for events, to persuade audience touring to Australia to additionally take a journey to the whole Australia, to persuade Australians people to tour to the whole Australia, and to assist the development of the tourism industry continue to be sustainable in Australia.107 As a government body corporate Tourism Australia also has several functions such as to elevate recognition of Australia as a traveling destination to the potential international visitors, to provide knowledge about Australia to the worldwide and domestic visitors, to develop the desire of global and domestic site visitors to journey all through Australia, conduct studies and analysis on international and domestic journey, and to raise cognizance all
105 Australian Government Department of Resources, Energy and Tourism. 2009. National Long-Term Tourism Strategy. 106 Parliament of Australia. 2004. Tourism Australia Bills Digest No. 138. 2003-04 of 2004. 107 Tourism Australia. N.D. WHO’S WHO IN THE TOURISM INDUSTRY. http://www.tourism.australia.com/en/news-and-industry-tools/resources-for-industry/whos-who-in- tourism-industry.html. Data Retrieved on May 15, 2018.
42 through Australia approximately about tourism's sector contribution to Australia's economy, society and environment.108
To achieve its objectives, Tourism Australia work in cooperation with the tourism industry partners, and associates with Australian authorities and agencies, and foreign governments. In addition to the cooperation with Australian government, agencies, and industry partners Tourism Australia also provided by assets and key tools to promote Australia wonderful tourism impressions throughout the world. The Australian government and agencies are expecting for more people to visit Australia to get the full contribution of the tourism industry to the Australia's economy, people, and the environment. Tourism Australia with the government additionally have applied National Tourism Long-term Strategy to enhance the competitive strength of Australia's tourism industry and to acquire Tourism 2020 targets.109
Tourism Australia is ruled through a Board of Directors which reporting to the Australian Tourism Minister. The Board’s major function is to define Tourism Australia's regulations and ensure that the agencies performs properly and efficiently. Here below is the Tourism Australia Organizational Chart:
108 Australian Government – Federal Register of Legislation. Tourism Australia Act. No. 74 of 2004. 109 Tourism Australia. Tourism 2020. http://www.tourism.australia.com/en/about/our-organisation/our- performance-and-reporting/tourism-2020.html.html. Data Retrieved on January 17, 2018.
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110
Figure II.1 Tourism Australia Organizational Chart
III.2 National Long-Term Tourism Strategy of Tourism Australia
Along with the increasing awareness of the importance of tourism industry for the country, and the many advantages that the tourism industry provides to the country. Australia is considered as a completely attractive tourist destination for international tourists. Both their natural wealth and the beauty of their tradition are very interesting to expose. Especially their indigenous cultures are a crucial part of their attraction. However, given the competitive environment in which Australia
110 Tourism Australia. 2013. Our Management. http://www.tourism.australia.com/en/about/our- organisation/our-management.html. Data Retrieved on January 17, 2018.
44 operates, Australia ought to continuously strive to turn that interest into a visit.111 In 2009, the tourism industry has directly employed 580,200 Australians and contributed to some 4.9 percent of overall employment in Australia.112 Primarily based on that facts, Tourism has emerged as one of the most crucial industries for Australia.
Motivated by the great role of the tourism industry that contribute greatly to the Australian economy. The government believes the implementation of a hit National Long-term Tourism Strategy (NLTS) is crucial to keep sustainable growth for the tourism industry. Federal minister for Tourism of Australia Hon Martin AM MP issued The National Long-Term Tourism Strategy on 15 December 2009.113 The NLTS is supported via country and territory tourism ministers, with active industry involvement. This strategy is launched and divided into 9 sections, which are:114
1. Positioning for long-term growth
The National Long-Term Strategy Management Committee identifies in its very last report (Jackson Report) that Australian shares of international tourism continue to decrease for over a decade. The report additionally recorded a reduction of 14 percent of Australian shares from international tourism spending between 1995 and 2008. But, at the stage of 2008-2009 worldwide financial crisis, Australia’s tourism outbound markets grew by 6 percent, unlike the worldwide trends.115
111 Austrade - The Australian Trade and Investment Commission. 2009. National Long-term Tourism Strategy. 112 Reserve Bank of Australia. 2016. Australian Tourism Industry. https://www.rba.gov.au/publications/bulletin/2011/dec/pdf/bu-1211-3.pdf. Data Retrieved on March 25, 2018. 113 Australian Government. 2009. The National Long-term Tourism Strategy Final Presentation. http://cf.cdn.unwto.org/sites/all/files/pdf/nltts_presentation_-_final_-_unwto_australia.pdf. Data Retrieved on February 2, 2018. 114 Australian Government – Department of Resources, Energy and Tourism. 2009. National Long- term Tourism Strategy. Commonwealth of Australia 115 Commonwealth of Australia. 2009. The Jackson Report On behalf of the Steering Committee. http://www.ret.gov.au/tourism/Pages/Tourism.aspx. Data Retrieved on March 25, 2018.
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To provide a solution to the decline in the shares of international tourism spending, Tourism Australia makes marketing a key sector priority for tourism to be resilience in quite competitive areas. Tourism Australia is running with industry companions to preserve and enhance Australia's presence within the international market whilst additionally enhancing its strategic function of domestic marketing. Tourism Australia and other regional tourism organizations will spend nearly half of one thousand million dollars to promote Australia throughout the world via a mixture of brand, consumers and tactical marketing tasks.116
Tourism Australia will conduct a campaign that consists of engagement with state, territory and private area tourism organizations to enhance visits and spending from visitors to better secure the position of Australia in this sector117. Australia marketing efforts will attempt to growth tourism trade from market that maintains to develop into the future. The market will be the focal point of campaigns targeted by domestic and international marketing, especially to the vital Australian markets, which include China, New Zealand, Britain, the United States and India.118
2. Leadership
The Department of Resources, Energy and Tourism of the Commonwealth (RET) provides tourism policy to the federal authorities. On the inter jurisdictional stage, the Tourism Ministers' Council (TMC) formed with purpose to serves as the most advantageous discussion board for
116 Austrade. 2009. National Long-Term Tourism Strategy. https://www.austrade.gov.au/.../5499/DRET%20Tourism%20Strategy.pdf.aspx. Data Retrieved on March 25, 2018. 117 Australian Government – Department of Resources, Energy, and Tourism. 2010. Annual Report 2009-10. 118 Department of Foreign Affairs and Trade (DFAT). Australia in Brief. https://dfat.gov.au/about- us/publications/Documents/australia-in-brief.pdf. Data Retrieved on March 25, 2018.
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discussing tourism policy issues of general interest to Commonwealth, states and territories. Australian Standing Committee on Tourism helps TMC. 119
The TMC leadership version presents a strong leadership and governance structure for tourism. This structure connects stakeholders inside the industry and provides a balanced consciousness on building industrial productive ability, advertising and marketing objectives. it's also consistent with Commonwealth, states and territory governments, and industry on its top priorities. TMC will have an active role in various issues and tourism ministers should involve TMC to deal with issues inclusive of the approval process of planning and regulation, infrastructure development, employment and skills development, environmental control and Indigenous Peoples' involvement in the tourism industry.120
Jackson's report identifies the tourism industry needs a ministerial task force to periodically review tourism problems and possibilities. To be nicely executed this will be addressed with the aid of enhancing the function of The National Tourism and Aviation Advisory Committee (NTAAC) meeting before the TMC meeting. 121The NTAAC assembly will be jointly lead by the Ministers of Transport, Ministers of Tourism and Infrastructure, Ministers of Regional Development and Local Government. The NTAAC's role will be extended to encompass wider tourism stakeholders who will engage with Tourism Australia in accordance with its own rights. NTAAC will meet at least two times every year and address the tourism problems referred in the TMC or different ministerial councils, including the Transport Council of Australia. The assembly of NTAAC will be held in advance than the TMC
119 Australian Public Service Commission. 2013. Capability Review Report – The Department of Resources, Energy and Tourism. 120 Australia Trade and Investment Commission. 2011. Minister’s Meeting. https://www.austrade.gov.au/Australian/Tourism/News-Research-and-Publications/tourism-ministers. Data Retrieved on March 25, 2018. 121 Parliament of Australia. 2009. Industry, Tourism and Resources Portfolio. https://www.aph.gov.au/~/media/Estimates/Live/...ctte/.../nattourismcomm_tor.ashx. Data Retrieved on March 25, 2018.
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assembly to make certain the tourism enterprise is ready to provide advice in the Tourism Ministers Councils meeting.122
3. Informing Industry and Government
Australia's tourism policy, industry development and marketing also require the support of strong research. Consumer studies and research is critical to expertise marketplace growth, marketplace trends, the performances of labor and industry, to expect the unfavorable consequences, and shifting consumer preferences. A consumer studies and improvement advisory board should be set up to supervise the implementation of the tourism research activities. Australian Tourism Research has again been diverted into the RET. 123Tourism Australia will stay as the central organization with a set function for advertising and promotion. However, its role would be multiplied to cover aspects of industrial growth, which includes enhancing higher online distribution for tourism vendors and constructing the capability of Australian Indigenous Tourism.
The structure of the advisory board will include government independent statistical agency, the Australian Bureau of Statistics. The Australian Tourism Research focus will be extended over time and will contribute to produce complete industry reports, quantitative and qualitative evaluation of industry overall performance, demanding situations and trends to measure the implementation of the Strategy.124 Australian Tourism Research also has a role to conduct research on issues affecting tourism, which consist of investment, productivity, labor, taxation and the
122 Ibid 123 Tourism Research Australia. 2016. About Tourism Research Australia. https://www.tra.gov.au/About-Us/About-Us/about-tourism-research-australia. Data Retrieved on March 25, 2018. 124 Tourism Research Australia. National Approach to Tourism Research (NATR). https://www.tra.gov.au/About-Us/About-Us/national-approach-to-tourism-research. Data Retrieved on March 25, 2018.
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improvement of industrial communication programs to confirm research is communicated and distributed across industries.125
4. Facilitating investment and regulatory reform To assure that Australia complement its international tourism value and stays competitive requires quality tourism business products and services from tourism operators that are constantly innovating, constantly improving and constantly upgrading. The Commonwealth Government has an essential role in helping to enhance product quality and innovation. The Access Economics report commissioned by RET states that the tourism industry has significant character and flow via additional activities to other parts of the economic system and other business groups.126 To elevate people’s consciousness of Australia as an exchange and trading destination, corporate travel, meeting and conferences, instruction and venture, a good tourism profile is important to construct. Tourism Australia will cooperate with Commonwealth government organizations, which incorporates Austrade, with state governments, local governments and shareholders to increase Australian brand promotion. Constructing Australian brands in the worldwide arena will raise Australia's recognition not just as a tourist destination for vacation, however also a destination which is comfortable to stay in, good workplace, good place to study and make investments. Consisting of full attention to appealing investments in tourism framework to enhance economic improvement and improving the quality of Australian tourism products to be high-quality.127 5. Labor and Skills
Tourism is a labor-intensive industry. This industry is developing at a quicker rate than most other labor sectors. The ability to profit from industry
125 Department of Resources, Energy, and Tourism (RET). 2009. National Long-Term Tourism Strategy Publication. 126 Department of Resources, Energy, and Tourism (RET). 2009. Annual Report 2008-09. 127 Austrade. 2012. 2012 Report Card Annex Progress Report.
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is critical to making sure that tourism has access to the necessary labor and skills resources by enhancing its competitiveness and attractiveness to work in the industry. The application of greater effective employment mechanisms and employment skills by the tourism industry will improve staff quality, storage quality and varied career options. 128
The government and industry will focus on the skills of tourism and hospitality to achieve more integrated approach to skills development. Attention is also given to the training needs of the industry, facilitating industry skills and training in order to develop properly. This strategy will focus not only on attracting people to the tourism industry, however also on growing opportunities for people to construct sustainable careers in tourism through training and skills development.129
The Commonwealth government has supported some of initiatives trial to improve the recruitment, retention and development of tourism and hospitality skills. However, this initiative needs to be formalized as a project by the industry nationally. The strategy also includes ways to increase the participation of indigenous peoples in tourism, in particular through employment, will assist close the disparities and disadvantages of Indigenous peoples, helping to triumph over labor shortages in the tourism sector, particularly in rural and regional Australia.130
6. Responding to challenges
Tourism will continue to face external threats and challenges. Climate change is an example of material threat to the Australian tourism industry. Tourism Australia point that consumers in Australia's major tourism markets
128 Australian Government. 2011. Tackling labour and skills issues in the tourism and hospitality industry. https://www.austrade.gov.au/ArticleDocuments/5499/Tourism-2020-Guide-TEP.pdf.aspx. Data Retrieved on March 25, 2018. 129 Ibid 130Abasca, T. Espinosa. 2014. Australian Indigenous Tourism: Why the low participation rate from domestic tourists?. College of Business, Victoria University. Victoria.
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are becoming more aware and dependent on climate change and environmental sustainability when making purchasing choices. By raising recognition of environmental protection and sustainability, assuring proper management of natural assets, Australia has an opportunity to counter consumer perceptions and negative purchasing behavior from climate change, and to gain significant economic, social and cultural benefits from sustainable tourism.131
Australia's natural environment is an essential part of Australia's allure as a tourist destination. While the tourism industry needs to perceive the consequences of environmental change and how to react and adjust to it. The tourism industry should additionally have the ability to expose to the market that the industry provides clean green products and an environmentally friendly experience. Numerous Australian tourism operators have grown clean green tourism items. However, the industry should preserve to recognition on developing and continuously innovating and upgrading with a purpose to advance Australia's status as an environmentally friendly destination.132 By collaborating with the authorities’ government, the Australian tourism industry ought to be prepared to overcome the environmental difficulties with a strategy that worked, which responds to deal with climate change as a prime challenge to the industry today.
7. Excellence in product and service delivery The provision of products, high-quality and innovative travel experiences, added with the application of excellent customer service must be applied in the tourism sector as consumers become increasingly aware of travel information and demand a high value for their purchasing decisions. And it is also an important component of Australia's tourism performance and
131 Ruhanen, Lisa, Shakeela, Aishath. 2013. Responding to Climate Change: Australian Tourism Industry Perspectives on Current Challenges and Future Directions. Griffith University. South East Queensland. 132 Tourism Australia. 2012. Tourism Australia 2011-2012 Annual Report.
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will improve the competitiveness towards international competitors. A National Tourism Accreditation Framework has been developed productively by Commonwealth Governments that work with industry, state and territory governments.133 The framework also created an industry-based Tourism Quality Council that supported by Tourism Australia and RET. By reporting to the TMC, the Tourism Quality Council has a role to identify opportunities to promote and identify quality tourism businesses.134 8. Strengthen the competitiveness of Australian tourism with the improvement of industry and products The future of tourism will depend upon industry certainty to provide exciting and innovative experiences to customers. The value of natural property, tradition and cultural heritage has a tendency to become increasingly more vital as consumers actively are seeking out unique and authentic tourist experiences. The Australian tourism industry gives a wide range of tourist and travel options, which showcases the diversity of Australian cultural assets and heritage. To ensure industrial development is based on acquiring the finest economic value at the lowest environmental fee. In 2008, 23 million people visited the cultural and heritage sites of Australia, comprising 70 percent of all worldwide visitors and 27 percent of domestic visitors. Cultural and heritage sites tourism have become an essential growing market, including 37 percent of the world travel and 15 percent per year. 135Australia's Indigenous Tourism requires further development. Development of sustainable Indigenous tourism is an essential example of the benefits that may be gained from tourism in helping to achieve economic and social effects. This strategy will investigate the capacity of
133 Austrade. 2014. National Tourism Accreditation Framework - Tourism Quality Council of Australia - Governance Handbook. https://www.austrade.gov.au/ArticleDocuments/5499/NTAF- TQCAGovernanceHandbook.pdf.aspx. Data Retrieved on March 25, 2018. 134 South Australian Tourism Industry Council (SATIC). 2011. NATIONAL TOURISM ACCREDIATION FRAMEWORK (NTAF) FACTSHEET. http://satic.com.au/images/uploads/documents/NTAF-FACTSHEET.pdf. Data Retrieved on March 25, 2018. 135 Australia Bureau of Statistics. 2008. Arts and Culture in Australia: A Statistical Overview.
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current indigenous people’s development programs and enhance their capacity to develop native tourism products. This will include annual reviews of existing Indigenous travel products and services.136 9. Measuring our performance This strategy is the foundation for the Australian tourism industry to compete in the future. Occasionally, the TMC will examine the development and take measurements on key industries, enacting new strategic priorities on occasion to encourage the implementation of the countrywide tourism agenda. Tourism Australia and Department of Resources, Energy and Tourism of Australian Government is setting up a studies and improvement Advisory Board, which makes a specialty of research studies to inform enterprise policy, advertising and improvement. Tourism Australia and Department of Resources, Energy and Tourism of Australian Government in cooperation with shareholders will placed up a complete industry document to be submitted to the Council of Ministers of Tourism and allotted broadly at some stage in the enterprise.137
III.3 Tourism 2020 Strategy
The national Tourism 2020 Strategy was released in December 2011 to update and complement the National Long-Term Tourism Strategy which previously issued in December 2009. Tourism 2020 Strategy is a full-fledged collaboration among industry, Australian government and state and territory governments to deal with problems that hinder industry growth. To overcome these obstacles this cooperation will improve the productive capability of the industry. Focuses on creating a policy framework to aid the industry growth and provide the tool for industry to compete
136 Department of Resources, Energy and Tourism. 2012. Programs and Resources to aid Indigenous Tourism Development. https://www.ecotourism.org.au/assets/Resources-Hub- Indigenous-Tourism/Programs-and-Resources-to-aid-Indigenous-Tourism-Development-2012.pdf. Data Retrieved on March 25, 2018. 137United Nations World Tourism Organization (UNWTO). 2009. The National Long-Term Tourism Strategy Presentation. http://cf.cdn.unwto.org/sites/all/files/pdf/nltts_presentation_-_final_- _unwto_australia.pdf. Data Retrieved on March 25, 2018.
53 successfully within the global economy and capitalize on the opportunities that Asia offers. 138
139
Figure III.3 Implementation of Tourism 2020
The Tourism 2020 Strategy has a function to assist Australia attain its tourism potential by placing its aim of increasing visitor spending annually to twice the numbers from the preceding $ 70 billion in 2009 to $ 140 billion by 2020.140 Tourism 2020 Strategy are launched with have six strategic priorities. Those strategic priorities will be constructed by industries and governments to enhance tourism brands, turn demand into excursions, develop tourism products, and contribute to a more globally competitive tourism industry. The six strategic priorities are:141
138 Tourism Australia. 2011. Whole of government working with industry to achieve Australia’s tourism potential. http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/3/2002107.pdf. Data Retrieved on February 20, 2018. 139 Ibid 140 Australian Capital Territory Legislative Assembly. 2011. 2020 Tourism Strategy - Growing the visitor economy 2014-20. https://tourism.act.gov.au/wp- content/uploads/2017/05/2020_strategy_disscussion_paper_march_2015.pdf. Data Retrieved on February 20, 2018. 141 Australian Government – Department of Resources, Energy and Tourism. 2011. Tourism 2020 Overview. Pg. 2
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1. Growing demand from Asia Australia is an advanced western style and English-speaking country with a strong objective appeal. Therefore, Australia has a great opportunity to increase boost demand from Asia. During the length of 2010-2020, Asia is expected to make a contribution of international visit for more than half of the total number of international visits to Australia and with 42 percent of those visits anticipated to come from China. 142 In this area the industry and government will deepen customer understanding, strengthen distribution, expand marketing campaigns and tailored products, as well as establishing relevant policy frameworks. The focus of this priority is for tourism operators to draw visitors primarily from emerging Asian markets such as China and India to make more expenditures, by providing high quality products and services that meet the demands of these visitors.143 2. Building competitive digital capability Sophisticated digital capabilities are essential in Australia's marketing process and in product distribution. Eighty percent of Australians are already using the internet and by 2020, 66% of the world's population is expected to be online using the internet. Developing marketing, digital transactional capabilities that adapt to technological developments will enhance efficiency to stay competitive. Presently only one-third of Australian tourism operators have online reserving and payment facilities and this should be improved.144 This has caused barriers on their capacity to serve customers efficiently both domestically and abroad. The government will preserve to work closely with the
142 UNWTO. 2011. STRATEGIC TOURISM PLANNING: AUSTRALIA’S ‘TOURISM 2020’ STRATEGY. www.asiapacific.unwto.org/sites/all/files/pdf/australia.pdf. Data Retrieved on March 25, 2018. 143 Tourism Australia. 2011. Tourism 2020. http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/3/2002107.pdf. Data Retrieved on March 25, 2018. 144 Ibid
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industry to ensure more tourism companies have online reserving facilities, online payments and can take advantage of online opportunities. The government will provide counseling to raise awareness of tourism operators in order to take advantage of advances in information and communication technologies to attract visitors and use online reserving and transaction facilities.145 3. Encourage investment and implement the regulatory reform agenda Investment in the tourism sector in Australia currently remains hampered and left behind. From 2000-2001 to 2009-2010 investment in tourism grew only half of the investment rate across the Australian economy.146 Tourism presently faces obstacles to excessive or irrelevant regulations that have a negative impact on investment. The government will work with the industry to reduce investment barriers so that industries can more easily invest in products and infrastructure in accordance with the demands of consumers. With this strategy the government expects businesses to more easily invest in accommodation for new visitors and tourism infrastructure, remove red tape barriers and facilitate large new projects. 4. Ensure tourism transport environment supports growth As the number of visitors continues to increase, tourism transport capacity and infrastructure need to be able to facilitate visitors to travel out, in and travel within Australia. The government will work with the industry to ensure the value of transport capacity and infrastructure continues to increase and move forward adjusting to the number of demands and facilitating tourism traffic. The capacity and infrastructure
145 Queensland Tourism Industry Council. 2011. Submission to the Australian Government On the Digital Economy - OPENING UP THE CONVERSATION. https://consult.industry.gov.au/portfolio-policy-and-innovation-strategy/the-digital- economy/consultation/download_public_attachment?sqId=question.2017-09-14.5563483188- publishablefilesubquestion&uuId=922875144. Data Retrieved on March 25, 2018. 146 Reserve Bank of Australia. 2016. Australian Tourism Industry. https://www.rba.gov.au/publications/bulletin/2011/dec/pdf/bu-1211-3.pdf. Data Retrieved on March 25, 2018
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of tourism transportation will continue to be developed to allow more and more visitors to travel to and in Australia on an ongoing basis.147 5. Increase supply of labor, skills and Indigenous participation The tourism industry needs an additional 36,000 workers in 2011 for the industry to start serving global consumers effectively. And in 2015, confirmed the tourism industry will require 56,000 additional workers to serve global customers.148 The government will work with industry to support industrial recruitment, retention, labor mobility, labor education and training to fill this shortage, and seek ways to increase the number of skilled labor and Indigenous participation in the industry. The Government will support the tourism operator in order to meet their needs of skilled labors to provide high quality customer service to all visitors. 6. Build industry resilience, productivity and quality In comparison to other areas of the Australian economy and tourism industry companies in competing countries, the productiveness of the Australian tourism industry is quite low. This reduces the ability of Australian tourism operators to present consumers with a high value on visitor spending money149. Constructing on Australia's competitive advantage, the government will work with industry to improve productiveness, innovation and industry quality. The Government will assist tourism operators to deliver high quality products and services with the usage of better planning, systems and business standards, in order to improve profitability and marketing capabilities.150
147 Tourism Australia. 2011. Tourism 2020. http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/3/2002107.pdf. Data Retrieved on February 21, 2018. 148 Ibid 149 Dupeyras, A. and N. MacCallum. 2013. Indicators for Measuring Competitiveness in Tourism: A Guidance Document. OECD Tourism Papers 150 Parliament of Australia. 2014. ADVANCING INDUSTRY COMPETITIVENESS IN AUSTRALIA. https://www.aph.gov.au/DocumentStore.ashx?id=c6523c82-7502-447a-ba90- bd647533e93e&subId=298625. Data Retrieved on March, 25 2018.
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III.4 China 2020 Strategic Plan
Australia has experienced a greater growth number of visitors from China than from another visitor source. In 2010, China is the fourth largest source of visitor arrivals in Australia with 454,000 Chinese visitors visit to Australia.151 Based on research by The Government of Western Australia, there have been 70 million Chinese tourists traveling abroad in 2010, and making a total expenditure of US $ 69 billion, and the average spending per person when traveling abroad is US $ 3,000.152 Based on China considered as one of the largest visitor sources to Australia and research data conducted by The Government of Western Australia, to help achieve Tourism 2020 Goals, Tourism Australia launched a specific tourism strategy for China named China 2020 Strategic Plan. This strategy was established to achieve the China potential goal by 2020 of contributing towards Australia economy from the China market of $ 7 to $ 9 billion annually, reaching the number of 860,000 Chinese visitors who visit to Australia, and achieving the prediction of China's outbound market value in 2020 amounted to US $ 838 billion.153
Starting from Australia and China diplomatic relations established in 1972, Tourism Australia opened an office in Shanghai in 1999,154 from then until 2010 Tourism Australia has done many things with the help of contributions from the people and government of China, such as: Conduct a campaign with major tourism partners in china that will support to develop flights from china to Australia and vice versa, such as China Southern Airlines, Visa, Qantas, Singapore Airlines, and the State tourism organization from china. Enhance additional travel services to new
151 Australia Bureau of Statistics. 2010. International Visitors in Australia, Overseas Arrivals and Departures (cat. no. 3401.0) 152 The Government of Western Australia. 2011. Our Direction in China Summary Document. https://www.tourism.wa.gov.au/Industry-support/Documents/TWA_China_Strategy_Summary.pdf. 153 Tourism Australia. 2011. China 2020. Summary of Tourism Australia's China Strategic Plan. Canberra: Tourism Australia. http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/6/2002110.pdf. 154 Tourism Australia. 2011. Summary of Tourism Australia’s China 2020 Strategic Plan. http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/6/2002110.pdf. Data Retrieved on February 25,2018.
58 destinations and increase airline passenger capacity from China to Australia with Brisbane, Sydney, Cairns and Adelaide destinations. Continue to work with the Chinese government in the admission process and continue to support the Chinese government in visa processing. Distributing more than 2,000 special travel agents in china to expand the distribution network of Australian tour in China.
Motivated by the great contribution of China to the development of Australia, and to maximize that contribution, Tourism Australia launched China's 2020 Strategic Plan in January 2011 by Minister for Tourism Mr. Martin Ferguson AM MP at the inaugural China-Australia Tourism Summit held in Cairns, Queensland. Mr. Martin Ferguson AM MP said at the conference that this strategy offers Australia's tourism industry and Tourism Australia a clean course and assistance to facilitate investment using a strong Australian state brand to maximize tourism business from China.155
The China 2020 Strategic Plan is supervised by the Commonwealth of Nations with its Tourism Ministers' Council conducted annually to hold discussions on tourism policy towards Commonwealth of Nations. before holding discussions with the Commonwealth of Nations, the Australian Government held a National Tourism and Aviation Advisory Committee meeting attended by Minister of Transport, Minister of tourism and infrastructure, Minister of regional development. This meeting was held prior to TMC to prepare advices that could be communicated to the Commonwealth of Nations at the meeting at TMC.156
The China 2020 Strategic Plan was launched by highlighting five major themes, which are:
155 ETB Travel News. 2011. Tourism Australia launches China 2020 Strategic Plan. http://asia.etbtravelnews.global/36645/tourism-australia-launches-china-2020-strategic-plan/. Data Retrieved on February 25, 2018. 156 Australia Government Directory. 2011. Tourism Ministers Meeting. https://www.directory.gov.au/portfolios/foreign-affairs-and-trade/australian-trade-and-investment- commission-austrade/tourism-ministers-meeting. Data Retrieved on May 15, 2018.
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1. Knowing the customer
In this strategy, Tourism Australia targets Chinese couples who love independent travel, travel to cultural venues, and love exploring local cultures. These consumers are grouped and targeted because they provide high expenditure and geographically these consumers visit the currently priority cities of Tourism Australia. Tourism Australia will conduct research on these consumers to understand what consumers from China wants, how they plan, and order their holiday packages. As well as what their destinations are during a vacation to Australia to boost the competitive advantage of Australian tourism. 157The research will use digital media tools and social networks for its implementation and to achieve the desired targets. As the first step of implementing this strategy in the first year, Tourism Australia will improve its direct marketing performance in China and increase its marketing budget for China by twice as much in the 2011/12 period.158
2. Geographic Strategy
Tourism Australia is currently developing consumer distribution and marketing in 13 cities. As the next step, Tourism Australia will conduct and implemented a competitive expansion strategy, expanding of marketing and distribution activities to up to 30 cities by 2020. This strategy was formed informed by analysis of over 600 cities in China with using data from Australia’s economy, demographics, distribution, visa and aviation. 159
157 Gfk Blue Moon. 2011. Gfk Blue Moon research Australian consumer experiences. http://www.gfk.com/es-co/insights/press-release/name-change-in-australia/. Data Retrieved on March 25, 2018. 158 Australia Government – Department of Resources, Energy and Tourism. 2011. Tourism Australia’s China 2020 Strategic Plan. 159 Tourism Council Western Australia. 2012. China Tourism Industry Action Plan. http://www.tourismcouncilwa.com.au/sites/default/files/policy-pdfs/China-Tourism-Industry-Action- Plan.pdf. Data Retrieved on March 25, 2018
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The current 13 cities existing markets of Australia in China which already conduct consumer distribution and marketing activities illustrated in the figure below:
160
Figure III.4 Current Existing Markets of Australia in China
In this strategy, tourism Australia will identify the geographical region of China that will be the focus of Australia's tourism resources to maximize the potential growth of the Chinese market and acquire the 2020 goals. Tourism Australia will examine the geographic region and apply suitable strategies to each geographic region. For short term, in the focused areas consist of Greater Beijing, Greater Shanghai and Guangdong will continue to improve marketing and trade efficiency.161 Moreover, sector tourism of Australia would expand marketing to new cities. Developing
160 Australia Government – Department of Resources, Energy and Tourism. 2011. Tourism Australia’s China 2020 Strategic Plan. 161 Ibid
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trade and distribution will be an early focus in new cities. To undertake this development Tourism Australia will build a strong and integrated distribution network of more than 2,000 Aussie Specialist Program agents and is deployed in accordance with this geographic method to make certain the clients have admission to the distribution from Australia.162
3. Quality Australian Experience
Australia has become a very desirable destination for Chinese consumers, however there are still some issues that hamper the continuation of this predicate, for example the lack of shopping experience that consumers want, lack of Chinese language guidance, and products to match the demands of Chinese visitors. To overcome these issues Tourism Australia will be doing research on Chinese consumer insight to help industry produce products and experience in accordance with the demands of visitors from China.163
Tourism Australia will work with Austrade and the State and Territory Tourism Organizations to encourage infrastructure investments from China in Australia, in order for Chinese consumers to get a better- quality travel experience, and to shop for relevant products for Chinese visitors.164
4. Aviation Development
Chinese consumers who visit Australia are almost certain to go through the flight process, Tourism Australia recognizes that Australian tourism requires more aircraft, leading to more destinations in Australia,
162 Aussie Specialist Program. 2011. About the Program. http://www.tourism.australia.com/en/about/our-programs/aussie-specialist-program.html. Data Retrieved on March 25, 2018. 163 Australian Tourism Quality Assured. 2012. T-QUAL Accreditation FACT SHEET. http://www.tourismexcellence.com.au/images/stories/pdf/module3/M3-T-QUAL-Accreditation-Fact- Sheet.pdf. Data Retrieved on March 25, 2018. 164 Ibid
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and in accordance with geographical strategies will be crucial for increasing visitors and the value of the Australian economy. So far, Australian tourism already has strong cooperation with major airlines connecting China-Australia, such as Qantas Airlines, China Southern Airlines, Air China and Hainan Airlines and will strive to continue this relationship.165
The focus of this strategy is to increase cooperation with relevant airlines to meet the capacity of visitors who can travel to Australia, extend routes, multiply new airlines that can serve, and work together to conduct cooperative marketing to ensure Chinese consumers are informed about flight service to Australia.166
5. Partnerships
To achieve the success of Australian tourism then an effective partnership with government and industry is needed. For example, Tourism Australia is already working with the airline industry including Qantas, China Southern Airlines and other airlines.167 The focus of this section of the strategy is Tourism Australia and the Australian Government will expand and strengthen partnerships with industry and tourism operators to develop and market Australian tourism to newly targeted cities in China.
Tourism Australia and China Southern Airlines held a press conference in Guangzhou on October 15, 2008 to announce their first cooperative collaboration on October 15, 2008 with the launch of a collaborative project called "Experience Australia - China Southern Holiday". The launch was attended by the Australian Consulate General in
165 Tourism Australia. 2012. Tourism Australia & Aviation. http://www.tourism.australia.com/content/dam/assets/document/1/6/x/2/i/2002410.pdf. Data Retrieved on March 25, 2018. 166 Ibid 167 Department of Resources, Energy and Tourism. 2011. Summary of Tourism Australia’s China 2020 Strategic Plan.
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Guangzhou, Mr. Sean Kelly, Mr. Zhang Zhenlin as Deputy Director General of Guangdong Tourism Administration, Mr. Chen Gang as Director General of China Southern Airlines Commercial Steering Committee, and representatives from Tourism Australia and travel industry partners.168
On November 17, 2014, China Southern Airlines President Mr. Tan Wangeng and President Xi Jinping came to the Parliament Building in Canberra to sign an extension of a strategic partnership agreement between Tourism Australia and China Southern Airlines that will spend more than A $ 4.2 million on marketing a partnership that began in 2015. The agreement was signed by Australia Tourism Director John O'Sullivan and China Southern Airlines President Mr. Tan Wangeng in the presence of President Xi Jinping and Prime Minister Abbott.169
Then in 2016, on 3 August 2016, Qantas Group CEO Alan Joyce and Tourism Australia Managing Director John O'Sullivan signed a settlement to build a brand-new generation of partnership among the two organizations. The agreement includes joint investments from Qantas and Tourism Australia to attract extra international visitors to Australia, which specializes from the United States, Asia, Britain and Europe.170
In addition to strengthening partnerships with industry, Tourism Australia also strengthens partnerships with governments as well as an important element for Tourism Australia extending to new cities in China. Strengthening partnerships with the government will provide a strong foundation for Australia's tourism presence in China.
168 Australia Consulate-General Guangzhou. 2008. Tourism Australia and China Southern Airlines proudly present “Experience Australia – China Southern Holiday”. Media Release PD 21/08. 169 Tourism Australia. 2014. Tourism Australia and China Southern continue partnership in 2015. http://www.tourism.australia.com/en/news-and-industry-tools/latest-news/tourism-australia-and-china- southern-continue-partnership.html. Data Retrieved on March 25, 2018. 170 Tourism Australia. 2016. Qantas and Tourism Australia sign new multi-million-dollar deal. http://www.tourism.australia.com/en/news-and-industry-tools/latest-news/qantas-and-tourism- australia-sign-new-multi-million-dollar-deal.html. Data Retrieved on March 25, 2018.
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Since the launch of this Plan, inbound tourism from China has demonstrated its success after a year of implementation of this plan. In December 2011 Australian tourism gained A $ 3.7 billion of total overnight spending which rose 16 percent from December 2010, 542,000 tourist arrivals from China that were up 19 percent compared to December 2010, 864,000 seats of airlines to Australia that were up 52 percent compared with December 2010, and an average of spending $ 7,162 per trip.171
171 Australia Bureau of Statistics. 2011. International Visitor Survey Dec 2011.
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CHAPTER IV The Implementation of China 2020 Strategic Plan by Tourism Australia Agency to Increase Tourists from China
In this chapter the author will discuss the implementation of China's 2020 Strategic Plan by Tourism Australia to increase the number of tourists from China. In chapter two the authors have described bilateral relations between Australia and China covering diplomatic relations, economic relations, trade and investment by China in Australia and vice versa, cultural links, as well as the involvement of the two countries in the field of education. In chapter three explains Tourism's national long-term tourism strategy to maximize the potential of the tourism industry on the growth of Australia, the background of the long-term strategy of Tourism Australia, and explanation of China's Strategic Plan 2020 by Tourism Australia. While in this chapter the author will discuss the implementation of China's Strategic Plan 2020 by Tourism Australia to increase the number of tourists from China in 2012-2016.
In the first chapter has been mentioned about the theoretical framework used in this research is Soft Power stated by Joseph Nye which explains the use of soft power as the ability of a state to achieve its desire through attraction, including culture, values, foreign policy, and other factors which is not associated with coercion172. And using public diplomacy by Mark Leonard as a medium to apply soft power to the tourism industry. Public diplomacy contains three dimensional processes, consisting of news management, strategic communications, and relationship building said by Mark Leonard, director of the Center for Foreign Policy in his Public Diplomacy in 2002173. Those dimensions will relate to the position of Tourism Australia in implementing the approach.
172 S. Nye, Joseph. 2004. Soft Power: The Means to Success in World Politics. Public Affairs. New York. 173 Leonard, Mark. 2002. Public Diplomacy. Foreign Policy Centre.
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The author will use the theoretical framework to answer the research question of this research, "What is the implementation of Tourism Australia Agency in line with the Australia Tourism 2020 Strategy that leads to the increase of visitors from China from 2012 to 2016?". There are 5 pillars implemented by Tourism Australia through China 2020 Strategic Plan from year 2012 to 2016, namely:
1. Know the Customer
To find out about the recreation-targeted preferences of visitors and to improve understanding of what drives them to travel, Tourism Australia commissioned Gfk Blue Moon as an Australian research agency to conduct research at the end of 2011. The results were released by presenting by the authorities and industry stakeholders to discuss the studies of research results in March 2012174, this study provides an expertise of the wishes of Chinese customers and targets of Chinese visitors' travel to develop the Australian industry in its marketing towards China.
A. Trip in a Minute Campaign Tourism Australia creates a one-minute video of Chinese spouses who are sponsored to travel to Uluru, Canberra and Sydney. The video was later promoted on Sina Weibo and Tudou.com. Sina Weibo is a Chinese microblogging site like Twitter and FB that has three hundred million registered users. Tudou.com is one of the largest video sharing sites in china. The video was launched in July 2011, and on May 2012, the "Trip in One Minute" video already has 870,000 viewers.175 B. Dream Come True In 2014, Tourism Australia issues an initiative program with Travel Channel TV and Sina.com. Travel Channel TV is a leading TV channel on travel and tourism in china with the viewer reaching 400 million
174 Gfk Blue Moon. 2011. Gfk Blue Moon research Australian consumer experiences. http://www.gfk.com/es-co/insights/press-release/name-change-in-australia/. Data Retrieved on April 13, 2018. 175 Tourism Australia. 2013. China Strategic Plan Progress Report 2013. Canberra: Tourism Australia.
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people and Sina.com is one of the largest online sites in china. In this program the Chinese consumer targets are required to notify his dream, his wishes and his goals for a vacation to Australia with a chance to win a holiday in Australia and declare his dream.176 C. Discover Your Australia Tourism Australia invites Taiwanese pop stars Show Lo and Rainie Yang in March 2012 to play the "Discover Your Australia" online drama filmed in New South Wales, Victoria and Tasmania. This online drama has five episodes of ten minutes each episode. Show Lo and Rainie Yang have 25 million Chinese fans seen from their number of followers on social media. The online drama of the campaign is broadcast across major online display platforms in china for five weeks from April 2012. This promotional video has had more than 86 million views.177 D. There’s nothing like Australia Campaign On this marketing campaign Tourism Australia conducts direct campaigns on six important towns in China at some stage in 2012- 2013, which includes: Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and Nanjing. This campaign capabilities a completely unique journey only in Australia with the usage of virtual channel media, social media, and advocacy to reveal Australia's uniqueness to the world. The media channels used will encompass television, digital media, print media, and mobile device media. This campaign will tell the uniqueness of Australia using technology media. Promotions with augmented reality technology are also held in the suburbs of Xintiandi
176 Tourism Australia. 2012. China 2020. Summary of Tourism Australia's China Strategic Plan. Canberra: Tourism Australia. http://prod-pub-elb-corp.tour- aus.aws.haylix.net/content/dam/assets/document/1/6/w/s/c/2002044.pdf. Data Retrieved on April 13, 2018. 177 Traveller. 2012. China's biggest stars help bring Aussie hotspots to Asian screens. http://www.traveller.com.au/chinas-biggest-stars-help-bring-aussie-hotspots-to-asian-screens-1u123. Data Retrieved on April 13, 2018.
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and in Shanghai as part of this campaign. This campaign began on June 4, 2012.178 E. Technology to assist travelers from China Two online tourism technology projects released in china according to this initiative. Firstly aims to translate Australian tourist accommodation, products, and tourism products into simple Chinese. The second has a role to develop Australia campaign and marketing website for Chinese consumers by using simple Chinese to improve connectivity and knowledge of Chinese consumers on Australian products and accommodation. In early 2012, Hon Martin Ferguson AM MP as Minister for Tourism released this online project.179 2. Geographic Strategy The first phase of 2011-2014 will involve expanding the market to 13- 24 cities. Where Beijing, Shanghai and Guangzhou will stay as the main cognizance of advertising that because recorded about 40 percent of Tourism Australia's customers target coming from these cities and by 2020 these cities are expected to have an established distribution network. The second phase in 2014-2-17 will be expanded marketing to more than 24 cities and in the third phase from 2017-2020 will be expanded marketing over 30 cities to be achieved in 2020. The main focus cities and growth cities that are mostly located near main focus cities have had a good travel distribution network, while for developing and newly expanded cities the marketing expansion has a relatively immature or unfavorable travel distribution network and will be enhanced in this initiative through the three phases. Tourism Australia focuses its brand and client advertising in the main focus cities and growth cities. Trading and distribution networks will be an early focus in developing cities. A strong distribution network will be
178 Tourism Australia. 2013. China Strategic Plan Progress Report 2013. Canberra: Tourism Australia. 179 Ibid
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built by a specialist Australian agency in accordance with this geographical strategy.180 3. Quality Australia Experiences In this pillar, Tourism Australia strives to develop culturally sensitive products and gives high satisfactory tourism reviews for Chinese consumers, by applying several steps, that is: Providing tourism products and experiences to match the desires of Chinese visitors, focusing on improving the quality of tourism products and services tailored to the insights of research data on Chinese visitors conducted earlier, Assist and provide direction to the tourism operators to develop products and services that are ready to be enjoyed by Chinese visitors, and easily accepted by Chinese visitors.
Tourism Australia in collaboration with Australian government has encourage industry operator to assist Chinese consumers travel and to make Chinese visitors experience more like travelling in their home country, some steps Tourism Australia encourage are to hire a Mandarin guide and provide guide and exhibition maps in Simplified Chinese and Traditional Chinese. Provide special training to staff in cultural differences and provide an understanding of Chinese culture so that they can better serve Chinese visitors. Add Chinese cuisine on the menu, provides Mandarin-language newspapers, television channels and welcome packs in Mandarin. Some tourist attractions places that have implemented these steps by the year 2013181, such as:
A. Sovereign Hill, outdoor museum, Ballarat, Victoria B. Burswood Entertainment Complex, Perth, Western Australia.
180 Tourism Australia. 2012. China 2020. Summary of Tourism Australia's China Strategic Plan. Canberra: Tourism Australia. http://prod-pub-elb-corp.tour- aus.aws.haylix.net/content/dam/assets/document/1/6/w/s/c/2002044.pdf. Data Retrieved on April 13, 2018.
181 Tourism Australia. 2013. Tourism Australia Annual Report 2013. Canberra: Australia
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C. Several hotels in Australia, such as: Sofitel, Grand Mercure, Mercure, Novotel, Ibis. D. Phillip Island Nature Parks E. Jacob’s Creek Visitor Centre, South Australia. F. Merlin Entertainments Group, Madame Tussauds Sydney, New South Wales G. Skyrail, Cairns, Queensland. H. Melbourne Airport, Victoria.
And Tourism Australia expected that by 2020 more and more tourist attractions places would implement these measures.
4. Aviation Development To achieve the successful goal of China 2020 and maximize the potential number of visitors from China, a sustainable aviation surroundings is essential to achieve this success. Tourism Australia and the Australian Government continue to strive to increase the number of people capacity in flights from China to Australia. Tourism Australia and the Australian Government added 3,700 seats from China to Australia and also from Hong Kong to Australia in January 2012182 to achieve the successful goal of China 2020. The flights are operated to Cairns, Sydney, Brisbane and Darwin. Based on the importance of aviation development, Tourism Australia and the Australian government have labored with airline companions consisting of Qantas, China Eastern Airlines, China Southern Airlines, Air China to aid growth and increase the capacity of Chinese visitors from major cities of China. Some of the aviation development steps are: In November 2011, flight travel path from Beijing to Perth and Guangzhou to Perth has opened by China Southern Airlines. Added capacity and fleet of aircraft from Air China that travels from Beijing to Melbourne in
182 Tourism Australia. 2012. Tourism Australia Annual Report 2012. Canberra. Australia
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March 2012. Jetstar airlines also opened the flight from Beijing to Melbourne which will increase the capacity of Chinese visitors to Australia in November 2011.183
Tourism Australia and the Australian Government are seeking to unlock the potential flights from China to open extra Australian destinations inclusive of Adelaide, Cairns and the Gold Coast in the coming years. And it is expected to be achieved by 2020.
5. Partnerships
Along with Tourism Australia's strategy of extending its marketing to new cities in China, continuing to extend and fortify relations with Chinese government and industry it is essential to offer a robust foundation and strong influence of Australian tourism towards China. In extending and strengthening the partnership, it must be based on strong bilateral relations between the two countries. The Australian Government will continue to improve and maintain good relations with China, and the steps that have been taken by tourism Australia and the Australian government to strengthen relations between the two nations are: Tourism Australia, RET, and partners are celebrating the 40th anniversary of the diplomatic relationship between Australia and China in 2012; Tourism Australia launched the Australian Tourism Investment Guide and the five-year partnership arrangement with Austrade in May 2012. The Tourism Investment Monitor was also released by Tourism Research Australia to underpin investment decisions. China is identified as an important source market for investors. The first tourism investment delegation visited Shanghai in June 2012 and presented investment ready tourism infrastructure projects to potential Chinese investors; Tourism Australia’s China Market Advisory Panel meetings were
183 Tourism Australia. 2012. China 2020. Summary of Tourism Australia's China Strategic Plan. Canberra: Tourism Australia. http://prod-pub-elb-corp.tour- aus.aws.haylix.net/content/dam/assets/document/1/6/w/s/c/2002044.pdf. Data Retrieved on April 13, 2018.
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held in Australia, with industry members providing feedback and advice on Tourism Australia’s strategies in China; China Industry Advisory Group meetings also were held in China, ensuring key Chinese Government agencies and industry partners continue to support Australia’s marketing efforts in China; The Australian Government Reference Group meeting was held in late 2011. Representatives from Tourism Australia, Department of Resources Energy and Tourism, Department of Immigration and Citizenship, Austrade, and the Department of Foreign Affairs and Trade discussed policy initiatives to further develop inbound tourism from China.184
IV.1 the Implementation of China 2020 Strategic Plan through Public Diplomacy
Soft power described by Joseph Nye is implemented through other factors besides military and economic factors in the form of coercion in building relationships with other countries, the influence of Soft Power is largely dependent on acceptance by receiving audiences and sometimes takes years to achieve results desired. Implementation of soft power emphasizes cooperation between two or more countries, such as cultural-related cooperation, including in the tourism sector. Tourism is closely linked to soft power because the driving force of a person to travel is their interests in culture, values, foreign policy, and other factors of their destination, without any coercion factor.185
Public diplomacy is an appropriate means of implementing Soft Power. Public diplomacy serves as a means for both countries to build relationships, the means of mutual policy making between the two state governments, exchange their perspectives, understand what others need, exchange and understand the culture of other countries, and seek ways to generate good perceptions of our country to the
184 Tourism Australia. 2013. China Strategic Plan Progress Report 2013. Canberra. Australia. 185 Nye, Joseph S. 2004. Soft Power: The Means to Success in World Politics. Public Affairs. New York
73 world, and apply the Soft Power influence of our country appropriately to the target actor.
The goal that can be achieved by the government through public diplomacy is very broad, to achieve that goal according to Mark Leonard, the government must understand that public diplomacy is divided into three different activity dimensions:186
Reacting to news events as they occur in a way that tallies with our strategic goals. Proactively creating a news agenda through activities and events which are designed to reinforce core messages and influence perceptions. Building long-term relationships with populations overseas to win recognition of our values and assets and to learn from theirs.
Those three dimensions processes of activity are then categorized as three- dimensional processes of public diplomacy: news management, strategic communication, and relationship building.187
IV.1.1 News Management of Tourism Australia
The first process dimension of public diplomacy is news management, which has a role to make potential partners more familiar with and understand about the values, culture, and character of the destination country and wants to try to apply that value in their daily lives. The way of public diplomacy to influence other state actors to build relationships with our country is to start to make them sympathetic and positively interested in our country and make them think to respect our country by bringing a good image of our country in the eyes of the world.
Domestic information from within Australia should be an interesting and indispensable information for potential partners to achieve the success of public
186 Leonard, Mark; Catherine, Stead; Conrad, Smewing. 2002. Public Diplomacy. Foreign Policy Centre. London. 187 Ibid
74 diplomacy strategies. Based on that, the Australian government has a role to create a way of disseminating information specifically targeted to the Chinese population as target consumers to provide information or daily news that occurs in Australia so that they feel interested and feel respect. The dissemination of information that is specifically addressed will also be understood more easily by the Chinese population because the information is indeed distributed to them. By leveraging technological advances, there are various kinds of medias by which the Australian government can be deployed the news or information from within the country, such as television media, online media, and even print media such as magazines and newspapers.188
The strategy used by the Australian government to spread and influence Chinese citizens with information and news from within the country is focused on how they deliver this news. They will use the existing means of media technology, their strategy to provide clearer information to the Chinese population and show respect from the Australian government to their target market consumers is to spread the news using Chinese language. With the use of Chinese language in the dissemination of the news then the Chinese population will more easily understand the information, making Chinese residents feel special in the eyes of Australia and make them interested in the news. And with that strategy the Australian government also intends to show Australia as a country that is friendly, polite, and open to the culture of other countries.
1. Year 2012: Tourism Australia is beginning to implement the news management process in 2012, the first step is through There’s Nothing Like Australia campaign, it aims to showcase news about Australia's high- quality travel experiences, Australian natural beauty, Australian tourism products and good value related to Australian tourism. This news program aired on more than 30 television stations across China, the program also
188 Leonard, Mark. 2002. Public Diplomacy. Foreign Policy Centre. London.
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aired on a number of popular Chinese digital channels, such as: Baidu, Banma, Tudou and Youku and has 1 million views.189 2. Year 2013: Tourism Australia spread the news by developing and releasing a special consumer website for the Chinese population called australia.cn this site contains information about tourism in Australia and Australian tourism products packaged using Chinese language and accessed via the internet, the site was developed to facilitate the Chinese population to obtain and understand the information provided by Australian tourism.190 3. Year 2014: Tourism Australia makes Dream Come True program become headlines in China through the airing of the program on China Travel Channel TV and Sina.com digital channel. The program targets Chinese residents to express their travel dreams or wishes to Australia, and what their purpose is to travel to Australia, and for those who have an exciting dreaming story will have the opportunity to get travel accommodation to Australia from Tourism Australia. The program aims to encourage Chinese residents to travel to Australia.191 4. Year 2015: Australian tourism implements their news management through their role as host country for the 2015 AFC Asian Cup. Through this event tourism Australia airs and introduces Australian tourism on Chinese news channels and digital channels. Football includes as a
189 Tourism Australia. 2012. Tourism Australia Annual Report 2011-2012. http://www.tourism.australia.com/content/dam/assets/document/1/6/x/7/s/2002600.pdf. Data Retrieved on April 15, 2018. 190 Tourism Australia. 2013. Tourism Australia Annual Report 2012-2013. http://www.tourism.australia.com/content/dam/assets/document/1/6/x/7/c/2002584.pdf. Data Retrieved on April 15, 2018. 191 The Association Magazine. 2014. New Brisbane Signature Experiences a Dream Come True. http://www.meetingmediagroup.com/article/new-brisbane-signature-experiences-a-dream-come-true. Data Retrieved on April 15, 2018.
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popular sport in China192, and news from the AFC Asia 2015 Cup event is used to influence Chinese residents to travel to Australia.193
IV.1.2 Strategic Communication of Tourism Australia
To position a country on certain issues, state governments have the skills to communicate their message and value to the issue. However, they do not have effective management of the respected country's perceptions. If other countries do not have a good perception of our country, then the government will have problems to pronounce a series of values that will be agreed upon by messages that are easily digested by their country relations candidates. To convey a message containing the values of a country to a prospective state relation, the state government will use Nation Branding.
Nation branding is an example of strategic communication that focuses on forming a good image of a nation that is sent as a message that contains the values, strengths and character of the nation which then sent its influence to the whole world and towards their target market. Nation branding has a campaign-like form by sending out a number of strategic messages explaining the nation's values, nation's merits, nation's character, and the distinctive features of a nation that different from other countries, applied through means of communication. Nation branding plays a role to convince a country to build relationships with our country in managing various sectors of trade, politics, tourism, investment and cultural relations. Nation branding will build good perceptions between the two countries even though the values and characteristics of these two countries are incompatible and contradictory.194
192 Rodrigo Nieves Avendaño. 2016. Is football/soccer popular in China? Why or why not?. https://www.quora.com/Is-football-soccer-popular-in-China-Why-or-why-not. Data Retrieved on April 15, 2018. 193 Department of Foreign Affairs and Trade. 2015. 2015 AFC Asian Football Cup. http://dfat.gov.au/people-to-people/sport/major-sporting-events/afc-asian-football-cup/Pages/2015-afc- asian-football-cup.aspx. Data Retrieved on April 15, 2018. 194 Leonard, Mark. 2002. Public Diplomacy. Foreign Policy Centre. London
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Strategic communication is an important element in the tourism industry because the perception that each country has on the country, on this matter that is Australia are vary. Based on that, strategic communication must be applied to have a clear communication network and send a clear and understandable message to the target market, in this matter the Chinese population.
Tourism Australia implements strategic communications in order to demonstrate Australia's image as a warm, friendly country and open, accept other cultures with pleasure to achieve its 2020 tourism goals. These values and the image of the Australian nation will be applied across all operational activities in the Australia tourism sector to get the target number of visitors in line with expectations. In implementing strategic communications, Tourism Australia has used various platforms to communicate these messages.
1. Year 2012: a) Tourism Australia has launched their nation branding campaign under the name "There's Nothing Like Australia" which contains broadcasts and commercials that showcase travel experiences in Australia, Australia's natural beauty and Australian tourism products in a number of major cities in China and beyond such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and Nanjing.195 The next campaign is conducted through media means to publish about tourism experience in Australia, through video, audio and writing platforms in print media themed on Australian values, and Australian tourist sites. “There’s Nothing Like Australia” campaign launched in China reached 90% of the target audience who saw the campaign in China confirming they had started researching a trip to Australia.
195 Tourism Australia. 2012. China 2020. Summary of Tourism Australia's China Strategic Plan. Canberra: Tourism Australia. http://prod-pub-elb-corp.tour- aus.aws.haylix.net/content/dam/assets/document/1/6/w/s/c/2002044.pdf. Data Retrieved on April 13, 2018.
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b) In the same year, 2012, business event decision makers from China are invited by the Australian Business Event to conduct a socialization visit to Australia. The international business community of China is given an introduction to tourism products, attractions and experiences of Australian tourism. The event also aims to promote tourism products, and Australian tourist attraction to china, to influence the event business decision makers to be interested in holding business events in Australia, and to attract the attention of the Chinese population. This socialization event is held at the Melbourne Convention and Visitors Bureau.196 c) The application of other strategic communications by Tourism Australia in 2012 is to invite and capitalize on the popularity of two of Asia's most popular celebrities to attract more visitors from China. Show Lo and Rainie Yang are two Taiwanese pop singers who have 25 million fans from China judging by the number of followers on social media invited to Australia to star in an online drama series "Discover Your Australia" that filmed in Victoria, Tasmania and New South Wales. The series has aired more than 118 million views from major digital media channels across Greater China. This drama online shows their attractions and experiences while visiting Australia to influence Chinese residents to travel to Australia.197 2. Year 2013: Tourism Australia is continuing There's Nothing Like Australia campaign and continues to promote Australia's tourism products and expand to other cities in China. Tourism Australia also continues to
196 Tourism Australia. 2012. Tourism Australia Annual Report 2011-2012. http://www.tourism.australia.com/content/dam/assets/document/1/6/x/7/s/2002600.pdf. Data Retrieved on April 15, 2018.
197 Traveller. 2012. China's biggest stars help bring Aussie hotspots to Asian screens. http://www.traveller.com.au/chinas-biggest-stars-help-bring-aussie-hotspots-to-asian-screens-1u123. Data Retrieved on April 13, 2018.
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publicize Australia's tourism experience in various media such as print media, TV and radio. 3. Year 2014: Furthermore, in 2014, Tourism Australia organizes an exhibition of Australian business events in North Asia Business Events Showcase held in Shanghai and Seoul in April 2014. At this event Australian business sellers and prominent figures gather in Shanghai and Seoul to promote innovative and versatile Australian business event products that worth $ 13 billion. The event aims to attract business figures from China and South Korea to hold business events in Australia and travel to Australia. This exhibition event is part of Global Tourism Australia’s business event marketing strategy.198 4. Year 2015: a) Australia will host the 2015 AFC Asian Cup. Through this event tourism Australia aims to promote the Australia country's tour to china and bring in more visitors from china. Football is one of the most popular sports in china, and China's national football team qualified and will play in 2015 AFC Asian Cup.199 Through the good euphoria of the event, Tourism Australia expects the coming of China's national team supporters to visit Australia and support the matches of China's national football team that will play in 2015 AFC Asian Cup. And with the influence of this euphoria will affect the Chinese population to travel to Australia. b) In 2015, Tourism Australia, Tourism Victoria and South Australia Tourism Commission (SATC) collaborate to invite popular Chinese TV show "Running Man" to be filmed in Australia. The Melbourne Cricket Ground, the Royal Exhibition Building, the Melbourne
198 Tourism Australia. 2014. Tourism Australia Annual Report 2013-2014. http://www.tourism.australia.com/content/dam/assets/document/1/6/x/6/d/2002549.pdf. Data Retrieved on April 15, 2018. 199 Tourism Australia. 2015. AFC ASIAN CUP TO GIVE AUSTRALIAN TOURISM A FREE KICK. http://www.tourism.australia.com/en/news-and-industry-tools/latest-news/afc-asian-cup-to-give- australian-tourism-a-free-kick.html. Data Retrieved on April 15, 2018.
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Museum, the Adelaide's Rundle Mall, the Flinders University and the Barossa Valley are some of the locations that will be the shooting place of the popular TV shows. Australia will perform in two episodes of the Asia’s popular reality show "Running Man". The TV show was filmed in Australia with the aim of attracting more Chinese visitors. In January 2016 the TV show Running Man episode of Australia has been watched by more than one hundred million audiences in China and all over Asia.200 5. Year 2016: a) In 2016, Tourism Australia and state territory tourism partnering to conduct a campaign and invite actor Chris Hemsworth. The campaign focuses on waters and coastal areas and targets four categories of experiences and products such as remote beaches, beaches and aquatic locations, aquatic wildlife, coastal development, and Tropical Island. Chris Hemsworth helped launch this campaign and was named Tourism Australia’s Global Campaign Ambassador.201 The launch of this campaign begins in the United States, followed by the expansion of special campaigns to various countries in the UK, China, Japan, South Korea, Singapore, Indonesia, India and Malaysia as the target market of this campaign.202 b) The application of other strategic communications in 2016 is Tourism Australia partnering with Visa to organize a campaign to support independent and free visitors from China to experience firsthand the travel experience shown from There's Nothing Like Australia
200 News.com.au. 2015. Reality TV show Running Man to raise Australia’s profile in China. http://www.news.com.au/news/reality-tv-show-running-man-to-raise-australias-profile-in-china/news- story/cf8d2ebe4dc917261c0de2345505cbab. Data Retrieved on April 15, 2018. 201 G’Day USA. 2016. TOURISM AUSTRALIA LAUNCHES NEW CAMPAIGN WITH CHRIS HEMSWORTH. http://www.gdayusa.org/tourism/tourism-australia-launches-new-campaign-with- chris-hemsworth/. Data Retrieved on April 15, 2018. 202 Tourism Australia. 2016. Chris Hemsworth announced as Tourism Australia’s new global ambassador. http://www.tourism.australia.com/en/news-and-industry-tools/latest-news/chris- hemsworth-announced-as-tourism-australias-ambassador.html. Data Retrieved on April 15, 2018.
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campaign. This campaign involves bloggers from China to travel to Australia through one of the Visa "Not A Tourist" brand. In this campaign the bloggers publish their inspirational and unique trips in Australia to social media and are tagged #NotATourist. The main media channel used for the campaign is mafengwo.cn, a leading digital travel content platform popular with Chinese travelers. This campaign generated over 860 million media impressions on australia.cn, mafengwo.cn, and Visa campaign pages in China.203
IV.1.3 Relationship Building of Tourism Australia
The process of the last dimension of public diplomacy used to build long-term relationships with potential partners is relationship building. Relationship building has a role to create a mutually agreed analysis of specific issues through cooperation between the two parties. In relationship building the government can give its inhabitants a clear motivation and push factor about their actions. To create an analysis of these issues, the actors will come to forum group discussions to solve common problems, exchange ideas to find mutually beneficial solutions to all parties, not one party.
The process of this dimension focuses on building common ground between the two stakeholders to work together to improve certain sectors in an effort to deepen their relationships, so that mutual benefits will push them toward greater cooperation in the future. Practice in this dimension is unlike the diplomatic practice of politicians or entrepreneurs who seek solutions or advantages to their own party. In the practice of building relationships, both parties seek mutually beneficial long-term solutions that will encourage them to build greater cooperation in the future.204
Tourism Australia has implemented the practice of relationship building by building cooperation, and conducting activities involving Chinese government participation. One of them, Australia and China have established cooperation in
203 Tourism Australia. 2016. Tourism Australia Annual Report 2016. Canberra. Australia 204 Leonard, Mark. 2002. Public Diplomacy. Foreign Policy Centre. London
82 aviation sector. This cooperation aims to increase the flight route from Australia to china and vice versa, increase the capacity of the Chinese visitor flight seats to Australia for enjoy the high-quality experience of Australian tourism. Australia's government builds and maintains long-term relationships with the Indian government in the aviation sector to increase the number of Chinese visitors to Australia as much as possible and get the full contribution of Chinese visitors to the growth of Australia. In addition to improving the capacity of transportation routes between the two countries, this cooperation also aims to establish positive trust and collaboration from both countries that will potentially cooperate more in the future. This partnership is established between the governments of the two countries and some major airlines serving transportation services from Australia to China and vice versa such as China Southern, China Eastern, Air China and Qantas.
1. Year 2012: Relationship building implemented in 2012 is Tourism Australia working with government agencies and the tourism industry operator to develop and implement China's 2020 strategic plan. 2. Year 2013: In 2013, Tourism Australia improved relationships and trained Australian travel agencies in China about Australia tourism in order to better serve Chinese visitors, the number of Australian tourism agencies in China was also increased by 17 percent from the previous year. Tourism Australia also conducts training sessions for business owners in the tourism industry about the high-quality products of Australian tourism and Chinese culture in order to better manage the business of the tourism industry and to develop the China 2020 Strategic Plan. 3. Year 2014: From 2014 to 2015, Tourism Australia will fortify and enhance partnerships with many global airlines which include China Southern airlines, Virgin Australia, China Eastern Airlines, Singapore Airways, China Eastern Airlines, Air China, Air New Zealand, Cathay Pacific Airlines, and Etihad Airlines. As an implementation of Aviation improvement, Tourism Australia, Destination NSW, Tourism and Events
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Queensland and Singapore airlines are participating on a promotional marketing campaign in August 2014, the marketing campaign features exciting air tickets and travel packages to Australia and showcases global- elegance culinary and wine studies from Australia across the print and virtual media structures.205 4. Year 2016: Tourism Australia continues and enhances cooperation with major distribution partners such as: Shanghai Ctrip Commerce, Shanghai Airlines Tours International (Group), China International Travel Service (Jiangsu), Beijing Tuniu International Travel Service, and many others to enhance the marketing of Australia’s tourism products to China, and to facilitate the marketing and distribution of Australia’s tourism products to China.206
The implementation of the three-dimensional process can be seen in the figure below:
News Management Strategic Relationship Communication Building
2012 News Broadcast of There’s 1) Business event Build partnership with nothing like Australia socialization visit government agencies, campaign on more than 30 for Chinese tourism industry TV stations across China business event operator, and any and aired on digital channel decision makers. other actors that in China. 2) Inviting Taiwanese involve in Australia Popstar Show Lo tourism industry. and Rainie Yang for filming online
205 Tourism Australia. 2013. China Strategic Plan Progress Report 2013. Canberra: Tourism Australia. 206 Tourism Australia. 2016. TOURISM AUSTRALIA’S KEY DISTRIBUTION PARTNERS IN CHINA. http://www.tourism.australia.com/content/dam/assets/document/1/6/y/t/b/2004671.pdf. Data Retrieved on April 15, 2018.
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drama in Australia.
2013 Releasing news in special Launching “There’s Increasing and consumer website for the Nothing Like Australia” conduct training for Chinese population using phase two campaign in Australian travel Chinese language called China. agencies in China. australia.cn
2014 Made “Dream Come True” Organizes an exhibition of Conducts training program become headline Australian business events sessions for business news in China. in North Asia Business owners in the tourism Events Showcase. industry.
2015 Broadcast news of Australia Become host country of Enhance partnerships as host country of 2015 2015 AFC Asian Cup. with many global AFC Asian Cup. airlines to develop the aviation sector.
2016 1) Inviting Chris Continues and Hemsworth as enhances cooperation Global Campaign with major Ambassador for distribution partners Aquatic and in China. Coastal Campaign. 2) Conducting campaign partnering with Visa to support independent and free visitors from China.
Figure IV.1 the Implementation of China 2020 Strategic Plan (2012-2016)
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IV.2 The Numbers of Chinese Visitor to Australia (2012-2016)
In the analysis section of this chapter, it includes information from chapters II and chapter III. According to information from chapters II and chapter III, Australia and China have undertaken many bilateral cooperation in various fields such as diplomatic, economic, trade and investment, culture, and even education. Chinese visitors are also identified as having great potential for the Australian tourism sector and towards Australia's economic growth, and with a history of good Australian and Chinese government relationships can bring great opportunities for Australia to maximize that contribution.
In 2016, can be seen Tourism Australia as a National Tourism Agency has succeeded in increasing Chinese visitors by applying China 2020 Strategic Plan in 2012-2016 based on international tourism statistics launched by Tourism Research Australia which shows an increasing number of visitors from year to year because of the role Tourism Australia in implementing Soft Power and through three processes of public diplomacy dimension. The increasing number of Chinese visitors to Australia can be seen in the figures below:
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Chinese Annual Visitor
2016 1115920
2015 952365
2014 784287
2013 664708
2012 585658
0 200000 400000 600000 800000 1000000 1200000
2012 2013 2014 2015 2016 Figure IV.2.1 The Numbers of Chinese Visitor to Australia (2012-2016)207
Chinese Annual Visitors Improvement
2016 163555
2015 168078
2014 119579
2013 79050
2012 0
0 20000 40000 60000 80000 100000 120000 140000 160000 180000
2012 2013 2014 2015 2016
Figure IV.2.2 The Numbers of Chinese Visitor to Australia (2012-2016)208
207 Australian Government. 2017. International Visitor Survey Results. Tourism Research Australia. https://www.tra.gov.au/Research/International-visitors-to-Australia/international-visitor-survey-results. Data Retrieved on April 16, 2018. 208 Australian Government. 2017. International Visitor Survey Results. Tourism Research Australia. https://www.tra.gov.au/Research/International-visitors-to-Australia/international-visitor-survey-results. Data Retrieved on April 16, 2018.
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Based on the following data, we can see the rapid progress of the number of Chinese visitors to Australia in 2012-2016, by analyzing these statistics, we can see that Tourism Australia has succeeded in promoting Australian tourism with the number of visitors 952,365 by 2015 bypassing the targets from the start of the establishment of China 2020 Strategic Plan by surpassing the number of 860,000 visitors by 2020. But it has surpassed its target in 2015.
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Regions Visited by Chinese Visitors
2016
2015
2014
2013
2012
0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000
Hobart and the South Great Ocean Road Canberra Adelaide Perth Tropical North Queensland Brisbane Gold Coast Melbourne Sydney
Figure IV.2.2 Regions Visited by Chinese Visitors209
209 Tourism Australia. 2016. Greater China Market Profile. Canberra. Australia
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Can be seen in the figure above based on the data released by Tourism Australia in 2016, from 2012-2016 the most visited destination by Chinese visitors are Sydney, then Melbourne, and followed by other regions. The Sydney Region is still a favorite destination of Chinese visitors. Sydney and Melbourne became the most visited region is also because of the access flight path to Australia from China at the most headed to Sydney or Melbourne. Tourism Australia and the Australian government continue to work to increase access flight path from China to Australia to other destinations and targeted by 2020 Chinese visitors will travel to other areas and not focus on Sydney and Melbourne only.
IV.3 The Numbers of Chinese Visitor Expenditure in Australia (2012-2016)
Chinese Visitor Expenditure (in Year Improvement million USD)
2012 3.126 - 2013 3.539 413 2014 4.162 623 2015 6.180 2.018 2016 6.887 707
Table IV.3 The Numbers of Chinese Visitor Expenditure in Australia (2012-2016)210
Based on the following statistics, the total expenditure of Chinese visitors continues to increase annually from 2012 to 2016. In the initial target of establishing China 2020 Strategic Plan to achieve the contribution of total expenditures of $ 7
210 Tourism Research Australia. 2016. International Tourism Statistics. https://www.tra.gov.au/research/international-visitors-to-australia/international- tourismstatistics/international-tourism-statistics. Data Retrieved on April 16, 2018.
90 billion to $ 9 billion by 2020. We can see from the following data in 2016 total expenditures of Chinese visitors amounted to $ 6,887 billion, which is somewhat a little more to reach the $ 7 billion targeted to be achieved by 2020. Based on the analysis we can see Tourism Australia has managed to improve its tourism sector from the contribution of Chinese visitors through the implementation of China 2020 Strategic Plan that implementing Soft Power through three processes of public diplomacy dimensions: news management, strategic communications, and relationship building. The implementation has provided significant development for the Australian tourism sector.
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CHAPTER V CONCLUSION
Economics is a national interest that every country wants to achieve, in order to achieve its national interests can be through various means. Tourism is one of the factors that can be used to achieve economic interests that can be used for national development. To achieve development in the tourism sector can use the implementation of soft power. The tool used to implement soft power is public diplomacy. Australia is one of the countries that has the beauty of nature, cultural richness, high quality of life, and is famous for having a friendly and open population to other cultures.
Given the tourism potential of Australia's natural wealth and those factors, Australia seeks to promote its national tourism to international level, especially the Asia Pacific region. Asia Pacific is the target market because in recent years there has been significant economic growth from the Asia Pacific region, especially Singapore, China and India. Seeing the Chinese economy is increasing every year, and China is considered one of the largest visitor sources to Australia. Australia sees China as an opportunity to gain contribution from China for the development of the Australian tourism sector and the improvement of the Australian economy by promoting its national tourism to attract Chinese tourist to take a journey to Australia.
Australia start forming a National Tourism Agency by the name Tourism Australia that has a role to promote Australian tourism on the national and international scene and attract international visitors to visit Australia. Tourism Australia is working with the Australian government and all tourism-related actors to achieve that goal. The steps undertaken by Tourism Australia and the Australian Government are conducting research on targeted market consumers, conducting business events with other countries, creating strategic and engaging campaigns, taking advantage of the entertainment and sports industries to promote national
92 tourism, and enhancing cooperative relationships at field of aviation to develop the Australian tourism sector.
These steps began to be implemented since Tourism Australia launched the National Long-Term Tourism Strategy, then equipped with tourism 2020 strategy, and launched the China 2020 Strategic Plan. These steps can be categorized in the concept of public diplomacy by Mark Leonard and are divided into three dimensional processes: news management, strategic communication, and relationship building.
To get the targeted potential of the Chinese visitors towards the development of tourism sector and the improvement of Australia economy, hence the China 2020 Strategic Plan is launched. The plan aims to achieve a $ 7 billion to $ 9 billion contribution to the Australian economy from total Chinese visitor spending in Australia. China 2020 Strategic Plan implements five pillars to achieve that goal: Know the Customer, Geographic Strategy, Quality Australia Experiences, Aviation Development, and Partnerships.
The statistics launched by Tourism Research Australia show that Tourism Australia as a national tourism organization has managed to increase the recorded number of Chinese visitors and increase the national income amount of $ 6.8 billion by 2016, by applying the China 2020 Strategic Plan in 2012-2016. Based on the data, Tourism Australia has been instrumental in making progress towards the Australian tourism sector and implementing effective strategies to achieve Australia's national interests.
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APPENDICES
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Tourism Australia Bills Digest No. 138 2003-04211
211 Parliament of Australia. 2004. https://www.aph.gov.au/Parliamentary_Business/Bills_Legislation/bd/bd0304/04bd138. Data Retrieved on May 15, 2018.
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Tourism Australia Act No.74, 2004212
212 Federal Register of Legislation. 2004. https://www.legislation.gov.au/Details/C2004A01307. Data Retrieved on May 16, 2018.
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