Thinking China – how to market to shifting tourism needs

The Chinese-speaking market is perhaps the greatest untapped audience for the arts. Charmaine Wong of Think China Australia tells us how to reach this growing market.

Arts organisations have been alerted to the impact that cultural tourism is having upon our sector. But the reality is that we often feel overwhelmed by how to tap into that market. After all, the tourism sector is a massive competitive market, and one that does not always prioritise the arts over events and destinations.

The pressure is increasingly palpable given the growing Asian market attending Australian events and exhibitions. China has overtaken New Zealand as the number one source of short term visitors, currently sitting at 1.5 million visitors to Australia annually.

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Gina Fairley is ArtsHub's National Visual Arts Editor. For a decade she worked as a freelance writer and curator across Southeast Asia and was previously the Regional Contributing Editor for Hong Kong based magazines Asian Art News and World Sculpture News. Prior to writing she worked as an arts manager in America and Australia for 14 years, including the regional gallery, biennale and commercial sectors. She is based in Mittagong, regional NSW. Twitter: @ginafairley Instagram: fairleygina