EP brand to attract Chinese

CHINA POTENTIAL: Workshop participants David Doudle, Diana Smith, Brad Riddle, Katherine Arthur, Emily Sharpe-Hall with Jing Cao.
CHINA POTENTIAL: Workshop participants David Doudle, Diana Smith, Brad Riddle, Katherine Arthur, Emily Sharpe-Hall with Jing Cao.

Capitalising on FOMO or ‘fear of missing out’ could be one of the keys to successfully attracting Chinese visitors to Eyre Peninsula.

Chinese Language and Cultural Advice director Jing Cao said “FOMO” was a big driver when it came to how and where Chinese people chose to travel.

“If one person has done something all their friends and relatives want to have the same experience so we can use FOMO to get the product out there.”

Speaking to local tourism operators, accommodation providers and council staff members at a South Australian Tourism Industry Council workshop in Port Lincoln last week, Mr Cao said creating an emotional attachment was important.

He shared a number of case studies such as the heart-shaped island of Tasmania, with its beautiful scenery and food, which has successfully marketed itself in China as a wedding destination, creating a reason or occasion for people to visit.

“The occasion creates interest and opportunity.”

Mr Cao said Eyre Peninsula already had the advantage of a clear identity, particularly compared with some other regions such as the Yorke Peninsula.

“It has great produce to offer, fantastic promotion as the Seafood Frontier, a very clear, translatable message.

“That’s a start, then it’s up to local businesses to collaborate.”

He said it was important to promote the region as a brand and for businesses to work together rather than see each other as compeition.

"People from Asia are very brand conscious, they follow brands.”