Orange’s profile among Chinese tourists has received a boost following a visit by 10 Sydney-based media to the Winter Fire Festival last weekend.
Orange 360 general manager Caddie Marshall said the body was looking to promote Orange to the growing market of Chinese visitors, from both Sydney and overseas.
She said the delegation spread the word about the festival.
“They went crazy on social media,” she said.
Ms Marshall said one of the group had 400,000 followers on social media.
“They were up here specifically for the Winter Fire Festival,” she said.
“They love fire, and they love stars. We didn’t realise that was the case until they came out.”
The visit came as a report by the Caravan Industry Association of Australia found Chinese tourists were more likely to choose a caravan and camping holiday compared to five years ago.
According to the research, the typical Chinese tourist is a female aged between 30-54 and will spend 11-15 days in Australia.
More than 69 per cent of respondents said they would return to Australia, with 77 per cent of those responses stating that they would stay in a caravan park again.
The report said Chinese visitors had previously focused on visiting capital cities but now they wanted an independent trip with ‘special moments’ based around uniqueness, authenticity and what is quintessentially Australian.
“This search is increasingly leading Chinese visitors to a caravan and camping adventure in regional Australia,” the report said.
They love fire, and they love stars.Caddie Marshall, Orange 360 general manager
Ms Marshall said the Chinese tourism market was developing.
“There are more Chinese on a self-drive adventure, on short-stays,” she said.
“We can see them diversifying their tourism habits.
“If we can understand that market we can package up a range of options for them.
“It is something that we are exploring.”
She said part of the touring market was parents of Chinese students studying in Australia who came out to visit their children.
“They come out about four times a year to visit their kids.
“They are affluent, rising middle class, they’ve got money to spend.”
Ms Marshall said smaller towns in the Orange region could benefit from offering camping facilities to Chinese tourists.