A global accreditation initiative to support the USD128billion Chinese outbound travel sector through easy identification of trusted products and service providers has attracted Australian industry and political heavyweights to the official global launch of CHINA READY® ONLINE at Australia’s Federal Parliament House.
Chinese travellers are now the world’s biggest spenders with almost 100million outbound visits by travellers from mainland China last year, a figure expected to increase to 400million by 2020.
China Ready & Accredited® (CRA) is a global training and independent quality service assurance accreditation system developed to meet the needs of this growing consumer base. Accredited individuals and businesses have been educated and assessed to have met a strict set of criteria including Chinese cultural awareness, respect, quality service assurance, safety and legal compliance.
The launch of CHINA READY® ONLINE combines the latest in teaching technology with online accessibility, further widening the reach of this critical initiative.
Senior Political figures including Federal Parliamentary Speaker the Hon Bronwyn Bishop, and the Hon Julie Bishop, Minister for Foreign Affairs attended the Australian Government “Friends of Tourism” Gala Dinner hosted by The National Tourism Alliance. The Gala marked the successful conclusion of the Australian Tourism Industry Roundtable which drew senior federal government and industry leaders from across the country to the prestigious event held in the Great Hall of Parliament House.
While the CRA certification rules have already been approved in a number of countries including the USA and UK, Australia was the first country to champion the Program in 2012 with the granting of a master licence enabling Australian government T‐QUAL accreditation alongside CHINA READY® ONLINE accreditation.
“Australia has a long and proud history of innovation and was one of the first global destinations to secure Approved Destination Status from the Chinese government as well as the first destination along with New Zealand to introduce a national tourism quality assurance scheme,” Mr Garry Crockett, Global Executive Chairman CRA said.
The Chinese market is a key sector for Australia. The Tourism 2020 Strategy1 estimates China has the potential to grow to between $7.4 ‐ $9billion in total expenditure by 2020. There were 709,000 visitors to Australia from China in 2013, an annual increase of 14.5 per cent, generating $4.8billion in total expenditure.
“The China market is of critical importance to Australia,” Mr John Hart, Chairman National Tourism Alliance (NTA) said. “As the umbrella tourism industry body representing the interests of all Associations involved in the Australian tourism industry, NTA is pleased that China Ready & Accredited has chosen Australia for the global launch of their online program.”
In addition to partnering with China’s official payment facility system UNIONPAY (with more than 4 Billion cards on issue), CRA has partnered with leading global education provider KAPLAN INTERNATIONAL to deliver consistent, quality online training.
Australia’s largest hotel group Accor is the first hotel group in the world to be officially accredited as CHINA READY®.
“In order to remain competitive in the Chinese market we must continue to adapt and attune ourselves and our staff to the sensitivities and preferences of Chinese guests so they experience Australia in the best way possible,” Mr. Simon McGrath, Accor Pacific Chief Operating Officer said.