Insight
AUSTRALIA Star Entertainment Group
Matt Bekier Managing Director and Chief Executive Officer, Te Star Entertainment Group
“There is a global arms race at present with countries investing heavily and repositioning themselves to capitalise on substantial tourism growth out of Asia, particularly from China. By presenting ourselves as an integrated resort company where the finest hotels, restaurants, theatre shows, music acts and other entertainment options are available within single precincts in prime locations, we can provide a compelling point of differentiation.”
Star City joins ‘global arms race’ to attract more Chinese players
“Our over-arching tourism strategy is about inspiring and attracting independent travellers from around the world, but obviously with a focus on Asia, and especially China. The staggering wealth creation in China that has created a massive new middle-class demographic cannot be under-estimated when looking ahead at how Australia can expand the tourism sector. At the same time, we cannot be complacent. Just doing what we’ve been doing, delivering the product and experiences we have been delivering, will not be enough. Matt Bekier, Managing Director and CEO, The Star Entertainment Group
P36 NEWSWIRE / INTERACTIVE / MARKET DATA
Australian operator Star Entertainment has unveiled a new strategy aimed at delivering Australia an increased share of the booming Asian tourism market. In a move designed to position Te Star and its multiple properties as more appealing destinations to international travellers, the company has launched a fresh China-facing brand.
Te Star’s name – still under the existing eight- pointed logo – has been reworked from the previous literal translation of “Star Harbour City” to “Millions of Stars.” Managing Director and CEO, Matt Bekier, said the rebranding programs that created Te Star Entertainment Group and Te Star Gold Coast in the past couple of years provided the catalyst for the move.
“Te previous brand was really only identifiable for Sydney, and certainly less prestigious, distinctive and dynamic than the one we will now present to Asian markets,” he said. “Tis showcases what we bring to our destinations in Sydney and south east Queensland, which is premium offerings and experiences.”
Te brand will be supported by a new WeChat account for the Group.
“Tere is a global arms race at present with countries investing heavily and repositioning themselves to capitalise on substantial tourism growth out of Asia, particularly from China. By presenting ourselves as an integrated resort company where the finest hotels,
restaurants, theatre shows, music acts and other entertainment options are available within single precincts in prime locations, we can provide a compelling point of differentiation.”
Mr Bekier said tourism forecasts highlighted the long- term opportunity on offer for Australia. Tere were 8.3 million inbound visitors to Australia for the 12 months to March 2018. Tourism Research Australia expects that number to rise to 15 million per annum within a decade.
Chinese visitation was 1.3 million for the 12 months to March 2018. Within the next 10 years it is set to triple to 3.9 million. Around 50 per cent of Chinese are return visitors.
“Our over-arching tourism strategy is about inspiring and attracting independent travellers from around the world, but obviously with a focus on Asia, and especially China,” Mr Bekier said. “Te staggering wealth creation in China that has created a massive new middle-class demographic cannot be under- estimated when looking ahead at how Australia can expand the tourism sector.
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