China Ready Industry Program

China Ready Program, Northern Territory, Australia

In line with the Tourism Vision 2020: The Northern Territory's Strategy for Growth objectives to grow the value of the visitor economy, address supply constraints and improve the visitor experience, the Northern Territory Government has released the China Ready Program. 

Making the Northern Territory a "China Ready Destination" is one of five strategic focus areas for Tourism NT to guide the collective efforts of industry and the government along the path to achieving the goal of attracting 30,000 Chinese visitors with an estimated expenditure of $46 million by 2020. 

From now through to June 30 2019, the following initiatives are being made available to support the local tourism industry:


Tourism NT is offering assistance for operators to acquire amenities and provide translated, culturally-appropriate tourism material. Operators can apply for one-off support funding of up to $2,000 to complete a range of steps to contribute to your organisation’s China Readiness to engage with the Chinese customer. Funding support is available for a range of items that are “consumer facing” such as:

• Translation/printing of restaurant or room service menus.

• Production of a product/destination video with Chinese subtitles or Mandarin voice over that would be used on a tour.

• Translation/production of signage and safety cards.

• Purchasing hotel room amenities eg slippers.

• Production of a welcome letter, hotel fact sheet, and local map.

• Production of an in-room TV Chinese language information video.

• Subscription to a Chinese language newspaper for hotel guests.

Download the application form here.


Tourism NT is committed to grow this market further through work to secure direct airline services from China, media visits, in-market trade events and trade activity on-shore - all important tactics to secure growth. Being aware of some specific things your organisation can do to achieve a satisfying experience for Chinese customers is important for your success with this market.  

To deliver two workshops to 32 companies in November 2017, we partnered with a China customer and market specialist, China Ready & Accredited (CRA) whose CHINA READY® training program equips clients with cultural insights and understanding that are essential for successfully engaging with Chinese people. Their training also leads to Global Accreditation which shows Chinese customers you are a reputable business that will meet Chinese traveler service expectations.

An online China Ready & Accredited module will be available soon for staff to attain basic Chinese Cultural training.

Further information about China Ready & Accredited can be viewed here.

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