The International Visitor Survey last year revealed Australia has welcomed more than 1.3 million Chinese visitors over the past year – second only by a narrow margin, to New Zealand tourists. So it’s no surprise that Mirvac is making the most of this opportunity. Mirvac Retail has become the first Australian shopping centre group to partner with China’s leading online travel agency Ctrip. The partnership provides shopping incentives for Chinese tourists in Sydney to spend at Mirvac’s premium outlet centre Birkenhead Point – strategically launching in time for one of China’s biggest holiday periods ‘Golden Week’.
The deal is a game changer at Birkenhead Point, a retail precinct already much loved by tourists for its premium international brands including Coach, Oroton, Bally, Fila, Ralph Lauren, to name a few. Chinese tourists annually spend over $3 billion in Sydney according to Destination NSW, with leisure shopping being the third largest expenditure item.
An average of 25,000 Ctrip customers arrive in Sydney every month who will now receive targeted Birkenhead Point marketing as part of the partnership. The free and independent travellers market to Australia is continuing to grow, particularly amongst Chinese visitors.
Gemma Bosworth, National Manager of Tourism and Destinations at Mirvac Retail said, “We are very excited to be the first shopping centre in Australia to partner with Ctrip, a business that delivers exceptional results in other global markets.
“Birkenhead Point is already hugely popular with Chinese visitors. The perfect combination of our premium outlet brands and Shopper Hopper, our exclusive ferry service from Circular Quay; provides an unrivalled visitor experience in Sydney.”
“Ctrip is very glad to be a partner of Mirvac Retail. Ctrip Global Shopping is a frequently visited premium platform for Chinese outbound travelers, which can be a complementary service with Mirvac Retail. This cooperation will provide users with better travel shopping offers and services.” said Christine Zhang, Ctrip Senior Vice President & Ctrip Global Shopping CEO.
With Ctrip’s 300 million users, the partnership will be a driving engine of the special offers at Birkenhead Point.
“The partnership with CTrip will see their customers provided with a 1% rebate on all purchases from Birkenhead Point as well as receiving a Birkenhead Point Visitor Passport for additional offers and a free coffee card. Chinese visitors will use the CTrip app to immediately redeem the rebate to their personal CTrip account when having their receipts validated at Birkenhead Point on the day of purchase.”
The launch of the partnership is strategically aligned with China’s national holiday ‘Golden Week’ in October. As a special launch offer, the first 100 Ctrip customers will receive a $50 shopping voucher when they spend over $300 at Birkenhead Point. The partnership will also include promotion of the 2017 NSW Tourism award winning, Shopper Hopper ferry service to Birkenhead Point, providing an enjoyable Sydney Harbour ride from Circular Quay or Harbourside Shopping Centre in Darling Harbour.
