You're not even market ready mate, let alone China ready warns Destination NSW CEO

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However, even if regional tourism operators think they’ve got a handle on the market, things can change faster than marketers can adapt, warned researcher Dr Joseph Cheer, who was also on the panel.

“The China market is not a homogenous one,” he explained.

“Even saying ‘the China market’ can be quite deceiving. Over the last few years, research has shown the market is changing quite rapidly. Just when you’ve got a handle on what they want, it changes again.”