Harper’s targets Chinese tourists

Harper’s Bazaar magazine is positioning itself to take advantage of the growing number of Asian tourists coming to Australia each year.

ACP Magazines will release a special Chinese language print and digital edition of Harper’s Bazaar to be distributed among affluent Chinese tourists visiting Australia for Chinese New Year in 2013.

Editor Kellie Hush says demand from advertising partners and tourism outlets and the success of similar project by Harper’s Bazaar Arabia is underpinning the project.

China is Australia’s fastest growing inbound tourism market. Chinese tourists inject up to $3.3 billion into the economy each year. This number is expected to be $7 billion to $9 billion by 2020, according to Tourism Research Australia.

Melbourne-based research centre Asialink says that to make the most of the booming Chinese tourist market, customised offerings are required.

“Many of China’s upwardly mobile tourists have good English skills. The tailored offering connects the brand to the consumer on a vital cultural level,” Asialink spokesman William McCallam says.

“Don’t be surprised when other publications follow suit.”

Publisher Robyn Foyster describes the special edition as a “perfect fit” for the magazine’s advertising partners, including retailers of luxury goods, jewellery and high-end fashion, all of which target the Chinese tourist dollar.

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