June 27, 2024

The online Industry Forum on 12 June focussed on the latest international visitor trends, as well as Culturally and Linguistically Diverse audiences (CALD).

As one of the most culturally diverse societies in the world (49% of Victoria’s population was born overseas or born in Australia with at least one parent born overseas), and among the fastest growing and most diverse states in Australia, there are significant opportunities for Victorian businesses to engage with CALD customers.

From TNE’s CALD research report which analysed the markets of China, India and SE Asia, 5 universal findings were shared:

  1. Natural tourism attractions draw CALD tourism to specific locations in regional Victoria
  2. CALD tourism is motivated by pausing the ‘daily grind’
  3. CALD audiences familiarity is exceptionally limited
  4. CALD audiences seek an established destination which is popular for a reason
  5. CALD decision makers are challenged to satisfy the needs of intergenerational group travel

To review the June Industry Forum webinar and the CALD research piece, please email [email protected]

In addition, please find further tips below as you engage with multicultural audiences:

Be welcoming and friendly

  • CALD audiences are often quite hierarchical, so it is good to show respect by engaging with the older people in the group, even if they don’t speak English.

  • Where possible, avoid saying ‘no’ – look for indirect ways to say it such as ‘I will have to look into that’ or ‘it may be difficult’ or ‘unfortunately we do not have that’.

Provide in-language information

  • In-language information such as signage and other customer engagement tools (eg. brochures, menus, maps, welcome letters and hotel compendiums) can go a long way.

  • Consider developing in-language content on your websites and in marketing material for your business.

  • Use of visual content such as iconography, images and videos can reduce the language barriers for your guests.

Deliver a considered experience

  • Ensure WIFI is readily available to enable customers to share their experiences immediately on social media.

  • Make it easy for people to engage with your business eg. offering digital / proximity payment.

  • Be aware of dietary requirements and preferences where possible, eg. Chinese guests generally prefer to drink hot / warm water and many CALD audiences don’t drink alcohol.

  • Be authentic. Showcase local Australian products and highlight your unique offering.

Customer expectations

  • Ensure important information, regulations and safety information is available in different languages or internationally recognised signage, eg. no smoking signs.

  • Value for money can be very important for many CALD audiences.