Global Launch of CHINA READY® ONLINE

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Global Accreditation Program Supports Forecast 400 Million Outbound Visits by Mainland Chinese by 2020; CHINA READY® ONLINE Ensures This Vital Training is Now Available at a Click of a Mouse

A global accreditation initiative to support the USD128 billion Chinese outbound travel sector through easy identification of trusted products and service providers has attracted Australian industry and political heavyweights to the official global launch of CHINA READY® ONLINE at Australia’s Federal Parliament House.

Chinese travelers are now the world’s biggest spenders, with almost 100 million outbound visits by travelers from mainland China last year, a figure expected to increase to 400 million by 2020. China Ready & Accredited® (CRA) is a global training and independent quality service assurance accreditation system developed to meet the needs of this growing consumer base. Accredited individuals and businesses have been educated and assessed to meet a strict set of criteria, including Chinese cultural awareness, respect, quality service assurance, safety and legal compliance. The launch of CHINA READY® ONLINE combines the latest in teaching technology with online accessibility, further widening the reach of this critical initiative.

While the CRA certification rules have already been approved in a number of countries, including the USA and UK, Australia was the first country to champion the Program in 2012. Support for the online initiative was significant, with many senior political figures, including Federal Parliamentary Speaker the Hon Bronwyn Bishop and the Hon Julie Bishop, Minister for Foreign Affairs, joining the CHINA READY® ONLINE launch. The Australian Government “Friends of Tourism” Gala Dinner hosted by The National Tourism Alliance marked the successful conclusion of the prestigious Australian Tourism Industry Roundtable attended by senior government and industry leaders in the Great Hall of Parliament House.

“Australia has a long and proud history of innovation and was one of the first global destinations to secure Approved Destination Status from the Chinese government, as well as the first destination along with New Zealand to introduce a national tourism quality assurance scheme,” Mr Garry Crockett, Global Executive Chairman CRA said.

The Chinese market is a key sector for Australia. The Tourism 2020 Strategy estimates China has the potential to grow to between $7.4 - $9billion in total expenditure by 2020. There were 709,000 visitors to Australia from China in 2013, an annual increase of 14.5 per cent, generating $4.8 billion in total expenditure.

“The China market is of critical importance to Australia,” Mr John Hart, Chairman National Tourism Alliance (NTA) said. “As the umbrella tourism industry body representing the interests of all Associations involved in the Australian tourism industry, NTA is pleased that China Ready & Accredited has chosen Australia for the global launch of their online program.”

In addition to partnering with China’s official payment facility system, UNIONPAY (with more than 4 billion cards on issue), CRA has partnered with leading global education provider KAPLAN INTERNATIONAL to deliver consistent, quality online training.

Australia’s largest hotel group, Accor, is the first hotel group in the world to be officially accredited as CHINA READY®.

“In order to remain competitive in the Chinese market, we must continue to adapt and attune ourselves and our staff to the sensitivities and preferences of Chinese guests so they experience Australia in the best way possible,” Mr Simon McGrath, Accor Pacific Chief Operating Officer said.

About China Ready & Accredited®

We deliver a global system of training and accreditation, which provides Chinese consumers with an assurance of a pre-determined level of service quality, when interacting with product and service providers outside mainland China. China Ready & Accredited® products and services are the result of comprehensive consumer market research undertaken by our Chinese National stakeholders, who are acknowledged and expert reputable commercial, government and industry leaders. The China Ready & Accredited® Programs are delivered globally under license from China. They have been developed in close collaboration with industry experts in the country in which they are to be delivered, ensuring proper cross-cultural pollination and industry relevance. China Ready & Accredited® also provides business to business services and solutions for organizations doing or wanting to do business in China. We also provide advisory and consulting services for Chinese investors and entrepreneurs seeking global investment opportunities, and for enterprises wishing to attract capital and investment from or within China.

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Tom Davey
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