A workshop designed to help Clarence Valley businesses engage better with the Chinese market will be held on Thursday August 23 at the Grafton library. The workshop is part of a series presented by My Clarence Valley Business (MCVB), Clarence Valley Council, leading up to the highly-participated Jacaranda season where Grafton, in particular, experiences an increase in visitation from international and Australian Chinese. Council’s economic development coordinator, Elizabeth Fairweather, said Tourism Australia reported China was the number one market when ranked on expenditure and recently surpassed New Zealand as the largest inbound arrivals market in the country. “Chinese travellers choose a destination based on world-class nature, good food and wine, aquatic and coastal experiences and spectacular coastal scenery. We believe the Clarence Valley ticks those boxes,” Ms Fairweather said. “The top three things Chinese visitors associate with Australia are fresh food in pristine environments, fresh seafood, fish and chips on the beach and 75% always look to time their trip and places visited with an event or festival of interest. “Sixty per cent of respondents surveyed by Tourism Australia indicated ‘Natural and wildlife events’ influenced their destination choice. “You only have to walk through the streets of Grafton during Jacaranda season to see that this is proving to be such an event.” Workshop facilitator, Bruce Nelson, from Maclean-based marketing company Zakazukha, will be joined by associate and China Counsel, Leo Xie. “Engaging with the Chinese market workshop is designed to give people an overview of three key takeaways that can be integrated easily into their businesses,” Mr Nelson said. “These are; how to engage with the Chinese market, identifying cultural differences, finding out what the Chinese market is looking for and how businesses can best translate marketing collateral to attract them to buy. “These are key tools from which all businesses across the Clarence Valley can benefit, especially around the Jacaranda season.” The Engaging with the Chinese Market workshop will be held in Grafton from 5.30-7.30pm, with bookings essential. To reserve a place go to www.clarencevalley.eventbrite.com