In the political and economic context of the Asian Century, Australia through its cities and regional areas needs to work hard in establishing long-term social and economic relationships with the powerhouse of Asia, that is currently established within North Asia, particularly in the Greater China Region (China, Taiwan, and Hong Kong) with its strong technological links to Japan and South Korea; and with the appreciation that the Chinese business community extends well into South East Asia. The Greater China Region includes a wide range of provinces and city centres, many of which have demonstrated a keen willingness to establish bi-lateral ties through a range of mechanisms that have invariably involved sister city and inter-industry association relationships. In July 2005, the Australian and Taiwan ICT industries agreed to co-operate in the mutual development of their electronics and ICT sectors through the implementation of a program of engagement guided by a strategic framework agreement as a logical consequence of an active program of activities developed between the Australian Electrical & Electronic Manufacturers’ Association and the Taiwan Electrical & Electronic Manufacturers’ Association since early 2002. Progress under this arrangement was reported annually to the Bilateral Economic Consultations between Australia and Taiwan. Separately, in 2016, the Geological Societies of Australia and China entered into a unique Memorandum of Cooperation that was principally aimed at growing the level of best practice, nature-based tourism in both countries, and has already led to a structured ‘sister’ regional relationship in NSW and potentially in Tropical Far North Queensland.

1. ''Engaging with the Greater China Region:
Case studies from Taiwan and China'
SEGRA 2018, 23rd October 2018
Angus M Robinson
Managing Partner, Leisure Solutions®
Source: Savannah GuidesSource: Savannah Guides

2. Today’s Agenda
 The international networking proposition
 Taiwan Case Study - ATSFA
 China Case Study - Geotourism Development
 Take Aways

3. Value Adding by Building Sustainable Networks
in the Greater China Region
Sustainable international networks can be created by
by
 researching the market
 working initially through Austrade
 identifying synergetic NGO partners
 identifying and committing to 'sister' relationships
 committing to visiting the identified market through trade
shows, government organised trade missions
Committing to long-term cultural and business ties

4. Problem We Were Trying to Solve in 2003
Australian Electronics Industry
Strategic Planning had established that
industry development has been inhibited by
 fragmentation
 lack of vision
 poor record of leveraging off R&D
 lack of shared industry knowledge
 poor image and branding
 internal rather than external focus

5. Electronics Industry Action Agenda
 Key focus was the development and production of
market driven products and product-related
services sourced from ICT components.
 Australia had key research strengths and
established competitive capabilities in medical,
automotive, defence etc
 Identify strategies to capture opportunities in
industry vertical sectors beyond the commonly
identified ICT industry e.g. mining, environment,
ehealth, telematics, home networking etc

6. Australian ICT Industry
Competitive Advantage
“ Innovative engineering skills which can
integrate and adapt technologies sourced
locally/globally with field knowledge to
quickly meet niche market opportunities
initially locally and then overseas”
Angus M Robinson

7. Electronics Industry Action Agenda
Strategies
 Unify & strengthen Australia’s electronics industry
 Develop industry collaboration through clusters
 Develop & transfer skills through MNC investment
 Transform IP into market driven products
 Target markets for commercialising R&D through
product realisation
 Exploit global markets, in the Greater China
Region and the USA

8. Australia - ‘Greater China Region’ Electronics Industry Focus
ChinaChina
TaiwanTaiwan
Hong KongHong Kong
USAUSA
JapanJapanKoreaKorea
SingaporeSingapore
Other WorldOther World
MarketsMarkets
ASEANASEAN
countriescountries
IndiaIndia
NewNew
ZealandZealand

9. Australia - ‘Greater China’ Engagement Focus
AustraliaAustralia
ChinaChina
TaiwanTaiwan
Hong Kong
USAUSA
JapanJapanKoreaKorea
Singapore

10. Australia’s Game Plan?
Design, develop & integrateDesign, develop & integrate
MassMass
ManufactureManufacture
Commercialise & DistributeCommercialise & Distribute
IdentifyIdentify
MarketMarket

11. Why Engage With Taiwan?
 Taiwan is still the ‘the powerhouse’ of the China
electronics/ICT industry.
 70% of electronics/ICT manufacturing is controlled by Taiwan
companies.
 Taiwan has extensive experience in dealing with the West
and with China.
 Taiwan is still looking to partner with economies that offer
innovative technologies and product ideas.

12. Australia Taiwan Strategic Framework
Agreement for the ICT Industries
Five Core Pillars:
 R&D Collaboration
 'Value Add' ICT Manufacturing
 Strategic Alliances
 Investment Collaboration
 Trade Facilitation
*

13. What is Needed to Enhance 'Value Add'
from Advanced Technologies
Higher Added-Value
and Lower
Replacement
High Value-added
Product & Service
Centre
Marketing
Brand
Innovation
Design
R&D
R&D/Innovation
Centre
Value Creation
Standardisation
PositionsPositions
sought bysought by
developeddeveloped
nationsnations
Value-added Chain
Global Logistic
Centre
Logistics
AssemblyManufacture
Source: III, Taiwan
PositionPosition
occupied byoccupied by
developingdeveloping
nationsnations
Increasing
Value

14. Strength of the Network
 NGO Industry Association and Business
linkages i.e.. AEEMA/TEEMA and
ATBC/ROCBC
 Continuing Austrade and Taitra support
 National Government endorsement
through the annual Bilateral Economic
Consultations
 Linkage to global World Electronics
Forum

15. Chinese Tourism to Australia
 In 2016, 1.2 million Chinese visited Australia, some 1% of
total outbound from China of 122 million.
 The most popular other destinations were mainly nearby
Asian countries.
 The top 10 outbound tourism countries were: Thailand,
South Korea, Japan, Indonesia, Singapore, United States,
Malaysia, Maldives, Vietnam and Philippines.
 Capacity constraints aside, why such a low level of interest in
Australia?
 Why are Chinese tourists not visiting our iconic landscapes
located in regional, continental landscape areas of Australia?

16. Repositioning our ‘Nature Based’ Tourism Marketing
 The Chinese market is not attuned to marketing
which promotes ecotourism, geotourism, nature-
based tourism, and even terms such as national
landscapes.
 Chinese tourists just want to visit iconic ‘Scenic
Areas’ and take photos.
 Geotourism is simply a process that drives visitation
to iconic ‘Scenic Areas’.

17. 17
Map - Distribution of Chinese
geoparks with global status
UNESCO Global Geopark branded ‘Scenic Areas’ of China

18. Managing Geological Heritage in China
 38 Global Geoparks
 45 World Heritage Sites, of which 10 are natural
heritage sites, and nine of these are accredited
because of their outstanding geology and landscapes
 Over 320 Provincial Geoparks, of which over 200 have
already gained national status
 72 National Mining Parks preserving the relics and
geological features of mines

19. Tianzhushan Global Geopark, Anhui Province

20. Australia-China Memorandum of Cooperation
The GSA and the Geological Society of China
Executed June 2016
 The Australia-China relationship is becoming more
important with the increasing level of economic,
social and cultural activities in the coming decades.
 The Memorandum of Cooperation will be focused on
growing and enhancing best practice nature-based
tourism (i.e. geotourism) in both countries.
 Tourism park managers could play a significant role
in establishing ‘sister’ relationships between parks,
as a key driver of future geotourism.
 Already new opportunities identified!

21. Benefits and Challengesand Challenges
 Long term friendship and
frequent exchanges of
management, conservation
and marketing experiences
 Free, regular promotion in
China
 Challenges include cultural
and language differences
during communication and
contacts, and a long-term
commitment by both sides
Yandangshan Global
Geopark, Zhejiang
Leiqiong Global
Geopark, Hainan
& Guangdong

22. Establishing Ties Amongst Parks
 Can be in form of ‘sister
parks’, field study and
training centres, joint
research projects,
management staff or
guide exchange
programmes
 ‘Sister Park’ relationship
can be a holistic
approach to implement
these joint projects
Visited geoparks in Greece
Indonesian delegation visited Chinese geopark

23. Immersive Guizhou Province Karst Landforms
Truly Unique in the World!

24. Zhijindong Cave UNESCO Global Geopark
Guizhou Province

25. Cairns
Far North Queensland – ‘Wet Tropics’ Scenic Area,
has world famous Daintree World Heritage Area &
next door to the Great Barrier Reef World Heritage
Area and the emerging Etheridge Scenic Area
Etheridge
'Scenic Area'

26. Proposed Guizhou Province and Far North
Queensland Region Collaboration
 With its sub tropical climate, elevated plateau
areas and mountains, Far NQ is an ideal partner
for Guizhou Province.
 Both Guizhou & Far NQ - ‘green tourism’
exemplars
 Propose Sister City relationship - Xingyi &
Cairns.
 Tourism Promotion Agencies and Industry
Groups from Australia and China to drive
collaboration.
 Major opportunities then for geotourism
collaboration across FarNQ!

27. Strength of the Network
 NGO Professional Association linkages
 State/Provincial Government engagement
 Linkage to Global Geoparks Network

28. Take-Aways
 Chinese people are looking to establish warm business and
cultural relationships with people with whom they trade.
 Any bilateral relationships that are established must be builtAny bilateral relationships that are established must be built
on 'win-win' and 'value adding' benefits for both sides.
 These relationships need to beThese relationships need to be long-term in nature andand
adequately resourced to underpin regular visits betweenadequately resourced to underpin regular visits between
communities.communities.
 Regions need to considerRegions need to consider what are the most effective
vehicles for managing & underpinning bi-lateralfor managing & underpinning bi-lateral
relationships.relationships.
 Identifying and appointingIdentifying and appointing appropriate champions to directto direct
these relationships is a key factor for success.these relationships is a key factor for success.

29. Contact Details
angus@leisuresolutions.com.au
www.leisuresolutions.com.au
Tel: + 61 418 488 340Tel: + 61 418 488 340