The event, hosted by Sapphire Coast Tourism and presented by Fastrak Asian Solutions founder Richard Beere, will take place 2.30pm on August 23, at the Bega Valley Learning Centre.

Bookings are essential by clicking here.

Whether you are a direct tourism operator or part of the broader visitor economy (such as producers, shop keepers, café owners or hoteliers), this 'Understanding Asia' presentation provides a basic understanding of Asian visitors, with a focus on 'China The Country' and 'China The People'.

Explore visitor motivations, hot/cold buttons, and travel habits - giving you a greater insight into the Asian visitor. The session will provide basic tips for those already seeing Asian visitor business to better manage and profit from it.

Attendees will explore Eastern and Western thinking and ways to make engagement and communication more effective.

China is now Australia's number one inbound market for visitor arrivals and the largest market for total expenditure and visitor nights. In year ending 2016 visitors from China generated $9.2 billion in total expenditure, Tourism Australia estimates that China has the potential to be worth up to $13 billion in total expenditure by 2020.