Brag-worthy selfie opportunities, a treasure trail and ranger talks are part of an initiative to help Chinese visitors appreciate the history and environment of Green Island, off Cairns.
TTNQ worked with Queensland Parks and Wildlife Service, James Cook University (JCU), the Quicksilver Group and Experience Co to find new ways of communicating with our Chinese visitors.
Green Island is a popular product for the Chinese with 206,000 visiting Tropical North Queensland each year.
Tropical North Queensland’s signature experiences are about gaining a deeper understanding of the destination’s World Heritage areas.
However, language and cultural barriers can erode this opportunity for some visitors making the experience nothing more than a bucketlist photo opportunity.
The initiatives trialled culturally appropriate tools recommended by JCU for Green Island.
The self-guided Green Island Treasure Trail takes visitors to the best selfie locations and has questions and answers with messaging around safety and the correct behaviour in a marine park.
This educates visitors about protecting the environment by not walking on the reef at low tide or taking marine life for souvenirs or food.
We worked with a Chinese creative writer to tweak existing sign translations and recorded audio for 18 of the signs which are accessed via QR codes to help visitors better understand the island’s natural and cultural history.
The Green Island information book used by the Rangers was recorded in Chinese and digitised so the Rangers, boat and resort staff can access the necessary messages and the lifeguards can broadcast safety messages over their PA.
TTNQ provided frontline Chinese cultural training for all the Cairns-based marine park rangers to assist them better communicate with Chinese visitors and deliver a culturally appropriate Discovery Tank talk which will be trialled across two weeks.
JCU has developed a visitor monitoring program with pre and post visitor surveys which will be combined with data collected via the QR codes to further steer the project.
Quicksilver Group Managing Director Tony Baker said the trial was a great first initiative enabling visitors to easily access National Parks interpretive information in their own language through a QR code.
“We see it as a very positive step for the rangers to have increased involvement in providing interpretation for all visitors to enhance their experience and appreciation of this beautiful island.”
Chief Executive Officer
31 July 2019