Transcript: A video case study on Sovereign Hill

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>>Jeremy Johnson: Hello, I’m Jeremy Johnson. I’m Chief Executive Officer at Sovereign Hill, Ballarat.

Sovereign Hill is an outdoor heritage museum. We’re based on the fabulous Australian gold rushes. We opened in 1970 and we currently get around 750,000 ticketed visitors a year.

We’re really positive about the China-Australia Free Trade Agreement. It’s great to see the rubber hitting the road because what you get out of that is the visit by people seeking to establish business, so agricultural or biomedical or education, whatever it may be. Those people then become tourists in their own right, travel back home and bring their families and business associates out for further tourism so it’s a win-win for us.

I think with agreements like the China-Australia Free Trade Agreement, the important thing is the confidence that gives to people seeking to create business links into Victoria in particular, speaking selfishly, and then the spin-off that runs to tourism.

And I think having an office in the market knowing that less than 1 per cent of China’s outbound tourism market for example comes to Australia, we’ve got a huge opportunity to grow off the back of the free trade agreement.

Well, North Asia, South East Asia – both those markets are the fastest growing economic regions in the world. So Australia is so fortunate that we’ve got in early and for Australian businesses in service sectors in particular – tourism, aged care, education – these free trade agreements are just going to be an absolute killer opportunity and we look forward to, from Sovereign Hill’s perspective, to participating in it.

The free trade agreement with China means for Sovereign Hill that we can expand our business there. We can sell a fabulous Australian tourism product and then we can employ more staff here in Australia accordingly.


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