Attracting the Emerging Chinese Market

The Idea Responsible Tourism can become the principle way the Chinese Outbound Market experience destinations Define RT - Responsible Tourism is tourism that creates positive benefits and minimises negative impacts of tourism. Its tourism that is actively managed, that creates benefits for local people and local environments. As the saying goes tourism is like fire – you can cook your food with it or it can burn your house down – the chinese market presents this kind of tourism qunadry –if managed well an increase in the outbound Chinese market can bring many benefits, if its managed badly there could be unintended consqwequences for many destinations – including the Lake District. My research looked at finding out how the Chinese could engage with RT and be part of the ‘cooking’ solution!

What you need to know…. Context Who is the Chinese Market? Rise of Middle Classes & Independent Travellers Visa Changes History – Travel for leisure purposes allowed in 1997 – 18 years of exploration… pioneers? Tightly controlled via ‘ADS’ so not free travel, UK = ADS in 2005. Stats – Significant increase in wealth = the ‘million millionaires’ highest concentration in the world. Increased leisure time, more in line with Europe's holiday entitlement. In 2013 97 million Chinese travelled abroad representing just 1.34% of the population set to grow. Statistics go out of date quickly, highest spender example – predicted to become highest by 2023 yeast achieved it last year increasing tourist spend by 40% in ONE year. RT Opps – Influence and set the ‘cultural norms’ around holidaying. So new sold as quality rather than different = easier to achieve with new markets? Research – VFF market = significant to the Lakes due to proximity of large UK Universities online student survey with Manchester, Lancaster & Preston Chinese students. 6 key informant interviews and face to face surveys with Chinese visitors in the Lake Distrct.

Chinese Visitors to Rural Britain Arrivals Statistics Promotion to China VFR market

‘Exotic’ is dependant on perspective

Recommendations Connect with Chinese guests Create exclusive & ‘British’ experiences Stay informed! Match Visit Britain increased investment – promote their welcome package and guidance.

Helen Moriarty - helenmoriarty@outlook.com