How the Chinese Outbound Travel Market is changing Who are the new Chinese visitors? Effective sales and marketing strategies to attract Chinese Which products and services appeal to the Chinese traveller? What reliable information sources for this market exist?

2005 Chinese Outbound Travel Destinations *Zhang Qing*Zhang Qing/Byecity.com 2008: 34 million outbound travellers Market Value: 17 Billion Dollars (?)

Business Paid by company/bureau Predominantly company of male colleagues Convenience and time Concentrated shopping Appreciate flexibility and attention to time management Leisure Self financed Small groups of friends or family members More flexibility and interest in attractions Allocate more time for shopping. Most high spending still driven by business and delegations

Who? Small groups on an incentive trip Top management of companies and government bureaus internationalised Chinese 4:2:1 (3 generations)

Middle and high income White collar annual income: USD $25k on average Established pattern of business trips combined with leisure holidays Increased awareness of luxury destinations Desire to outclass others Prefer convenience and access to range of activities

Where from? South China Eastern seaboard North East Western China Beijing & Dongbei Shanghai & Huadong Guangzhou & Huanan Xinan & Xibei

Destination Near -> Far Visa access Recommendations Marketing

Most popular destinations for Chinese Reasons: politics, time, cost, cultural affinity, language, food Top aspirational destinations Reasons: status, novelty, culture, business needs, shopping Hong Kong, Macau, Japan, Korea, Thailand, Vietnam, Russia, USA, Singapore, Australia, Malaysia France, Switzerland, USA, UK, Australia, Germany, Canada, Italy

The traditional activities The break with tradition Political change Change in Attitude Economic advancement Demographic shift

These changes now lead to change in activity types: More family oriented activities Variety of shopping and increased sophistication Childrens pastimes Cultural emphasis – deep impact sightseeing Development of short break holidays in Asia

South East Asia will grow as a market for FIT Taiwan: reverse cultural colonialism Thailand/Singapore/Vietnam/Malaysia: golf, sailing, gaming, shopping (short excursions) Europe will become fashionable (+Weather impact) USA/Canada will become popular (depends on visa procedures) Theme tours to become popular – niche markets emerging.

Language differences in Greater China Lack of confidence in foreign languages Chinese search engines Trust in local presence Customer feels important

Language Information offered in Chinese Website Customer service Keeping in touch

Direct Sales B2B: The tour operators and travel agents B2C: travelling public Internet Marketing The Great Firewall of China Hosting packages marketing Local Represetation Selecting a local partner Monitoring performance

Attention to personal details Understanding cultural sensitivities Knowing your Hans from your Hui Knowing of regional differences Being flexible - adaptable to changes in plan Chinese language information Exceeding expectations

China Contact website China…the future of Travel conference on bilateral tourism with China China Outbound Project China Business Services