The Success of the Marketing in China’s Outbound Tourism by ADS

China outbound tourism developing curve

Focuse on Key Areas

Clients Profit 80/20 principle 80% － useful many 20% － vital few

The country’s tourism market structure The country’s tourism market structure

Market structure of outbound passengers High-end passengers Middle class consumers Mass consumers

Xinjiang Qinghai Gansu Tibet Sichuan Yunnan Guizhou Hubei Hunan Inner Mongolia Heilongjiang Jilin Liaoning Shandong Henan Anhui Guangxi Jiangxi Hainan Ning xia Shaanxi Shanxi chongqing Fujian Guangdong Hongkong Macau Taiwan Jiangsu Beijing Tianjin Shanghai Zhejiang The three major generating areas

Xinjiang Qinghai Gansu Tibet Sichuan Yunnan Guizhou Hubei Hunan Inner Mongolia Heilongjiang Jilin Liaoning Shandong Henan Anhui Guangxi Jiangxi Hainan Ning xia Shaanxi Shanxi chongqing Fujian Guangdong Hongkong Macau Taiwan Jiangsu Beijing Tianjin Shanghai Zhejiang

Xinjiang Qinghai Gansu Tibet Sichuan Yunnan Guizhou Hubei Hunan Inner Mongolia Heilongjiang Jilin Liaoning Shandong Henan Anhui Guangxi Jiangxi Hainan Ning xia Shaanxi Shanxi chongqing Fujian Guangdong Hongkong Macau Taiwan Jiangsu Beijing Tianjin Shanghai Zhejiang

Xinjiang Qinghai Gansu Tibet Sichuan Yunnan Guizhou Hubei Hunan Inner Mongolia Heilongjiang Jilin Liaoning Shandong Henan Anhui Guangxi Jiangxi Hainan Ning xia Shaanxi Shanxi chongqing Fujian Guangdong Hongkong Macau Taiwan Jiangsu Beijing Tianjin Shanghai Zhejiang Tourist offices in China

Research on Diversity

Beijign Shanghai Guangzhou different requirements in travel different mentality different liking for destinations reaction to the market

Radio – a traditional but fast growing media a traditional but fast growing media traffic jam culture

Unique Selling Points

USPs Unique selling points USPs Unique selling points UESPs Unique experiential selling Points UESPs Unique experiential selling Points USSPs Unique symbolic selling points USSPs Unique symbolic selling points

Get Get the High-levelclients

Four-wheel Drive Formula

Target Promotion e-Promotion Key Account Management Key Media Management

53 advertisements 20 ADS tourism administrations 7 hotel groups 9 tourist attractions 8 airlines 2 cruise lines 2 insurance companies 3 duty-free stores 2 banks

CategoryAdvertiser ADS Tourism Administration Hong Kong, Japan, Fukushima, Okinawa, Kenya, Thailand, the Phillipines, Singapore, Canada, Alberta, Britain, Ireland, Switzerland, Finland, Spain, Victoria, Western Australia, South Australia, New Zealand AirlineDragonair, JAL, ANA, Emirates (South African Tourism), Garuda Air, Virgin Atlantic, Finnair, Air New Zealand Hotel GroupEvergreen Hotel, The Peninsula Hong Kong, Marriott, Harbour Plaza Hong Kong, Apavou Hotels Mauritius, Sringfiled Group Thailand, Voyages Australian Hotels & Resorts Touritst SightOcean Park Hong Kong, Genting Highlands Malaysia, Disney USA, Moreton Island Australia, Big Cat Green Island Australia, Sovereign Hill Australia, Dreamworld Australia, Agrodome New Zealand Duty-free StoreNarita Airport duty-free shops, King Power Duty Free, Duty Free Shoppers Travel AgencyReal Journeys New Zealand BankChina UnionPay, Standard Chartered Insurance Comapny AIG General Insurance, Shanghai Estate Guaranty Cruise LineRoyal Caribbean, Costa

e-Promotion

Travel Services Hotel groups Airlines Destinations ……..

Websites of main generating places Web domainsWeb namelanguages China tourismwww.cnta.gov.cnChinese, English, Japanese Russian Beijing Tourismwww.bjta.gov.cnChinese, English, Japanese Shanghai Tourismwww.shanghaitour.netChinese, English, Japanese Zhejiang Tourismwww.tourzj.comChinese Jiangsu Tourismwww.jstour.comChinese, English, Japanese Guangdong Toursimwww.visitgd.comChinese, English, Japanese Korean

Some websites of Asian ADS OrganizationswebsitesIf Chinese is available Tourism Authority of Thailand Malaysia Tourism Promotion Board Singapore Tourism Boardwww.singapore.comwww.singapore.com.yes Indonesia Tourism Boardwww.tourism.indonesia.comno Korea Tourism Corporationwww.knto.or.krno Japan Visitors Bureauwww.jnto.go.jpyes Australian Tourism Commission