1. Connecting you with the Asia Pacific Market
November 29, 2018

2. What is CITAP Canadian Inbound Tourism – Asia Pacific
Not for profit organization established in 1997 by Receptive Tours Operators.
Vision: to increase the business from the Asia Pacific market into Canada
Members: over 350 members from various sectors in the tourism industry from across Canada and the United States.

3. The world’s fastest-growing outbound travel markets.
The emerging markets: India, Malaysia, Thailand, Indonesia, Philippines and Vietnam.
The developed economies: China, Japan, South Korea, Taiwan, Hong Kong, Singapore, Australia and New Zealand.

4. Why Asia Pacific- Japanese Market
Interest in Western Canada is on the rise with BC and Alberta seeing significant increases in Interest in visiting Banff is up significantly.
Among long-haul destinations, Canada remains 5th on unaided consideration, behind the US, Australia, Italy, and France.
The immediate potential market remains relatively unchanged from the previous year: 2.55 million travelers are definitely or very likely to visit Canada in the next 2 years
Source:
Destination Canada Japan Public Summary Report

5. Why Asia Pacific- Japanese Market
Challenges:
Global competition in price and hotel availability. (Vancouver, Canadian Rockies and Niagara Falls.
Japanese Group Package Tours are down overall.
The need for qualified Japanese speaking tour guides in Quebec. (no need for junior guides)

6. Why Asia Pacific- Japanese Market
Opportunities:
Eastern Canada Travellers 50+
FIT markets growing rapidly
Customized Group Sales growing
Educational tours remain strong
Private Schools in Japan
Student exchange programs (May, October and November)
Japanese Travellers are looking for experiential programs (cultural, nature walking, culinary)
Corporate Incentive Groups (financial, cosmetic, and health related industries)
Additional AC flight to Montreal.
Social Media: Twitter, Facebook, Instagram.

7. Why Asia Pacific- Chinese Market
Asia Pacific remains a leading growth market for world travel with a 5% rise in outbound trips so far this year despite the slowdown in the Chinese economy.*
The top destinations of interest to Chinese visitors are all located within the two most popular provinces – Ontario and BC; Ontario edges BC as the most popular province among prospective visitors, with Niagara Falls having the greatest appeal by far. **
Chinese travellers spent an estimated $920 million in Canada, making China Canada’s second-largest market in terms of tourism expenditures.***
Sources:
ITB World Travel Trends Report 2015/2016
** Destination Canada China Public Summary Report
** Destination Canada – Where we market Canada: China

8. Why Asia Pacific- Chinese Market
Challenges:
China economy slowing causing the middle class to look at saving money.
Chinese Travellers finding pricing higher than expected in key tourism areas.
Booking patterns for attractions and accommodations is relatively compared to other markets. (six weeks prior to travel).
Lack of professional Chinese Tour Guides available.
Limited availability of hotel rooms.
Air B&B
Visa Required

9. Why Asia Pacific- Chinese Market
Opportunities:
Aged Travellers (50 plus)
Abundant available air capacities into Canada.
Good pricing on airfares due to lift capacities.
Chinese travellers are looking for new areas in Canada to explore.
Off season travel is popular with Fall Colours and Aurora programs.
Shopping- Brand name items/made in Canada.
Student/Incentive Groups
Leisure Groups.
Business/VFR/Holiday
Social Media: WeChat, WhatsApp, Skype, Facebook, Line, Instagram

10. Why Asia Pacific- Chinese Market
Singapore
Malaysia
Indonesia
Thailand
Philippines
Singapore Age of Traveler: 25 – 60
Holiday
Seasonal travel
Nature scenery
FIT
Leisure group tour
Price sensitive
Visa Exempt, eTA request
Wholesale, Travel Agent/ on line bookings
Series bookings
Age of Traveller: 40-60
Seasonal Travel
Shopping – Brand Name
Leisure Group
Visa Required
Travel Agent
Age of Traveller 30-60
Nature Scenery
Small Group
Leisure group
Visa required
Travel agent
Series Booking
Age of Traveller 40-60
Business/Leisure
Group Tour
Age of traveller 25-55
Holiday/VFR
Nature Scenery, Shopping
FIT/Group

11. INTERNATIONAL TOUR OPERATOR →
HOW TO TAP INTO THIS MARKET? Distribution channels to reach end consumer
SUPPLIERS →
RECEPTIVE →
OVERSEAS WHOLESALER/
INTERNATIONAL TOUR OPERATOR →
TRAVEL AGENT →
CONSUMERS
Hotels
Attractions
Transportations
CITAP
members
In-market wholesaler
In market retail travel agencies
Visitors from China and other Asia Pacific markets

12. HOW TO TAP INTO THIS MARKET? Pros and cons
Sell directly to end consumer: bigger profit margin but expensive and high risk
Work with overseas travel agent, tour operator or wholesaler: limited knowledge on the destination and the suppliers’ products; not necessarily specialize in Canadian tourism suppliers’ products
Work with receptive tour operator (RTO): how to work with them as a supplier of our products.
Expert: specializing in Canadian tourism experiences and products
Partner: based in Canada and represents Canadian tourism suppliers’ products to tour operators in international markets and looking for a long term partnership. They source, package, market, distribute and deliver the services of Canadian tourism products to provide a world class Canadian experience to international visitors
Cost effective: suppliers can have their products featured in thousands of brochures in countries all over the world at virtually no cost. This can eliminate the need for expensive sales missions to foreign countries and they reduce your financial risk

13. HOW TO TAP INTO THIS MARKET? Different kind of RTOs
Global RTO – Jonview
Regional RTOs: only specialize in a certain region of Canada or certain segment of business like ‘education’ or may only focus on a certain market (region) only Korea
Integrated RTOs like HIS Canada: parent company has Retail and Wholesale

14. HOW YOUR BUSINESS CAN ENGAGE AND BE SUCCESSFUL
As a supplier…
Your products/experiences are export ready
Safe and professional operation
Have the ability to accept payment from overseas clients
Have the commitment to stay in international markets for a minimum of 3 yrs.
Have language capability to service an international clients
Have the willingness to adapt to the needs of overseas clients

15. HOW CAN CITAP HELP YOU?
What is CITAP Canadian Inbound Tour Operator for Asia Pacific CITAP, non-profit organization established in 1997, is a united force with members from various market segments of the Hospitality Tourism Industry. Growing from 10 pioneers to over 350 members in just a short period of time does mean something to us at CITAP – a genuine interest with sincere and devoted support in further developing Canada as the preferred destination for Asia Pacific travellers.

16. Who are CITAP members?
Over 350 members from various sectors in the tourism industry from across Canada and the United States.
Associations,
Receptive Tour Operators
Retail Travel Agencies
DMOs, PMOs,
Canadian and US Suppliers (accommodations, attractions, transportation etc.),
Individual/Independent,
Media
Invite CITAP members who are attending to stand up…thanking them for their commitment to work together in further developing Canada as the preferred destination for Asia Pacific travellers.

17. Benefits as Members
There are numerous advantages you gain by joining CITAP:
Networking events
Marketplace
Asia Pacific market updates
Member profile directory
Seminars and workshops
Advocacy
Quarterly e-newsletter
and e-updates

19. CITAP MISSION STATEMENT
Get connected. Stay connected 
If you want Asian Pacific customers there are numerous advantages you gain by joining CITAP and working with RTOs.
I hope the presentation stimulates thought on how your business can engage and be successful with the Chinese market and other Asia Pacific markets.