National Security Agency

How can I attract tourists from China?

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• published: 26 Apr 2014
• views: 1250

Find out more about the main features of the Chinese tourism market, the peculiarities and idiosyncrasies of Chinese tourists as well as those aspects that should be taken into account if you want to work with this market. Why Chinese tourism? China has become one of the largest tourism issuing markets in the world. Tourist spending in China has grown at an exponential rate. Tourist arrivals from China to Europe in 2011:  Reached 4.3 million (2.8 million visited Western Europe).  29.7% of long haul travel. Tourist arrivals from China: France -- 1.288.000 tourists Russia -- 830.400 tourists Germany -- 762.900 tourists Switzerland -- 663.400 tourists Austria -- 356.400 tourists Italy -- 252.000 tourists United Kingdom -- 206.000 tourists Main characteristics of the Chinese tourist: Origin - South and east of the country. - Mainly: Beijing, Shanghai and Guangzhou Destinations Nearby: Hong Kong, Macao and Taiwan Further afield: High-end (30 and 45 years old): exotic destination in the U.S. or Europe. Usually travel with: Characteristics - 25-44 years old (64%). - Further studies (81%). - Usually travel with their family / partner (47%), friends (23.81%), work colleagues (13.66%) or alone (6.95%). - Income: 700 - 3,000 USD monthly (CNTA, 2010). - Expected for next decade: growth in the 35-60 year old age bracket and middle class. Method for organising the trip - Vast majority of foreign trips organized by travel agencies. - 68% seek information online before choosing their destination. - 48% usually go to tourism discussion forums. - Online travel reservations used by only 13% of travellers. When do they travel? - Long duration trips: on national holidays / New Year (in January or February) / Summer holidays (in July and August). - Travel to Europe: between the months of May and September (approximately 47% of trips). Consumer type Cost Aware - Organised group travel (example: "10 European countries in 12 days"). - Mid-priced or economical hotels. High-end - Personalised or themed itineraries. - 4 or 5 star hotels. Reasons and motives for the trip - Visiting places of interest (49,30%). - Leisure and relaxation (33,48%). - Visiting family and friends (5,59%). - Business (6,03%). How to increase competitive positioning in the Chinese tourism market?". "Destinations and Services", with ADS (Approved Destination Status) approved and agile visa procedures; with accessibility to shopping; ...with mobile applications in Chinese; with online and social media presence. (adapted to peculiarities of the Chinese internet); ...with promotional measures at the origin; ...with information in Chinese and programmes tailored to the Chinese market; ... with new products designed for Chinese consumers. Actions and recommendations for the various tourism sub-sectors: Hotels and accommodation - Chinese translation: website, brochures, etc. - Staff: knowledge of the language and culture. - Feng-shui: rounded furniture instead of angular forms. - Kettles in the rooms. - Chinese Television. - Chinese Food: Chinese dishes on the menu. - Phone calls to China at economic prices. - Chinese credit cards: facilitate payment using Chinese credit cards. Restaurants - Food: Chinese food or buffet service. - Drinks: a cup of tea during and after meals. - Protocol: it is common to eat around a round table. - Respect the hierarchies of professional status, age and gender. - Menu: translated into Mandarin. - Price: establish specific prices. Shops and shopping - Accepting Chinese credit cards: Union Pay is the only provider. - VAT refunds: travellers from outside the EU are exempt from VAT payment on purchases of over 90.15 Eur. - Products: luxury items and typical products. - Quality: products with official certificates issued in Mandarin. - Staff with a command of Mandarin. - Labels and signs in Mandarin. Travel agencies and tour guide services - Understand the culture and the type of Chinese tourist. - Punctuality and timetables: flexible. - Strong collectivism. - Shopping: more time for shopping than sightseeing. - The role of tour guide: to speak Chinese and to be a confident person. - Package duration: short holidays. - Name of the agency in Chinese: generates confidence. Tourism destinations and sights - Signage and Information in Chinese. - Platforms for writing, visitor books. - Public toilets. - Sense of security. - Mobile Apps for the destination in Chinese. - Wi-Fi zones in the city of the destination. - Design of new products of interest (as well as adaptation to the tourism sights).