The China Outbound Travel Education Series – part 11: USA as a destination

With the advent of a bilateral tourism agreement signed between the US and China at the end of 2007, the Chinese industry was excited about the prospects of a new shining and sought after destination for their clients. Equally excited were the US state and city tourism promotion bodies and private tour operators eager to find a new revenue stream as America’s tourism industry suffers from a global economic downturn. Many tourism promotion bodies opened representative offices or appointed sales ...

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The China Outbound Travel Education Series – part 10: Europe as a destination

With the United Kingdom signing the ADS agreement in January 2005, all EU member states are now ADS destinations. The non-EU member states Switzerland, Iceland and Norway have also signed bilateral ADS agreements with the Chinese government in 2004.
As a result, Chinese certified travel agencies are allowed to promote and organise tourist groups (5 people and above) to all European destinations as well as Turkey. With these ADS agreements, the biggest hurdle for opening up the Chinese market has ...

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The China Outbound Travel Education Series – part 9: Where do they go?

Statistics on China are, in a word, confusing. The arrival figures as registered by the receiving countries and the departure figures as registered by the customs in China do not match at all. The main reason for this is the fact that Chinese customs only register the first destination upon leaving China. As so many travellers leave China at the border with Hong Kong, it is registered as the first destination, regardless of where the actual destination may be.

For example, ...

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The China Outbound Travel Education Series – part 8: Who is the Chinese traveller?

Who?
Among the 1.3 billion people in China, clearly not everybody can afford a trip overseas. Disparity in income and living standards is very high. Research shows that at least 150 million people have an income level of middle class and above, privileged enough to afford travel abroad. Given the continuous growth of the economy, this middle class is increasing rapidly even as the income gap is increasing. Among this group, we can distinguish three types of travellers .
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The China Outbound Travel Education Series – part 7: Advertising and PR

International branded PR companies now operate in most of the big cities in China primarily servicing international companies. There are many local advertising and PR companies with outstanding performance that offer value and know their target audience well. Advertising and PR studios (small enterprises) often provide very good and specialised services.
·    It is common practice to present journalists with an envelope containing a few hundred RMB as expenses, for attending a press release or marketing event.
·    The joint ...

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The China Outbound Travel Education Series – part 6: Internet, social media and online marketing

This is a basic overview of what travel companies and destinations should consider before embarking on a digital marketing campaign in China:

Due to the fast economic growth and high education levels in China, internet usage has been booming in the past decade. Young urban professionals are morel likely to obtain their travel information online than through any other source. All major cities have reliable and affordable broad band internet access. Most Internet providers are based in Beijing. The internet is ...

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