Key Findings from the Chinese Tourism Leaders’ Dinner 2018

During this year’s World Travel Market, we hosted our annual Chinese Tourism Leader’s Dinner in collaboration with Capela China, welcoming an audience of senior travel and tourism professionals representing UK attractions and tourist boards to discuss recent market trends and share success stories about their marketing in China. Guests included representatives from Gatwick Airport, Lake District China Forum, Marketing Manchester, London North Eastern Railway, English Heritage and Experience Oxfordshire.

Once again, we were delighted to welcome Professor Dr Wolfgang Arlt, Director of the China Outbound Tourism Research Institute (COTRI), who delivered an insightful presentation on key trends to follow and traps to avoid in the Chinese tourism market. Marketing Manager for Royal Museums Greenwich, Amy O’Rourke, presented to guests about the four museums’ journey with the Chinese market and announced 15% of their visitors to the Royal Observatory are now Chinese FIT tourists, up from a figure of 4% when the brand started working with China Travel Outbound.

This article will identify key findings from the dinner that shed light on the emerging opportunities in the Chinese tourism market, and how businesses can take advantage of the market’s growth to attract more Chinese tourists to their destination or attraction.

Chinese border crossings are on the rise

COTRI found that from January-June 2018, 80 million border crossings have been made by Chinese tourists with more than 40 million tourists travelling beyond Greater China – this marks a year-on-year increase of 16%.

Chinese global arrivals will continue to increase rapidly

It is estimated that 160 million Chinese arrivals will be welcomed globally in 2018, with 85 million of these trips made to destinations outside Greater China.

COTRI forecasts by 2030, Chinese travellers will make 390 million outbound trips from Mainland China. This means, in the next decade, half of all additional outbound travellers will be Chinese.

The majority of Chinese people have yet to travel abroad

Since fewer than 10% of Chinese people have passports, the majority of China’s 1.4 billion population have yet to experience an outbound trip outside of China. For those that have travelled, 75% see it as vital to improving their overall happiness and quality of life.

Destinations should value quantity over quality

FIT travellers are becoming increasingly more important to destinations than package tour groups, even if they don’t realise it. While tour groups visit on mass, bringing many people to a destination and thus helping to increase overall visitor numbers, they receive merely a taster of the destination compared to FITs who want to stay longer and spend more to fully experience its authentic sights.

It’s easier than it’s ever been for Chinese tourists to travel abroad

Visa restrictions for Chinese tourists have relaxed in recent years, with most destinations catching on to recent market growth and welcoming them with open arms. Now, 27 destinations allow visa-free entry for Chinese citizens while 39 offer visas on arrival.

Don’t assume the needs of the Chinese tourism market are the same as other markets

It’s important to recognise how different Chinese tourists to other global travellers. Destinations or attractions shouldn’t assume that what works for their visitors coming from Europe, America or Africa, will work for their Chinese visitors. Florida, known for its world-class theme parks and family attractions, only welcomes 3% of the US’s Chinese arrivals.

Recognise the value of your destination

Chinese tourists love the bragging rights that come with visiting luxury destinations. However, these destinations are under pressure from Chinese tour operators who want to make them more accessible by lowering their prices, which can compromise what makes these destinations so attractive for Chinese tourists in the first place. This happened with the Maldives which welcomed 305,000 Chinese arrivals in 2017, down from 365,000 in 2015.

Advice for attractions – stick with the market and improve your ‘China Welcome’

With our guidance, Royal Museums Greenwich pursued a number of on-site activities to welcome more Chinese tourists to their attractions. These include the inclusion of the Mandarin audio guides at the Royal Observatory, which eliminates language barriers to allow Chinese visitors to enjoy one of the world’s top astronomy museums.

In 2016, RMG introduced UnionPay to its Royal Observatory shop to accept payments from Chinese visitors. UnionPay has now been overtaken by WeChat Pay and Alipay which the museum is in the process of adopting this year. Allowing Chinese visitors to pay using their own card, or via mobile payment apps, goes a long way in making an attraction more accessible.

Promoting yourself through a representative in China is vital, as is being patient with the market. Use social media and the power of influential KOLs to promote to the growing FIT consumer, and make sure your brand is properly represented online. Ms O’Rourke told the audience that the Chinese outbound tourism market is a slow one, but one that eventually pays off through dedication and a willingness to adapt your brand to its unique needs.

Thank you to all who attended the dinner and shared their insights on the market.

If you are interested in being involved in one of our Chinese KOL trips, please contact us for a chat.

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Two Chinese KOLs travel the UK with London North Eastern Railway

On behalf of London North Eastern Railway, we welcomed two influential Chinese travel KOLs to the UK on a cross-country trip back in June 2018.

One of the KOLs was Wang Yuan, the Chief Editor of one of China’s premier fashion and lifestyle apps, MOGU Street Lifestyle, which has over 160 million registered members. This social commerce app targets affluent millennials interested in fashion and attracts approximately half a million daily visitors. Wang Yuan manages two popular Weibo accounts – her personal account has over 160,000 followers and her Weibo, dedicated to the food she enjoys on her travels, has more than 421,000 followers.

Our other blogger was Liu Bo, a prolific travel KOL and lifestyle writer who has over 10 years’ experience working at Madame Figaro Magazine and other top media groups. Her personal Weibo account has over 260,000 followers, who include fashion and lifestyle media, world-class restaurants, hotels and resort groups. Her WeChat account has a global fanbase of more than 186,000 followers.

In order to create an exciting travel itinerary with visits to attractive UK destinations, we worked with eighteen partners who helped make the trip a success. These include the tourist boards, Visit York and Visit Scotland, Marketing Edinburgh, tour operator, Jacobite Tours, London attractions Royal Museums Greenwich, City Cruises and Household Cavalry Museum, and our accommodation partners including Hotel Café Royal, Ardconnel Court Apartments, Eagle Brae, and The Dunstane Houses.

Throughout the nine-day cross-country trip, the pair travelled in luxury on London North Eastern Railway’s world-class train service.  The KOLs immersed themselves in the lived history of York and enjoyed beautiful landscapes and essential attractions in Inverness and Edinburgh. They then travelled down to London to stay at the iconic Hotel Café Royal where they indulged in their one-of-a-kind afternoon tea experience. While exploring the capital, the pair sailed down the Thames on a City Cruise, saw breath-taking views from atop the London Eye, had a great day out at Royal Museums Greenwich, and met the Queen’s Horses at the Household Cavalry Museum.

Results

The KOLs had a fantastic time on the trip and this reflects in their passionately detailed travel blogs and social media posts. They published a staggering total of 43 Weibo posts and 21 WeChat posts throughout the trip for their travel loving followers to enjoy and be inspired by. The reach of their Weibo and WeChat posts exceeds over 1 million social media followers.

Liu Bo filled her social media posts with stunning collage images providing a snapshot of the attractions she enjoyed in each given destination.

Wang Yuan wrote and published a detailed travel guide on her MOGU Street Lifestyle app; on average, articles published on the app receive 1 million views. This was accompanied by two extensive Weibo articles about the trip which to date have combined total views of over 67,000.

In addition, Liu Bo shared an in-depth WeChat City guide with her followers about the destinations she visited via London North Eastern Railway, which has been viewed nearly 25,000 times and has 169 likes.

One important finding from this trip was that, when two people travel together, the photo and sharing results are increased as, naturally, friends like to photograph each other! Wherever the budget will allow, we highly recommend inviting two bloggers to travel together.

 “Thank you for arranging the trip for us. It was an amazing and fantastic trip for us to learn more about the UK” – Liu Bo.

If you are interested in being involved in one of our Chinese KOL trips, please contact us for a chat.

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