The Curious Case of Press Releases

Press releases can be about anything that piques the interest of Chinese audiences, from quirky stories about a light show at Stonehenge, to the unique history of the UK’s most popular heritage sights.

We have recently delivered two very different kinds of press release for English Heritage – one about the flamboyant Kari Kola light show at Stonehenge, and the other about the tiny Myrtle flower and its royal history. The results have been exceptional for both stories.

Our “Stonehenge is illuminated to celebrate UNESCO World Heritage Day” press release detailed Kari Kola’s spectacular light show and its Impact with Light project, which aims to increase awareness of cultural history and global issues such as climate change. The release also gives Chinese audiences an overview of Stonehenge’s history and World Heritage status and offers advice on how to access the attraction.

We were extremely pleased with the coverage this press release received in Chinese media outlets; it featured in seven articles and posts with a total estimated media value of over £37,000. One particular article in Let’s Go Magazine showed the content of the press release in two beautiful double-page spreads – this magazine is distributed on Southern China’s trains and is read by approximately 5,000,000 people. This article’s media value is estimated at £12,000.

Chinese press release for English Heritage

Chinese press release for English Heritage2

Our press release for English Heritage for the Royal Wedding regarded “The mystery of Myrtle – a royal wedding tradition”, exploring the flower’s royal significance, having been introduced into royal wedding bouquets in 1858. The Myrtle itself comes from the gardens of Osborne House on the Isle of Wight. The release was sent out in May in time for the Royal Wedding, ensuring the best levels of coverage for the story.

The release gained significant traction in China, featuring in seven distinguished articles and posts on Chinese travel websites and influential social media accounts, with a total estimated media value of £15,900.

English Heritage press release report

Once the clippings are received, we compile screenshots of the articles and posts and media value figures into a report for our clients to evidence their success (see right).

Press releases are a great way to reach and grab the attention of Chinese audiences and help them understand your brand. When you are entering the Chinese market, releases can be a great way to show your commitment to China. They are also an effective channel as editorial coverage can be purchased for guaranteed space.

If you are interested in a press campaign in China, please don’t hesitate to get in contact with us at: 01273 262700, or drop us an email at [email protected].

China’s ski industry is taking off

The growing popularity of adventure tourism is among the factors influencing China’s recent nationwide passion for winter sports. China is due to host the Winter Olympics in Beijing in 2022, and as a result, Chinese President Xi Jinping is attempting to convert 300 million Chinese people to winter sports. The 2014/2015 winter season evidenced a 21% increase in the number of visitors to China’s ski resorts from the previous year, with around 12,500,000 skiers. Despite this, the Chinese ski market is currently an eighth of the size of the US’s, and one sixteenth of Europe’s. Evidently, China’s ski industry has a long way to go before measuring up with the high standard set by Europe, and a short time to achieve this.

However, as we know from other initiatives, such as football and Olympic sports, when the Chinese President gets behind tourism, you can expect great results.

Walking on thin ice

According to a study of the Chinese ski industry, showcased at the Asia Pacific Snow Conference during Beijing’s ISPO/ALPITEC exhibition, China now has around 568 ski resorts, with 108 of them having been built in 2015. However, only 122 of these have ski lifts.

With only five years until countries worldwide flock to China to compete in winter sports’ biggest event, the Chinese government is engaged in a mad rush to expand its domestic ski industry. Financial Times reports the Chinese government has invested $11 billion USD into the redevelopment of Chongli, a popular district for winter activities, in the hope of establishing it as the centre of the Chinese ski industry. Chongli’s Thaiwoo ski resort is receiving extensive redevelopment – by its completion, it aims to have 200 ski slopes, measuring 138km in length, 21 magic carpets, and 45 ski lifts. In addition, the Fulong Four Seasons Town, a massive complex encompassing a 750,000 square metre ski venue with a collection of hotels and shopping areas, opened in Chongli last December.

This massive scope extends beyond the upcoming Winter Olympics, as China aims to have 1,000 ski resorts by 2030, double the current number. This is considering China’s relatively weak snowfall compared to previous Winter Olympics hosts, with the government having to supply fake snow for its Zhangjiakou and Yanqing venues because they receive only 25cm of snow per year.

China’s lack of snowfall is considered a major issue going forward by Switzerland Global Enterprise, who claim international suppliers could benefit from the fact that, in 2015, China imported 3,500 of a total 4,000 sets of snow making machines.

With great powder comes great responsibility

As China develops new ski resorts nationwide and overseas, it has been witnessing a rise in the number of indoor skiing activities. Back in July, the world’s biggest indoor ski slope, which spans 800,000 square metres, opened at a Chinese ski resort in Harbin. In addition, in 2015, 3.2 million Chinese people went indoor skiing in their home country. This implies China is pushing for its people to have affordable and year-round access to skiing, attracting families as well as enthusiasts.

Skiing is on the up-and-up

The Chinese government has paid close attention to the rise of Chinese adventure tourism, demonstrated by recent developments such as the construction of a $14.7 million dollar visitors complex at the base of Nepal’s Mt. Everest. This will accommodate a hotel, a mountaineering museum, and shops to buy climbing supplies.

Fourteen ski resorts in Switzerland have begun capitalising on the prediction that China will become the largest winter sports market worldwide by offering ski lessons in Chinese. Switzerland Tourism, the country’s national marketing organisation, offers Chinese tourists ski trip packages which bundle together gear rental, tickets and lessons, making their travel experience more comfortable and convenient.

New Zealand is also broadening the international appeal of its adventure tourism activities. The country’s national tourism institution, Tourism New Zealand, recently partnered with Air China and Beijing Ski Association to push New Zealand as “the perfect counter season ski destination for Chinese skiers”. This promotional campaign prompted an increase in the number of Air China passengers travelling to New Zealand in 2017, from 3% in July, to 9% in August.

In addition, a 2017 Chinese Ski Insights Survey, conducted by Club Med and TripAdvisor, found that, out of 3,357 Chinese respondents, 37% had visited another Chinese city to ski, and 18% had travelled abroad to destinations including Japan, South Korea, and Switzerland.

While Chinese officials are doing all they can to increase visitors to Chinese ski resorts, international tourism operators are hoping the push for skiing domestically will lead to a rise in the numbers of Chinese tourists skiing in Europe and North America. Global ski resorts would do well to start preparing for this inevitable influx and get their destinations on the Chinese tourist map as soon as possible.

If you are involved in winter sports and you want to attract more Chinese visitors, please contact us for a chat.

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Thanks to our Account Director Vivienne Song for the wonderful photo of her and her friends at a ski resort.

What will the EU-China Tourism Year bring?

An exciting opportunity for European tour operators is on our doorstep. How should we prepare for Europe’s improved collaboration with the Chinese travel market?

It’s finally here, and it’s about time

There has been an Australia-China year of tourism, as well as a US-China year, but finally it is the turn of Europe. Are they just gimmicks, or do they make a real difference?

In what has been an eventful year for Chinese tourism, upcoming international partnerships, such as the EU-China Tourism Year, will help to further promote growth in Chinese outbound tourist numbers.

The EU-China Tourism Year is an official declaration given to the promotion of bilateral cooperation between European countries and China, which will occur throughout 2018. It presents an exciting opportunity for European tourism businesses and operators looking to expand their operations in the Chinese outbound travel market to promote their brand on a global scale and seek new partnerships. The first series of business-to-business talks brought about by the ECTY will take place at Beijing’s China Outbound Travel & Tourism Market in April 2018.

Reported figures vary, but the China Outbound Tourism Research Institute (COTRI) found that Chinese outbound tourism grew by 7% in the first half of 2017, from 64 million in 2016 to 69 million. This shows that Chinese tourists are travelling further afield. Indeed, while tourism to the Greater China region only grew by 1%, the rest of the world saw 14% more Chinese outbound travellers visiting their shores in the first half of 2017.

The potential benefits that the ECTY could bring to European travel and tourism companies complements the exciting predictions about the Chinese outbound travel market in 2018. COTRI estimates that the number of Chinese tourists travelling to destinations outside of Greater China will rise by 10% next year to 86 million. If correct, Chinese travel to destinations outside of Greater China will then hold the majority in the market, representing 56% of overall trips made.

As such, the ECTY seems to be happening at the right time. The Chinese outbound tourism market is increasingly becoming dominated by free and independent travellers (FITs), who are willing to forge their own adventures to discover authentic experiences, unlike their organised group travel equivalents. This has opened-up new opportunities in the market to appeal to this rising subsection of outbound travellers. Furthermore, relaxed visa restrictions, more direct flight connections, and the opening of visa application centres shows European countries are becoming flexible to deal with the expanding Chinese travel market.

Make the effort

Europe should grasp the opportunity to welcome more Chinese tourists with open arms. Driven by the rise of middle-class households, China has become the largest source of tourism expenditure, which is expected to grow by 10.9% from 2017 to 2022. A lot of their money is spent in duty-free shops. Recent figures show that 41% of Chinese travellers buy skincare-related products in duty-free and travel-retail, compared with 25% for the average global buyer.

Increased cooperation with China has already helped improve visitor rates at British attractions. In June, Royal Museums Greenwich (RMG) announced they received a 74% increase year-on-year in Chinese visitors. Following the efforts made in marketing their museums in China and improving their “China welcome”, RMG’s dedication to attracting the Chinese market was recognised at ITB China in Shanghai, where they were awarded a Chinese Tourist Welcome Award for Service Quality.

Be more like Switzerland

The ECTY won’t mark the first time Europe and China has formed an alliance to promote tourism. The ECTY will succeed 2017’s China-Switzerland Year of Tourism, which demonstrated an increased effort by both parties to further encourage overseas travel. Both countries encouraged bilateral communication and cooperation through exchange activities that enhanced mutual understanding of each country’s culture, economy, and trade.

In 2015, China became the fourth largest outbound tourist market for Switzerland, behind Germany, the US, and the UK. Switzerland’s Deputy Head of Mission Alain Gaschen suggests improved China outbound travel was due to relaxed visa restrictions, which encouraged the widespread issuing of long-term and multi-entry visas. Switzerland has also made it convenient for Chinese tourists to obtain visas, with a quick-visa approval process that takes only two days.

The China-Switzerland Year of Tourism recently held its closing ceremony in Lausanne, which is due to host the 2020 Youth Olympic Games. Since China will host the 2022 Winter Olympics, bilateral cooperation in the winter sports market was beneficial. As a result, the Swiss have been developing their ski resorts to become more accommodating of Chinese tourists by providing one-off experience days catered to beginners and lessons in Chinese.

This collaboration has delivered benefits for future EU-China cooperation. Reportedly, a Chinese tourism official claimed 2017 saw 1.2 million two-way visits between China and Switzerland, an increase of 12% from 2016. Air China recently launched a new service from Beijing to Zurich, which marks Air China’s first flight to the Swiss city since the service was initially discontinued in 1999. Likewise, the number of flights connecting China and Switzerland has increased to forty per week.

Early ECTY-related collaborations have begun between China and Italy, where the ECTY will hold its opening ceremony, in Venice, on the 19th of January. Italy’s Undersecretary of MiBACT Dorina Bianchi hopes this relationship will help promote not only Italy’s “cities of art”, but also the “historical heritage” of its villages. Italy is one of many European countries seeking more potential from the Chinese market, as in the first half of 2017, it evidenced a 15% increase in the number of Chinese visitors compared to 2016.

Put yourself out there

The UK should make the most of the ECTY by capitalising on its opportunities as soon as possible. This is especially considering recent developments which have made the UK more accessible for Chinese tourists.

The recent announcement of an open skies agreements between China and the UK aims to increase connecting flights by 50% to 150 flights per week. In addition, Britain’s north witnessed a 15% rise in Chinese arrival numbers than anticipated this year, with 90,000 passengers travelling from Beijing to Manchester. Chinese visitors are also spending more than ever, specifically an increase of 54% in 2017, largely due to the post-Brexit depreciation of the pound. These are promising developments for the UK inbound tourism market that demonstrate the appeal of attracting more Chinese visitors.

Why would Chinese tourists want to visit the UK?

Football crazy, football mad

The UK remains an appealing destination for Chinese travellers for a plethora of reasons, and sport is certainly a key factor. Alongside China’s desire to convert 300 million Chinese people to winter sports in anticipation of the upcoming 2022 Beijing Winter Olympics, it is also pushing to become a world football superpower by 2050. It hopes to have 50 million football players by 2020, as well as 6,000 stadiums or pitches and 50,000 football schools within the next 10 years.

British football is internationally renowned for its world-class teams, and football is already hugely popular in China. More than 350 million Chinese fans watch Premier League games on dedicated football television channels. Indeed, football is Chinese President Xi Jinping’s favourite sport – in 2012, he demonstrated his skills during a state visit to Croke Park Stadium in Dublin, and he visited Manchester City during his last state visit to the UK in 2015. As the home of international football, Britain is an attractive destination for Chinese football enthusiasts.

Glued to the screen

Certain British television shows are hugely popular in China. Research into the influence of foreign entertainment on Chinese youth, conducted by Singapore Management University, found the majority of Chinese television viewers were in favour of a more authentic TV approach, compared to the “predictable plotlines” and “unambiguous characters” found in China’s TV shows.

As such, the hit BBC drama Sherlock was a phenomenon; in 2014, 5 million Chinese viewers watched the Season Three premiere within hours of being uploaded to video platform Youku, the Chinese alternative to YouTube. Furthermore, in 2016, Sherlock’s ‘Abominable Bride’ TV special was screened internationally across China, attracting 1.7 million cinemagoers to its premiere.

As Sherlock builds upon a “Chinese fondness for a storybook version of Britain”, it’s not a stretch to claim many enthusiastic Chinese fans may visit London to see famous landmarks featured on the show, such as the London Eye and St Paul’s Cathedral. St Paul’s provides Chinese visitors with multimedia guides in Mandarin, making this attraction highly accessible. There is also a Sherlock Holmes Museum in London’s Baker Street, which will be the main draw for many enthusiastic Chinese fans.

While an American production, many scenes in Game of Thrones are filmed in Northern Ireland. Northern Ireland is expecting over 2.3 million visitors next year due to the emerging Chinese market. The Giant’s Causeway welcomed 56,000 Chinese tourists in 2017, 22% more than previous years.

There are other cases where China’s appreciation of England’s cultural heritage shines through. Castle Howard, occasionally used as a setting for historical dramas, such as ITV’s Victoria, saw 250,000 visitors in 2016, and a 256% year-on-year increase of international visitors. Furthermore, the marriage between Taiwanese megastar Jay Chou and Australian model Hannah Quinlivan at Selby Abbey attracted “no fewer than 500 Asian visitors” in the ten days following the event.

Dover Castle has also appeared in a variety of high-profile Hollywood and television productions, from Disney’s fantasy musical Into the Woods, to the BBC’s historical drama Wolf Hall. According to the Association of Leading Visitor Attractions (ALVA), Dover Castle welcomed 333,289 visitors in 2016 – an increase over the previous year. It seems heritage sites featured in popular movies and TV shows remain motivators for Chinese travel to the UK.

The Royal Family is England’s crown jewel

Obviously, we can’t ignore that Prince Harry and Meghan Markle’s Royal Wedding next May will bring an influx of international tourists to Windsor Castle, and the UK in particular. The UK witnessed a ‘tourism boom’ in 2011, welcoming 30.6 million overseas visitors, primarily thanks to the Royal Wedding between Prince William and Kate Middleton. Reportedly, “almost half of the increase was accounted for by people from Asia, South America and Africa”, and visits from Chinese tourists to the UK rose by a third in 2011 compared to the previous year. As a result, Westminster Abbey saw a 36% increase in its visitor numbers in 2011 compared with 2010, with 1.9 million visits, which for the first time placed the Abbey in ALVA’s top 10 list of the most visited British attractions.

We could certainly expect a similar level of attention for Windsor Castle in the lead up to 2018’s Royal Wedding. Given Markle’s status as a famous American actress, having starred in the popular legal drama Suits, the international appeal of this Royal Wedding is staggering. In addition, like St Paul’s Cathedral, Windsor Castle provides Chinese visitors with a Mandarin multimedia guide, making a visit to the royal palace comfortable and convenient.

Shopping is still an incentive

While ‘authentic travel experiences’ are a huge incentive for Chinese outbound travel, shopping still remains a popular reason to travel abroad. Although the Chinese don’t choose to travel to the UK primarily for shops, they certainly do a lot of shopping while they are here.

Bicester Village, an outlet village based in Oxfordshire, attracts hundreds of thousands of Chinese tourists each year to its luxury brand stores. Reportedly, it rivals Buckingham Place as one of the UK’s most popular attractions, with eight out of ten Chinese tourists visiting the village during their trip. It’s only becoming more popular, as Chinese visitor numbers increased by 34% in 2016 compared to the year before. Chinese tourists visiting Bicester Village are guided by Mandarin signs installed at London’s Marylebone station, and many travel there by tour bus. The village itself targets Chinese consumers with Mandarin speakers, who make up the majority of the sales assistants.

In addition, a £185 million designer outlet village is being constructed in a complete circle around London’s O2 arena. The outlet village, expected to be around 204,000 square feet, will likely encompass over 100 shops and various restaurants. The impact of this new development is likely to be felt by the whole of London’s East and Southeast, and areas such as Greenwich and the Queen Elizabeth Park at Stratford are eagerly awaiting its launch.

Final thoughts

For our end-of-year article last year, our Managing Director, Helena Beard, had this to say about the state of Chinese tourism:

“China operates on a system of relationships and networks, collaboration and cooperation, loyalty to friends and partnerships with colleagues. The easier it is for the Chinese to visit and make these affiliations with the UK, the better our export prospects, the more students will come here to study, and the greater the economic benefits to our tourism industry.

Evidently, the UK and its European neighbours could only benefit from the improved collaboration and cooperation encouraged by the ECTY. This cross-cultural relationship will help develop Europe’s understanding of the Chinese outbound travel market, and the ways in which they could further adapt to accommodate their unique travel needs. This could only be fruitful going forward, and we at China Travel Outbound look forward to tracing the results of this relationship throughout the coming year.

If you are interested in the benefits of attracting more Chinese visitors, please contact us for a chat.

Enjoyed this article? Then these may also be of interest to you:

Are Chinese tourists the new adventurers?

The business of sport in China

How to attract Chinese tourists to your destination

How to set up a WeChat business account for your tourism brand

For those new to the Chinese market, WeChat might seem confusing. However with many Western social media platforms being inaccessible in China, WeChat takes centre stage. If you’re asking what WeChat is, what you can do on it, how big it is, look no further. We’ve put together a little introductory guide to WeChat for you.

WeChat explained

WeChat is a mobile text and voice messaging communication service. In just six short years since its release in 2011, it has become one of the largest standalone messaging apps in the world, rivalling Facebook Messenger and WhatsApp. In the first quarter of 2017, WeChat had 938 million monthly active users, a 28% growth year-on-year. And according to China Skinny, “WeChat’s reach and influence is unrivalled in China’s online space”, perhaps because the app allows users to do so much more than just messaging.

‘Moments’ is the popular sharing function on WeChat, similar to Facebook updates. You can upload pictures, post updates and videos. WeChat’s blog, Chatterbox, is a good place for technical tips on using WeChat.

Users are also able to manage their lives through WeChat. It starts simply enough with playing games, catching up on current affairs, buying film tickets, ordering food and taxis. Then it steps up a gear with in-store payments and online shopping, paying bills, transferring money, and even booking flights. You name it, WeChat probably does it. The key to WeChat’s success may lie in its ability to attract millennials. In September 2015, 60% of users were 15-29 years old. Perhaps this young and dynamic following are the reason why WeChat offers so many different functions and, as a result, have nurtured WeChat’s capacity to innovate and grow. It’s no wonder that WeChat is a powerhouse. Having taken over China, its next step is to take over the world.

Using WeChat for work

Despite their best efforts, Facebook and LinkedIn have never quite been able to catch up with WeChat’s status in the business world. Yes – LinkedIn is specifically used to build professional networks but it hasn’t successfully managed to embed itself into the daily workflow in the same way, and WeChat is becoming an increasingly more common workplace tool. In fact, 87.7% of 20,000+ Chinese web users would place WeChat as their choice app for daily work communication, even beating phones and emails; a staggering number. At China Travel Outbound, we use WeChat to share documents, images and presentations and we abandoned Skype as a method to communicate with China long ago. Now all our team calls with Beijing are made on WeChat. It’s far more stable and the app makes it simple to operate group calls.

According to the Financial Times, “at almost every Chinese workplace, WeChat has become the primary means of communication”. For instance, 57% of new contacts that are added every month are work-related, with family and friends being next on the list at just over 20%. This is a huge difference and is evidence of WeChat’s power in the workplace, so much so that according to Xue Yu, a senior market analyst with IDC China, “WeChat is becoming WeWork”.

Not only that, but WeChat is also used for a myriad of other workplace functions. Coordinating and arranging tasks is top of the list with 50%; sending notifications, making transactions and arranging tasks are next on the list, whereas having meetings and conference calls and marketing purposes are lower down. Then again, it’s only a matter of time. WeChat’s next challenge? To go beyond being used only for workplace communication purposes and become an essential part of the daily workflow. And, perhaps, that will happen sooner rather than later. The majority of Chinese office workers have been said to find WeChat a helpful working tool, with nearly all of the 90% who are regular WeChat work users finding value in the platform.

Using WeChat to promote your European travel or tourism brand to the Chinese

This is where things get a bit more tricky. You have done your research and recognised the importance of WeChat, and you’ve decided you want to set up a WeChat account for your tourism attraction, tour operation or hotel. So you try to set up a WeChat business account. And there is your problem. You can’t set up a WeChat business account which can be accessed by mainland Chinese unless you have a Chinese business licence.

So what are your options?

Option One

Commit to a one-off spend on WeChat advertising of around €25,000. In return, WeChat’s head office will authorise your account.

Option Two

Find a Chinese third party agency which is willing to allow you to use one of its WeChat licences to host your account. They will charge you for the privilege but, more importantly, they will have control of your account. It is important you trust them, have an ongoing relationship with them and, preferably, some kind of written agreement which would deliver the account to you in the event of a split (although contracts in UK law are likely to be of limited use to you in the event of a breakdown in a relationship with a Chinese agency.)

It is worth noting, however, that there is a limit on the number of WeChat accounts that a Chinese business can own. And once one has been allocated to you, it can not be closed down and allocated to someone else. Also, if the third party agency  allows the client to post freely on the account, it is running a risk (albeit potentially a small one) that the client could post something controversial in the eyes of the Chinese government. Social media is tightly monitored in China and the wrong post on WeChat could, potentially, lead to the revocation of the Chinese agency’s business licence. That is why we, at China Travel Outbound, will only consider licensing a WeChat business account to retained clients with whom we have worked for a while, and whom we feel confident are committed to the market. We also insist on editorial control over content, just to keep an eye on things.

If a third party agency is managing your WeChat account, we urge you to double check what plans are in place should you (or the agency) decide you no longer wish to continue the arrangement.

Option Three

Use a personal WeChat account instead. This is not recommended for prestigious tourism brands as it does not give the right impression. The management information from it is also very limited, but at least you will be able to communicate with your customers and you will be able to have full control of your own account.

Option Four

Wait. WeChat is moving so quickly that the rules may change as it seeks to replicate its success in China throughout the world. Or hop over to Weibo.

One final point. Before you decide you need a WeChat account, do make sure it is the right thing to do. It takes time to build followers on WeChat and you might be better off, particularly in the medium term, to use PR, bloggers, and customer interactions to ‘piggyback’ onto the existing accounts of other influencers. It’s going to be far more beneficial for you if a Chinese celebrity endorses your brand to three hundred thousand followers, than if you post an article to three hundred.

If you would like to find out more about WeChat, please get in touch.

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A short guide to Chinese KOLs

5 ways to market your hotel to the Chinese

Chinese Student Society VIP Fam Trip to Brighton

Marketing your restaurant to Chinese tourists

In 2015, Chinese travellers spent a whopping £586 million in the UK with an average spend of £2,174 per person – that’s 3.5 times the average of the average tourist. And, according to Hotels.com, 59% of their budget goes on food and drink.

Food and drink is an important consideration when selecting a holiday destination; the a top three consideration in fact. Furthermore, dining out in restaurants tops the list of main activities for Chinese tourists with 56%. Still not convinced? Tourism Australia found that 46% of international Chinese travellers placed ‘good food, wine, local cuisine and produce as one of the most important factors when choosing a destination.

With food and drink experiences so highly prized by Chinese tourists, what can you do to attract this growing market of gastro-fans to your restaurant? Where a previous blog discussed food preferences, here are our top 6 sales and marketing tips.

1. Mandarin menus are a must-have

Your menu is your primary sales material for the passing hungry tourist. Although more and more Chinese are learning other languages, many still have limited foreign language skills. The Chinese are also very conscious of embarrassment and are fearful of ordering the wrong thing. So avoid confusion over food choices, and make your guests feel welcome with a Mandarin menu. And what would be even better? Include a section or a set menu recommending the dishes most popular with other Chinese guests.

Brighton’s highly popular,seafood restaurant, The Regency has gone one step further. Due to the restaurant’s vast number of Chinese guests, they have a Mandarin menu complete with comments about all the dishes other guests enjoy. It was translated by a Chinese student and is full of ‘in’ jokes, making the menu even more fun to read and shareable on social media.

2. ‘Ni Hao’: say hello to your Chinese guests

Not only will Mandarin menus go a long way in attracting Chinese travellers to your restaurant, but speaking Mandarin will too. If you have any Mandarin-speaking staff, that’s great – be sure to utilise them front of house. If not, why not start by learning a few simple key phrases yourself, then teach them to your team. It will show you’re actively making an effort to make your Chinese guests feel welcome and comfortable in your restaurant, and put you one step ahead of other businesses. It might help you garner positive online reviews too, a surefire way to put your restaurant on the map. It is widely known that Chinese tourists plan and research their trips months in advance and good reviews will do wonders for attracting more Chinese travellers to your restaurant. All it takes is a simple ‘ni hao’.

3. Accept Chinese payment methods

The Chinese do not like to carry money around with them, especially not large sums. In fact, in 2015, the combination of card and online payments accounted for nearly 60% of all retail transactions in China.You are far more likely to see people pulling their phone out to pay for their lunch in China, than their wallet. If you want to attract Chinese travellers to your restaurant, cater to their payment needs.

China UnionPay is found in more than 140 countries worldwide. Many companies have already recognised the power of UnionPay and rightly so – there are more issued UnionPay cards in China than there are Mastercards or Visas worldwide. One such example of this comes from Royal Museums Greenwich (RMG). When the Royal Observatory Greenwich received its highest ever number of Chinese visitors on record in Q1 2017, the shop also began accepting UnionPay. This is just one of the many reasons RMG won the CTW Chinese Tourism Welcome Award 2017.

If that doesn’t convince you to start accepting Chinese payment methods, maybe this will? The combination of payments from popular online methods, Alipay and WeChat Wallet, has flourished from less than $81 billion in 2012 to $2.9 trillion in 2016. Clearly the introduction of these payment methods can work wonders, so why not introduce them to your restaurant now?

4. Get online

With 721.4 million internet users, having an online presence in Chinese is fundamental. Chinese travellers like to plan in advance, reading information about where they’re going and planning each element, including their meals. They also look at photographs of the products you have to offer. Perhaps start by building a presence on WeChat. With 938 million active WeChat users, a presence on WeChat will help you reach high numbers of potential diners. Post relevant information, such as your address and opening times, your Mandarin menu, photographs of the foods and drinks on offer and anything else you think may be of interest to Chinese travellers. This will make it easier for users to find you online after reading about the experiences from their friends and family. Also high on their radar are online reviews. Positive reviews can go a long way in attracting Chinese visitors to your restaurant. After a rave review by a popular Chinese blogger, The Regency Restaurant, witnessed a very noticeable increase in the amount of Chinese visitors they received, and the Chinese now make up almost half of their clientele year-round.

If you want to attract Chinese diners and generate big business fast, get the help of a Key Opinion Leader. If you have the resources, utilising a KOL is a great way to gain publicity for your restaurant. Here at China Travel Outbound, we invited famous Chinese rock band, Miserable Faith, to lunch at Hard Rock’s original London Cafe. They enjoyed a meal, were given a VIP tour, had their pictures taken and given personalised gifts. The subsequent posts on Weibo reached nearly 3 million followers, giving Hard Rock Cafe great exposure to the Chinese market.

5. Photograph your food

Whilst a picture of your food is considered a sure sign of a downmarket joint in the UK, restaurants in China almost always publish pictures of their food. A picture takes away a lot of the stress of knowing what to order where language is a challenge. Again, it is vital to make your guests feel comfortable.

Food presentation is also important. With the rise of social media, making your dishes ‘WeChat-worthy’ will also help your online reputation. Appealing, well-presented food is great for your business when Chinese guests share their experiences on social media and review sites. Lots of small sharing dishes, presented on pretty crockery or with decorative garnishes, will encourage social shares.

6. Get friendly with your local tourist board

Let your local tourist board, or VisitBritain, know you are keen to host Chinese trade fams and media trips. All visitors need to be fed and this is a great way to start to make inroads to the influencers in the market. Or offer discounts and jobs to students at the local university, and open yourself up to the Chinese millennial market. They are brilliant at spreading the word as we found out during a recent VIP Student Fam Trip to Brighton.

With these six simple steps, attracting Chinese diners has never been easier. Contact us to find out more and put your restaurant on the map.

 

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How to attract Chinese tourists to your destination

How to attract Chinese tourists to your destination

As Chinese outbound tourists travel further and more frequently, competition to attract these high-spending visitors intensifies. From the China-Australia Tourism Year to Mandarin-speaking wine educators in California’s Napa Valley, sometimes it seems as if every destination, visitor attraction and hotel chain is targeting Chinese tourists.

And yet the number of destinations which truly excel in appealing to the Chinese is small. That means there’s a great opportunity for savvy destinations to sneak ahead of their competitors in the Chinese tourism stakes. There is still time to make your destination Chinese-friendly and to make it known amongst this most valuable of target markets.

Here are China Travel Outbound’s top tips for making your destination appealing to the Chinese.

Make yourself attractive to the Chinese before departure

The average Chinese tourist plans and researches their trip almost 3 months in advance, with 43% consulting travel, shopping and fashion websites and 38% using brand channels on social media. To get in front of this audience, you must have some kind of presence on WeChat and Weibo, indispensable social media platforms for the Chinese. You can do this via your own social media accounts, or by using someone else’s and tapping into their influence and their friends and fans.  The digital space is great for promoting your destination; use rich video showcasing its experiential offer or get the support of a Chinese vlogger or KOL.

Make sure the Chinese travel trade know you are there

The vast majority of  bookings overseas from China are still made via travel agents and tour operators, so even if you are targeting the FITs, you still need the Chinese travel trade to sell your destination. Connect with them through trade shows, via DMCs, trade PR or using the services of an in-market representative. Or, ideally, all of the above.

Welcome your Chinese visitors in Mandarin

You don’t have to undertake extensive cultural training to make your Chinese guests feel welcome. Just learning a few key phrases in Mandarin and understanding frequent requests is useful. All the better if you have fluent Mandarin speakers to say ‘ni hao’ to your Chinese arrivals.

Flights to Las Vegas from Hainan are greeted by bilingual ‘ambassadors’ who welcome travellers and help with directions. Tourism Tasmania has started hiring bilingual guides at its most popular national parks. If your Chinese visitor numbers are still small, signage (when used well) and literature can provide a practical and affordable alternative. When China Southern introduced direct flights between Guangzhou and Adelaide, Adelaide rolled out directional signage in Chinese.

Make it easy for your tourism businesses to be Chinese-friendly

Work with your tourism businesses to create a fully Chinese-friendly destination. Chinese tourism has brought £43m to Scotland over the last 3 years and Edinburgh’s Tourism Action Group offers comprehensive support, advice and training to help its tourism businesses to attract, and welcome, Chinese visitors. Work with your service providers to implement some entry-level Chinese-friendly innovations, such as signage in Mandarin and a simplified, translated menu at restaurants, and build your Chinese offering from there. We offer China Ready Training through our partners at Capela China. One day workshops for up to 10 people can get your business ready to accept and welcome Chinese guests and help you navigate the cultural challenges of working with China.

Rice and the new wave of Chinese food tourism

Chinese restaurants continue to be attractive to Chinese tourists but those offering other cuisines stand a better chance of attracting the new wave of Chinese food tourists if there’s upfront information in Chinese. Offering rice as an accompaniment to any cuisine will make the Chinese feel ‘at home’ too. The big sellers at the seafood restaurants in Brighton we work with are the risottos, the seafood spaghettis, oysters, and the huge, shareable, seafood platters including lobster, crab and other shellfish. Sharing is the norm and, as a rule, hot food trumps cold.

Communal dining is important to the Chinese, and deft cultural touches such as according the highest respect to the oldest person in the party – which might seem counter-intuitive when the most fluent English speaker is younger – is the kind of attention to detail which garners positive reviews on Chinese social media sites.

It’s easier for the Chinese to shop if they can pay

The Chinese don’t use Western credit cards and don’t want to carry large amounts of cash, so try to offer the most popular Chinese payment options: China Union Pay, Alipay and WeChat Wallet. These online payment platforms are ubiquitous in China and savvy overseas destinations and retailers, including Harrods and Body Shop in London, are reaping the rewards of early adoption.

Adapt to changing Chinese tourism trends

It’s not just one big group market. Independent travel is on the rise and self-drive, Airbnb and caravanning are seeing increasing take-up too. Chinese millennials are a force to be reckoned with and this group of digital natives, in particular, are self-assured and confident about making their own travel arrangements.

Make sure your website and destination information is available to the Chinese – and not just in straight translation but in formats, design and wording which meet Chinese needs. Destination websites should also be hosted in Hong Kong or mainland China so they can be viewed in China. Remember that Google is banned in China, so if your website is packed with Google features, such as Google maps, it won’t upload easily in China. These functions need to be stripped out.

Experiential travel is on the up for Chinese tourists, with heritage products and experiences finding favour for their novelty as well as their WOW factor for social media. Some of Washington State’s most popular products are rural experiences including fishing and spending time in nature, and visitors to Japan are shunning shopping in favour of hot springs and sand baths. What authentic heritage experiences and products can you highlight to the Chinese?

Make it easy for the Chinese to recommend you

Make WiFi as widely available as possible so that your Chinese visitors can share their experiences in real time on social media. And make sure you monitor and respond to comments on social media review sites such as Mafengwo and DaoDao. This will give you invaluable insight into what the Chinese like and don’t like about your destination and its hotels, attractions and restaurants.

Lobby for easy access to your country

Make visas easy to buy and widely available in China to individual travellers. Better still, make visas purchasable on arrival, or allow accredited tour companies to process visa applications in advance for group travellers. Precisely this change last year saw South Africa grow its Chinese visitors by +53%.

Introduce a multi-year, multiple entry visa. Australia is trailing a 10-year multiple entry visa for Chinese visitors as part of a package of China-Australia Tourism Year initiatives in 2017.  Don’t get left behind; if it’s difficult for the Chinese to enter your country, lobby your government for easier access. The sheer size of the Chinese tourism opportunity is reason enough for more open entrance policies.

Don’t forget the Chinese who are already here

The Chinese value overseas education highly and, in particular, the USA and the UK. There are over 130,000 Chinese students studying in the UK, all of whom see this experience as an investment in their future and are keen to explore. They also have access to important social networks both in the UK and back home in China. To tap into these networks, China Travel Outbound has launched a new Student VIP Travel programme, making connections with the Presidents of the Chinese Student Societies of the UK’s universities and inviting these important influencers to experience our clients’ products.

Put Chinese-friendliness at the heart of your strategy

Don’t be half-hearted about attracting the Chinese market. It’s the biggest outbound tourism market in the world and it’s growing the fastest too. But you need to invest and be committed to get a return – and it requires special, expert attention from professionals with thorough knowledge of China and its travel market.

The rewards are considerable. By marketing differently to the Chinese, Las Vegas has grown a whole new audience of Chinese millennials not interested in casinos, benefiting other tourist attractions as Chinese visitors spend on dining, shopping and leisure activities instead. High-end Chinese tourists visiting Perth in Western Australia are spending up to AU$10,000 on a week’s luxury travel in the state.

Are you ready to start your journey to attract the Chinese to your destination?

 

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How to reach Chinese millennials? Get online.

In last week’s blog, we looked at the habits and demographics of 300 million Chinese millennials. Here, we look more closely at what travel and tourism brands can do to reach them.

It has been said that Chinese millennials “don’t go online, they live online”. Unsurprisingly, this tech-savvy cohort researches travel online, and likes reams of information about destinations, including experiences and where to eat/drink/shop. They like to decide exactly what they want to see and do before they depart, making it vital for destinations, hotels and visitor attractions to promote their offering in China in order to secure a space on millennials’ travel itineraries.

This segment has a research and booking window of 4-6 weeks before departure. WeChat is key: almost half of Chinese millennials get travel information through WeChat moments and 35% from WeChat shares by travel advisors. Weibo is also important. Supported by native advertising, the digital space is extremely well-placed to reach Chinese millennials planning travel. Melia hotels encourage online interaction through beautiful visuals and engaged nearly 1m Chinese travellers via WeChat and Weibo in 2015.

Key Opinion Leaders and public relations

Key Opinion Leaders and tastemakers are extremely influential for this group. From major celebrity partnerships to controversial blogger Papi Jiang for Jaeger LeCoultre and L’Oreal, and China Travel Outbound’s own work to bring Chinese rock group Miserable Faith to the original Hard Rock Cafe in London, gaining the right celebrity endorsement is a chance to bring your product to just the right millennial fan base. The Regency Restaurant in Brighton has benefitted from the endorsement of a Chinese food blogger while The Plough at Cadsden, host to David Cameron and President Xi Jinping in October 2015, has been visited by so many Chinese that it’s now been bought by Chinese investors.

Edinburgh brought 6 influential travel bloggers to Hogmanay in 2015. The resulting content has been viewed over 20 million times in China.

WiFi, websites and live streaming

39% of Chinese millennial travellers say they can’t go 5 minutes without looking at their mobile ‘phone, so mobile-friendly, responsive websites are essential for this demographic. And Chinese websites are not just a matter of translation; they must be structured, designed and written to meet Chinese needs. They also need to be hosted in China and to load speedily.

Live-streaming provides an opportunity for travel products to showcase their highlights. The right live streaming event with an influential Key Opinion Leader (KOL) could provide great cut-through for destinations willing to invest in this market to gain a lead on their rivals.

In destination marketing

Even if you haven’t managed to reach the travelling millennials until they’ve arrived in destination, all is not lost. Geographic targeting via WeChat can put your product in front of tourists adding the final hotels and restaurants to their itineraries. Shopping destinations and luxury brands can promote themselves using QR codes instore too.

130,000 students are already here

And finally, don’t forget the huge opportunity presented by the vast and growing Chinese student population here in the UK. With an estimated 130,000 Chinese students, the UK is one of the most popular choices for overseas study. And these affluent and educated young people want to explore, not just the UK, but the rest of Europe whilst they have this opportunity. Connect to them through WeChat or Weibo, or speak to China Travel Outbound about our connections to the influential Chinese Societies.

To find out more about how to market your destination, visitor attraction or hotel to the Chinese, contact us and we’ll talk you through some options.

 

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CTO’s crazy CNY

The final week of the Year of the Monkey. A crazy week that was…

… nerve wracking

when we got a call from Radio 4 on Wednesday asking for comment for the 6 o’clock news on Chinese arrivals to the UK over this Chinese New Year. With 30 minutes to gather estimated arrival stats and a view on the market. Tick.

Listen to the Radio 4 news item here.

… manic

when China Central Television rang (at around the same time) to ask if we had any good stories about Brighton to encourage them to forego two other (marginally more famous!) university towns to film their annual news slot about Chinese travellers over Chinese New Year here. With an audience of 1.2 billion viewers across Asia, that sort of opportunity doesn’t come along every day!

IMG_1573

… exciting

when we heard our pitch about Chinoiserie at the Royal Pavilion and eating habits in Brighton’s seafood restaurants had won. Followed by more mania arranging two interviews and a two day filming schedule for the next morning. Which, thanks to our amazing clients at VisitBrighton, we did.

… hilarious

watching the traditional Lion Dance switch to ‘Gangnam Style’ at Brighton’s CNY celebrations at the Clarendon Centre at the weekend.

Ready for a laugh?

… proud

as we celebrated winning a fantastic new client, The Roman Baths, Bath. That’s our second prestigious heritage attraction alongside the wonderful Royal Museums Greenwich and we couldn’t be happier.

… nostalgic

as we graduated from the Entrepreneurial Spark Business Accelerator, now we’re ready to go it alone. What a wonderful experience that has been and we will miss all the fantastic entrepreneurs we have met along that journey. If you are interested in starting your own business, I can’t recommend it enough.

The Year of the Rooster has 13 lunar months. Unlucky for some. But I have a feeling it’s going to be a blast.

Happy New Year everyone! I’m off to IKEA for a rest…

 

Royal Museums Greenwich appoints China Travel Outbound to handle Chinese promotional campaign

Following a competitive pitch, Royal Museums Greenwich (RMG) has appointed specialist Chinese travel PR and representation agency, China Travel Outbound, to deliver its first ever promotional programme in China.

Chinese tourists already account for 4% of visits to the Royal Observatory, making China one of the key international markets for the museum. China Travel Outbound has been tasked with driving significant growth in Chinese visitors to the Royal Observatory and with developing stories and key selling points to build Chinese visitation to the other three museums within RMG; the National Maritime Museum, the Queen’s House and the Cutty Sark.

The Chinese campaign will include a sales mission to visit key Chinese travel agents and tour operators, trade communications, and a Public Relations campaign in mainland China. Promotional literature and visitor information will also be translated into Mandarin Chinese.

Helena Beard, Managing Director, China Travel Outbound, said,

The Royal Museums of Greenwich are prestigious London attractions and we are delighted to be working with these world-famous brands. With the right promotional support, we believe there is a great opportunity for RMG to grow its Chinese visitor figures significantly across the museum portfolio.’

Amy O’Donovan, Travel Trade Marketing Manager, Royal Museums Greenwich said,

‘We were looking for an agency with the skills, experience and contacts to help us enter this complicated market. China Travel Outbound fully understood our needs and offered an insight-driven, realistic and sustainable plan of work which we can put into action simply and immediately.’

For further information about China Travel Outbound, please visit www.chinatraveloutbound.com

For further information about Royal Museums Greenwich, please visit www.rmg.co.uk

 

Is your product attractive to the Chinese?

In the 4th of our blogs about the challenges facing UK brands thinking about the Chinese market, I talk about clients’ concerns that they are not ready for the Chinese; that their product isn’t quite right or that their destination, attraction or hotel just isn’t appealing to Chinese tourists.

Are you worried that your product isn’t attractive to the Chinese?  I meet many travel industry professionals who worry about this, yet much of this concern stems from a misunderstanding of the Chinese market and how it’s changing.  Most significantly, it’s no longer just about group travel.

The 1st wave of Chinese outbound tourism saw an outflow of Chinese unused to overseas travel and often on their 1st trip abroad.  These tourists were typically interested only in world-famous sites and they travelled on group tours by coach, following a packed multi-country itinerary while staying in value hotels on the outskirts of cities.  Mainstream destinations, big name attractions and large, midmarket hotels all cater well for this market – and it’s still huge.  But it’s not the only source of outbound Chinese travellers.

The rise of the independent Chinese traveller

In fact, the fastest growing segment of outbound Chinese tourism is independent travel.  This opens up a wealth of opportunities for all kinds of less mainstream destinations and products as independent Chinese holidaymakers seek out one-off travel experiences and interesting locations.  Chinese millennials, in particular, have probably already visited London, seen some of the ‘big ticket’ sights and are now keen to move beyond the capital and the well-trodden tourist path.  They are increasingly self-reliant, degree-educated, have reasonably high proficiency in English – and they’re travelling frequently.  They’re not so very different, in fact, from European and North American outbound travellers their age.

The appeal of natural, cultural and historical attractions to independent Chinese travellers

In addition to the traditional appeal of Royal palaces, iconic landmarks and luxury shopping, the Chinese are becoming more interested in natural beauty and the countryside.  Clean air, in particular, is a great draw as a refreshing change from the air pollution of big cities such as Beijing.  Switzerland has been quick to snare its share of this growing interest, receiving the 3rd largest volume of inbound Chinese visitors to Europe after France and Italy.  47% of Chinese independent travellers (FITs) cite the appeal of natural, cultural and historical attractions in choosing holidays overseas.  This is the perfect time for heritage sites, historic houses and countryside Destination Management Organisations to position themselves for a slice of the growing Chinese market.

Outbound Chinese tourists are increasingly focused on unique experiences too, not only for their authenticity but also for their ‘bragging’ value on social media. There’s even a small adventure travel market and steady growth in polar tourism.  But you don’t have to offer polar bears and ice floes for a social media-worthy experience for the Chinese.  Quality 4* hotels are in demand from the growing tailormade travel segment for which the charming décor will be very photo-worthy.  Country house hotels are prized for the quintessentially British experience which they offer; an afternoon tea in a sumptuous lounge or a walk in scenic sheep-strewn countryside is just the kind of experience attractive to the new Chinese tourists to enjoy and share on Weibo and WeChat.

Great opportunities for small fry

Quintessentially British experiences, in fact, are in increasing demand generally and you don’t have to be a big brand name to garner a following in China.  Social media is HUGE and if you can get your product on the map with an influential blogger or Key Opinion Leader, the results could include significant additional revenue.  The Regency Restaurant in Brighton welcomes thousands of Chinese every year thanks to a celebrity social media posting.  We took rock band Miserable Faith to the Hard Rock Cafe in London and their enthusiastic postings about the experience reached 369,000 followers on Weibo alone.

China Ready Training

So there’s almost certainly a Chinese market for your product.  But you’re still worried that you’re not ready to cater for Chinese visitors.  Well that’s where China Ready Training comes in.  China Travel Outbound works with training partners who will help your operations and customer service staff to understand Chinese travellers’ expectations and needs and provide insight into small product changes which will make a big difference to the Chinese visitor experience.  Even small, fairly low budget changes can be hugely beneficial.

And you don’t have to spend big bucks to test the Chinese market either.  You can test your product proposition with our established contacts on a sales mission.  This will allow you to better understand your product’s appeal to the Chinese and its likely market before committing to ongoing representation and PR in China.

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