When our clients ask us how to influence Chinese tourists’ destination choice, we often recommend working with KOLs or Key Opinion Leaders. If they have bigger budgets, we suggest that they work with a celebrity ambassador. And sometimes we joke that, if they really want to put their destination on the map, perhaps they can persuade President Xi to come on a state visit.
This week, Greece did exactly that as the Chinese President touched down in Athens to discuss trade and investment with Greece’s Prime Minister, Kyriakos Mitsotakis.
Historically, destinations boom following a successful state visit. After President Xi drank a pint of beer with David Cameron in a British pub and had a selfie taken with Sergio Aguero at Manchester City in 2015, Chinese tourism to the UK really took off. We have seen state visits as a catalyst for tourism arrivals to many other countries too, such as Fiji and New Zealand in 2014. We can assume that the positive PR surrounding this visit to Greece, and the huge support for China-Greece relations expressed by Mitsotakis, will be well received in China, catapulting Greece into the consideration set for a summer holiday.
Once the keywords start being tapped into Mafengwo and Qyer, it won’t be long before aspirational Chinese FIT travellers realise that Greece has got it all.
From the ancient history of Athens, Olympia, and Delphi, to the stunning scenery of Meteora and the Mani to the crystal waters and sundrenched, whitewashed villages of the Greek islands, you have the perfect ingredients for a Chinese tourist’s dream; a multi-centre, experiential holiday, with history, beauty, and some very shareable back drops. Not to mention some of the most famous mythological stories and delicious dishes in Europe to feast upon.
But apart from the ensuing publicity generated by a state visit, improved air transport links are also a common result of such visits, and this one seems to be no different.
The most important factor here is the opportunity presented by codesharing. Greece has a unique geographical make up with a huge number of delightful islands, secondary towns and cities, and other areas of natural beauty and historical significance. In order to bring tourists and citizens to all corners of Greece, the country has a very large network of internal flights operated by Aegean Airlines. Once these domestic flights start to link up with international flights coming direct to Athens from Beijing (and potentially other airports in China), suddenly the whole of Greece becomes accessible to the Chinese tourist. And that is what the two leaders’ Memorandum of Understanding will provide for. If all goes to plan, a codeshare agreement could be adopted between Air China and Aegean Airlines, meaning passengers from Beijing will be able to reach major Greek tourism destinations such as Crete, Rhodes, Mykonos, Corfu, and Halkidiki much more easily.
The MOU will also allow for an increase in the number of flights between Greece and China. At present, there are only three direct flights per week from China into Athens, flying from Beijing on Air China, although up to 14 are permitted. Once the new agreement is implemented, airlines will be allowed to operate up to 35 flights per week. And, with the codeshares in place, there could be enough demand to justify the increases.
In the first nine months of 2018, Chinese arrivals to Greece grew by 22%, making China the fastest growing market for tourism to Greece. It is expected that similar growth will be seen once the summer figures emerge for 2019. Whilst reported numbers are still relatively small at around 200,000 per year, it is widely agreed that these figures are understated due to the large number of people entering Greece on a visa to another EU country as part of a multi-centre tour.
The most famous island is the picturesque, romantic Santorini, widely photographed and admired by honeymooners and bloggers alike, but other islands such as nearby Mykonos and Greece’s largest island, Crete, are also popular and gaining traction on the major travel platforms and within itineraries. Of course, Athens and the wonderous Acropolis, will also feature on the itinerary.
We expect to see a huge upturn in interest for Greece from China next year. Its popularity with honeymooners also provides an additional opportunity for Greece’s luxury resorts, as Chinese honeymooners are allowed to take a longer holiday, giving plenty of time to explore and stay. And the Chinese national holiday, Golden Week, in October also presents a great opportunity to extend the summer season, especially for those islands like Crete and Kos which remain sunny and warm well into mid-October.
If you are interested in finding out how China Travel Outbound can help you promote your Greek region, resort, attraction or hotel to the Chinese, please do get in touch. We’d love to hear from you.
From the fresh air, fjords and fish platters to the endless summer days and early winter nights; this intriguing northern culture continues to entice Chinese travellers from all over the country to satiate their curiosities and embrace the welcome culture shock that awaits them in the land of the Vikings.
Although Scandinavia may not currently sit at pole position on their general holiday wish list, the number of Chinese tourists flocking to the wintery north is on the rise. According to Ctrip, China’s number 1 travel booking agency, the number of Chinese tourists who booked trips to Nordic countries through its website soared by 82 pct in 2018. Naturally, due to its colder climate, Northern Europe will experience its high season between May and September when the weather is warmer. However, this is not to say that winter is an unpopular season, as many Chinese tourists visit at this time to experience the snow, the skiing and of course, the breath-taking Aurora Borealis (Northern lights).
This escalation of Chinese attention hasn’t gone unnoticed in the Nordic lands as the Scandinavian peninsula recognises the prosperity that the Chinese market would bring. Recently, Denmark, Finland, Norway and Sweden jointly kicked off a tourism campaign to offer more distinctive travel experiences to Chinese visitors. They’ve collectively invested time and resources into discovering how to cater to the Chinese tourist and develop and formulate more appetizing and accessible travel experiences to this prosperous market. This is a tactic that is evidently paying off.
In this blog series, we will investigate each of the five Nordic countries, some of their most popular tourist destinations and consider what makes them so desirable to the Chinese tourist.
As one of the three member countries collectively referred to as ‘Scandinavia’, Norway charmingly merges elegant, urban modernity with its rustic, rural culture. The country boasts a sparkling winter wonder with its diverse, emphatic landscape whose lengthy terrain reaches far into the Arctic circle.
As more of Europe is opening up for China, Norway is now more accessible for Chinese tourists than it has ever been before. Not only does China have an efficient transit to the country through Helsinki, but now Hainan airlines has made available a direct flight route between Beijing and Oslo, the first direct route between the two countries.
The Chinese marvel at how the awe-inspiring scenery fits synonymously with a local culture that is filled to the brim with history and tradition; a culture which owes much to the landscape it originates from. Norway is certainly not lacking on reasons for its touristic appeal; whether it’s to bear witness to a natural environment which seems almost fictional with its beauty, to experiencing the modernised food, shopping and efficiency that Scandinavians are so proud of, or even to visit the sites of the many films that were shot or based there, such as Disney’s Frozen, the highest grossing animated film of all time and one which brought in just under $50,000,000 in its first year in China.
Whatever the reason for visiting, inbound tourism is unquestionably on the rise for the Norwegians and in recent times, the Chinese have found themselves on the growing list of countries exporting thousands of travellers there each year. According to Bente Bratland Holm, travel director for ‘Innovation Norge’, “The Asian market is growing the most… Norway now has the most overnight stays by Chinese tourists in Scandinavia.”
Norway clearly has a wide variety of cities and sites that draw in a large number of visitors each year, so let’s have a look at five of Chinese tourists’ favourite Norwegian locations and reflect on what each one offers that makes them such must-see destinations.
Whenever you see an aesthetic poster or wallpaper of the magical, endless Norwegian fjords and mountains, wondering whether such a mysterious and ethereal environment could possibly exist … there’s a very strong likelihood that that photograph was taken somewhere on the Lofoten islands.
Lofoten may not necessarily be the biggest hub for tourism in Norway, it is certainly accessible and the Chinese travellers who do make the northern trip to the islands will be incontestably glad that they did. Most tourists will opt for the aerial route due to its speed and convenience; flights will typically connect through Oslo to either Bodø or Svolvær airports and will need a subsequent, short transfer over to the islands. Many other Chinese tourists may prefer a longer and more scenic route and the marathon train journey between Oslo and Bodø rewards the traveller with a window view of all the sights and sounds that the Norwegian terrain has to offer. Despite its more remote location, tourists of the world are still willing to spend the extra time and money to pay this wonderland a visit and the Chinese are no exception to this.
So how can the Lofoten islands cater to the Chinese tourist industry? Contrast to its relatively small population, Lofoten provides a hugely diverse range of activities and experiences that interlace wonderfully with its environment. The islands are filled with local fishing villages that allow tourists the opportunity to venture out onto their own fishing expeditions as well as producing some of the freshest seafood dishes in the country. Those looking for a more educational visit will appreciate the historic background of the islands and will surely visit the Lofotr Viking Museum and other Viking exhibitions; the Chinese love museums so this will be a key tourist hub for Lofoten. For the more adventurous traveller, the Chinese tourist will seek the many tours on offer, ranging from kayaking or horseback riding down the fjords or hiking trips through the mountains to bathe in the summer’s midnight sun or be awestruck by winter’s northern lights.
The Chinese tourist market is vast and expansive, naturally this results in many different travellers with many different tastes. Lofoten has made sure it will always have exciting adventures available for whoever visits its islands.
With its long, winding river path sandwiched between the imposing, vertical cliff faces that may have been carved out by the Aesir themselves; The Geirangerfjord sees countless Chinese adventurers sailing down its banks each year. Featuring tours, caves, hikes, hill tribes and a commitment to cultural and environmental preservation; Geirangerfjord has truly earned its place as a UNESCO world heritage site.
There are two primary means in which Chinese tourists come to visit this world-famous fjord. Frequent flights operate to Ålesund airport followed by a transfer to Geiranger, along with trains departing from both Oslo and Trondheim bound for Åndalsnes and connections to either Ålesund or Geiranger. The most popular option of travel, however, is by sea. Many cruise operators take tourists up to and into the fjords in the summer months, transforming the transportation element into the destination itself.
The Chinese love cruises, in fact, China is facing the potential to become the largest cruise market in the world. With this in mind, it’s no wonder that cruise liners are the most favourable method of exploring this Asgardian landscape. Cruises allow tourists to leisurely drift down the stream of the fjord, entirely immersed in the natural marvel that surrounds them on all sides. Additionally, cruises make numerous stops at various key sites and villages, encouraging tourists to step out and discover the local crafts, trade and cuisine. With such a keen love of photography and foreign culture, the Chinese will feel particularly enriched by this element of the fjords
Outside of cruising, the area of Geiranger provides travellers with an abundance of methods of experiencing the fjord’s beauty. From hikes, bike rides, picnics, kayaking and camping; Geirangerfjord maintains its capacity to cater to all shapes and forms of Chinese tourism and its diverse demands, now it just needs the right promotion in China to continue to do this.
Welcome to the Arctic circle. Tromsø is one of only a few large cities that sit within this polar region and notwithstanding its typically icy temperatures, it still manages to draw in a considerable level of inbound Chinese tourism each year. Tromsø doesn’t suffer from its arctic location; actually, it owes a lot of its touristic success to it, with many travellers looking to experience more sights and sounds that are off the beaten path in such a polar environment mixed with having access to the facilities and amenities one would expect from a modern and well-developed city.
Along with the arctic circle, Tromsø also falls within the cultural region of Sápmi, a territory that encompasses northern parts of Norway, Sweden, Finland and Russia. Sápmi is home to the Sámis; a traditional, remote people specialising in coastal fishing, fur trapping, sheep herding and most significantly, reindeer herding. The Sámis offer a deep insight and education into a whole new, foreign way of life and are a considerable factor in bringing culture-hungry tourists to Tromsø.
As one of Norway’s biggest cities, tourists will have no difficulty in making the journey up to Tromsø. There are many domestic flights to Tromsø airport each day, though flying internationally from China, travellers will typically have a transfer at Oslo before heading up. Several popular Scandinavian cruise tours will make stops at Tromsø, again giving Chinese holidaymakers a (somewhat brief) opportunity to meander through this snowy metropolis and contribute keenly to the city’s tourist income.
There is an abundance of options for new arrivals to Tromsø to pick from when it comes to tours, shopping and entertainment; though the number one activity on most people’s bucket list is to chase the Aurora Borealis. Tromsø is one of the best locations to see the Northern lights in the country and the locals know this; offering a plethora of different tours and guided routes to tourists and recognising the prosperity and profits that the Chinese market could bring them with the right targeted promotion.
Snowshoeing, dog sledding, fishing, whale watching and arctic buggy riding will also be on the peripherals of the adventurous traveller, while others may prefer the slower pace of the arctic museums, a warm drink at a kaffebutikk (coffee shop) or a visit to the extra-terrestrial looking Arctic Cathedral standing proud to the east of the city.
The tourist infrastructure is definitely in place in Tromsø, therefore bringing in a further flux of Chinese tourism will continue to benefit the city long into the future.
Known as the ‘gateway to the fjords’, Norway’s second largest city is one of the most culturally diverse in the country. As a UNESCO world heritage city, Bergen acts as the meeting point of the new ways and the old and while it is large in scope, Chinese visitors will still find themselves succumbing to the small-town atmosphere and charm that the city emits. Tourists appreciate the blending of Oslo’s modernity with the historic value that one would expect from more rural locations, ensuring that all who step foot within the city of the seven mountains, young or old, active or laid-back, will find themselves at home in Bergen.
Having already referred to China’s love for cruises and tours, Bergen’s nickname does well to open itself to the Chinese market. A bounty of tours and voyages will set sail from the port and float down one of the many branching fjords nearby. Travellers also opt for the local-based tours that allow the pulsating colours of Bergen’s architecture to be taken in from the seas. Tours are not limited to the water and Ctrip (or Trip.com) offers a variety of walking tours to get up close and personal with some of Bergen’s top sites.
China experiences a vast amount of inbound tourism searching for culinary exploration and foreign tastes, something which is mirrored by its outbound tourism too. Chinese ‘foodies’ will fail to miss the warm allure of the fresh Norwegian pastries lining the shelves of the local bakeries or the pungent musk of the stockfish, the traditional unsalted cod hanging from wooden racks and drying in the cold, Nordic air. Tourists love to book themselves onto food tours in which sightseeing, and food sampling are conveniently rolled into one.
The Chinese also love a photo opportunity and the mountains that encase the city provides a golden opportunity to do this. The cable cars running up the mountainside take tourists to a wonderous aerial location which perfectly frames all of Bergen’s best features into one image; an image that will likely find its way onto a Weibo post to induce envy onto all who see it.
A nation’s capital should always be one of its most prized possessions. Oslo connects Norway to the rest of the world and connects the rest of the world to Norway. Wherever the final destination maybe be, there is a near certainty that a Chinese tourist visiting Norway will end up in Oslo at some point of their trip, subsequently meaning that the capital receives the most inbound tourism from China in the country each year.
Ease of access isn’t the only factor attributed to Oslo’s popularity; the city embodies everything one associates with Scandinavian elegance, design and progressiveness. Modern Norwegian and Nordic architecture is an area of fascination for the Chinese, in fact, they love it so much that they’ve recruited the Norwegian group, Snøhetta, the company behind the Oslo Opera House, to blueprint the designs for the Shanghai Grand opera house in China. Every element of the city centre has been intricately crafted and outlined to cater to visitors and locals alike. Oslo regards itself as a walking city, something which is favourable among Chinese tourists, though a frequent and convenient transportation network is also available for those in a rush and willing to spend a bit extra.
There aren’t many cities in Europe where you can thrive within a metropolitan hamper of museums, international food markets and high-class shopping brands in the morning and take a short train ride to the mountains for skiing and hiking in the afternoon. Oslo will never be short on options with regards to tourism and the city is the epicentre of Norway’s modern culture, something which the patriotic locals are always willing to demonstrate to visitors. Many of China’s favourite holiday pastimes can all be found in Oslo, meaning the capital could potentially stand to gain the most from establishing itself on popular Chinese travel sites.
Oslo benefits from being an all year destination; that is to say that the capital’s appeal is just as prominent in the winter as it is in summer. Its ‘low-season’ is far from being considered a low season. Such a consistent level of inbound tourism combined with the right promotion to the surging Chinese market will only continue to propel Oslo’s rapid development even further in the years to come.
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Norway is certainly a hotbed for touristic attraction and has one of the highest potentials for expansion into the China market in Europe. If you would like to see how PR and promotion on Chinese platforms can boost tourism for your brand, please find our contact details here: https://www.chinatraveloutbound.com/contact/
If you enjoyed this article, be sure to look out for the next blog in the series: Why are the Chinese going Nordic? – Part 2: Finland (Coming soon)
Why not check out some of our other articles related to Chinese tourism?