Are Chinese tourists becoming more responsible travellers?

Throughout 2019, the outbound Chinese tourism industry continued to prosper and expand, with an increasing number of worldwide travel destinations breaking into this incredibly lucrative market, offering many more reasons to fly. According to data from the China Outbound Tourism Research Institute, in 2008 there were 43.8 million overseas trips made by Chinese tourists, just ten years later in 2018 this number had skyrocketed to 149.7 million and, it is estimated that the Chinese outbound tourist market will be worth $270 billion by 2025. In addition to this, President Xi has expressed great ambitions to open the skies and promote more flights to and from China. In September 2019 he announced the much-anticipated opening of Beijing’s Daxing International Airport. This new airport will be the key to enabling international inbound and outbound travel, acting as a pivotal air traffic hub. Already, it operates over 100 routes and connects to around 112 destinations worldwide. However, in the wake of the climate movement, this ever-growing outflux of Chinese tourism has caused some concern. Not only because of the flight emissions, but also because of some assumptions that the Chinese are less concerned than some other nations about their impact on the environment. 

China has struggled with pollution in the past, but arguably the extent of this pollution has been exaggerated by the media in other parts of the world. For example, images of a heavily polluted Beijing that were shared extensively via the media throughout the earlier part of last decade. Famously, in 2014 The Daily Mail published an article claiming that the pollution in Beijing was so bad that people were having to watch the sunrise on a giant LED screen in the middle of Tiananmen Square. This article was accompanied with a grainy image of a dystopian, smog-soaked Beijing where a handful of people were watching the virtual sunrise emerge. The article went viral, and a number of other prominent news outlets including Time, CBS News, and the Huffington Post published the same story. A week later technology news website, Tech in Asia, furiously disproved this story, explaining that the sunrise was actually part of an advert for tourism in China’s Shandong Province, and had nothing to do with pollution.  

Similarly, when some media outlets have written about Chinese tourists, their environmental impact has also been a point of focus and concern, with Chinese tourists sometimes being portrayed as irresponsible. For example, there have been tales of excessive waste, with viral stories of tourist groups overfilling plates at all -you- can-eat buffets and then leaving piles of uneaten food. Other articles have complained that Chinese tourists act in an uncivilized manner and disrespect the environments that they visit. For example, there was the famous incident in 2013 of Chinese teenager, Ding Jinhao, defacing an ancient Egyptian temple, sparking outrage and a backlash against Chinese tourists for their misbehaviour abroad. Despite the fact that isolated incidents such as this do not reflect Chinese tourists as a whole, if you Google ‘Chinese tourists’ you will be met with numerous articles and videos which name Chinese tourists as ‘rude’ or ‘unruly’.

It seems the singling out of Chinese tourists by some media outlets has, at times, created an unflattering and negative stereotype of the Chinese traveller, and this includes their impact on and regard for the environment. 

In a recent Oliver Wyman survey entitled, ‘The Changing Face of the Chinese Traveller’ the author lists four common beliefs about Chinese tourists which include ‘They spend indiscriminately’ and ‘They are always in groups’. These beliefs have ignited concerns around over tourism and over-consumption. However, there is evidence to disprove these images of the Chinese traveller. In recent years the Chinese have expressed their desire to improve sustainability and reduce their impact on the planet both at home and overseas, and action is being taken in order to make these desires a reality.  

Increasing demand for sustainable tourism 

In November 2019, Gillian Tans, the chairwoman of Booking.com reported to CNBC that the demand for sustainable tourism and responsible travel alternatives was drastically increasing amongst Chinese tourists. A study conducted by Booking.com found that 79% of Chinese customers would be happy to change their selected holiday destination if they were offered an alternative that was better for the environment. Furthermore, Tans expressed how Chinese tourists are beginning to opt for alternative and more sustainable accommodation choices such as home sharing, which now accounts for 20% of Booking.com’s overall revenues. This kind of accommodation is more flexible as well as environmentally friendly, Chinese travellers can cook their own food, which will subsequently produce less waste. It also allows them share in large groups for a cheaper price, an arrangement which suits large multi generation family travel groups. These kinds of choices made by cost aware and progressively savvy Chinese travellers are setting new trends for future Chinese tourists. Furthermore, these statistics show that a growing number of tourists are veering towards making sustainable decisions when travelling. 

Shopping locally and travelling small

For a long time, the Chinese have been known for their love of shopping, with discounted fashion destinations such as Bicester Village considered to be a prime UK destination spot. In 2018 alone, the global spend by Chinese tourists came to $277.3bn, the highest in the world. However, over the past couple of years there has been a shift in terms of what Chinese tourists want to spend their money on.  Gillian Tans highlighted the growing trend amongst Chinese tourists for shopping locally and eating locally produced foods when abroad, she explained that these decisions are made as a way of knowing what kind of impact they are having on the destinations that they travel to.

This desire to ensure that they are making a positive impact on tourism in the local market reflects how travelling and shopping habits amongst some Chinese tourists are changing and becoming more environmentally motivated.

In addition to this, many young affluent Chinese travellers are now favouring other activities besides retail. There are more Free Independent Travellers (FITS) than ever before, and this category of traveller favours cultural experiences and private personalised tours that they can share across their personal social media platforms i.e. WeChat and Weibo. As a result of this, the traditional tour style of travelling in large groups on a hop on hop off tour bus trip complete with extensive shopping excursions are declining in market share. Instead, many Chinese travellers prefer tours at cultural hotpots in smaller, more intimate groups. This is highly beneficial for popular wildlife destinations such as Scotland, which is known and favourited by the Chinese for its natural beauty, as it will prevent these areas becoming too overwhelmed by large groups of tourists. Furthermore, the decrease of interest in material goods is positive in terms of reducing the carbon footprint of Chinese tourists. 

Awareness and protection of wildlife

The Chinese are quickly becoming more concerned about protecting animals and wildlife, both at home and overseas.  In 2015, Northwest China’s Qinghai Province was given approval to build the Sanjiangyuan National Park, it was one of the first provinces in China to trial the national park system. In August 2019, the first forum on national parks was held in Xining and 450 representatives from regulatory agencies, experts and scholars from China and overseas attended. They discussed topics such as construction and management of nature reserves, biodiversity protection, and the future of natural heritage sites. The aim of this is to attract people from all over the world to come and see China’s national parks in order to learn about its wildlife and experience its natural beauty in a way that will still protect biodiversity. 

There are also cultural shifts occurring in light of the actions taken by conservationists to protect wildlife. Shark fin soup, once one of the most famous Chinese delicacies, is now becoming frowned upon by many due to its wastefulness and impact on shark species. For some time, sales of shark fin soup have been decreasing, back in 2014 the Guardian had already reported a 70% drop in sales. The dish, which was often consumed during special occasions such as weddings and high-class events, was banned by the government from being served at state events in 2012 as part of an austerity campaign. Since then, a number of other factors have contributed to the reduction of this once highly successful business. For example, the awareness created by conservationists that 100 million sharks were being killed each year, leading to the decline in some shark populations by as much as 98%. Additionally, high profile celebrities have spoken out against the shark fin business, most notably former basketball star Yao Ming, whose awareness campaign on the impact of the shark fin industry has greatly influenced the decrease in consumption of this dish. Celebrity influence is China is strong, and it is very positive that high profile Chinese celebrities like Ming are using their status to influence the minds of the Chinese people, who frequently respect the celebrity opinion above others.

Overseas, a portion of Chinese tourists are beginning to take their impact on nature into consideration when making holiday decisions. Between 2016 and 2019, there was a 13 percent and 26 percent reduction in elephant rides taken and shows watched by Chinese tourists across destinations in Thailand, respectively. This was discovered by a survey conducted by the World Animal Protection (WAP) in August 2019. The survey also revealed that 77% of Chinese tourists interviewed from 15 main tourist counties in Thailand said they would rather see animals in the wild, and 84% said wild animals should live in the wild rather than in captivity. This data reflects how wildlife friendly tours are steadily becoming more favoured by Chinese tourists which is an environmentally positive development in Chinese outbound tourism. According to China Daily, WAP released survey results in May 2019 showing that more than 90% of Chinese travellers participating in overseas wildlife tours said they would reject activities that could be harmful to wildlife. Again, celebrity influence and the media are highly accountable for driving these decisions forward. The 2017 documentary, Black Elephant, by Shanghai director Zhang Chaodao has now been viewed millions of times, the film exposes the brutal cruelty and mistreatment of elephants in Thailand for the sake of tourist entertainment, and has played a role in the decline of this activity. 

The newfound interest in Antarctic vacations amongst affluent Chinese tourists in 2019 was also accompanied with awareness around the impacts of tourism on even the most remote of environments. An article published by Lifestyle Inquirer in November 2019 followed the experience of a Chinese traveller, Yu Tong, on her trip to Antarctica for her 30th birthday. Throughout the trip, the tour guides made everyone aware of the wildlife and all visitors had to disinfect their shoes and stay at least five metres away from any animals. Yu Tong came away from this adventure with more awareness and understanding of environmental protection, and consequently applied this to her day to day life. For example, she began taking public transport more often and buying less luxurious products. This kind of media angle is becoming more frequent in terms of encouraging more awareness amongst Chinese tourists regarding sustainable travel.

The positive lifestyle changes taken by Yu Tong after her trip reflect how with the right kind of education and approach from the media, Chinese tourists can share this knowledge and inspire others to make environmentally conscious decisions. 

Conclusion 

These outcomes show how progress is being made and actions are being taken amongst the Chinese to improve sustainability and reduce their carbon footprint. We know that the initiative and willingness to make a difference is already there but there are certainly improvements to be made, so how can we also help to influence further change? For certain, China is a collective society and following the lead of influencers is a huge part of Chinese consumer behaviour. Celebrities and Key Opinion Leaders (KOLs) can make a difference to trends, opinions and ultimately, action. A prime example of this is Chinese superstar, model and actress, Angelababy, who has been speaking out against the excessive trafficking and killing of Pangolins across Vietnam and China. For a long time, Pangolin meat was considered a delicacy in China and their scales were used as a medicine for chronic conditions such as cancer. Around 100,000 Pangolins are poached each year. Since 2016, Angelababy has been an ambassador for WildAid and has used her celebrity influence to put a stop to this cruel trade and raise awareness of its consequences. With a Weibo account of over 60 million followers, she is China’s equivalent to the Kardashians in terms of her status. This means that her ability to influence is extremely powerful. Since 2017, all Pangolins have been fully protected from cross-border commercial trade under international law. This would not have been achieved without the influence of Angelababy and shows how involving a high-profile celebrity in animal and environmental protection campaigns can cause a great impact and bring about drastic changes in attitude. Whilst government initiatives will always be the best way to enforce change, involving celebrity faces in future campaigns to promote sustainability will result in further positive changes in consumer attitudes and actions.

For more information about China Travel Outbound, please visit www.chinatraveloutbound.com or contact us. 

Will Greece be the 2020 European hotspot for Chinese tourists?

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. 

For more information about China Travel Outbound, please visit www.chinatraveloutbound.com or contact us.

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Chinese Tourism Leaders’ Dinner 2019

The third annual Chinese Tourism Leaders’ Dinner, held on the eve of World Travel Market London 2019, was a huge success. Hosted by China Travel Outbound and Capela China, the event marks the beginning of the international travel event and brings together all the movers and shakers of the British tourism industry who are making a difference to growing the inbound market of Chinese visitors to the UK.

We were extremely proud to welcome our clients, London North Eastern Railway (LNER), as our sponsor for the event this year. Laetitia Beneteau, the Leisure Sales and Distribution Manager at LNER, provided our guests with a fascinating insight into how LNER has been working closely with the China Travel Outbound team to bring high profile Chinese Key Opinion Leaders (KOLs) to experience the wonderful train journey up the East Coast from London to Scotland over the past 18 months. 

We were also joined by senior representatives from the travel companies, attractions and destinations who are leading the way in promoting Britain to the Chinese. Some of these very special guests included VisitScotland, Visit York, City Cruises, Gatwick Airport, Royal Museums Greenwich and English Heritage. We were absolutely thrilled that everyone could come together and celebrate the future of Chinese tourism in the UK. Of course, we celebrated in the most appropriate fashion – over a delicious Chinese feast at a restaurant in London’s Chinatown, London. Everyone had a wonderful evening, and we cannot wait to host this event again next year. 

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Why are the Chinese going Nordic?

Norway, china, tourism, nordic, PR

Why the Nordic region?

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.

Velkommen til Norge!

Image of a small Nordic village backed by a mountain range

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 Frozenthe 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.

Five of Norway’s top tourist destinations

5. Lofoten

Icy mountains over a frozen lake

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.

4. Geirangerfjord

River down a steep valley

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.

3. Tromsø

Icy city in a valley

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.  

2. Bergen

Bayside village

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.

1. Oslo

Oslo opera house

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.

Find out more:

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)

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Top 7 Apps Chinese Outbound Tourists Use Overseas – Part 2: Discoveryhttps://www.chinatraveloutbound.com/top-7-apps-chinese-outbound-tourists-use-overseas-part-2/

Top 7 Apps Chinese Outbound Tourists Use Overseas – Part 2: Discovery

Chinese KOL visiting Brighton Pavilion

Chinese tourists don’t just use their smartphone apps to plan and book trips overseas, they also rely on these applications when they arrive at their destination. 85% of Chinese millennials use their mobile phone while travelling overseas to further research the destination’s best tourism hotspots, help make their travel experience in an unfamiliar destination more comfortable and convenient, and keep in touch with family and friends back home.

If you’re familiar with the China market, you may know that Facebook, Twitter, and even Google Maps are banned in China. China have their own alternative apps that functionally serve similar purposes, but have interesting and different features to their Western counterparts that help facilitate ease of travel for Chinese tourists in overseas destinations.

So, what are the top mobile apps Chinese tourists use when travelling overseas that we should be paying close attention to? And, most importantly, how do they help Chinese travellers? With the recent four-day Labour Day holiday expected to produce over 160 million Chinese travellers, we thought this to be the ideal time to explore this trend to highlight the importance of mobile apps in shaping the Chinese outbound travel experience.

In the second part of this series of articles, we explore the key apps Chinese tourists use to share travel recommendations with one another, both prior to a trip and once they have arrived, and the different kinds of recommendations they receive from Chinese and Western platforms.

If you haven’t done so already, read the first part here about the apps Chinese tourists use overseas to interact with and navigate around their destination of choice.

Chinese review sites – Mafengwo, Qyer, and Ctrip

Mafengwo logo

Before travelling overseas, Chinese tourists will research destinations, attractions restaurants, hotels and shops using China’s premier review site platforms – Mafengwo, Qyer and Ctrip. Similar to TripAdvisor, international destinations have pages on these sites that list in-depth travel information, rankings of popular sights and recommended itineraries for short and long stays.

Qyer logo

The three platforms mentioned above also showcase travelogues posted by influential Chinese Key Opinion Leaders (KOLs/bloggers). The majority of these blogs are focused on a specific destination and a specific theme, such as travelling from London to Scotland by rail, and they provide a personal and honest account of the KOLs’ travel experience. KOLs’ opinions are highly valued by Chinese tourists researching their next trip abroad – when a KOL validates their experiences, this shows they are equally suitable for any Chinese traveller.

Ctrip logo

Chinese travellers can also use these platforms casually to post updates about their overseas trip for their followers to see, and write reviews of points of interest they’ve visited. These platforms provide the Chinese perspective of overseas destinations and travel experiences, but they may want to find out what the locals think…

TripAdvisor – for local recommendations

tripadviosor logo

TripAdvisor is not blocked in China, and is a useful resource for Chinese travellers to get an idea of the local opinion of restaurants, hotels, shops and attractions they plan on visiting. Interestingly, TripAdvisor has a Chinese website which is near identical to the English version. On both versions, user reviews can be filtered by language to read comments left by travellers across the globe. By default, only reviews written in the website’s native language will appear, meaning if users wants a ‘global perspective’ of where they’re visiting, they’ll need to manually filter the reviews to show ‘All languages’.

User reviews of Brighton Pavilion on TripAdvisor.cn.com (left) and TripAdvisor.co.uk (right)

The different tastes and opinions of Chinese travellers to Western travellers are evident when review site platforms like TripAdvisor and China’s Mafengwo are compared. On TripAdvisor, Elephant House café in Edinburgh, where J.K. Rowling famously wrote the first Harry Potter book, is ranked around 1,400 of the 2,200 best places to eat in the city. However, as a result of the feverish popularity of Harry Potter in China, the café is the top rated restaurant in the city on Mafengwo, and the second top rated attraction.

Since Mafengwo, Qyer and Ctrip present a Chinese perspective of restaurants, shops and hotels, Chinese outbound travellers may use TripAdvisor to discover places unfamiliar to Chinese tourists, recommended by locals and other global tourists.

Little Red Book – Easy content sharing

red book logo

Xiaohongshu, or ‘Little Red Book’ in English, is an up-and-coming social media and content sharing platform encouraging users to share travel articles and reviews of popular products, and post short videos and photos of their travel experiences. Little Red Book has over 200 million registered users as of January 2019, and around 90% of its users are female.

Similar to Weibo, users can follower influencers whose recommendations they trust, and like Mafengwo and Qyer, content can be saved for future reference. Rather than letting users post anonymous reviews, the platform encourages users to post in-depth reviews including a combination of written content, videos and photos, which are known as ‘Notes’. Other users can comment on ‘Notes’ to exchange information and share their own tips. Chinese travellers may be inspired to visit places overseas based on content a Little Red Book influencer has posted, and being able to save posts means travellers can refer back to them once they’ve arrived.

In terms of providing travel recommendations, the platform is not yet as influential as Mafengwo, Weibo or WeChat as its content primarily focuses on luxury brands and shopping. However, it is rapidly growing in popularity and has the potential to become a influential source of travel tips for Chinese outbound travellers.

Dianping – The Chinese Yelp

dinning logo

If you’re wondering what the Chinese equivalent of Yelp is, that would be Dianping. This travel advice platform lists of shops, restaurants, pubs and bars, cinemas and other venues located in destinations both in China and abroad. Over 4.4 million merchants across nearly 200 countries are listed on Dianping, making it a useful travel resource similar to TripAdvisor. However, Chinese travellers will mainly use Dianping to narrow down popular dining choices. Dianping users can not only leave reviews, but they can filter restaurants by cuisine and popular food items, find out the average price per head, and view a score breakdown of restaurants’ ‘Taste’, ‘Environment’ and ‘Service’. Many commenters also post pictures of their bill to advise other users how much they should expect to spend.

Like TripAdvisor, the more reviews a user posts, the more they are valued by the community and begin to build an influence on the platform. A positive review of your restaurant by a highly regarded reviewer can be very valuable promotion in helping to attract more Chinese guests. 

While functionally similar to TripAdvisor, Dianping provides a more in-depth breakdown of a restaurant’s quality, and is another platform Chinese travellers can consult if they seek a different perspective of the restaurants, hotels and shops in their destination of choice.  

The world in your pocket

Whether Chinese travellers use mobile phone apps to research their destination before or during their trip, mobile apps have had a considerable influence in shaping the travel experience for Chinese outbound tourists. The destinations, attractions, shops and restaurants Chinese travellers visit, and hotels they stay at, are increasingly being dictated by their popularity on these platforms and positive reviews left by influential users. When a fellow Chinese traveller posts a positive comment about their trip overseas, this shows other Chinese tourists that they can also enjoy this experience and feel comfortable doing so.

If you are a destination, attraction, hotel, or restaurant looking to reach the China market, you will be invisible to the Chinese traveller unless you establish a presence on any of these platforms. We provide an online reputation management service to audit and improve your business’s online profiles in China, to ensure Chinese tourists are receiving the most accurate and up-to-date information about you. If you are interested in finding out more about this service, please feel free to contact us for a chat.

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Top 7 Apps Chinese Outbound Tourists Use Overseas – Part 1: Getting Around

Chinese travellers taking selfie

Chinese tourists don’t just use their smartphone apps to plan and book trips overseas, they also rely on these applications when they arrive at their destination. 85% of Chinese millennials use their mobile phone while travelling overseas to further research the destination’s best tourism hotspots, help make their travel experience in an unfamiliar destination more comfortable and convenient, and keep in touch with family and friends back home.

If you’re familiar with the China market, you may know that Facebook, Twitter, and even Google Maps are banned in China. China have their own alternative apps that functionally serve similar purposes, but have interesting and different features to their Western counterparts that help facilitate ease of travel for Chinese tourists in overseas destinations.

So, what are the top mobile apps Chinese tourists use when travelling overseas that we should be paying close attention to? And, most importantly, how do they help Chinese travellers? With the recent four-day Labour Day holiday expected to produce over 160 million Chinese travellers, we thought this to be the ideal time to explore this trend to highlight the importance of mobile apps in shaping the Chinese outbound travel experience.

In the first part of this article, we explore the most popular apps that help Chinese tourists navigate around and interact with the destinations they’re visiting.

There’s WeChat, but also its Mini Programs

WeChat app logo

You may know that Tencent’s messaging platform, WeChat, is China’s most popular social media app, having achieved an unprecedented 1 billion daily active users at the end of 2018. While primarily used to communicate with friends, family and colleagues, it’s so much more than a messenger app. From scheduling doctors’ appointments, playing games and booking taxis, WeChat has in many ways become a fundamental part of the lives of Chinese citizens.

Before travelling, Chinese tourists use WeChat to seek inspiration for their travels, sharing ideas with friends in group messages and researching official accounts of hotels, retailers and attractions to weigh up their options on where to stay and visit. When WeChat users follow a travel brand’s official account, they receive push notifications when an update is posted to the account. This allows travel brands to communicate directly with and demonstrate their China Welcome to potential Chinese travellers through marketing material – a powerful tool to show Chinese tourists why you’re worth their time.

WeChat mini programs

Further developing its ecosystem, in 2017 WeChat introduced its ‘Mini Programs’, applications that can be accessed through WeChat without the need to install them separately. Every day, 230 million of the platform’s daily active users use one of WeChat’s 2.3 million Mini Programs. Many popular Chinese travel apps such as Mafengwo and Qyer (more on them in part 2) have Mini Programs, but in recent years, travel brands have observed an opportunity to improve the visitor experience of their destination or attraction for Chinese tourists by developing their own Mini Program.

Recently, the world’s tallest building, Dubai’s Burj Khalifa, launched their own Mini Program, allowing WeChat users to book tickets to the building’s observation decks and access audio content in Mandarin explaining key information about the sight. The building also launched its own WeChat mini game, the first attraction to do so outside China, all to enhance the experience for its Chinese guests.

Destinations throughout the world are catching on to the benefit of Mini Programs. Sweden, whose popularity among Chinese tourists has been lagging behind many of its Scandinavian neighbours, hopes to remedy this with the launch of their Mini Program “Explore Stockholm”. The program is an in-depth Mandarin guide of the city, providing information on its top hotels and shopping destinations and recommending 24-hour and 48-hour itineraries for short-stay travellers. Furthermore, VisitScotland’s Mini Program aims to show Chinese travellers that there’s so much more to see than just Edinburgh. The program makes it easier for Chinese travellers to discover Scotland’s unique culture and immersive outdoor experiences, and includes an interactive map highlighting the breadth of key points of interest across the county.

Creating your own Mini Program not only goes a long way to improving your China Welcome, but it’s also of great benefit to potential Chinese visitors. For Chinese travellers, being able to access detailed travel information about destinations and attractions through only a single application, content also created solely with a Chinese audience in mind, means WeChat’s Mini Programs are extremely valuable tools in helping Chinese travellers discover a destination’s unique sights.

WeChat Pay and Alipay – The rise of the digital wallet

WeChat pay

It’s no secret that Chinese tourists love to spend their hard-earned cash overseas, and they prefer to do so through mobile payments. WeChat Pay and Alipay, the two major payment platforms vying for market dominance, allow users to pay for goods and services using their digital wallet. In the eyes of many Chinese travellers, mobile payment apps are safer and more convenient to use overseas as they don’t need to worry about carrying foreign currency on-hand or fiddling around in their wallets to find a credit card. In 2018, Chinese outbound tourists paid for 32% of their transactions using mobile payments, surpassing cash payments, and 60% of Chinese visitors to Europe identify mobile payments as their preferred payment method.

Efforts to rollout acceptance of Chinese mobile payments on a global scale are being undertaken. According to WeChat Pay itself, the payment method is now accepted in 49 markets outside of mainland China and supports transactions in 16 currencies. And in 2018, the number of merchants accepting WeChat Pay increased 700% year-on-year, which demonstrates a global interest in taking the extra steps necessary to accommodate the China market. 

Alipay logo

Furthermore, 500 restaurants across Australia recently partnered with a new Alipay platform which will allow Chinese customers to scan in-restaurant QR codes, order from digital menus translated into Mandarin, and pay for meals using their phone. This is a dedicated effort that understands the value of convenience for the Chinese traveller. In addition, Chinese tourists may also be enticed to spend more with a merchant if their favourite payment method is accepted – the average budget for Chinese outbound tourists increased to 6,026 USD per person in 2018.

China’s enthusiasm for the digital wallet is transforming the way tourists are expecting to pay for goods and services overseas. When merchants accept WeChat Pay and Alipay payments, they are also demonstrating a willingness to welcome Chinese customers. Speak to us about how your business can start to accept WeChat Pay and Alipay.

Baidu Maps – Alternative to Google Maps

Baidu map

Since Google Maps is blocked in China, Baidu Maps is the app Chinese residents rely on throughout their daily lives for directions and up-to-date travel information. Baidu Maps has a few features Google Maps lacks, such 3D maps search, which lets you easily find the location of venues above ground level. You can also use Baidu Maps to book tickets to see a film showing at a cinema located near you.

In recent years, Baidu Maps has been rolling out its service across 150 countries and hopes that, by 2020, 50% of its users will be located outside of China. As a result, many businesses are beginning to recognise the importance of establishing a solid presence on the app. Yext, a brand management platform, recently integrated Baidu Maps to enable its partner businesses to provide Chinese outbound travellers with accurate and up-to-date information when using the app overseas. In addition, Sydney Airport became the first organisation outside of China to introduce indoor Baidu Maps when it did so in 2017, allowing users to see gates, check-in counters and retailers through the app.

Having accurate and up-to-date information about attractions, hotels, shops and restaurants on Baidu Maps will help encourage Chinese travellers discover more of what your destination has to offer. 

Next week, the second part of this series of articles will explore the key apps Chinese tourists use to plan and research their destination, both prior to travel and once they’ve arrived, and how they use these apps to discover different perspectives on the best places to shop, eat, stay and visit.

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Integrated Chinese trade and media campaign for London North Eastern Railway

You may remember the incredibly talented KOL and illustrator, Liu Huan (pen name Queenio), from one of our articles last year about her trip to the UK. We were so impressed with her unique travel blogs which are brought to life by her vibrant illustrative style that we invited her to collaborate on a new campaign with London North Eastern Railway (LNER).

The purpose of the project was to highlight to Chinese tourists planning their next trip abroad that there is more to the UK than its iconic capital – our country boasts many fascinating destinations up the East Coast to Scotland, all with their unique charm and history, and the best way to visit them is by train. Huan landed in London and journeyed up the country in first-class luxury, stopping at Lincoln, Leeds, York, Harrogate, Durham, Edinburgh and Inverness, experiencing their essential sights and attractions. She even made it to the Isle of Skye.

The Trip

In addition to LNER, we worked with twelve partners to craft an exciting and eventful nine-day itinerary for Huan, including the tourist boards Visit Lincoln, Visit Leeds, Visit York, Visit Harrogate, Visit County Durham, and Visit Scotland, City Cruises, The London Eye, Holiday Inn Stratford City, Westfield Shopping Centre, Rabbie’s Tours and RHS Harlow Carr Gardens.

During the trip, Huan took hundreds of photographs showcasing each city’s sights and attractions. She adds vivacity to her favourite photographs by illustrating her cartoon persona within the frame, interacting with the environment around her. Cartoon Huan can be seen perched atop the balcony of Leeds Grand Theatre playfully re-enacting ‘The Nutcracker’ performance with her dolls, embracing her inner wizard at Platform 9 ¾, and enjoying the tranquillity of Harrogate’s Turkish Baths.

Following the trip, Huan produced an in-depth travelogue documenting her train journey with LNER and the destinations visited, which is now live on China’s key travel review sites. The blog is brimming with high-quality writing and photography showcasing to Chinese internet users the appeal of the UK’s beautiful countryside and historic cities.

Results

The travelogue, which has been published on Mafengwo, Ctrip, Qyer and Tuniu, has so far received a total of 45,000 views across the four platforms. It has over 650 likes and 470 saves, demonstrating the keen interest among Chinese travellers for UK themed content. Tuniu and Qyer Forum (where Qyer’s travel articles are published) promoted the travelogue to their front pages which greatly increased its exposure, and Qyer tagged the piece as ‘Essential’, recommending it to Chinese internet users as a high-quality article about UK travel. We are expecting the travelogue to continue gaining traction on these platforms as it grows to become a popular and reliable source of information about travel to the UK.

Furthermore, Huan shared her travel experience across 19 social media posts published on her personal WeChat and Weibo accounts where she has 50,000 followers. Many of these posts have received great engagement among Chinese internet users.

The Brochure

Upon her return to China, Huan produced a 24-page Chinese brochure for LNER promoting the services of the train operator and all the destinations and attractions she visited on the trip. This will be distributed at sales calls with media and travel trade in China and at promotional events and trade shows throughout 2019, further expanding the promotion of LNER and its destinations and demonstrating the company’s commitment to the China market. We are also planning to provide the brochure to Chinese tour operators launching LNER products in the future.

Travel Trade and Media Workshop

The brochure was also given to attendees of an LNER workshop held in Beijing and entitled “Taste of the Train Tour”. 30 selected travel agents and operators, and 10 travel media attended the event, held in a trendy café venue in central Beijing. Companies represented included media outlets National Geographic Traveller, Sina.com.cn and Time Out Beijing and tour operators Ctrip, Youpu Travel and GoEuro. Laetitia Beneteau, LNER’s Business Development Manager, introduced LNER’s services to the representatives, and Liu Huan herself came along to deliver a presentation about her experience travelling from London to Scotland. The representatives also enjoyed immersing themselves in the UK by experiencing the scents of different UK’s cities, produced by renowned perfume brand, Charm Kaiser.

Output from the event included 10 pieces of editorial about LNER and its new Azuma trains, which are coming on line this year. Laetitia maximised her time in Beijing on a tailormade sales mission and she was escorted to meetings at the offices of travel trade partners by China Travel Outbound’s team.

The campaign has been posted on LNER’s Weibo account which now boasts over 35,000 followers.

Bon Voyage! Chinese tourists are setting sail

7 million Chinese tourists are estimated to be travelling abroad during the upcoming Chinese New Year, but who’s to say they will be travelling by plane? With the rapid growth of China’s FITs who seek fulfilling and authentic travel experiences, cruise trips are gradually becoming a popular way for Chinese tourists to see the big blue world. With China’s biggest holiday on the horizon, we thought this to be a great opportunity to analyse this trend, identifying the key cruise operators providing cruise trips for Chinese travellers, where Chinese tourists take cruises, and how to accommodate them on-board.

The market has potential

It’s an exciting time for China’s cruise industry – the country’s cruise liners are beginning to realise they need to go further afield to satisfy their customers. As the industry continues to develop, it is expected to become “the largest cruise market in the world.” This will depend on whether the industry can harness the huge potential of the Chinese travel market, who made an estimated 140 million overseas trips in 2018.

It is estimated that the capacity of China’s cruise lines will decline 4.4% in 2019. The two major reasons for this are the knock-on effect of 2017’s Chinese travel ban to South Korea, and the absence of routes with diverse destinations – the majority of cruises setting sail from China’s coasts stop off in South Korea and Japan, missing out exciting Southeast Asian destinations such as the Philippines and Vietnam. This is to say, despite the demand, cruises from China simply lack the variety of destinations enjoyed by cruise trips around Europe and North America.

In response, many companies are making considerable efforts to bring Chinese holidaymakers overseas to embark on their first cruise experience. Royal Caribbean Cruises was the top ranked brand in a ‘Best Experiences’ customer satisfaction survey, conducted by brand experience agency Jack Morton, where Chinese consumers were among the 6,000 surveyed. Furthermore, the brand is among the most popular in China’s cruise industry, and in 2019, they will launch their Spectrum of the Seas cruise line that aims to provide high-quality experiences “specifically tailored to Chinese guests.” The cruise line, which will sail from Barcelona to Shanghai across a 51-night voyage, will entertain over 4,200 guests with virtual reality experiences, luxury dining offering both Chinese and Western cuisines, and the largest indoor sports and entertainment complex ever to set sail. This level of commitment to the China market by such a major brand is testament to the huge potential of the China cruise market.

Costa Group Asia, a major cruise operator in Europe and Asia, will launch its first ship designed specifically for the Chinese market in 2019. The Costa Venezia aims to provide an immersive Italian experience for Chinese travellers and its 5,100 passengers with boutique shops selling goods from luxury Italian brands, a theatre evocative of Venice’s iconic Teatro La Fenice and an atrium inspired by St. Mark’s Square. The cruise will set sail on a 53-day voyage in March 2019 covering the Mediterranean, the Middle East, Southeast Asia and East Asia.

Furthermore, Costa Cruises are evidently committed to improving their ‘China Welcome’. In 2018, the company partnered with football club Juventus to provide unique “football at sea” experiences especially for Chinese guests boarding its Costa Serena cruise liner. The experiences include the Juventus Museum decorated with trophies and club memorabilia, and a mini football academy for children to hone their skills. In addition, in 2017, Costa Serena was the first Costa Cruise to allow Chinese guests to pay using Alipay mobile payments.

Likewise, Princess Cruises, owned by the same corporation as the Costa Cruises Group, announced in December 2018 that it will introduce Alipay and WeChat Pay mobile payment systems on its North American cruises, being the first cruise liner to do this. Thus, if cruise companies want to welcome more Chinese travellers on-board, they need to show that they are making an effort to accommodate them. This is evidently paving way for competition between the major cruise companies who are acknowledging the potential of the China market and are targeting Chinese tourists with unique experiences offered only by their cruises.

Indeed, exciting, one-of-a-kind experiences like these are exactly what travel and culture hungry Chinese tourists are looking for, and could go a long way to bringing Chinese tourists away from airport terminals and back to the docks. Approximately 2.5 million Chinese outbound global travellers took cruise trips in 2017, but this is expected to rise to 8-10 million by 2025.

Venturing to the End of the Earth

Over the past few months, you may have seen a plethora of articles about a growing number of Chinese travellers embarking on cruises to Antarctica. Today, China is Antarctica’s second-largest tourism market, having welcomed 8,273 Chinese visitors in the 2017-18 season, and approximately 90% of Chinese tourists visiting Antarctica choose to travel there via cruise (only 1%  directly fly to the South Pole). Perhaps the credit lies with Ctrip who provide nearly 200 Antarctic products on their platform and over 20 ships to choose from.

However, this adventure isn’t cheap, and appeals largely to group travellers who can afford to take extended time out of work. Figures from 2018 indicate Chinese tourists spent an average of 23 days on Antarctic tours, spending between $7,000 and $16,000 USD. Nevertheless, it seems money is no object for Chinese tourists looking for unusual yet fulfilling experiences that deliver ‘face’ status – on Ctrip, most Antarctic cruises for January and February have sold out, and the agency has increased its Antarctic products by 30% this year to meet the demand. This reinforces that unique travel experiences like these are becoming increasingly more important to Chinese travellers.

River cruises are making huge waves in accommodating Chinese guests

Idyllically cruising down one of the world’s most famous rivers and taking in its beautiful scenery is a popular travel experience, and certain river cruise companies are recognising the huge potential of attracting Chinese tourists to these experiences. In 2016, Viking Cruises announced its first step in the China market by dedicating two of its Europe river ships for Chinese travellers. The ships, which both set sail in 2017 along the Rhine and Danube rivers respectively, were fully staffed with Mandarin-speakers who made up all their hotel crew, included Mandarin signage, and a cuisine designed by a ‘Master Chef China’ judge. Furthermore, each ship assigned eight Mandarin guides to groups for their ground programs.

Viking were this committed to their ‘China Welcome’ to ensure their Chinese guests’ concerns about the language barrier, transportation and food and services were eliminated, and it seems to have paid off. Both cruises are still running, with Viking dedicating 100 tours for them in 2018, and the company now expects its cruises targeting Chinese travellers to account for half of their European river cruises in the future. Chinese guests on Viking’s Mandarin-language cruises can now also join a dedicated WeChat group to receive updates and share photos taken during the trip with each other.

This shows that, if their travel needs are accommodated for, there is an innate desire among Chinese travellers to experience a variety of destinations in the luxury and comfort of cruise tours, and there is definitely huge potential for them to become one of the authentic travel experiences they crave.

Chinese tourist spending – opportunity for land and sea

Chinese tourists have a strong spending power for duty-free shops; 40% of Chinese travellers purchase duty-free goods with an average receipt of $232, higher than the $146 global average. China’s cruise industry seems to have acknowledged this, and is redeveloping its cruise terminals to match the quality of services the best airport terminals provide. Shanghai’s Wusongkou International Cruise Terminal is undergoing redevelopment to transform into a “potential tourist attraction” itself, replacing its once solitary duty-free store with a duty-free shopping complex stocking high-end goods. Furthermore, the city plans to introduce linkages between cruises, airlines, trains and buses, to not only improve convenience of travel but to encourage Chinese tourists to visit the cruise terminal for their shopping needs alone. Perhaps overseas destinations should acknowledge this redevelopment and capitalise on Chinese tourists’ spending power by looking to provide more, and better, shopping facilities at their cruise ship ports (and if they accept Chinese mobile payments, even better!).

Reeling it in

As cruise companies are becoming increasingly aware of the opportunities arising from China’s outbound tourism market, competition has ensued to ensure their ‘extra steps’ to accommodate Chinese travellers are being recognised inside-and-outside the industry. Perhaps this is why Viking Cruises’ Chinese traveller focused river cruises are the most publicised and prominent in their field – it will be interesting to monitor whether competing river cruise operators will follow suit and introduce more Mandarin-language services. Cruise companies can use all the PR they can get when it comes to the China market.

One way to promote your Chinese tourist friendly cruise trip would be through hosting an influential Chinese Key Opinion Leader, who could not only blog about the wide variety of destinations visited throughout the journey, but most importantly, describe in detail the facilities and services on the cruise that accommodate Chinese guests and where these can be improved. If an influential KOL tells their audience “this particular cruise line makes the extra effort with its Chinese guests” in a blog that reaches the home pages of China’s key travel platforms, this would no doubt put them on the radar for adventurous Chinese travellers.

If you are interested in finding out more about marketing your cruises to the Chinese, including the benefits of hosting a Chinese KOL, please feel free to contact us for a chat.

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A Child’s Guide to Chinese New Year Traditions

China’s biggest holiday of the year, Chinese New Year (Monday 4th – Sunday 10th February) is just around the corner, and many Chinese tourists will take the week-long break as an opportunity to travel abroad with friends and family. According to Ctrip, over 400 million Chinese people will travel during the holiday, and 7 million of them will travel abroad. The OTA estimates that, during the holiday, Chinese outbound tourists will travel to over 900 destinations in 96 countries worldwide. Popular non-Asian destinations this year include Australia, Italy, the UAE, New Zealand, the UK, and Spain.

Our Travel Trade Manager, Maria Wang, was asked by one of our clients to compile some information for her young daughter about how Chinese people celebrate Chinese New Year. Maria’s response was so sweet and insightful that we thought we would share it here.

How the Chinese celebrate the new year

Chinese New Year

All Chinese students enjoy the Spring Festival as part of their winter vacation, which lasts approximately one month, usually from the middle of January to mid-February. Students in colleges enjoy a longer vacation than others, who stay out of school for, on average, almost a month and a half.

The Spring Festival is the most important festival in China; it marks the beginning of a new year in the China Lunar Calendar, which has about a one month gap with the regular calendar. It also means the coming of the next Zodiac sign, which consists of 11 different animals and a dragon. For instance, right now we are in the year of dog, after the spring festival of 2019,  we’ll be in the year of the pig.

The image below shows the animals and their respective Zodiac sign. They are: Mouse/ 鼠(Shǔ), Ox / 牛(Niú), Tiger/ 虎(Hǔ), Rabbit/ 兔(Tù), Dragon/ 龙(Lónɡ), Snake / 蛇(Shé), Horse/ 马(Mǎ), Sheep/羊(Yánɡ), Monkey/ 猴(Hóu), Rooster / 鸡(Jī), Dog / 狗(Gǒu), and Pig / 猪(Zhū).

Traditions

Chinese New Year

There are various traditions in the celebration of the Spring Festival. Different areas and religions have different traditions, even several traditions have been introduced in the last decade or century. I can describe several traditions we have in Beijing at the moment.

Some of us, especially the elderly, start their celebrations from the 23rd day of December in Lunar calendar. We call this day “小年” (xiǎo nián), which means “little year”. From this day to Chinese New Year’s Eve, we make different preparations for the celebration every day, including cleaning rooms, make stew, etc. One of them is to change a New Year picture (年画nián huà). We patch this on the door to ward the house from evil things.

We put this on the window, which means 年年有余(nián nián yǒu yú). 有means ‘to have’, 余means ‘abundance’ or ‘prosperity’. It is pronounced similarly to 鱼(fish). The image below says ‘may you have more prosperity year after year’.

Chinese New Year

New Year’s Eve

At Chinese New Year’s Eve, almost all the family enjoy a family time together; this is what we call “大年”(dà nián), meaning “big year”. YEAR, in the Chinese character (年nián) is actually a monster in Chinese myth, and the celebration of the Spring Festival is also called “pass(过) the year (年)”. The family stay together to enjoy food and watch TV until the eve of 12 o’clock, which means we have successfully defeated the monster.

At midnight, we would eat Chinese dumplings together too. If you can speak Chinese, you will understand the obvious reason. Dumplings (饺子jiǎo zi) has the similar pronounciation and tone as Jiaozi (交子jiāo zǐ), which is the time of midnight we used in the past.

Red envelope (红包hóng bāo) is another tradition in the Spring Festival, whereby the elderly usually give their children and grandchildren red envelopes with money in. We call the money 压岁钱(yā suì qián), 压means press, 岁means age, and 钱means money, and you can see this from its literal meaning that giving money is a kind of wish. In the past, the younger generation gave red envelopes with money to their parents and grandparents, so as to press the age from growing older. Nobody knows when this tradition reversed.

Before giving the red envelope, the young generation need to kowtow to the elderly, and say something wishful. We call it 磕头(kē tóu) – the word “kowtow” may come from it.

Chinese New Year

For adults, the Spring Festival lasts 7 days, from Chinese New Year’s Eve to the 6th day of January of the Lunar calendar. We could go visit for Temple Fairs (庙会miào huì) which are held across different parks, to enjoy food and play games. We could celebrate this festival until the 15th day as traditions say. We call this day 正月十五 (zhēng yuè shíwǔ) – 正月(zhēng yuè) means the first year in the Lunar calendar, and十五(shíwǔ) means 15. The northern part of China has the tradition to eat 元宵(yuán xiāo), and the southerners eat 汤圆(tāng yuán).

A list of new year greetings:

Happy New Year and all the best: 恭贺新禧,万事如意。(gōng hè xīn xǐ ,wàn shì rú yì)

Happy New Year: 恭贺新年。(gōng hè xīn nián)

Wishing you prosperity: 恭喜发财。(gōng xǐ fā cái)

Peace all year round: 岁岁平安。(suì suì píng ān)

May all your wishes come true: 心想事成。(xīn xiǎng shì chéng)

Everything goes well:吉祥如意。(jí xiáng rú yì)

Wishing you every success: 一帆风顺。(yī fān fēng shùn)

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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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