Essential Reading: ‘China – the Future of Travel’

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Authored by world-leading China tourism expert and ‘Destination Britain’’s marketing consultant, Roy Graff, China – the Future of Travel will give you the understanding and insights you need in order to operate successfully in this challenging, complicated but potentially hugely profitable marketplace.

You will learn who is travelling abroad from China, what are the best ways of reaching them, how the travel industry is organised in China and how best to show your hospitality to Chinese visitors abroad. This 2015 edition contains many interviews and case studies from experts and industry insiders throughout the Chinese outbound tourism sector, providing practical illustrations and professional insights into current market trends and future developments.

Whether you are just starting out or looking to scale your business in China, you will find invaluable information here. ‘Destination Britain’s clients will receive a complimentary copy, alternatively you can buy your copy HERE

Top Tips to Get Your Business Ready For China

Here are VisitBritain’s top tips to help you get your business China Ready. Why 8 tips? Because No. 8 is regarded as the luckiest number in Chinese culture. ‘Eight’ is pronounced ‘Ba’ in Chinese which sounds similar to the word ‘Fa’ which means to make a fortune!

Learn to see beyond the clichés

For example, don’t assume that the Chinese only want to eat Chinese food. Experiencing local cuisine is important to them, so a week’s programme should include at least a couple of non-Chinese meals. Also be aware of the growing number of Chinese travelling in small, self-organised groups whose travel patterns are quite different to large groups.

Think about long-term engagement and commitment

Chinese prefer to do business with friends – so work to build that friendship and trust above simply pushing business through. Invite them to visit you and host them well. Send them Chinese New Year greetings cards and bring them small gifts when you meet.

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China is not a single market

Taking the time to learn about demographic differences across regions will pay big dividends.

Maintain an active presence on China’s internet

Chinese are active on social media and spend significant time online. Engage with them online, through a well localised website, local hosting, social media profiles on Weibo/Wechat and video content on Youku.

Localisation is important and should be delivered appropriately

Localisation is much more than simply accurate translation. Having no Chinese at all is preferable to using an automated google translate button, no matter how attractive the proposition is. Payment solutions can also be localised, as can social media links and customer service.

Emphasise the brand heritage, its history and the human interest story in your marketing

Britain is known in China for rich culture, history, art and fashion. Bring out these elements whenever you are describing your own product or service, but try to relate them specifically to Chinese culture and influences (Classical China, Confucianism, the civil war and Communist revolution, the Cultural revolution and the opening up period) wherever you can.

Keep up-to-date on developments

China changes quickly. There are lots of sources of information you can register for which will provide you with regular news and updates on what is happening in the market.

Show respect for Chinese culture

Chinese travel agents expect competitive prices, flexible payment terms and agreement to last minute changes. The pressure from their own clients to satisfy every whim is very high.

There are a number of excellent specialists who can help provide valuable training for businesses and their staff on preparing for Chinese tourists and also assist with China-facing marketing and local representation. For more information see our Partners and Resources section

More useful information on China can also be found at VisitBritain’s market round-up HERE

Top Tips information on this page is courtesy of VisitBritain, © British Tourist Authority 2003.