The importance of bilateral tourism development

  UN-WTO [United Nations World Tourism Organisation] anticipates China to become the top tourist destination - and the top tourist source market - by 2020. By promoting bilateralism in tourism development, both regions (China and Europe) will grasp the true benefits of the growing tourism and business exchanges. Chinese businesses place strong emphasis on bi-lateral cooperation, a cultural distinction that is not emphasised enough in the West. To succeed in business with China, it is vital to pay attention to cultural sensitivities and understand the thought process of your partners. more

Marketing to China's outbound tourism market

  Britain has been an approved tourism destination (ADS) for Chinese tourists since July 2005. The European Union signed the agreement earlier, since September 2004. All Chinese visitors to Europe prior to this time were categorised as business, family or education type visas. The ADS agreement marks a turning point in tourism relations between the China and Europe. more

While it opens many exciting opportunities it also poses challenges that must be addressed head-on. It is time to examine how ADS tourism has developed so far and what can be done to bolster its positive effects while mitigating the problems that have arisen. Observations from other destinations provide valuable lessons which we must learn in order to foster positive and sustainable development of leisure tourism from China. more

There is an urgent need for European countries to join marketing efforts in order to attract Chinese tourists in competition with other tourist regions such as Asia and North America. This should be both government and industry led. This forum provides an important opportunity for business and policy leaders to develop and drive forward a strategy for success. more

 With Beijing and London both Olympic hosts in 2008 and 2012 respectively, the potential for increased cooperation and good will is better than ever. Tourism is often seen as an engine for economic growth but it is equally a catalyst for social development and inter-cultural exchange. The interaction between Culture, Sports and Tourism deserves detailed discussion, and paves the way for exciting new opportunities in tourism development. more

  While European tourists have been travelling to China for many years in tour groups, the prospects for increased business travel and individual/family travel have improved dramatically over recent years. As China’s economy improves so does its accessibility. Events like the 2008 Olympics and the 2010 World Expo are focusing the world’s attention on China to discover its amazing tourism potential. Independent travel to China is due to increase dramatically over the next few years. more

However currently there are only a handful of world-famous sites that attract the vast majority of foreign visitors to China. Though many more sites are building capacity at a fast rate (hotels, restaurants, car parks, roads etc.) this is unmatched by professional marketing or enhanced visitor experiences. Tourism could be a lifeline for many communities in rural China if these issues are addressed. more

 For a country where less than 2.1% of the population takes overseas trips, China has developed quite an early fascination with travel & tourism exhibitions. This year, six international fairs featuring outbound travel will be held, in addition to numerous domestic and inbound fairs run by provincial tourism boards across the country. Two of these only started in 2005. Despite the hype from tourism boards and exhibition companies, most fairs are dogged by low public attendance and a lack of proper organisation. Visitor figures cannot be trusted to show a realistic account of a fair’s outcome. Why is supply running far ahead of demand? Which fairs would most benefit international destinations and which can be skipped? How should you prepare for an exhibition in China to gain maximum benefit and avoid wasting time and money? more