8 top tips for targeting Chinese outbound tourism

By Roy Graff, Managing Director of ChinaContact

We have prepared these top 8 tips for VisitBritain’s China Welcome Charter portal, and I thought I would share them as they apply to all destinations.

http://www.visitbritain.org/greatchinawelcome/chinaready/

Here are our 8 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. No. 8 is favoured by businessmen as it represents prosperity, success and high social status. In some areas of China people pay large sums of money for a telephone number with an 8 in it, and homes on the eighth floor of a building would be the most sought after!

1. Learn to see beyond the clichés about Chinese tourists

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 program 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.

2. 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.

3. China is not a single market. Understand the regional and demographic identifiers

You would not have the same sales strategy and marketing campaign for all European countries. China is the same. Taking the time to learn about demographic differences across regions will pay big dividends.

4. Maintain an active presence on China’s internet

If you are not physically in China, your web presence needs to be. Chinese are much more active on social media and spend more time online compared to Western people. Being active means engaging with them there, through a well localized website, local hosting, social media profiles on Weibo/Wechat and video content on Youku.

5. Localisation is important and should be delivered appropriately

Localisation is much more than simply accurate translation. Under no circumstance should you use machine translation for your website. 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 localized, as can social media links and customer service.

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

If your destination is known in China for culture, history, art, nature or other accomplishments, 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, modern history) wherever you can.

7. 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.

(our monthly and weekly newsletters are a free resource)

8. Show respect for Chinese culture

The dynamics in China now allow Chinese travel agents to 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. When you understand their pressures, you can anticipate some of the possible conflict areas and plan for them.

For more advice and insights, visit www.visitbritain.org/greatchinawelcome