The reason I am focused on promoting tourism development with China is because I have witnessed first hand the dynamic growth and immense potential of the sector. I have felt the energy of the people working in the sector in China and seen the hunger of Chinese to travel overseas. The pace of growth and expansion has overwhelmed me when I was working there in 2002-2005 and since then, each time I return I can see that the Chinese travel professionals are even more sophisticated and knowledgeable.

What this means is that Western companies and destinations need to get smarter in how they market and sell travel services in China. It used to be the case that simply becoming an approved destination (ADS) was enough to start getting tour groups, and a photo-op with a Chinese government leader got you all the business you needed. This is no longer true. Consumers shop around, research destinations online and share experiences with others that have been on chat rooms and web forums.