COTRI China Outbound Tourism Research Institute The Value of Emerging Markets Jamaica Tourism Outlook Seminar 2009 Montego Bay, February 11th
Prof. Dr. Wolfgang Georg Arlt <ul><li>Sinologue, PhD from FU Berlin, studies in Taiwan and Hong Kong </li></ul><ul><li>1978 first visit to People's Republic of China </li></ul><ul><li>1986-1989 outbound tour operator Europe -> China </li></ul><ul><li>1991-1999 inbound tour operator China -> Europe (offices in Beijing and Berlin) </li></ul>
<ul><li>Since 2002 Professor for International Tourism Management in Germany, visiting professor in China and UK </li></ul><ul><li>Since 2003 Director COTRI China Outbound Tourism Research Institute </li></ul><ul><li>Organizer of CTW Chinese Tourists Welcoming Award </li></ul><ul><li>Organizer of COQ China Outbound Tourism Quality Label </li></ul><ul><li>Author of China’s Outbound Tourism (Routledge, Oxford 2006) </li></ul>
General overview of emerging markets Average growth for international tourism: 6 - 8%. Some highly successful exceptions as China. Tourism: strategic sector in poverty reduction Most significant growth areas for global tourism Asia Russia – India – China
Emerging markets presence in worldwide forecasts Source: WTTC (07)
Behaviour New in the game The whole world is open for them Few repeat visitors Nouveau riche society Looking for prestige and sophistication
India 2000 2001 2002 2003 2004 2005 2006 India’s Outbound Tourism, 2000 – 2006 (ITOPC) 1.1 billion population Outbound Tourism average growth 9% since 2001 2006: , 8.3 million travels Preferred destination Asia Pacific / Middle East Business Holiday VFR Market evolution, now looking for niche products
Russia Russia’s Outbound Tourism in 2007: 9.3 million travels (RTID, 2007) Preferred destinations: Turkey and Egypt Willing to become a mayor player in the outbound tourism industry Different behaviour and holiday season structure
China Outbound 2008: 46 million trips 90% inside Asia 10% (app. 4.5 million) outside Asia
Three phases of China’s Outbound Tourism: 1983 – 1996 1997 – 2004 2005 - today
New Customers <ul><li>Chinese visitors are different from Jamaicans, </li></ul><ul><li>North Americans, Europeans or Japanese. </li></ul><ul><li>They are not coming just for holidays in the Garden of Even </li></ul><ul><li>They are not looking for adventure and </li></ul><ul><li>self-realization. </li></ul><ul><li>They think saying thank you all the time is a sign </li></ul><ul><li>of disrespect or hypocracy </li></ul><ul><li>They insist on Chinese food wherever they travel. </li></ul>
80% of Chinese Outbound Travelers to the Americas go to USA and Canada - even before/without ADS, mostly for VFR, also business, MICE, students 2007: app. 800,000 to North America, 200,000 to Central and South America In 2007 more than 1,000 visitors from China to Jamaica Outbound tourism to Africa a and South America seen as a positive diplomatic tool by the Chinese government .
Destination Jamaica ADS agreement between Jamaica and China in 2005 Mainland Chinese Tourists arrivals 2007: 1,077 (Source: JTB) Most important destination: Montego Bay
Result of focus group in China January 2009: Since the Olympic Games in Beijing, Jamaica is known as the home of good athletes, but is located in Africa or the Pacific. Nobody knows anybody who has ever been there. So Jamaica is mostly a “clean sheet of paper” on which an image can be created.
Neighbour countries cooperation Using the recently Jamaica – Cuba signed Memorandum of Understanding on tourism cooperation. Jamaica as the entrance to the Caribbean region. A further combination with other Caribbean islands or Mexico will also be beneficial for the island.
Product Adaptation If Chinese speak a foreign language, it is English. Emphasize that Jamaica, as part of the Anglophone Caribbean, is an English speaking country. Highlight that Jamaica is beautiful, high-class, but not extremely expensive, but certainly not cheap Affordable luxury Chinese must know how friendly the Jamaicans are, good relations with the Chinese community in the island and with the People’s Republic of China.
Marketing Jamaica Needs brand building and cooperation between the government and the private sector Achieve a clear brand message : Gaining prestige Showing respect Telling stories Networking Creating Win-Win-situations
Fairs, FAM Tours Jamaica participated in World Travel Fair 2008 in Shanghai CITM 2007 COTTM Beijing 2008 For a little-known destination like Jamaica, inviting journalists from China is an important step to raise awareness and shape the brand perception. Fair participation is mainly for brand building, not for immediate business
Awards / Quality Labels Communicate the special focus of a region or a company on the Chinese market by participation in the CTW Chinese Tourists Welcoming Award. Jamaica Tourist Board (JTB), 2008 Gold Award winnner CTW Award held annually since 2004 under the patronage of the United Nations World Tourism Organization .
<ul><li>The China Outbound Tourism Quality Label (COQ) </li></ul><ul><li>is awarded to companies and organisations achieving certain quality measures with regard to Chinese customers. </li></ul><ul><li>Arguments for Awards and Quality Labels </li></ul><ul><li>no established brands in China, difficult for Chinese travelers to find quality offers </li></ul><ul><li>- extra efforts for Chinese market not only positive for individual tourists, but also face-giving to group visitor as a Chinese person </li></ul>
Thank you for your attention! Photo: Hon. Edmund Bartlett, Jamaica’s Minister of Tourism (center), Mr.Yang Wanming Director General of Department of Latin American and Caribbean Affairs for Ministry of Foreign Affairs, People’s Republic of China (left) and Mr. Li Jianping, Vice President of Chinese People’s Association for Friendship with Foreign Countries (CPAFFC) during the Grand Jamaican Evening Cocktail Reception and Dinner, Beijing 2008
Contact information <ul><li>Address........................ C hina O utbound T ourism R esearch I nstitute (COTRI) </li></ul><ul><ul><ul><ul><ul><li>Fritz-Thiedemann-Ring 20 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>25746 Heide/Holstein </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Germany </li></ul></ul></ul></ul></ul><ul><li>Phone ………………… +49 (0) 481 / 85 55 - 523 </li></ul><ul><li>Fax…………………….. +49 (0) 481 / 85 55 - 121 </li></ul><ul><li>Email…………………… [email_address] </li></ul><ul><li>Internet………………… www.china-outbound.com </li></ul>