Chinese tourism opportunities in Italy

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How to Take Advantage of the Chinese Tourist Boom? Catering to the needs of increasing Chinese tourists to Italy from year 2013 and beyond. Presentation by ThinkWideMarketing company. Website: …

How to Take Advantage of the Chinese Tourist Boom? Catering to the needs of increasing Chinese tourists to Italy from year 2013 and beyond. Presentation by ThinkWideMarketing company. Website: www.thinkwidemkt.com

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  • 1. How to Take Advantage of the Chinese Tourist Boom? Catering to the needs of increasing Chinese tourists to Italy from year 2013 and beyond © ThinkWide Marketing 2013
  • 2. Tourism in Italy• Famous for its numerous historical sites, unique natural heritage, excellent gastronomic selections and high-end fashion brands• Full of myths of love and romance which hold immense appeal for tourists, certainly those from China• One of the few industries that continue to show economic growth and create jobs during the Euro crisis• Tourists on holiday and business trip contribute not only to hotel, but also to a series of industry such as restaurants, retail, transportation, etc.• Strong competitions from other top European destinations such as London and Paris• Urgent need to improve competitiveness and raise quality of services © ThinkWide Marketing 2013
  • 3. Why Chinese Focus• Largest consuming country, 2nd world economy and expected to surpass the US to be the world’s largest economy in 5 years• Largest overseas travel population (UN World Tourism Organization report, 2012)• Italy is voted as the 6th best international luxury destination by wealthy Chinese tourists in 2013, according Hurun Chinese Luxury Consumer Survey 2013• Chinese tourist influx to Italy expected to increase by more than 15% every year from 2012-2016 (World Travel Market Global Trends Report , 2012) © ThinkWide Marketing 2013
  • 4. Arrival of Tourists to Top 6 European Destinations from 2012-2016 Source: Euromonitor International 2012 © ThinkWide Marketing 2013
  • 5. • High percentage of middle-income individuals with disposal income; more money to spend for outbound travel• High spending/purchasing power due to new wealth but becoming more refined in spending on perceived good value things• Desire to travel, explore new places and broaden their knowledge © ThinkWide Marketing 2013
  • 6. Chinese Tourist Trend• Simplified visa application process encourages more individual travellers to emerge, rather than traditional organized tours.• This group is known as F.I.T. (Free Independent Travellers) and usually consists of small group of 5 person max.• Individual trips increased 60% during Jan-Sept 2012 to Italy compared to 2011 (package tour only increased by 15% at same period), according to Italian Embassy in China• Week-long holidays stimulate outbound travel: three ‘golden weeks’ each year – Spring Festival (late Jan/early Feb), Labour Day (May) and National Day (Oct)• Stronger currency (RMB) vs Euros give Chinese travellers stronger incentive to spend more while holidaying (on hotels, restaurants, souvenirs, etc.)• Increased cost of living in Chinese big cities make overseas cost look affordable. © ThinkWide Marketing 2013
  • 7. • Prefer online travel planning (PC and mobile).More than 52% of Chinese tourists obtain informations from the internet, according to China Tourism Academy• Enjoy real Italian experience (food, culture, fashion etc.)• Young and educated, technology-savyy• First time traveller, first impression matters• Word-of-mouth affects travel decision• Travel as a sign of status symbol• Curiousity and admiration of Western culture• Price-sensitive on accomodation and food• Shopping is always on travel itinerary• Growing trend of repeat Chinese visitors to Italy, exploring new, non-traditional places such as Naples, Como, Le Cinque Terre, Capri, etc.) © ThinkWide Marketing 2013
  • 8. Problems faced by Chinese Tourists in Italy• Language barrier (restaurant menu, hotel reservation, brochures etc. in Italian and English only)• Lack of information upon arrival (no clear indications on transportation from airport to hotel etc.)• Lack of well-known hotel chains. Unknown hotels create confusion and mistrust among Chinese tourists• Subpar service offered by hotels and restaurants• High expectation on international standard service, but usually lead to disappointment• Misleading information on the internet• Cultural differences (shyness, personal habits etc.) © ThinkWide Marketing 2013
  • 9. How you can be successful?• Recognise the current trend and opportunities• Strategy (repositioning yourself to attract more Chinese luxury tourists)• Custom-made content on Chinese website, not direct translation from English version is a must• Marketing material must be relevant to the Chinese travellers• According to World Travel Market 2012 Industry Report, more than a quarter (27%) of organisations have already changed their business model to suit the BRICS markets (particularly China) while a further 36% planning to do so in 2013. © ThinkWide Marketing 2013
  • 10. Adaptation of Business/Company Model (Trade Survey) Not sure/Dont know 11% No 26%Plan to do so in future Plan to so in future 36% YesYes 27% © ThinkWide Marketing 2013
  • 11. • Provide quality service and adequate training (hotels, restaurants and retails industry) to cater to the needs of Chinese tourists• Exclusive offers to make them feel special• Chinese-friendly, makes them feel welcomed © ThinkWide Marketing 2013
  • 12. How We Can Help?• Deep understanding of Chinese culture• Native Chinese-speaking team with experience in marketing• Local Italian-speaking collaborators• Targetting travellers (FIT, group, luxury, honeymoon...)• Event management (wedding, engagement party....)• Marketing strategy to attract Chinese tourists (through branding, repositioning, sensitivity towards Chinese culture and behavior)• Multi-channel marketing ( especially the cost-effective social media and internet marketing)• Rate of investment (ROI) report to justify company investment.*• Customization of service for Chinese tourists*Only by request © ThinkWide Marketing 2013
  • 13. • Online public relation service• Creating website through the use of design and style that appeals to Chinese users’ taste• Providing website translation in Chinese language to give a sense of familiarity• Increasing online and offline visibility• AND FINALLY.............................................. © ThinkWide Marketing 2013
  • 14. WORK WITH US !“A journey of a thousand miles begins with a single step” © ThinkWide Marketing 2013
  • 15. Contact Us: ThinkWide Marketing Tel: +39 329.806.6744 / +39 380.652.8631 Email: info@thinkwidemkt.com © ThinkWide Marketing 2013