UNIVERSAL CONSENSUS CASE STUDY AT A GLANCE                                  Attracting Chinese Tourists                   ...
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Case Study Visit California - Tourism

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Visit California initiated a China Ready program that includes a three-pronged educational platform devised to prepare the state’s tourism industry to better serve Chinese travelers and establish a standard level of service. Universal Consensus is a critical part of the execution of this program.
http://www.universalconsensus.com/

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Case Study Visit California - Tourism

  1. 1. UNIVERSAL CONSENSUS CASE STUDY AT A GLANCE Attracting Chinese Tourists www.UniversalConsensus.comBUSINESS OVERVIEWVisit California is one of the nation’s premier State marketing agencies. The organizationpromotes the California brand and helps to increase tourism and travel-related spending.CHALLENGEIn 2011, California welcomed 517,000 visitors from China – 48% of the U.S. market share and anastonishing 29% increase year over year. By 2015, the number of visitors to California isexpected to double to 1 million. Visit California identified its key challenge as preparing andeducating the travel and tourism market to serve the growing number of Chinese visitors. Theultimate goal is to keep California top of mind and retain California’s competitive edge in theChina market.SOLUTIONVisit California initiated a China Ready program that includes a three-pronged educationalplatform devised to prepare the state’s tourism industry to better serve Chinese travelers andestablish a standard level of service. Universal Consensus was a critical part of the execution ofthis program. The Universal Consensus BMIA™ Assessment was performed utilizing the sixcomprehension lenses of the model to determine the main gaps in Visit California’s strategy toattract and retain Chinese visitors. We developed subsequent strategies and solutions toincrease international travel; which prepared hospitality organizations and their staff to serveinternational tourists, ensure foreign guests’ expectations are met.“We have experienced, first-hand, the work Universal Consensus is performing with Convention& Visitors Bureaus to help them to optimize their inbound tourism and FDI from China and otherkey foreign target nations. We are benefiting and will continue to benefit greatly from theirguidance. Their knowledge of the consumer patterns in a variety of nations and their approachto developing strategies to drive this inbound consumption is exactly what our industry needs.” -Russell Betts, Council Member, City of Desert Hot Springs, California For More Information: +1 760 696-0151 info@UniversalConsensus.com

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