The Chinese Tourism Market - Scotland Golf workshop 2007
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The Chinese Tourism Market - Scotland Golf workshop 2007



China and golf

China and golf



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  • Welcome and nihao • Nice to see so many people here today interested in exploring the travel business opportunities that China’s outbound market represents. • China, a country only recently opened up to the west, and still hardly understood, or rather misunderstood here, is throwing open its doors to tourism in both directions. But – with many checks and controls in place to support and protect local companies from foreign competition. While WTO officially opens the way for foreign tourism companies to compete in the Chinese market place, the government created various regulations to limit their scope of business. • Having spent the past three years in China promoting outbound travel to the Chinese, I have an up to date perspective on who travels to Europe, how they travel and what they expect from their trip. My work in China covered dealings with the private tourism sector and government departments responsible for tourism administration. In the short space of 3 years there have been significant changes to policy and major changes in the industry, such as the advent of online tourism marketing and travel reservations, creation of new international joint ventures and the first licensed wholly owned foreign tourism agencies (for inbound business only). The China national tourism administration and the provincial tourism boards have become much more aware of the need for international cooperation..

The Chinese Tourism Market - Scotland Golf workshop 2007 Presentation Transcript

  • 1. China Consulting on Tourism Action
      • Over view of China’s outbound tourism market
      • The opportunities for Scotland
      • Hospitality tips
    Maximising Business Opportunities in China
  • 2.  
  • 3. Overview
    • Market Segmentation
    • Popular Destinations
    • Favourite Activities
    • Duration
    • ADS
    • For further Information
  • 4. Golf Facts
    • Over 1 million golfers in China
    • 400,000 registered golf club members.
    • Over 195 golf courses
    • 1,000 more golf courses being built.
    • The country follows Japan as Asia's second largest golf goods retail market.
    • Currently more than 90 percent of golf club heads in the world are produced in China
    • The value of the country's total industry is expected to reach 50 billion RMB by 2006.
    • Google search in Chinese for ‘Golf’ produced nearly 1 million pages.
  • 5. Golfing websites in China…
  • 6. Interaction
    • Name cards
    • Greetings
    • Gifts
    • Taboos
  • 7. Is your business ‘China ready’?
    • Collateral:
      • Brochure
      • Website
      • Information
      • Audio
      • Staff
  • 8. Sales & Marketing
    • Collateral (continued)‏
    • FAM & Educational
    • Media
    • Collaboration
  • 9. Building a successful brand
    • Competition
    • Followers of fashion
    • Regional differences
    • Familiarity
    • Exclusivity
  • 10. Future golfers…
  • 11.  
  • 12. Any questions? [email_address] 020 78719886 / 07821 093199