Gary Grieve of Capela Training on how British tourism businesses should tackle the outbound Chinese market - and the issues they will face

1. www.capelachina.com
The Chinese Traveller
& the Digital World
Gary Grieve,
Capela China
Twitter: @CapelaChina

2. Capela China

3. China – the world’s most populous country

5. The Chinese Tourism Phenomenon

7. Consumer Behaviour: photography

8. Brighton Seafood Restaurant

11. China Online
• 640 million Internet users
• No major Western online platforms
• China’s own equivalent platforms are huge
• Mistrust of official info sources
• Researching and sharing travel information is very popular

13. Major Chinese social platforms

15. Cavern Club – the Chinese name game
• 洞穴俱乐部 - Cavern Club - most widely used
• 洞窟俱乐部 - 2nd translation of Cavern Club
• 卡文俱乐部 – ‘Sounds like’ Cavern - ka wen plus ‘Club'

16. VisitBritain: GREAT Names

17. GREAT Names: multi-media

18. GREAT Names
13,000 names suggested, including:
• Highland Games: Strong men’s skirt party (裙英会)
• Savile Row: Street of the tall, rich and handsome (高富帅之路)
• Sherwood Forest: Forest of Chivalrous Thieves (侠盗林)
• Devon Cream Tea: Grandma’s Cream Tea (阿婆奶油茶)
• Llanfair-pwllgwyn-gyllgo-gery-chwyrn-drobwll-llanty-silio-gogo-goch
Healthy-lung Village (健肺村)

19. GREAT Names: results so far
• 30 million Chinese saw video
• 80 Chinese KOLs engaged
• 260 media reports
• Mentions seen on Weibo and WeChat by 300 million Chinese
• 2 million visited the campaign pages

20. http://www.greatnames.visitbritain.com/zh-hans
GREAT Names: landing page

21. Chinese online presence: tips for success
• Get a memorable Chinese name
• Provide photo opps & free wifi
• Find cultural reference points
• Be good at what you do!

22. 谢谢
Gary Grieve 戈加里
gary.grieve@capelatraining.com
Twitter: @CapelaChina
www.capelachina.com