DAY 2 - SESSION 1 - Managing tourism destinations. Traveller and Consumer Responsibilities

1. HOW SUSTAINABLE TOURISM
IS IMPORTANT FOR CHINESE VISITORS
Annamaria De Paola
Head of Communication Welcome Chinese
PM4SD European Summer School
Leadership and Governance for Sustainable Tourism: Overtourism at Destinations
6 October 2017

2. China Tourism Market
In 2016 the number of China’s outbound tourists reached 122 milion,
increasing by 4.3% compared to the year of 2015 with 117 million outbound
tourists, making the China the world’s biggest tourism market.

3. 3
Who are the new Chinese travellers?
Young Older
GroupsSuper Rich

4. Chinese Tourists Profile
Free Indipendent Traveller

5. Chinese Tourists Profile
Free Indipendet Traveller

6. What are they looking for?
They usually prefer art, historical and archeological destinations,
along with shopping, leisure, food experiences.

7. A new trend
Sustainable Tourism
The Chinese economy growth has been accompanied by significant
environmental decline, such as water pollution, smog, and climate change
concerns.
As the air pollution problem in China has been serious, air quality and natural
environment have become important factors for choosing destinations.
As a matter of fact, according to the last data research, the new trend is to
choose a natural destination, where to enjoy fresh air, sports and outdoors
activities.

8. Chinese Tourist’s where to go
Determine Factors

9. Chinese Government, in order to promote the Chinese tourism outbound
decided to create a new Insititute - the China Tourism Academy (CTA),
able to observe and define a better way to welcome Chinese tourists
abroad.
A new welcome standard for Chinese tourists

10. What do Chinese travellers expect to find abroad?

11. In 2013 Chinese Government created Welcome Chinese Certification,
the official standard certification that guarantees Chinese tourists to
feel comfortable, welcomed and travel easy.
The certification helps all operators and tourist destinations to increase
their reach in the Chinese outbound tourism market.
The Welcome Chinese Standard Certification Program

12. How does Welcome Chinese Certification work?
Select Holding, a company based in Shanghai, has the exclusive right to issue the
certification all over the world.
The aim of the Welcome Chinese Certification is to upgrade the services dedicated to
Chinese visitors, working in cooperation with China Tourism Academy (CTA).
Welcome Chinese certificated
members gain a governmental
recognition and receive assistance
and support in dealing with Chinese
market from Welcome Chinese staff.
Welcome Chinese believes that the
entire project must be conceived,
implemented and controlled by
Chinese professionals, under the
supervision of top management from
the West.

13. China is an immense and
unique market, but it is also a
complex country with a very
specific socio-cultural
landscape and a characteristic
style in terms of marketing,
communication and promotion
activities that strongly
influences how it interacts with
consumers.
Most of the familiar digital
marketing tools and platforms
are irrelevant in China.
How to deal with Chinese market

17. Most popolar online
payment system in
China:
• UnionPay, main
banking payment
network
• Alipay, most
common by Alibaba
• Tenpay, belongs to
Tencent
• Baidu wallet,
new popular system
by Baidu

18. Welcome Chinese Communication
through Social Network

19. Your access channel to the Chinese Market:
Social Media Platforms
Half China population
is online
731 mln internet users
53.1% of China’s
population
695 mln smartphone users
95.1% of all internet users
Smartphone on the
spotlight
90% internet users
have at least one
social media account
Social media

20. Why China can't get enough of QR codes
Hundreds of millions of shoppers in China increasingly use their
smartphones to buy everything from designer handbags to street snacks.
At the heart of China digital payments boom are QR codes, two-
dimensional images made up of a series of black and white squares.

21. How Welcome Chinese helps its certified destinations
promotion and communication actions on the Chinese media tools
Welcome Chinese acts as a strategic partner for Chinese outbound buyers,
wholesalers, intermediaries to better promote international destinations.
Our added value is to identify and make the promotional contents of our
members suitable and appealing for the Chinese market, using the right tools.

22. Welcome Chinese Communication – Online Marketing Activities
Hychinese.com is the
Welcome Chinese platform
on Chinese servers.
Travelers can find useful
information for their trip
WeChat is the most widely
used social media in
China. The WCN has its
own account where post
about certified members
accordingly to the Chinese
users’ habits
Sina Weibo is one of the most
effective social media in China,
with a powerful search engine
and hashtag. WCN posts on
Weibo include high-quality
pictures and hot topics in China
that attract people to follow the
certified members
Toutiao is an app
successfully targets the
younger generation.
News feed are generated
by an algorithm to filter and
distribute news content.
Yidian Zixun is a mobile app
that feeds customized
content to readers. Users,
most of whom belong to the
younger generation, receive
cutting-edge information
based on their preferences
and “likes”.
Qùnar, is one of the leading
online travel agencies in China.
All WCN certified members are
listed with an individual profile
that includes pictures and a
description. Exposure given
based on the benefits granted.

23. Offline Marketing Activities
LECOOV Technology Co., Ltd. is an innovative
company that is based both on QR code and
intelligent terminal technology.
Lecoov provide WCN certified members a QR
Code with specific information about it, translated
in Chinese. Chinese clients just need to scan the
static QR code with any scanning tool and gets to
know everything he needs.
Lobster Ink is an educational company
specialising in the hospitality industry.
Lobster Ink joined Welcome Chinese in 2016,
bringing in its online training expertise related
to hospitality services and knowledge of
Chinese culture and offering pragmatic
support to client reception procedures.
Every year Welcome Chinese takes part to some of the most important international travel
fairs to promote certified members

24. Calabria Region
The hottest bay in Italy
Welcome Chinese
Destination
In May 2017 Calabria Region received from China Tourism Academy
Vice President, Mr. Li Zhongguang, the Welcome Chinese Certification.
Certified Members

25. Case history – Calabria Region
In order to promote Calabria Destination, Welcome Chinese team organized a
Fam Trip, B2B meeting, sales call mission and attended the ITB in Shanghai.

26. EU-China Year for Tourism
The European Commission welcomes the designation of 2018 as the EU-China
Year for Tourism, as announced by Mr Jean-Claude Juncker, President of the
European Commission and Mr Li Keqiang, Premier of the State Council of the
People's Republic of China, at the opening of the EU-China summit on 12 July
2016. Welcome Chinese Certification is the official certification and will
promote the Chinese outbound tourism standard in Europe.

27. Some international certified members

28. Thank you!

29. Welcome Chinese
www.welcomechinese.com.cn
SELECT HOLDING
Strategic founder
Select-Holding was chosen by the CTA as
the official distributor of the Welcome
Chinese Certification. It is responsible for
all of the operational and communication
activities within the Welcome Chinese
Program.
CHINA TOURISM ACADEMY (CTA)
Strategic founder
The Party Committee of China National
Tourism Administration (CNTA)
established the China Tourism
Academy (CTA) as a specialized
institute directly
CTA directly approves and issues the
Welcome Chinese Certification
Welcome Chinese Standard Certification, is the certified travel Service Standards recognized by
CTA. Select Holding has the exclusive right to issue the certification all over the world.
The aim of the certifcation is to upgrade the services dedicated to Chinese travellers, working in
cooperation with China Tourism Academy (CTA).
Welcome Chinese certificates members gain a governmental recognition. Welcome Chinese
staff can provide assistance and support to the international travel industries