Chinese tourists have taken the world completely by storm. In the last 5 years, outbound statistics show a spectacular growth in their border crossings. However, the global hospitality industry was caught by surprise; not having prepared their staff, and operating without policies in place to deal with the influx of Chinese arrivals. This presentation is a guide to help understand the complexities surrounding the world's #1 tourist abroad.

1. Welcoming Chinese Tourists
“The Good & Ugly”
guluandhirst.net/china

2. 欢迎 你们 Welcome Note
• My name is Sandra RWESE
• 8 years interest in the Chinese market
• Lived in Xiamen (厦门)
• Skilled in positioning companies to attract
& keep Chinese consumers/tourists
• Director of Gulu & Hirst
guluandhirst.net/china

3. 2012 Chinese Tourist Welcoming Awards
Silver Award for Product Innovation
“The CTW Awards is a prestigious international prize
rewarding various companies' best practices in offering
quality services to Chinese customers. Winners are selected
by an international jury of tourism experts (both Chinese &
non-Chinese)”
http://news.travelling.gr/2012/04/ctw-chinese-tourists-welcoming-awards-2012-
given-to-15-destinations-and-companies-at-cottm-fair-in-beijing/
Awards
guluandhirst.net/china

4. • Tourism Income Mix: The Role of Chinese Tourists in
Kenya’s Hospitality Renaissance
• TITLE: COTRI Yearbook 2012
PUBLISHER: Peter Lang Verlagsgruppe
ORDER ONLINE: http://www.china-outbound.de/28.html
This publication is the 2012 edition of articles from
international tourism scientists and practitioners working
with the Chinese outbound market. Tourism Income Mix
(TIM) is detailed herein as a holistic framework for those
wishing to revamp their business development efforts
(paying special attention to Chinese visitors).
A definite must-read for tourism and hospitality
professionals worldwide!!
Book Publications
guluandhirst.net/china

5. • China Daily News
• Shanghai Daily
• Nation TV – PM Live Show
• Xinhua News
• The EastAfrican Newspaper
TV & Media Appearances
guluandhirst.net/china

6. China is Special

7. OUTBOUND TOURISM & TRAVEL
• Spending power clocking $164 billion
• Largest travel/leisure market by 2015
• +135 million outbound travellers (CNTA)
• 150 million strong middle-class population (IMF)
• Population 20–34 year olds earning 30% of China’s GDP
China’s Market Density
guluandhirst.net/china

8. • Spending power US$ 3,000–7,200
• Travel in groups of 5–40 people
• More mileage per advertising dollar
• Referrals (word-of-mouth & mouse)
• Longer holiday seasons for travel (Feb, May, Nov)
Spending Power
guluandhirst.net/china

9. Taken the World by Storm
• Spending spree (private wealth)
• 4,000,000 millionaires buying:
Jewelry. Wine. Fine Art. Real Estate.
• Shifting market dynamics
• Hospitality & travel industries caught unaware
guluandhirst.net/china

10. The Sinister Side

11. 1. Culture Shock
1. Disorderly
2. Spitting in public
3. Poor social etiquette
4. Bargaining vigorously
5. Not tipping staff
guluandhirst.net/china

12. 2. Human Rights
• Photographing & touching others
• Culturally insensitive
• Staff mistreatment
• Leading to loss of patronage & brand power
• “Right to Service”
guluandhirst.net/china

13. Regionalisation
guluandhirst.net/china

14. 3. Wildlife Plunder
• Demand for exotic species
• Slaughter & trafficking:
Sandalwood. Cactus. Butterflies. Birds.
Snakes. Sea Turtle (Eggs). Ivory. Game Meat.
• Causing ecological imbalance across Africa
guluandhirst.net/china

15. Double Standards – The Giant Panda
guluandhirst.net/china

16. The Summary Points
• Budget accordingly
• Translate outdoor signs
• Staff training before guest arrivals
• Appoint a Guest Relations Manager
• Handle complaints & collaborate with authorities
guluandhirst.net/china

17. Sandra Rwese
+256 758 675 246
jambo@guluandhirst.net
facebook.com/WelcomingChineseTourists
Contacts