AS2 jan16 13/1/09 11:42 Page 45
Asia
Report What’s next for China? p45; New hotels Wow-factor properties p49;
Asia flights guide Who is flying where from the UK and Europe p52
China
Areas such as Yangshuo, in the north-east of the Guangxi province,
saw a decline, not rise, in tourism during the 2008 Olympics
Peter Ellegard
China’s Olympic legacy
The Olympics thrust China into the spotlight, but did it
keep pace with leading competitors after
boost sales from the UK? China expert Peter Ellegard
Athens 2004. Public perception about over-
crowding and overpricing blighted host
assesses its impact, and the potential for future sales destinations, said ETOA executive director
Tom Jenkins.
A
year ago, China was in buoyant happened. China National Tourism Adminis- In China’s case, the quadrupling of rates
mood as it prepared to welcome tration statistics show the number of inter- by Beijing hotels before and during the
the world for what promised to be national visitors fell by more than 20% Games hit bookings last year and was
the most lavish and spectacular during August, while the 16.5 million for- denounced as a rip-off by operators.
Olympic Games ever staged. eigners who visited between January and There were other factors, too. The Tibet
International tourist arrivals were soaring August represented a 2% drop. The down- riots in early 2008 sparked anti-Chinese
– the UK alone surged 10% in 2007 to reach turn continued into traditionally-popular sentiment around the world, while parts of
600,000, with a further 8% rise forecast for September, with foreign arrivals showing an- Sichuan were devastated by an earthquake
2008 – and the Games were expected to bring other 15% decrease. in May. The global financial crisis also hit
in an extra half million visitors to Beijing. That seemed to back a report last year by inbound tourism demand.
The Olympics was indeed a spectacular the European Tour Operators Association, So how will tourism to China from the UK
success, showcasing China’s capital and which claimed that the Olympics had no hold up in 2009? Things are looking bullish
other host cities to a record global TV tourism benefit and actually dissuaded for the Year of the Ox, it would seem.
audience of 4.7 billion during the three visitors going to host nations, citing falling Future events keeping it in the spotlight
weeks of competition last August. visitor numbers to Australia following the include the total eclipse of the sun across
Yet the promised tourism bonanza never 2000 Sydney Olympics and Greece failing to Turn to 46
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