NEWS IN DEPTH | FACE TO FACE Wolfgang Arlt
George Clode speaks to the director of China Outbound Tourism Research Institute about how UK businesses can attract more Chinese travellers
Q: What does the modern Chinese independent traveller want from a trip to the UK? A: Above all, they expect heritage and culture as these are the UK’s leading attributes through the Chinese lens. They are looking for authentic
‘British’ experiences, preferably unique ones, which they can easily share with friends back home via social media. In common with package travellers, they still follow a packed itinerary of activities.
Q: How can UK tourism businesses help Chinese visitors immerse themselves in the culture? A: Niche interests are growing rapidly in popularity among independent Chinese travellers. This could be catered for by providing, for example, short taster courses – maximum two hours – in learning a skill such as cookery, music or dance. Private tours of sites including
behind-the-scenes visits, available to limited numbers, are prized. If these aren’t possible, focus on themed visits such as Sherlock Holmes or Harry Potter tours, or ‘Gay London’.
Q: How do potential Chinese tourists view Britain as a destination? A: British cultural icons – red buses, black cabs, soldiers in bearskins, bagpipes and kilts – are as known in China as around the world through film and TV, so the destination feels familiar. The Chinese also have a unique
historical take, and a begrudging respect, relating to the UK’s role in Hong Kong and 19th century China. More recently the 2012 Olympics and President Xi’s state visit updated their positive impressions.
travelgbi.com
remain high. The vast majority of Chinese visitors live in large cities so pollution remains a key incentive to travel. Rural destinations are of course linked with clean air but also with niche interests like hiking and outdoor activities. In addition, in light of recent global city-centric terror attacks, rural destinations are seen as a safer alternative.
Q: How can businesses capitalise on this? A: Develop niche interests for Chinese travellers such as walking tours, farm stays, outdoor activities like climbing, sailing, cycling, horse riding and rural pub tours. Businesses should also be
Q: Is there still a place for package tours aimed at Chinese visitors to the UK?
The package tour is not dying
out, even though its market share is diminishing compared to independent travel. First-time visitors often take
a tour for the convenience and reassurance it provides. And there
training their personnel in how to interact with the Chinese due to cultural differences. They can learn about this by signing up for a COTRI China Welcome course operated by our partners Capela China in the UK.
are about 50 million new travellers from China’s second and third-tier cities waiting to take their first package trip to the UK.
Q: Is one particular demographic visiting more than any other? A: The dominant age group has always been those aged 25 to 45. As the market matures and varied travel options become available, this is diversifying. The large growth areas, from
They seek authentic ‘British’ experiences, preferably unique ones, which they can share with friends back home on social media
a smaller base, are under-18s – mainly for short study programmes – and over-55s, as the first generation of well-off Chinese starts to approach retirement.
Q: Why is rural tourism currently proving popular among Chinese visitors? A: Despite government initiatives, pollution levels in Chinese cities
Q: Finally, is Chinese outbound travel going to continue to grow? A: Yes, the travel genie is firmly out of the bottle! Still now, fewer than 10% of Chinese hold a passport, and even fewer have travelled intercontinentally. So that leaves well over a billion
Chinese still to travel abroad who would love to do so. Growth to Europe is running
at about 8%-10% this year. The signs are good for many years to come – provided Messrs Trump and Kim do not decide otherwise for the world.
� COTRI’s training and consulting services in the UK are exclusively delivered by Capela China
capelachina.com china-outbound.com
November 2017 | TravelGBI 15
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