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CHINESE OUTBOUNDTOURISM MARKET

July 1-2, 2019PATA Engagement Hub | Bangkok, Thailand

OVERVIEW

When it comes to the business of travel and tourism, organisations across the world are focused on China, looking to capture a share of the enormous outbound travel segment.

In just the past two decades, China has experienced remarkable growth. Twenty years ago, China had just cleared the one trillion USD annual GDP hurdle with only close to ten million Chinese travelling abroad, primarily to Hong Kong SAR. Over time, the integration of China into the global economy resulted in an increase of leisure package group tours to famous destinations for sightseeing and endless shopping. This characterised the first wave of Chinese outbound travel. By 2012, China became the biggest international tourism source market in the world, with millennials representing the majority of travellers. As a result, the segmentation of the youth market became more pronounced. With fully independent travellers and modular travellers gaining importance, a demand also grew for authentic experiences and cultural interactions that could be instantly shared with their peers through their mobile communication devices.

Today, China’s GDP reaches 13 trillion USD annually and over 100 million trips are taken by the Chinese to destinations outside of Mainland China. In addition, Generation Z is moving into adulthood, providing new opportunities for the industry. This generation having travelled internationally since childhood, regards travelling abroad as a normal consumption pattern. Furthermore, many of them grew up as single children of affluent families and therefore see emotional connections as an important part of the travel experience. Coupled with various external factors - such as increased air connectivity, increased available information, and decreased levels of visa formalities - the Chinese outbound market continues to provide potential lucrative opportunities for destinations and businesses alike.

Now more than ever, it is critical for organisations to understand current and future trends, spending patterns, purchasing behaviours, and how to adapt products and services (including their presentation) to attract a bigger and more profitable portion of this market.

BENEFITS TO PARTICIPANTS

Over the course of two days, this interactive and intensive workshop will empower participants with practical tools and best practices, in order to form an in-depth understanding of the market. As a result, participants will be able to adapt and enlarge their portfolio of tourism and hospitality services to ensure a sustainable and successful engagement with the Chinese outbound market. Learning outcomes include:

• Understand the different market segments of the source market China• Chinese outbound travellers’ dynamically developing needs and expectations that will empower participants

to adapt and enlarge their portfolio of tourism and hospitality services to ensure a sustainable and successful engagement with the Chinese outbound market.

• Latest social media, social commerce, and online travel trends in China• Design of effective influencer marketing campaign targeting Chinese netizens• China influencer research data from Shenzhen based big data influencer analytic startup, Suantao.• Chinese outbound MICE market trends• Crucial steps to attract Chinese MICE bookers and how to keep them

After the successful completion of the course, participants will be awarded with a PATAcademy-HCD certificate entitled:

“Certified Asia Pacific – Chinese Outbound Tourism Market”.

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TARGET AUDIENCE

This workshop is excellent for government and private sectors of travel, tourism, hospitality, MICE sectors includinggovernment officers, hoteliers, MICE professionals, travel professionals, academics and everyone who aims to engagesuccessfully with the Chinese outbound travellers.

SITE VISIT MAHANAKHON SKYWALK

Explore Mahanakhon Skywalk - Bangkok from a different Angle

Participant will explore one of the best premium attractions in the heart of Bangkok, combining unique views with an unmatched guest experience. Located on the top of King Power Mahanakhon Building, the Mahanakhon SkyWalk is a must-see attraction to add to your Bangkok bucket list. Highlights include one of the world’s largest glass trays on the 78th floor, Southeast Asia’s fastest elevators and unrivalled 360 degree views of Bangkok’s breathtaking skyline.

HOTEL ACCOMMODATION

VIE Hotel Bangkok, MGallery by Sofitel is the official accommodation partner for PATAcademy-HCD.117/39-40 Phaya Thai Road, BTS Ratchathewi, Bangkok 10400

Please contact: VIE Reservation DepartmentTel: +66 (0) 2309 3939 Fax: +66 (0) 2309 3838 E-mail: H6469-RE1@accor.comWebsite: https://www.pata.org/event/patacademy-hcd-july/?tab=hotel-accommodation

For further information or to register for the programme, please visit: www.PATA.org/event/patacademy-hcd-july

or contact HCD@PATA.org.

REGISTRATION FEERegistration fee includes training programme with materials, lunches listed on official programme and site visit.Fee excludes air ticket and airport transfer.

PATA MEMBERS USD699

CHAPTER MEMBERS USD799

NON-MEMBERS USD899

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PROGRAMME

The session will provide in-depth analysis of market segments of Chinese outbound travellers by age, travel experience, affluence, reason to travel, place of domicile, etc. and their specific needs and expectations. Participants will be able to successfully apply their knowledge and techniques towards a profitable approach for working with Chinese customers.

The session will include a presentation with PowerPoint slides, videos of best practices, examples, expert interviews, analysis of existing service offers, discussions and debates with predefined roles.

DAY 1 - JULY 1, 2019

The first day PATAcademy-HCD aims to enable participants to understand the different market segments of the China source market, their dynamically developing needs and expectations, and to empower participants to adapt and enlarge their portfolio of tourism and hospitality services to ensure a sustainable and successful engagement with the Chinese outbound market.

Gaining an edge on the competition by understanding Chinese travellers and how to adapt services and products to thespecific needs of different segments of the Chinese source market. The afternoon session will provide essential methodsto

• Identify suitable market segments for participants’ organisation and destinations• How to develop and adapt your products and services to fit Chinese outbound market’s demand• How to capture attention and successfully connect with Chinese travellers• How to help Chinese visitors from different market segments to impress their peers back home• How to deal with “misbehaving” Chinese customers• Outlook: Development of Chinese outbound market 2019-2029

The session will include a presentation with PowerPoint slides, videos of best practices, examples, expert interviews, group work by participants, closing discussion and resolutions by participants on how to use insights and techniques from Day1.

Development of Chinese outbound market 1999-2019Prof Dr Wolfgang Georg Arlt, Founder and DirectorCOTRI China Outbound Tourism Research Institute, China

Break

Lunch

Successfully Engage with Chinese Outbound MarketProf Dr Wolfgang Georg Arlt, Founder and DirectorCOTRI China Outbound Tourism Research Institute, China

0900-1230

1030-1100

1230-1330

1330-1800

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The Day 2 morning of PATAcademy-HCD will focus on the latest social media, social commerce, and online travel trends in China and how to design an effective outbound tourism promotion strategy that covers the entire consumer path to purchase. Jason Lin from Talent Basket will lead the interactive workshop to discuss the China outbound tourism digital trend, strategy and facilitate the group’s best practice sharing. The presentation will also feature proprietary China influencer research data from Shenzhen based big data influencer analytic startup, Suantao. The session will cover the following topics, and practical training:

• Understand the latest digital and social media behaviours of the generation z in China • Learn about the current online travel agency (OTA) and online travel marketplace (OTM) innovations in China and

how outbound travel is marketed and sold on the various digital travel platforms. • Group Training #1 – how to leverage new travel technology in China to design and promote your tourism products

and experiences. • Gain insights into China’s short video phenomenon and the world’s fastest growing startup, ByteDance. • Access the influencer big data in China, the short video vs. live streaming influencer engagement strategy• Group Training #2 – how to develop an effective Chinese influencer marketing creative brief to identify the right

influencer, the actionable metrics to measure, and to maximize the influencer return of investment.

DAY 2 - JULY 2, 2019

Chinese outbound demand for MICE has been increasing for the past few years. Since then, it has been evolving rapidlynot only in terms of number of groups but also number of destinations explored. During this session, Julien will sharepractical insights on Chinese outbound MICE market trends. The session will enable participants to have profoundunderstanding on China meeting bookers behaviour, what are the “do” and the “don’t”, where to meet, how tocommunicate efficiently and most importantly how to become “China ready”?

The session will cover the following topics• MICE Market started to gain traction from 2014 thanks to easier access to visas, favourable exchange rates and• appetite for overseas destinations• Lifecycle for destinations from leisure groups to individual travellers then MICE Groups• China and US relationship and impact outbound business• Destination trends• Social media for Chinese outbound MICE market

• How to enhance your visibility toward Chinese meeting planners?• Who are key MICE business drivers in China?• How do planners source and select destinations?• What destinations need to prepare to welcome Chinese MICE market and more importantly how to keep them?• Five rules to become “China ready” for instance social networks, content localisation and what drives Chinese

planners interest?

New Media Landscape and Digital Business Strategy for Chinese Outbound MarketJason Lin, Chief of Talent, Talent Basket, Xiamen (China) and San Francisco (USA)

Lunch

Chinese Outbound MICE MarketJulien Delerue, General Manager, 1000meetings, China

Break

Crucial steps for Pacific Asia destinations to tap into Chinese MICE marketJulien Delerue, General Manager, 1000meetings, China

Trends of Chinese Outbound MICE MarketJulien Delerue, General Manager, 1000meetings, China

0900-1230

1230-1400

1400-1630

1500-1530

1530-1645

1400-1500

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ABOUT THE SPEAKERS

Prof Dr Wolfgang Georg Arlt FRGS FRASFounder and DirectorCOTRI China Outbound Tourism Research Institute, China

• First visit to China in 1978• 1991-1999 owner of Inbound Tour Operator China -> Europe with offices in Beijing and Berlin• Since 2004 COTRI founder and director• Professor for International Tourism Management at West Coast University of Applied Sciences Germany (Heide)• Visiting professor at universities in China, United Kingdom and New Zealand• Fellow Royal Geographical Society (London)• Fellow Royal Asiatic Society (London)• Research Fellow Japanese Society for the Promotion of Science (Tokyo)• Board member and member of Human Capacity Development Committee PATA Pacific Asia Travel Association

(Bangkok)• Vice President Western Europe ITSA International Tourism Studies Association (Beijing/Greenwich)• Vice President for China TCWTA Twin Cities World Tourism Association (Zürich)• Fellow of International Association of China Tourism Studies (Guangzhou)• Member of UNWTO Expert Panel (Madrid)• Member of Expert Committee of WTCF (Beijing)

ABOUT COTRI

COTRI China Outbound Tourism Research Institute is the world’s leading independent research institute for consulting,research, information, training, and quality assessment relating to the Chinese outbound tourism market. COTRI is aprivately organised, independent institute registered in Germany. In addition to the head office in Hamburg, Germany,COTRI has a Chinese office based in Beijing. COTRI was established in 2004 by its director Prof. Dr. Wolfgang Georg ArltFRGS FRAS, a sinologist and professor in international tourism management with more than 40 years of practical andacademic experience in Chinese tourism.

Explore Mahanakhon Skywalk - Bangkok from a different Angle1700-1830

Participant will explore one of the best premium attractions in the heart of Bangkok, combining unique views with an unmatched guest experience. Located on the top of King Power Mahanakhon Building, the Mahanakhon SkyWalk is a must-see attraction to add to your Bangkok bucket list. Highlights include one of the world’s largest glass trays on the 78th floor, Southeast Asia’s fastest elevators and unrivalled 360 degree views of Bangkok’s breathtaking skyline.

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Jason LinChief of TalentChief of Talent, Talent Basket, Xiamen (China) and San Francisco (USA)

Jason is a serial internet entrepreneur with the aspiration to create a global working and living movement that promotes balance, consciousness, inclusion, sustainability, and creativity. At age 20, he co-founded an online education startup, with colleagues from the National Tsinghua University. After graduating from Boston College with a B.S in Marketing and Finance, Jason started his career in sales at New York Life Insurance Company. From 2008 to 2009, he worked as the social media strategist for MIT Sloan CIO Symposium, the nation’s premier CIO event for information technology executives from around the world and leading faculty from MIT. In 2010, Jason moved to Silicon Valley and started Talent Basket. As the Chief Talent, Jason spearheads a curated roster of talents across 25 cities, speaking 11 languages and providing 61 types of analytics, marketing, creative, and engineering skills.

ABOUT TALENTBASKET

Talent Basket is a talent technology company with the mission to connect global cultures by promoting, designing, and empowering travel and experiences. We are a collective of multidisciplinary professionals and global citizens. We operate as cosmopolitan communicators, environmental advocators and technology disruptors. We curate cultures to help people around the world, building stronger human connections, inspiring new insights and achieving mental mindfulness through creative travel and experiences. Our product and service enable global citizens to interact more profoundly and sustainably without boundaries. Currently, Talent Basket has on-demand teams across 25 cities worldwide, and operation centers in San Francisco, Los Angele, Taipei, Xiamen, and Guam.

Julien DelerueGeneral Manager1000meetings, China

Right after graduating with a computer science degree in 2003, Julien started his career in the IT industry founding hisown company specialised in developing SaaS B2B applications in France.

Due to his interest in China, he decided to move to Shanghai in 2005 and started in 2008 a venture - 1000meetings -leveraging technology to help domestic corporate meeting organisers to manage domestic and outbound eventprocurement while gaining in transparency and generating measurable savings.

Over the last 10 years of his entrepreneurial journey in China, Julien and his team have successfully developed the firstChina ready SMM – Strategic Meetings Management - technology platform connecting thousands of organisations with15k+ event venues and suppliers all across China and outside of China.

ABOUT 1000MEETINGS

1000Meetings was founded in 2008 in Shanghai, China and is a digital marketing portal for MICE Procurement SolutionsProvider, providing a network of system to receive, refer and send leads for inbound / outbound from / into Greater China,but also provides insights, statistics and market intelligence for MICE in Greater China.

1000meetings proudly serves 4,000+ clients, consisting of Corporate Meetings/Events Planners, DMC/Tour Operators,Travel Agents and 3rd Party Intermediaries In addition, as well as 16,000+ hotels in our Hotels Program whom are ourpartners worldwide providing MICE venues and groups / events rooms bookings.

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