Zhang Xikuan

China National Tourism Administration

COUNTRY PRESENTATION —CHINA

China Tourism Brand

• Tagline:

Beautiful China

• Logo:

Chinese Calligraphy

Background Hieroglyph “Travel”

• Why “beautiful”?

Natural beauty of landscapes

Cultural Beauty of diversity

Ecological Beauty of harmony China Tourism Logo

Slogans of China Tourism

2008 “Year of Olympic Tourism”

2009 “Year of Eco-tourism”

2010 “Year of Expo Tourism”

2011 “Year of Cultural Tourism”

2012 “Year of Happy and Healthy Tourism”

Provincial Tourism Slogans

Friendly Shandong

Dalian, a City of Romance

Colorful Yunnan

Dynamic Guangdong

Tourism Performance of China 2012

Domestic Tourism 300 m 13.6%

Outbound Chinese Tourists 82 m 16.7%

Inbound Tourist Arrivals 132 m -2.23 %

Overnight Visitor Arrivals 5 8 m 0.25 %

Inbound Tourism Receipts (Billion US$)

50 m 3.23 %

Composition of Inbound Visitors (Origin)

Composition of Inbound Visitors (Purpose)

Composition of Inbound Visitors (age)

Composition of Visitors (sex)

Traditional Media for Tourism Ads

T V

Internet

Outdoor

Newspaper

Traditional

Media

Magazines

Understanding Tourism

2009 “The Opinions of the State Council on Speeding up the Development of Tourism Industry”

Tourism is considered “a strategically important industry”.

2011 The first “China Tourism Day” (19th May) was

celebrated.

2013 “Tourism Law” was passed in the legislative body and signed by the president.

It is the first law on tourism, in which the role and funding of tourism promotion is justified.

Conceptions on Destination Marketing

Promotion

Of Tourist Hotspots

Source Market

Promotion

Image

Promotion

Destination Marketing

Systematic marketing

Whole process of tourism consumption

Tourism Marketing

Image

Information

Service

Products

Business Players

involvement

How do ads tourism affect your travel choice?

Effective Evaluation

Reach Profile Improved

Visiors /Profit

Increased

Public Choice of Media

CCTV-1

BTV-1

CCTV-5

BTV-4

International Reference

Ji’nan Times

Sports Weekly

Qilu Evening News

Factors to Determine Media Choice

Media Property

Reach

Ratings

Views

Programe

Projects

Budget

Target

Age Group

Income

Origin

Effectiveness Research

•Tourist Arrival & Tourism Receipts

•Tourist Satisfaction Research

• Destination Popularity Research

Thank you!