ctw training programme

www.china-outbound.com

Chinese Tourist Welcome Training Programme

The leading global training programme for the Chinese outbound market since 2009


COTRI China Outbound Tourism Research Institute

COTRI is the world's leading independent research institute for:

• Information

• Training

• Quality assessment

• Research

• Consultancy

relating to the Chinese outbound tourism market


COTRI Customers

Taking the China Tourism Welcome

course has opened my mind and I feel

I’ve achieved a better understanding of

the Chinese travelers now!

Mark Perana, West Coast Surf School, New Zealand


Chinese Tourist Welcome Training Programme

The Chinese Tourist Welcome Training Programme offers deep insights into the

characteristics, expectations, motivations and needs of Chinese travellers, enabling

tourism service providers to deliver high quality the Chinese way


The CTW Training Programme Goals

• Providing participants with focused information based on scientific research as well

as practical experiences about the special characteristics, needs, expectations and

behaviour of Chinese travellers

• Enabling participants to adapt tourism and retail products and services, to develop

adequate strategies and facilitate quality assurance

• Offering participants the opportunity to start a sustainable and successful

engagement with Chinese tourists


The CTW Training Programme Benefits

• Successful participants acquire certification as Chinese Tourist Welcome Quality Host

for two years, renewable with branch-specific CTW training

• One month free access to ChinaTourismFacts.com database

• Visibility in the market through COTRI’s Chinese language Website

www.ChineseTouristWelcome.cn

• Companies and organisations can apply for the CTW Quality Label if at least two of

its employees have valid CTW Quality Host certification


CTW Destination Label

Destinations have the opportunity to receive the CTW Destination Labelas an efficient and affordable way of highlighting the preparedness ofthe tourism service providers in the destination for Chinese visitors basedon the CTW Training Programme.In order to receive the CTW Destination Label, destinations have - throughtheir Destination Marketing Organisations or through other ways - to offerCTW Chinese Tourist Welcome Trainings for tourism service providers in thedestination.For each million inhabitants 1 CTW training has to be conducted. The firsttraining must be before the CTW Destination Label is granted, additionaltrainings during the two years duration of the CTW Destination Label.Examples:For a city of 800,000 inhabitants - one training has to be conducted before theCTW Destination Label is grantedFor a city of 3,500,000 inhabitants - four trainings have to be conducted, onebefore the CTW Destination Label is granted; the other three have to beconducted within two years



• Trainings are conducted by COTRI Country Partners and COTRIin the local language, based on global research and local insights

• The CTW Destination Label is valid for two years

• The price for each training organised within the CTW Destination Label certification is 5,000 Euro (plus travel expenses) including all benefits (see next slide)

• Maximum number of participants per CTW Destination Label certification training is 30 persons



CTW Destination Label benefits:

• CTW training(s) implemented by COTRI trainers • 2 year CTW Destination Label Certification • Right to display COTRI CTW Destination Label on all Marketing materials and

communication• Successful participants receive certification as CTW Chinese Tourist Welcome

Quality Hosts• 2 year free subscription for COTRI Market Report (value 3,200 Euro)• 2 year free subscription for COTRI www.ChinaTourismFacts.com (value 270 Euro)• Free one-page destination portrait on COTRI´s dedicated Chinese language

website www.ChineseTouristWelcome.cn• Any extra income generated by CTW trainings through participants’ fees,

sponsors etc. remains with the Destination Marketing Organisation

http://www.chinesetouristwelcome.cn/


CTW Training Recognition

endorsed by PATA Pacific Asia Travel Association

awarded the GREAT China Welcome Charter Mark of Visit Britain

recommended by the European Travel Commission


CTW Trainings are conducted by COTRI Country Partners

COTRI Country Partner are qualified training providers located all around the world,

delivering the CTW Training Programme:

• In the local language

• Using local examples next to international best practices

• Based on local contacts and region-specific knowledge and experiences

• With local know-how in over 55 regions and countries


COTRI Country Partners

Albania, Argentina, Australia, Bahrain,

Belgium, Bhutan, Bosnia & Herzegovina,

Cambodia, Chile, Croatia,Cyprus, Denmark,

England, Estonia, Egypt, Finland, France,

Greece, Iran, Ireland,Italy, Kenya, Kosovo,

Kuwait, Laos, Latvia, Lithuania, Luxembourg,

Macedonia, Mauritius, Mexico, Monaco,

Montenegro, Morocco, Myanmar,

Netherlands, New Zealand, Norway, Oman,

Peru, Portugal, Qatar, Russia, San Marino,

Saudi Arabia, Scotland, Serbia, Slovenia,

Spain, Sweden, Switzerland, Thailand,

Tunisia, Turkey, United Arab Emirates, USA,

Vatican City, Vietnam, Wales

In a country nearby, including:


CTW Training Programme

Thank you again for sharing great insights during CTW

Training Program at LUX* Belle Mare in Mauritius last

year. Ever since, I have applied everything that I have

Learned during your workshop with our Chinese guests

and tour operators.

Mike Tan Yan, Director of Sales & Marketing, LUX* Belle Mare (Mauritius)

Over 1,000 participants from more than 100 companies have received the CTW Quality Host Certification.


CTW Training Participants

CTW Training Programme participants are coming from businesses, organisations and institutions of all sizes, operating in any sector of the tourism and leisure industry outside China, including:

Local, regional and national tourism organisations

Hotels and hotel chains

Inbound tour operators

Destination marketing organisations

Leisure and culture institutions

Attractions

Events

Transportation and mobility companies

Retail companies

Theme parks

Casinos

Investment support

Consulting Services

Transportation infrastructure organisers


CTW Training Forms

CTW Training Programme is offered as:

• Online programme for self-study

• In-house training with customised content within a company or organisation

• Open training for all tourism service providers in a destination offered by a local organisation or by COTRI Country Partners

Cost of the CTW Training depends on location and form


CTW Training Content

The CTW trainings consist of 4 main modules:

Module 0 Introduction

Module 1 Background – China as international tourism source market

and Chinese customers

Module 2 Travel motivation, expectations, needs and behaviour of

Chinese visitors

Module 3 Language, service and ambience

Module 4 Product adaptation, marketing

Multiple Choice Test


CTW Training Content

Each main Module lasts 90 minutes:

• 45 min. PowerPoint based presentation

• 10 min. of questions and answers about lecture content

• 20 min. group activities connected to the content of the module

• 15 min. discussion of group activities results


CTW Chinese Tourist Welcome Quality Host

Successful Chinese Tourist Welcome Training Programme participants in Geneva/Switzerland 2015, receiving CTW Chinese Tourist Welcome Quality Host certification



Established in 2004, COTRI is a privately organised, independent institute registered in

Germany, founded by its director Prof. Dr. Wolfgang Georg Arlt, widely recognised as

one of the leading experts on Chinese outbound tourism. COTRI is working for small and

big companies, organisations and government institutions on all continents as well as

with all leading international and Chinese tourism organisations.


COTRI Founder and Director

Prof. Dr. Wolfgang Georg Arlt FRGS

First visit to People’s Republic of China in 1978

1991-1999 owner of Inbound Tour Operator

China -> Europe (offices in Beijing and Berlin)

COTRI founder and director since 2004

Professor for International Tourism Management

at West Coast University of Applied Sciences (Heide)

Visiting Professor at universities in China and United Kingdom

Fellow Royal Geographical Society (London)

Research Fellow Japanese Society for the Promotion of Science (Tokyo)


Contact


Director:Prof. Dr. Wolfgang Georg Arlt Tel. +49 40 558 99 576Mail [email protected]

Sales and Marketing:Tanita JasienieckaTel. +49 40 558 99 576Mail: [email protected]

ctw training programme

Travel

ctw quality label

ctw training programme

chinese way

branchspecific ctw training

chinese visitors

chinese tourists

chinese travelers

chinese outbound market