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The China OutboundTravel Handbook 2008
中国出境旅游行业
 2008
年手册
 
written by:Roy Graff Hu Huaming
 
 
About the authors:
This handbook was written from two distinct business views - Chinese localexpertise and Western experience of doing business in China. As such, it providespractical information you can use as well as insight into the challenges of dealingwith China’s tourism industry and how to prepare for them.
Mr. Hu Huaming
DPS China (Destination Promotion System)Hu Huaming began his outbound travel career in 1991 when China first opened theoutbound travel market. He has been the general manager of the outbounddepartment of CYTS. DPS specialises in destination promotion, dedicated toservicing international partners for the marketing and representation of their tourismproducts and services to China's booming market.
Mr. Roy Graff 
ChinaContactwww.chinacontact.org Roy Graff has served as E-commerce director for Gullivers Travel Associates andChief Representative of Octopusavel.com in China from 2002 to 2005. He runsChinaContact based in London and Beijing. The company provides full servicerepresentation to tourism destinations, hospitality and travel companies as well asbespoke service covering consulting, strategy, business development, training andproduct localization. Roy also maintains theChinaContact Tourism Networkwhichallows travel professionals worldwide to network and interact online.Roy administers the most comprehensive source of China travel sector news inEnglish through his blognews.future-of-travel.organd directs the annual forum onChina’s tourism industry in London –China, the Future of Travel.
 The China Outbound Travel Handbook
will give you the basic understanding andinsight to begin operating in this challenging, complicated but potentially hugelyprofitable market place. You will learn who is travelling abroad, what are the bestways of reaching them, how the travel industry is organised in China and how toshow your hospitality to Chinese visitors abroad.This handbook is the travel industry professional’s definitive and user friendly tool for effective promotion and marketing in China. It will facilitate the establishment of profitable relationships with the right counterparts in China and improve your abilityto welcome the Chinese traveller successfully.We wish you a pleasant and informative read.
 
 
Table of Contents
Foreword ................................................................................................................4
 
The Chinese Travel Industry ...........................................................................6 
 
Government tourism bodies___________________________________________________7
 
Approved Destination Status (ADS) policy________________________________________8
 
Wholesale and retail travel agencies____________________________________________10
 
WTO and China____________________________________________________________12
 
The Chinese currency_______________________________________________________13
 
Passports and visas________________________________________________________14
 
The Chinese Media...........................................................................................15 
 
Media characteristics________________________________________________________15
 
Television________________________________________________________________15
 
Radio____________________________________________________________________16
 
Newspapers_______________________________________________________________17
 
Magazines________________________________________________________________17
 
Trade Magazines___________________________________________________________17
 
Internet__________________________________________________________________17
 
Advertising & public relations_________________________________________________19
 
The Chinese Traveller ......................................................................................20 
 
Who?____________________________________________________________________20
 
Where?__________________________________________________________________23
 
How many?_______________________________________________________________27
 
When?___________________________________________________________________28
 
How much?_______________________________________________________________30
 
What are their expectations?__________________________________________________31
 
Cultural differences_________________________________________________________33
 
Consumer behaviour________________________________________________________34
 
Hospitality ...........................................................................................................39
 
Service and etiquette________________________________________________________39
 
Language_________________________________________________________________40
 
Illegal immigration__________________________________________________________41
 
Sales & Marketing in China...........................................................................42 
 
Governmental organisations__________________________________________________42
 
Travel trade_______________________________________________________________42
 
Direct consumers___________________________________________________________43
 
Suggested marketing methods________________________________________________43
 
Competition from other destinations____________________________________________44
 
COTRI , CTW awards and Quality Label________________________________________45
 
Exhibitions in China_________________________________________________________45
 
Challenges and recommendations_____________________________________________50
 
Forums and Conferences in China_____________________________________________52
 
Forums about China in the West_______________________________________________53
 
Looking to the future.......................................................................................54
 
Further Information online.............................................................................55 
 
Contact details
.....................................................................................................55 
 
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