I just returned from a week in New York City with clients who had participated in my China Sales mission Program. These folks spent 10 weeks learning about Chinese tourism trends, types of visitors and tour operators, how to use WeChat and more. The program culminated in 2 days of sales calls to key Chinese operators. We spent time in Flushing and Chinatown visiting offices and making presentations. I heard some trends and insights consistently. If you are interested in getting more Chinese visitors, this post will be helpful. And a special thanks to Harry Wade from Duty-Free America– he was our official photographers throughout the sales mission!
Transparency
We heard this term used at several offices. Customers have the ability to search the internet and get all kinds of information on pricing, reviews of attractions and more. Tour operators can’t rely on large markups of tickets because the customers know what the cost is. Therefore, the operators are all looking for other ways to make money since that business model is changing. They say that sometimes their customers know more about a scheduled stop than they do!
Differentiation of product
One of the ways that the tour operators are finding paying customers is by adding new stops on tours. The tried and true attractions might still be included, but new stops are being added. Attractions that include hands-on experiences, attractions with unique stories about America, or an outdoor location with amazing photo opportunities are big now. If you have never been included on Chinese tours before, this might be your best time to be added to a tour.
Niche markets
When I speak about the China tour market, I speak about different types of Chinese visitors. The operators are starting to specialize in student tours, hybrid tours ( see my post here about this trend) day trips for local Chinese and corporate group trips. Each type of customer has different needs and expectations. The first wave of Chinese visitors that wanted to see 10 sites a day and eat at Chinese buffets is evolving. By focusing on some of these niche markets and specializing, the operators are hoping to grow their businesses in 2019 and beyond.
New locations and experiences
As I mentioned earlier, the tour operators are all looking for new venues to add. It can be difficult when the tourism attraction or destination does not understand how to welcome Chinese visitors or the benefit of this year-round customers. If you are a DMO, your role is to prepare your partners for the next market trend and I would love to help! I have several packaged programs for helping your partners get China ready. Contact me here.
All the tour companies are searching farther outside the big cities for unique opportunities. If you are between two major destinations, you are in a great position to be considered. Tour operators are more open to consider new product than I have ever seen in the 8 years I have worked in this market.
Everyone uses WeChat
I have been using WeChat for many years and I know it is the best way to stay in touch with the tour operators – both in the U.S. and in China. So the participants in my China Sales Mission Program had to learn how to be proficient at WeChat. They were able to see first hand how important it was when they offered to exchange contact information via WeChat at each office. Every tour operator was surprised and impressed ( and I was so proud!) when everyone knew just what to do. One operator even told us that they don’t carry business cards anymore and just exchange information via WeChat.
So if you are serious about this market, learning WeChat is one of the most important steps you can take. Chinese tour operators do business with those they know, like and trust. WeChat helps you accomplish that. That’s why I created a WeChat ready course for tourism professionals like you. It’s an easy to follow online course with how-to videos, webinars on Official accounts, and more. Click here for more information and to sign up!
Final Thoughts
The China visitor market is going to be the largest group of international visitors within a few years. Are you ready to start welcoming them? Here is a free resource for you. An ebook – The top 10 ways to help bring more Chinese visitors to your attraction. This is great for DMOs as well!
And if you are a DMO wondering the best way to help your partners prepare, my passion is helping tourism businesses become China ready. I have conducted webinars as well as in person training around the country. Let me help your destination be the best prepared to welcome Chinese visitors. Email me to set up a time to talk!