China’s door is closed.✈ Now what do we do?

Every time you turn on the news or scroll your phone, there is another update on the Coronavirus. It is spreading across the world and governments and organizations are taking unprecedented steps to stop the virus from impacting more people.

So airlines are stopping flights from Mainland China and the United States has put strict new rules in place for incoming flights. During Lunar New Year, the busiest travel time in the Chinese Calendar, travel was being monitored and limited. And now its basically come to a screeching halt.

As someone who’s business is heavily invested in helping destinations and attractions become China ready, I am concerned. Concerned for my tour operator friends, my clients who are dependent on this key market, and for the many small businesses that have been able to stay in business thanks to this market.

We don’t know how long the implications of the Coronavirus travel ban will last, but when you add that to the challenges with the ongoing Trade war, it seems like the China visitor market to the U.S. has disappeared.

 

But those of us in Tourism are an optimistic bunch, aren’t we?

Many of us were working during 9/11 and had to deal with the long term implications of that crisis.  I was working as a Director of Sales at a Paddlewheel Steamboat during that time. Literally overnight, every bus group we had on the books for the fall canceled. Many of the corporate groups I had booked in our lakeside conference center also canceled, citing fear of air travel for all their employees. We had to get very creative very quickly.

And that is what we will do with the challenges in the Chinese market.  I think there are two things we should be doing- staying informed and taking action. And I am here to help.

 

Staying informed

Since the information changes daily, you really have to have some good sources. You can set up a Google Alert for the topic of Coronavirus ( learn how to do that here) or subscribe to Skift, a travel newsletter/media company that has daily updates.

U.S. Travel also has updates on its website as well as resources you can use if the media reaches out to you for comments. Check this information out here.

I also use Linkedin to see what other industry thought leaders are saying. Alina Xiang, (who contributed to my 2020 Tourism Trends Update) recently wrote a great article on Linkedin and she was happy to let me share it with you.

Try not to rely on social media for accurate information. We all know that sharing incorrect information and rumors can make the situation worse.

 

Take Action

 

Although it might seem like a hopeless situation at the moment, there is plenty we can do to get through this challenging time.

Reach out to your clients

If you are already working in this market, then reach out to your clients. Or better yet, go to their offices. Ask for their insight and ask them how you can help them get through this tough time. Can you drop your price for 2019? Can you offer an incentive for any bookings through the end of the year? Do they need some money for an advertising campaign? You need to remember that you are a team looking for ways to both grow your business. I am a big believer in building relationships in this market and any help you can give them this year will be remembered.

Are they trying to capture new markets?

Many of the Chinese tour operators I work with had been diversifying into the Indian market as well. Indian clients like to travel in family groups and see many stops on a tour, just like many Chinese guests do. If that is the case with your clients as well, is there something you can promote that would be interesting to the Indian market?

Operators are also starting to concentrate on Chinese living in the U.S. and Canada. There are no visa issues, the possibility of repeat customers is large, and these customers are often concentrated in cities which makes them easy to market to. The other added benefit to you is that these guests are also likely to become FIT travelers and bring their visiting friends and relatives (VFR) back to your destination. The operators need unique ideas- agritourism and events are popular.

Get prepared for the second half of 2020 now

Several people have told me that this health crisis is also creating a pent up demand for travel- especially to the U.S. So while the first half of the year will be challenging for us, the second half could be quite busy. This is actually a great time to make sure you are China Ready, understand how this market is changing, and have good business relationships in place.

If you are looking for help getting ready, and don’t know where to start, I have the perfect solution for you. My annual China Sales Mission program will train you on how to get your destination or tourism business ‘China-ready’, how to promote your product to the Chinese operators, and even learn WeChat, which is THE social media tool for the Chinese. And after you have accomplished that, we will meet in NYC for two days of sales calls on top operators. These operators book travel throughout the U.S. and Canada so they want to meet you.

The program consists of live webinars, some coursework you can do on your time, and 1:1 coaching with me to get your product ready to sell. I have 3 spots left and we start on February 14th. Interested? Click here for more information, or click here to schedule a 15 minute free call with me to see if this program is right for you.

The Chinese visitor market will be the largest inbound market to the U.S. and Canada in the next few years. Will you be ready?