Do Chinese visitors arrive by bus or by car? China Ready %

We’ve all seen pictures of Chinese tour groups- a tour guide leading dozens of customers through attractions and destinations. One of the considerations when deciding to pursue this market is if your attraction can handle the volume of buses that might arrive ( good problem to have, right?!) But based on current trends, do Chinese visitors arrive by bus or car and how does that impact your plans?

Rise of the Chinese FIT visitor

There has been a lot of talk in the last few years of the rise of the Chinese FIT traveler. FIT stands for Foreign Independent Traveler and these travelers usually rent cars and drive themselves to destinations. They tend to spend more time in a destination than a tour group, and time equals money in tourism. These guests can shop, enjoy more experiences, and stay in higher end hotels. These visitors tend to be younger and more affluent than those on buses. They are more comfortable with the English language and use technology to get information while they are in a destination.

This growth is occurring mainly in the large cities, where visitors don’t need to rent cars to get around. But we are seeing growth in outlying areas as well. Adventurous travelers will head to our National parks on their own, and stop in towns along the way. But while the percentage of growth is increasing, the total number are still small.

Bus groups are still the favored way to travel

For now, and at least the next 5-10 years, bus groups will still be the dominant way that Chinese travelers arrive at your destination. That is good news because they act like any bus group when they visit. They have one person responsible for paying, they arrive no matter what the weather is, they leave at the same time. For those of you just dipping your toes into the China market, this should be reassuring. Because they have a tour guide, personal interaction with the guests is limited, so your staff does not need to be fluent in Mandarin.

By targeting specific tour operators already coming near your area, you have a good chance of being added into a package if you keep in touch with the operator. The standard tour bus can carry up to 54 people, so the revenue possibilities are great.

But there is another type of group

I started seeing small groups arrive in Sprinter vans a few years ago, and now we see them every day. What I learned is that they are a hybrid type of visitor. They are a family, or small work group traveling together. Since they know each other and are not part of a large tour, they are called FIT. Yet they arrive on a small bus as a group. So they are a group. I call them a hybrid group: FIT and group characteristics. And it is the best of both worlds. The hybrid travelers are usually more upscale, as they have paid for a driver/guide. They don’t overwhelm your attraction during the busy season. The guide will often act as a translator so language issues are minimal. And lastly, they aren’t in as big a hurry as the big buses with their tight schedules. Destinations would be wise to target tour operators that are bringing these types of tours because they tend to stay longer and spend more. They also will pay for activities and experiences and like to try American food.

Final thoughts

The China visitor market is evolving and still growing. Tour companies are beginning to look beyond the major cities to new destinations so you have entered the market at a good time. So when you ask do Chinese visitors arrive by bus or car- I say yes!

WeChat course

I am working on an online course for those of you who aren’t comfortable with WeChat yet. WeChat is the preferred method of communication with Chinese tour operators. Being comfortable using WeChat is key to success in this market and my online course will be easy to follow. Sign up here to be placed on the waiting list and to be the first to hear when the course launches!

China sales mission program

People have asked me to make introductions to key tour operators over the years and have been happy to do so. The challenge is that this market is completely different than any other visitor market and results can be limited.
I have developed a program that will get participants trained and prepared for this market before they meet with operators. My 3-month program will include training, personalized consulting to make sure your tourism product is appropriate for the market and most importantly, sales calls with me in Chinatown and Flushing, NY. I know the key contacts at the largest offices and will get time on their calendars. You will have a path to success with this exclusive program. Interested? Stay tuned for more information. This program will be limited to just 10 people.