| |
Q and A - China and Approved Destination Status
- Q: What exactly does approved destination status mean for tourism businesses in BC?
A: Approved Destination Status means that British Columbia can now market and promote directly to potential visitors in China, something that was unavailable up until now. Most importantly, travel agents in China can now include Canada as part of their offerings to the Chinese leisure traveller. British Columbia can fully engage with the Chinese travel trade, including the development of specific promotions and packages.
- Q: How large is the Chinese market?
A: Outbound travel from China grew 12% in 2008 to 46 million. In 2008, 99,405 Chinese visitors entered Canada via British Columbia and spent $120 million in tourism revenue.
- Q: Why is this particular market important to BC’s tourism industry?
A: Visitation from China has been steadily on the rise for several years. British Columbia remains a popular Canadian destination for Chinese travelers, second in the country after Ontario. On average, Chinese visitors spend roughly $2,800 per party. This market represents 2.2% of BC’s total international visitor arrivals and 3.6% of BC’s total international overnight visitor expenditures.
- Q: What do Chinese visitors want?
A: Chinese visitors enjoy British Columbia’s majestic scenery especially when it is in close proximity to major urban centers. Nature is important, but our scenery is not enough – the opportunity to participate in soft nature experiences is a unique point of difference between BC and competing destinations with their own spectacular scenery. Chinese visitors are looking for exciting experiences that are uniquely British Columbian, something they cannot do or buy at home. Status is an important reason for overseas travel, drawing many Chinese visitors to large cities where they can taste the best local food and take advantage of the diverse shopping. Ski and golf remain popular on the list of activities for high-end Chinese travelers, and tour packages are key as most Chinese visitors travel in groups of 20 to 40 people.
- Q: How do we reach Chinese travel agents?
A: Receptive operators in Vancouver are critical - they are the primary link to the Chinese travel industry and virtually all of BC’s Chinese visitors will be organized and handled by these companies. They are the ones to contract with tourism suppliers on behalf of their Chinese clients, making it of vital importance for BC suppliers to build strong relationships with them. It is also essential to note that travel agents handling international visitors in British Columbia must be licensed. To ensure travel agents you work with are licensed, visit the Consumer Protection BC website.
- Q: What research material is available?
A: There are a number of research materials available on the Chinese travel market from a variety of sources. The Canadian Tourism Commission publishes several reports on China including Global Tourism Watch. Tourism BC also produces market profiles on key international markets including the China Market Profile.
- Q: What potential does this market hold for tourism in British Columbia?
A: We know that there is a strong interest among Chinese travelers to visit British Columbia. The immediate estimated impacts to BC’s tourism industry include a 20% increase in Chinese travelers to the province by 2011, approximately an additional 20,000 visitors per year. By 2020, China is expected to be the world's largest outbound market, with some 100 million tourists traveling abroad each year. Chinese consumers are highly aware of the Vancouver 2010 Winter Olympic and Paralympic games, having proudly hosted their games in summer 2008. This presents a unique opportunity for BC to gain a competitive edge as we move toward completion of the Canada China ADS agreement.
- Q: What should suppliers do to maximize this opportunity?
A: Building relationships with receptive operators will be very important, so get to know who these people are in your region. Be prepared by having up-to-date information in Chinese such as a summary of your business offerings, marketing collateral, or a welcome guide on the services you provide. Understanding Chinese culture is a critical part of servicing this market and having Chinese speaking staff will help to ensure visitors feel at ease in BC. If you would like to learn more about Chinese culture, there are some helpful websites to visit such as the Asia Pacific Foundation of Canada.
- Q: How does the Province plan to capitalize on Canada’s approved destination status?
A: British Columbia has been prepared for this announcement for some time – initial steps will be focused on those opportunities that can deliver new business as quickly as possible. Even without ADS, Tourism BC has provided destination training to more than 1,000 agents in China this year. Previous to this announcement, Tourism BC’s Chinese-language website www.HelloBC.com had a complete refurbishment with information appropriate for both consumers and agents. As well, Tourism BC has been active in hosting a range of media and travel trade familiarization tours.
For more information on this market contact Cindy Gobin, Marketing Development Manager, Asia, at Cindy.Gobin@tourismbc.com.
|
|
