How to Take Advantage of the Chinese Tourist Boom? Catering to the needs of increasing Chinese tourists to Italy from year 2013 and beyond. Presentation by ThinkWideMarketing company. Website: www.thinkwidemkt.com

1. How to Take Advantage of the
Chinese Tourist Boom?
Catering to the needs of increasing Chinese
tourists to Italy from year 2013 and beyond
© ThinkWide Marketing 2013

2. Tourism in Italy
• Famous for its numerous historical sites, unique natural heritage,
excellent gastronomic selections and high-end fashion brands
• Full of myths of love and romance which hold immense appeal for
tourists, certainly those from China
• One of the few industries that continue to show economic growth
and create jobs during the Euro crisis
• Tourists on holiday and business trip contribute not only to hotel,
but also to a series of industry such as restaurants, retail,
transportation, etc.
• Strong competitions from other top European destinations such as
London and Paris
• Urgent need to improve competitiveness and raise quality of
services
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3. Why Chinese Focus
• Largest consuming country, 2nd world economy and expected to
surpass the US to be the world’s largest economy in 5 years
• Largest overseas travel population (UN World Tourism Organization
report, 2012)
• Italy is voted as the 6th best international luxury destination by
wealthy Chinese tourists in 2013, according Hurun Chinese Luxury
Consumer Survey 2013
• Chinese tourist influx to Italy expected to increase by more than
15% every year from 2012-2016 (World Travel Market Global Trends
Report , 2012)
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4. Arrival of Tourists to Top 6 European
Destinations from 2012-2016
Source:
Euromonitor
International
2012
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5. • High percentage of middle-income individuals with disposal
income; more money to spend for outbound travel
• High spending/purchasing power due to new wealth but becoming
more refined in spending on perceived good value things
• Desire to travel, explore new places and broaden their knowledge
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6. Chinese Tourist Trend
• Simplified visa application process encourages more individual
travellers to emerge, rather than traditional organized tours.
• This group is known as F.I.T. (Free Independent Travellers) and usually
consists of small group of 5 person max.
• Individual trips increased 60% during Jan-Sept 2012 to Italy compared
to 2011 (package tour only increased by 15% at same period),
according to Italian Embassy in China
• Week-long holidays stimulate outbound travel: three ‘golden weeks’
each year – Spring Festival (late Jan/early Feb), Labour Day (May) and
National Day (Oct)
• Stronger currency (RMB) vs Euros give Chinese travellers stronger
incentive to spend more while holidaying (on hotels, restaurants,
souvenirs, etc.)
• Increased cost of living in Chinese big cities make overseas cost look
affordable.
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7. • Prefer online travel planning (PC and mobile).More than 52% of
Chinese tourists obtain informations from the internet, according to
China Tourism Academy
• Enjoy real Italian experience (food, culture, fashion etc.)
• Young and educated, technology-savyy
• First time traveller, first impression matters
• Word-of-mouth affects travel decision
• Travel as a sign of status symbol
• Curiousity and admiration of Western culture
• Price-sensitive on accomodation and food
• Shopping is always on travel itinerary
• Growing trend of repeat Chinese visitors to Italy, exploring new,
non-traditional places such as Naples, Como, Le Cinque Terre, Capri,
etc.)
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8. Problems faced by Chinese Tourists
in Italy
• Language barrier (restaurant menu, hotel reservation, brochures etc. in
Italian and English only)
• Lack of information upon arrival (no clear indications on transportation
from airport to hotel etc.)
• Lack of well-known hotel chains. Unknown hotels create confusion and
mistrust among Chinese tourists
• Subpar service offered by hotels and restaurants
• High expectation on international standard service, but usually lead to
disappointment
• Misleading information on the internet
• Cultural differences (shyness, personal habits etc.)
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9. How you can be successful?
• Recognise the current trend and opportunities
• Strategy (repositioning yourself to attract more Chinese luxury
tourists)
• Custom-made content on Chinese website, not direct translation
from English version is a must
• Marketing material must be relevant to the Chinese travellers
• According to World Travel Market 2012 Industry Report, more than
a quarter (27%) of organisations have already changed their
business model to suit the BRICS markets (particularly China) while
a further 36% planning to do so in 2013.
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10. Adaptation of Business/Company Model
(Trade Survey)
Not sure/Don't know 11%
No 26%
Plan to do so in future
Plan to so in future 36%
YesYes 27%
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11. • Provide quality service and adequate training (hotels, restaurants
and retails industry) to cater to the needs of Chinese tourists
• Exclusive offers to make them feel special
• Chinese-friendly, makes them feel welcomed
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12. How We Can Help?
• Deep understanding of Chinese culture
• Native Chinese-speaking team with experience in marketing
• Local Italian-speaking collaborators
• Targetting travellers (FIT, group, luxury, honeymoon...)
• Event management (wedding, engagement party....)
• Marketing strategy to attract Chinese tourists (through branding,
repositioning, sensitivity towards Chinese culture and behavior)
• Multi-channel marketing ( especially the cost-effective social media
and internet marketing)
• Rate of investment (ROI) report to justify company investment.*
• Customization of service for Chinese tourists
*Only by request
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13. • Online public relation service
• Creating website through the use of design and style that appeals
to Chinese users’ taste
• Providing website translation in Chinese language
to give a sense of familiarity
• Increasing online and offline visibility
• AND FINALLY..............................................
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14. WORK WITH US !
“A journey of a thousand miles begins with
a single step”
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15. Contact Us:
ThinkWide Marketing
Tel: +39 329.806.6744 / +39 380.652.8631
Email: info@thinkwidemkt.com
© ThinkWide Marketing 2013