Super Early Bird Fee

Register and Pay
by 8 Jun '18

Early Bird Fee

Register and Pay
by 29 Jun '18

Regular Fee

Register and Pay
after 29 Jun '18

$1,095.00(SGD) $1,195.00(SGD) $1,395.00(SGD)

Group Discount! Enjoy 10% off when you register for 3 or more
For groups of 3, 4th comes for free

Fees are subject to 7% GST for all Singapore registered companies

  1. Super Early Bird and Early Bird promotion: Discount will only be valid if payment is received by stipulated date.
  2. Group Discount only applies to registrations from the same company registering at the same time, issued in a single invoice and of the same billing source.
  3. Only corporate registrations will be accepted.
  4. Bank charges & taxes are to be borne by registrants, if applicable.
  5. Full payment is mandatory upon registration for admission to the event.
  6. Walk-in delegates will only be admitted on the basis of space availability at the event and with immediate full payment.
  7. Fee includes lunch, refreshments and documentation.
  8. The organiser reserves the right to make any amendments that it deems to be in the interests of the event without any notice.
  9. Any information provided by registrants will be used for the primary purpose of event administration and upcoming events updates. For more information, please visit:


A replacement is welcome if you are unable to attend. A full refund less 10% administrative charge will be issued for cancellation received in writing by 29 Jun 2018. A 50% refund and a set of documentation will be issued for cancellation received by 6 Jul 2018. Regrettably, no refund will be issued for cancellation received after 6 Jul 2018 or for “no show” participant. You will however receive a set of documentation.

Are you Cashing in on the China Tourist Boom?

For the first time ever, China has become Singapore’s largest market for visitor arrivals. And the biggest spenders. But with everyone fighting to capture a bigger slice of the pie, Chinese tourists are spoilt for destinations and choices to spend their money. How can businesses effectively reach out to Chinese tourists to boost numbers and spending?

What appeals to Chinese tourists?
What kinds of promotions and products do they like?
What are their digital consumption habits?
What is the most cost-effective way to reach them?

This 1-day practical workshop is jam-packed with the latest trends, insights and tactics to successfully attract Chinese tourists. From Baidu and Weibo, to Ctrip and Dianping, deep dive into the Chinese traveller consumer journey across traditional sources and digital media. High Net Worth vs. Middle Class vs. Millennials vs. Grey Class — break misconceptions and gain an in-depth understanding of the preferences and behaviour of your target audience. Acquire digital strategies in Weibo, WeChat, mobile, e-commerce, online travel agencies (OTAs), and free and independent travel (FIT) apps. Discover how to leverage on key opinion leaders (KOLs) and user-generated content (UGC) to successfully engage digitally-savvy Chinese travellers.

Unique Features

    • Practical case studies from Shilla Duty Free, Australia Tourism, Dreamworld, Maldives Tourism,, Tahiti
    • Insights into different consumer groups: High Net Worth, Middle Class, Millennials, Grey Class
    • Objective analysis of Chinese social media platforms: WeChat, Weibo, Baidu, Ctrip, Tuniu, Qunar, HHTravel, Dianping, Mafengwo
    • Led by a communications practising consultant with over 15 years’ experience in Greater China, specialising in the China outbound travel industry

Benefits of Attending

  • Discover how Australia Tourism evolved from attracting three star groups to five star FITs
  • Hear how Maldives Tourism became the unexpected hero in attracting new waves of Chinese tourists
  • Gain insights into how Dreamworld drove FIT growth among Chinese millennials
  • Learn how Tahiti successfully leveraged on collaborative marketing to crowdfund Chinese travel
  • Examine failed examples in Weibo engagement and pick up tips on the dos and don’ts
  • Find out how to create an effective marketing channel to communicate to affluent China tourists
  • Understand what drives the travel and purchasing behaviour of different Chinese consumer groups
  • Identify how to select the relevant digital platforms for your target audience
  • Evaluate what form of content appeals to different categories of Chinese travellers
  • Analyse the challenges and opportunities that the growing FIT and experiential market will provide

Workshop Leader

Michael Jones


Create Consulting

Michael has over 15 years of communications experience in the Greater China region specialising in the China outbound travel industry. Michael has developed strategies and implemented campaigns for consumer, lifestyle and travel brands including Starwood Hotels & Resorts, Dreamworld, American Airlines, Etihad Airlines, South African Airways, Texas Tourism, Mall of Emirates, Pacific Fair, Wines of South Africa, Cities of Johannesburg, Cape Town and Amsterdam, Jordan Tourism, The Bahamas, TUI AG, and many more.


Some digital campaigns that Michael has worked on include KOL engagement for, Alibaba’s new luxury fashion platform, driving Wines of South Africa’s WeChat strategy, and creating localised content for Australia’s Dreamworld WeChat and Weibo engagement.


Michael was formerly the Consumer Practice Lead for the Greater China Region including Beijing, Shanghai and Hong Kong at WE Communications where he was responsible for driving the integrated communications strategies for FMCG clients including Haagen-Dazs and Carlsberg.


Michael previously co-founded Weber Shandwick’s China Travel Practice and was instrumental in promoting numerous North American and European tourism brands in the Mainland market.

What Our Past Delegates Liked Most & Gained

Very relevant, thanks! Expert speaker too and brief on China tourist/behaviour is useful.

Chinese customers profile and behaviour. KOL, social media channels introduction.

Mike did a good job on addressing all the topics. Every topic ended with good case studies and group exercises.

Everyone could share and exchange their opinions, not only the speaker. I could learn from all course attendees.

Who Should Attend

Senior Level Executives responsible for Marketing, Communications, Sales, Business Development, Social Media and Digital from Retail, Hospitality, Entertainment, Gaming, Attractions, Airlines, Cruise industries



  • Session 1: Latest Trends and Developments in Chinese Outbound Travellers

    What makes Chinese tourists book a week long holiday overseas? Which channels are they using to discover locations to visit? What kinds of travel products are the Chinese most attracted to? In this session we deep dive into the Chinese traveller consumer journey.

    • Print media vs. digital media for destination marketing
    • Power of word-of-mouth
    • Influence of movies and TV
    • Destination/product research (Baidu, Weibo)
    • Booking the journey (Ctrip, Tuniu, Qunar, HHTravel,, Airbnb)
    • In-destination research (TripAdvisor, Google, Dianping, Mao Tu Ying)
    • How free maps still work but national websites don’t

    Case Study: Australia Tourism – from three star group to five star Free and Independent Travel (FIT)

  • Session 2: Knowing your Target Audience – Part 1: Millennials vs. Grey Class

    China’s Millennials offer international travel markets an incredible opportunity for sales growth, but while more traditional, China’s retired travel consumers have unlimited time and sufficient budget. In this session we analyse how to target two very different audiences exhibiting different travel habits.

    • Definition of generation categories
    • Disposable income categories
    • Varied countries’ travel preferences
    • Activity preference highlights
    • Relevant platforms to reach out

    Case Study: Australia FIT Growth (Dreamworld)

  • Part 2: High Net Worth (HNW) vs. Middle Class

    China’s High Net Worth is the target of seemingly every luxury brand, including the tourism industry. But some Chinese travel luxury consumers are surprisingly different from common belief. Yet at the same time China’s middle class numbers are too great to be ignored. In this session we break misconceptions and assess the common traits and differences that exist between the two.

    • Category commonalities
    • Budget and non-budget differentials
    • Media consumption habits
    • Where not to find truly HNW travellers

    Case Study: Maldives Tourism – the unexpected industry hero

  • Session 3: Digital Strategies – Part 1: Organic Marketing

    From WeChat and Weibo to Ctrip and Mafengwo, what are the critical digital platforms to successfully reach out and attract Chinese travellers? What is the user behaviour for each platform? What are the functions, strengths, and weaknesses of each platform?

    • Assessing the strengths, weaknesses, user behaviour of various platforms:
      – Social Media: Weibo vs. WeChat
      – Traditional digital media
      – Mobile apps
      – E-commerce
      – Online Travel Agencies (OTA): Ctrip, Tuniu, CY, MVmama, Aoyou
      – FIT apps: Mafengwo, Baichen (visa services) – services/sales in country/destination
    • How to select the right platforms for different target audience (Ctrip, Weibo, WeChat, Mafengwo, Qiongyou, Qunar)
    • Dos and don’ts, best practices, pitfalls to avoid, lessons learnt

    Case Studies: Shilla Duty Free Seoul’s Weibo and WeChat marketing, Suning Electronics, Wutafang Korean Restaurant, McDonald’s China

  • Part 2: KOL Marketing

    The power of word-of-mouth is particularly strong in China. Chinese tourists trust and value opinions and recommendations. In this session, acquire strategies and tactics to drive user engagement on digital platforms.

    • Leveraging on:
      – User Generated Content (UGC)
      – Co-branding
      – Influencers
      – Key Opinion Leaders (KOLs)
    • How to create and localise content for Chinese audience?
    • What form of content appeals to different target audience?
    • Successful and failed examples of how tourism brands leverage on collaborative marketing
    • Dos and don’ts, best practices, pitfalls to avoid, lessons learnt

    Case Study: Alibaba’s
    Case Study: Tahiti – Crowd Funded Chinese Travel

  • Session 4: Rise of FIT and Experiential Travel

    Main Chinese outbound travellers are shifting away from the five cities in one day and “forced” shopping to more relaxing and in-depth experiential travel, yet many are not. What is changing the group game?

    • Why group travel is here to stay
    • Why FIT is going to explode
    • Shifting from shopping tours to experiential
    • Priceline and Airbnb
    • Foreign companies entering Chinese outbound space

    Case Study: Taobao RMB100 million sales on 11 November

  • Session 5: Deepening Tour Operator Relations

    So you have travelled to China, made travel contacts, but consequently the line has grown cold. In this session, tips will be discussed on how to maintain Mainland relations from a distance.

    • Why Tour Operators remain important and misunderstood
    • Investing time for return on investment
    • Tour Operator targets
    • Tour Operator relationship tactics

    Case Study: Dreamworld