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Can you Capture a Bigger Slice of the Pie?

Things are looking rosy for Southeast Asia. Relaxed visa rules, easing of geopolitical tensions, increase in flight access, coupled with the region’s cultural familiarity and countless leisure options, China tourists are flocking to Southeast Asia. But with every country eyeing a bigger slice of the China market, competition is stiff. Malaysia is gearing up to achieve 8 million Chinese tourists by 2020, Indonesia is targeting 10 million by 2019, and Philippines is aiming for 7 million arrivals this year*. How can businesses effectively reach out to Chinese tourists to boost numbers and spending?

Join this 1-day workshop to hear the latest developments in Chinese outbound travel and acquire digital strategies and tactics to attract Chinese tourists. From Baidu, Weibo, to Ctrip, 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 travel habits 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 (UGC) content to successfully engage digitally-savvy Chinese travellers.

Unique Features

  • Objective analysis of Chinese social media platforms: WeChat, Weibo, Baidu, Ctrip, Tuniu, Qunar, HHTravel, Dianping, Mafengwo

  • Practical case studies from Shilla Duty Free, Australia Tourism, Dreamworld, Maldives Tourism, Mei.com, Tahiti

  • Led by a communications practising consultant with over 15 years’ experience in Greater China, specialising in the China outbound travel industry

Workshop Leader


Michael Jones, Co-Founder, Create Consulting
Former Consumer Lead, Greater China Region, WE Communications

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, Mei.com and many more.

Some digital campaigns that Michael has worked on include KOL engagement for Mei.com, 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

“I was given information and skills that will directly improve my business skills. Being given the opportunity to engage with current social media strategies was a unique experience that I could not have had at home.”

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

“Live checking of Wechat. We used Wechat to check case studies.”

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

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 Taihiti successfully leveraged on collaborative marketing to crowd fund 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

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

To register, click here

*The Jakarta Post (11 March 2017) Indonesia, China cooperate to boost tourist arrivals. Retrieved from http://www.thejakartapost.com/news/2017/03/11/indonesia-china-cooperate-to-boost-tourist-arrivals.html

Malay Mail Online (11 January 2017) DPM: Malaysia records drastic increase in tourists from China. Retrieved from http://www.themalaymailonline.com/malaysia/article/dpm-malaysia-records-drastic-increase-in-tourists-from-china

The Philippine Star (9 March 2017) Chinese tourists are coming. Retrieved from http://www.philstar.com/business/2017/03/09/1679232/chinese-tourists-are-coming

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