What s Up in China? Travel Fair 15-16.1.2015, Helsinki
Visit Finland What s Up in China? Marketing activities Finland Country with Arctic Powers Sales, seminars & workshops Visit Finland in China (five cities) Santa Claus Succes story continues Product development China ready products
Visit Finland What s Up in China? Visit Finland representatives Danye Liu: Cultural differences Andrew Leung: Tour operators David Wu: Social media landscape Comments from Finnish Travel Trade: Jussi Perkkiö, Santa s Hotels Asko Antikainen, Lapland Safaris Kirsi Mantua-Kommonen, AuroraXplorer
What s Up in China? Cultural differences Visit Finland Representative Danye Li
Danye/VF Beijing & Chongqing, Matka 2015
Chinese Tourists Huge Potential Chinese Outbound Tourists = over 100 mio pax by the end of Nov. 2014 (Source: CNTA) Asia: 89.5% incl. Hong Kong, Macau and Taiwan Europe: 3.5% = 3.5 mio pax Africa: 3%, America: 2.7%, Australia: 1.1%, other: 0.2% Enormous Spending 1,000e /day/person Estimated 140 billion euro in year 2014, 20.8% 19/01/15 6
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What they really need??? 19/01/15 8
What they really need??? Lanuage = Chinese Airport: sign+service Airport bus stop Instructions Menu Stomache = Hot Food, water, milk, porridge, noodle, egg, vegetables and etc. Spicy, especially for some areas e.g. Sichuan, Yunnan, Guizhou and etc. Voice = Loud Restaurant, shop, in flight, answering phone, chat and etc. 19/01/15 9
Type of Group 80% Group 20% FIT Group incl. ADS, MICE, Business&Government FIT incl. Business travler, couple/family 19/01/15 10
Our goal = One More Night Outdoor activities Nordic Walking Sauna, Sailing Land Rover Experience Center Berry or mushroom picking Inter-active program Art Studio Cooking School 19/01/15 11
Thank you! 19/01/15 12
What s Up in China? Chinese tour operators Visit Finland Representative Andrew Leung
"One more night How to extend Chinese visitors' stay in Finland How to co- operate with chinese tour operators to produce workable tour product?
Group tour or FIT? Group tour is skll dominant over the whole China FIT mainly skcks to big metropolitans and its related area, just like Shanghai, Beijing, Guangzhou, Shenzhen and Hong Kong Small group looks for tailor made iknerary is coming up
ExisKng major group tour products Scandinavian trip with Norwegian Uords as highlight Rovaniemi Years ago, lake district from LahK all the way to Kuopio is also covered by the products St Petersburg & Russia Helsinki BalKc Countries
Chinese don't really understand Europe culture, of course, Finland neither. Chinese look for fun, but are not sporty as Finns do in Traveling. Chinese don't have long holidays as European, group tour usually takes 10-12 days including flights. Most Chinese travel in main feskvals : Labour week, Week of nakonal day, Chinese New Year. Chinese like very much photogenic place and icon. Chinese like to follow certain gimmick, just like, the biggest, the number one etc..
When deal with Chinese tour operators Try to make the program short so that easily integrated in their exiskng products. For day program, 4-5 hrs is appropriate. Try to link up your suggeskons with the desknakons which included in their tour program already. Try to give them sample iknerary. Video/visual materials are always welcomed. For most part of China, Chinese informakon is good.
What s Up in China? Chinese social media landscape Visit Finland Representative David Wu
Differences between Chinese Social Media & Worldwide Social Media Popular Blocked 21
Something about Chinese Social Media Go Mobile. Internet use rate from mobile devices: 80% (China) vs. 25% (worldwide) The number of acsve WeChat User is 450,000,000. WeChat users read 6 arscles per day. To be a storyteller. Content is king. To create theme. SomeSmes, contents generated from consumers or third party organizasons are more engaging and persuasive. KOL(Key Opinion Leader) To make people share. 22
Good Example 23