A recent tender by the European Tourism Commission (ETC) about the production of a paper discussing the future roles of NTOs includes a sentence which mirrors exactly the main message in the new COTRI eBook welcoming the New Chinese Outbound Tourists:
“NTOs have also started feeling the need to focus on more qualitative performance indicators that, beyond the economic impact, address the needs of the host communities, the visitors, the environment and the industry itself.”
Compare this to a quote from the introduction to our eBook: “Welcoming Chinese tourists by trying harder to understand them and to accept them in their diversity and by providing different levels of immersion into the destination with adequately adapted products should be the goal in the 2020s. This requires a change of the KPIs by including the satisfaction of customers, staff, and locals and the preservation of nature and the ability to detect and react to changes in the market in real-time.”
Furthermore, our colleague Chris Ryan, Professor of Tourism, University of Waikato Management School, and since 22 years Head of the China-New Zealand Tourism Research Unit, contacted us, saying that “The approach of COTRI for a new paradigm for Chinese outbound tourism is very much confirmed by our own research results at the BUU China-New Zealand Tourism Research Unit at the University of Waikato Management School.”
Ashley Galina Dudarenok, the most prolific and active of all China marketing experts in Social Media, commented on the eBook: “A great up-to-date guide for serving Chinese outbound tourists in 2020 and beyond. A must-read for global tourism industry players who wish to succeed with the Chinese travellers long-term.”
The WTA World Tourism Alliance has published a new China Outbound Tourism Market Sentiment for the second half of 2020. According to their survey, about 1/3 of the 500 interviewed travellers expected the impact of CoViD-19 to last for less than six months. Conclusion of WTA: “China has essentially halted the spread of the virus within its borders. The desire to travel and explore the world by Chinese citizens has not been extinguished. There might be a reshuffling of their destination preferences, with health and safety issues becoming a top priority in their consideration.
It is important for tourism practitioners to recognize and understand this change as the travel and tourism industry move responsibly toward a restart, recovery and rebound.”
Finally convinced to follow the advice of the experts and of WTA that now is the time to prepare for the new Chinese wave of visitors?
By the way, many readers will still remember that when in 2018 the CNTA China National Tourism Administration was absorbed by the Ministry of Culture, Mr. Li Jinzao, the former boss of CNTA, managed to hang on and secure the positions of the first Vice Minister for Tourism and of Deputy Secretary of the leading Party members’ group of the newly formed Ministry of Culture and Tourism. However, on July 29, 2020, Li was placed under investigation for “serious violations of laws and regulations” by the party’s disciplinary body, the Central Commission for Discipline Inspection, and the National Supervisory Commission. In past investigations, this term has commonly be used for alleged cases of corruption.
A few days later, Mr. Hu Heping, was appointed as new Communist Party Secretary of Ministry of Culture and Tourism. Hu spent 30 years at Tsinghua University, starting at hydraulic engineering student and ending as Communist Party Secretary.
Since 2013 he started a career in regional party position, ending as the Communist Party Secretary of Shaanxi, before being promoted to his new position.
The minister for Culture and Tourism, Mr. Luo Shugang, remained in office.
As always, best wishes from Prof. Dr. Wolfgang Georg Arlt and the COTRI Weekly team!