How UK Businesses Can Beat the Recession by Capitalising on the Growth of Chinese Tourism
With Chinese New Year celebrations in full swing, the Chinese Premier Wen Jiabao visiting London and the unprecedented growth in Chinese inbound tourism to the UK, you would mistakenly believe that the UK is well practiced in welcoming Chinese visitors. Yet many hotels, retailers and tourist venues are unfortunately ill-equipped to serve what will become the most important UK inbound tourist demographic.
China’s tremendous economic growth is generating the largest new tourist market which will require tourism sector providers the world over to adapt their services, products, food and language to suit outbound Chinese travellers who will growth from 40 million in 2007 to 100 million by 2020 (The World Tourism Organisation).
The UK is already benefiting from the rise in number of Chinese tourists. Visit London, predicts inbound tourism from China will rise by approximately 425% by 2012. Coupled with the recent relaxing of visa restrictions, a strengthening Chinese yuan, and Visit Britain’s strong marketing campaign in China, the UK is in a particularly strong position to benefit from China’s outbound tourism.
However Yaxley Consulting, which assists UK tourist destinations, hoteliers and retailers in adapting their services to suit Chinese tourists, found in a recent market assessment that many UK providers are still relatively ill prepared for the growth in Chinese visitors.
Speaking recently to members of the Historic Homes Association, Managing Director Jocelyn McConnachie said, “a limited number of Chinese speak English. Tourist venues should be making small adjustments such as providing short Chinese brochures, or a few pages translated into Chinese on the organisation’s website to help Chinese visitors make the most of their trip. Far more than other nationalities, Chinese tourists take time to research their holidays online, yet few UK tourist designations have Chinese translated pages. Those venues that do have translated pages are experiencing strong new growth and gaining ground against their competitors, which is critical in this difficult economic climate.”
She also added that more retailers and hoteliers should be looking to Chinese tourists as part of their business survival plans during 2009. “Chinese tourists will spend up to 80% of their travel monies on shopping. They appreciate value-for-money and simple online marketing activity which includes dual language special offer vouchers can encourage shoppers and allow retailers to measure results. Hotels can exceed Chinese guests’ expectations with small, cost effective adjustments to their existing services.”
McConnachie is adamant that staff should be trained to anticipate Chinese travellers’ needs and speak a few simple phrases. “The business will see a return on its training investment not just from the visitor’s experience but also word of mouth advertising. Chinese tourists rely on recommendation more than many other travellers.”
Yaxley Consulting www.yaxleyconsulting.co.uk consults to leading industry bodies on trends in outbound Chinese tourism and works with businesses in targeting Chinese tourists. Its sister website www.ukwang.com (launching mid 2009) will be a key source of information for Chinese visitors to the UK. Both are part of the Yaxley Group www.yaxley.com.