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  • The 2019 WTCF Training Program on International Tourist Destination Promotion and Marketing Begins

To serve the needs of its members for broadening the marketing channels in China’s destination cities, enhance the quality of reception services for Chinese tourists in the international market, and bridge the cultural gap by enhancing mutual understanding and trust, the WTCF Secretariat will host the fourth session of the International Tourism Destinations Promotion and Marketing Training program.

Place: Beijing, China

Date: 15 to 18 April

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Lecturers

Song Rui

Professor & Dr. Song Rui is Director of the Tourism Research Center, Chinese Academy of Social Science (CASS) and an Associate Research Fellow of the National Academy of Economic Strategy, CASS. Her research fields are sustainable tourism and leisure research. Dr. Song has been Editor-in-chief of the Tourism Green Book of China for 13years, and Editor-in-chief of the Leisure Green Book of China for six years. She is also an advisor to the National...

Director of the Tourism Research Center, Chinese...

Gao Tianming

Mr. Gao Tianming is an contract research fellow of the Chinese Academy of Social Sciences, and a visiting professor at Nankai University. He started his career as a tour guide and translator back in 1976, and then he studied in USA from 1980 to 1988. In his industry career, he worked as training manager, human resource director, deputy general manager, acting General Manager of different hotels, and all the way up to vice president, chief executive...

Contract research fellow of the Chinese Academy...

Cao Zhigang

Mr. George Cao leads the Dragon Trail team with more than 20 years of experience in the travel and technology industries in China and in America. An accomplished entrepreneur, George previously co-founded two travel meta-search engines, including Mountain View, California based Search Party and Beijing based Go10000.com. Previously in Silicon Valley, George worked for WorldRES, one of the early B2B hotel distribution platforms and Talus Solutions, a...

The Dragon Trail team leader, co-founder of two...

Ma Xiaoqiu

Jennifer X. Ma graduated from the University of Surrey, majored in e-Tourism, Master degree, Jennifer has over 20 years experience in tourism and MICE business. She used to work in China International Travel Service (CITS) Head Office, Shenzhen Window of the World, and China Travel Service (CTS) Head Office as marketing director. In 2011, Jennifer joined Grand China MICE as one of the co-founder and directly managed many mega-projects: PCH Annual...

Co-founder of Grand China MICE

Chang Hong

Kate Chang Hong joined the Los Angeles Tourism and Convention Board (L.A. Tourism) in October 2013 to lead the destination’s sales and marketing activities in China. Based in Beijing, she is responsible for L.A. Tourism's interests in China through its Beijing and Shanghai offices and helping to achieve its business objectives – to drive leisure and MICE visitation and revenue from China to Los Angeles.

Regional Director, China, Los Angeles Tourism and...

Yue He

Senior Researcher, Trainer. 5 years of rich experiences in market research, consulting, and training, with a focus on areas of consumer experience, consumer behavior, consumer demand, etc.

Senior Researcher, Trainer

Xin Shoudong

Mr. Xin Shoudong, General Manager of the Overseas Business Department of Tuniu.com, is responsible for business expanding and cooperation in overseas markets such as establishing Tuniu shops in overseas destinations, destination marketing and service, etc. Before joining Tuniu.com, he served as a civil servant in the Ministry of Commerce of China for 9 years and as a diplomat in the Commercial Office of the Chinese Embassy in Ireland for 4 years...

General Manager of the Overseas Business...

Qiu Weijun

Mr. QIU Weijun (Roger QIU) is the General Manager of Destination Marketing in Europe, Middle East & Africa Region of Ctrip in charge of overseas destination marketing to help overseas destinations upgrade their destination images in China, increase the awareness among Chinese tourists and bring more and more Chinese to go to overseas destinations. Roger QIU has successfully launched the campaign with more than 30 overseas destinations such as...

General Manager of Destination Marketing in...

Zou Tongqian

Professor Zou Tongqian, PhD of Nanjing University, Post-doctor of Renmin University of China, Professor of Tourism and PhD supervisor, Assistant to President of Beijing International Studies University, Executive president of BISU China Academy of “One Belt and One Road” Strategy, Expert Comm

PhD of Nanjing University, Post-doctor...

He Shengkang

Mr. He Shengkang, an outstanding tourism operator in all the fields, had many years of experience in tourism in China International Travel Service (CITS). At present, he is acting as the counselor of the World Tourism Cities Federation (WTCF) Secretariat.

Counselor of World Tourism Cities Federation...

Courses

1China's Tourism in the Global Perspective
Chinese outbound tourism is growing rapidly in recent years. How to demystify it from a global perspective? The speaker will introduce the roles and positions of China’s tourism in the global...
2The Introduction to Market Research on Chinese Outbound Tourists (City) Consumption
Based on the multi­dimensional and multi­ perspective consumer research rolled out by Ipsos and World Tourism Cities Federation, this training will present the group characteristics of...
3How to Attract and Serve the Chinese Outbound Tourist
For five years in a row, China has been the top source market and spender in international tourism. Chinese Outbound Tourists (COT) are now a gold mine for many international destinations. In this...
4The Characteristics and Development Trend of OTA Sector in China
With the massive application of the Internet in China, the online tourism industry has made rapid development in the past 10 years. At present, the 7 penetration rate of online tourism in China has...
5Marketing destinations to outbound Chinese travelers - methods, channels, trends and case studies
Effective destination marketing requires a strategic approach and a solid understanding of the market and consumer behavior. During this session, the speaker will present a framework in destination...
6Key to Success: How to Conduct Tourism Marketing and Tourism Brand Promotion
How to systematically improve marketing results in Chinese tourism market and satisfy Chinese tourists? With years of experience, the speaker is going to introduce systematic strategies on maximizing...
7Marketing Tools and Planning for China’s Tourism Market
After joining Los Angeles Tourism and Convention Board (L.A. Tourism) as the regional director of China, the speaker successfully popularized Los Angeles tourism in China and improved Los Angeles...
8Destination Marketing Innovation Based on Big Data
Ctrip Group is Asia's largest and world's second largest online travel company. Ctrip has a powerful data center that provides data reference for market analysis as well as destination...
9MICE
Key points covered in the lecture: Current status and resent trends of global MICE industry; Current status and resent trends of China MICE industry; Factors influenced Chinese MICE destination...
10Status Quo and Development Trend of Chinese Outbound Tourism
Chinese outbound tourism is growing rapidly in recent years. It is necessary to analyze the structure and trends of it from all perspectives. In this lecture, the speaker is going to analyze the scale, trends and structure of Chinese outbound tourism. Where are the tourists from and where are their destinations? What is the present structure of tourism product, and what are the trends of their prices? What do they need most?

Agenda

  • Date
  • Time
  • Course Subject
  • 4.14
  • 4.15
  • 4.16
  • 4.17
  • 4.18
  • 4.19
  • Full day
  • Morning
  • Afternoon
  • Evening
  • Morning
  • Afternoon
  • Evening
  • Morning
  • Afternoon
  • Evening
  • Morning
  • Afternoon
  • Evening
  • Full day
  • Registration
  • Opening Ceremony
  • China’s Tourism in the Global Perspective
  • Status Quo and Development Trend of Chinese Outbound Tourism
  • How to Attract and Serve the Chinese Outbound Tourists
  • Development Trend of OTA Sector in China
  • Dinner with leading tourism media
  • Marketing Destinations to Outbound Chinese Travelers—
    Method, Channels, Trends and Case studies
  • Key elements of reception services for Chinese tourists
  • China’s tourism market from the big­data perspective
  • Marketing Tools and Planning for China’s Tourism Market
  • Dinner conversation with renowned tourism companies
  • MICE
  • The introduction to the Market Research on Chinese Outbound Tourists (City) Consumption
  • Field study: leading tourism media
  • Dinner and free time
  • Field study of Beijing’s tourism resources (full­day)
  • Graduation Ceremony
  • Check­out and departure

Training Cost

World Tourism Cities Federation (WTCF) shall bear the costs related to the training of teachers, textbooks, the training venues, the visit and inspections and the buffet costs for the participants during the training program. The international travel expense and training registration fee (including five days of accommodation) shall be borne by the participants themselves.

The cost standard:

WTCF Members $500 per person (including hotel accommodation) or $200 (not including hotel accommodation), non WTCF members $1500 (including hotel accommodation) or $700 (not including hotel accommodation).

Training Highlights

Feedbacks from Participants in WTCF Training

I am happy to attend this training organized by WTCF, and I have known more about China in this training. I hope similar activities can be held in Indonesia so that more people will get to know about our country. I enjoy the days of training very much and same for the delegates from other countries. We are like a big family.

——Nicolaus Luma (Tanjung Pandan, Indonesia)

Like everybody else, I find this training great. It provides information in a wide range. We, therefore, receive plenty of information and ideas everyday to understand and make use of. The seminar is also very helpful. Besides, I am happy to meet delegates from other member countries. I hope to learn some Chinese and look forward to the next visit to Beijing.

——Martin Reynolds (Edinburgh, UK)

The course was very interesting, lots of good topics. I have been in charge of Chinese market for about 2 years. Of course there are always new things to learn about Chinese market because it is so special and changing very rapidly and also it is a huge market. So I thought this would be a good opportunity to get insight from local.

——Kaari Artemjeff (Marketing Manager of Helsinki)

Here I find useful information about Chinese tourism, not only in Latin America but all over the world. So we can use the information to be included in our plans as well as promotion of tourism. I know WTCF has a lot of data and research to use in the tourism plans, and of course through the federation we can use the WTCF platform to promote our cities.

——David Celis (Second Secretary of Embassy of Peru in the R.P. China)

On behalf of the City of Edinburgh, I would like to thank you for welcoming,educating and inspiring us at the recent WTCF International Tourist Destination (Cities) Promotion and Marketing Training event in Beijing.

Please pass on our thanks to all the coordinators, contributors and supporters for managing a hugely relevant, informative and engaging event and for looking after us so warmly. We have returned to Scotland's capital with a deeper understanding of WTCF's important role and full of information and ideas that will help us develop Edinburgh's strategy for Chinese tourism.

China's importance across the global tourism, talent and trade agenda has already seen Edinburgh's businesses, universities and festivals forge strong trade, academic and cultural links. It is now an important area of focus for Edinburgh's tourism and destination leaders, who have developed a China-Ready plan for Scotland's capital.

Our aim is to increase the volume and value of Chinese visitors through industry familiarisation and collaboration and to attract Scotland's first direct flight from China. Edinburgh is the second-most visited destination in the UK for Chinese visitors and over 100,000 Chinese nationals visit Edinburgh Castle every year.

We will be in touch with your office about further opportunities to collaborate with WTCF.

A Review of Previous Trainings

  • 2018 Training Program

    The training program on International Tourist Destinations Promotion and Marketing aims to provide an introduction to the development and demand of Chinese tourist market for the participants to better understand its stage of development and rules of operation, the demand of Chinese tourists and the cultural difference...

  • 2017 China Champions Learning Journey

    The training program, initiated by Edinburgh Tourism Action Group (ETAG), is jointly hosted by WTCF and ETAG. A total of 14 trainees from Edinburgh’s Hotel, Marketing, and other related tourism department, participated in the training and visit famous Chinese tourism destinations such as Beijing, Shanghai and Nanjing.

  • 2017 Training Program

    On April 17th, 2017, the 4-day “2017 World Tourism Destinations (Cities) Promotion and Marketing Training Program” opened in Beijing. About 20 representatives attend the training program this year, including city member representatives from Nairobi, Riga, Helsinki, Hamburg, Berlin, Abidjan, Brussels, Vitoria, and embassies and consulates representatives...

  • 2016 Training Program

    During March 29 to April 1, 2016, the World Tourism Cities Federation (WTCF) will hold the first World Tourism Destinations (Cities) Promotion and Marketing Training in Beijing. The key aspect of this training is to demonstrate how the world tourism cities could target the Chinese tourist market and promote their cities. The training includes 20 members coming from 14 countries, 9 cities and 5 embassies.

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