2017 World Tourism Destinations (Cities) Promotion and Marketing Training Program is Held in Beijing

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 of Tajikistan, Kazakhstan, Uruguay, Cuba, Peru, Brazil, Dominica, Costa Rica, Colombia, Mexico, and Ivory Coast.

Executive Deputy Secretary-General of WTCF Li Baochun delivered a welcome speech

Mr. Li Baochun, Executive Deputy Secretary-General of WTCF, delivered a welcome speech at the beginning of the training course. He introduced the development, achievement, and member service projects of WTCF since its establishment. Mr. Li also warmly welcomes the guests from all over the world and expresses his appreciation for the guests to gather in Beijing and participate in the Promotion and Marketing Training Program.

In total three lessons were finished during the first day of the training program, with the themes being China's Tourism in the Global Perspective, Key to Success: How to Conduct Tourism Marketing and Tourism Brand Promotion, and Destination Marketing Innovation Based on Big Data, respectively.

Dr. Song Rui, Director of the Tourism Research Center of CASS gave a presentation themed on "Overview of Tourism Development in China"

The “China's Tourism in the Global Perspective” is theme of the 2017 WTCF International Tourist Destination (Cities) Promotion and Marketing Training Program’s the first training class. Dr. Song Rui, Director of the Tourism Research Center of CASS, introduced how today’s slowly-growing global economic situation, the world’s tourism economy, especially focusing on China’s tourism economy, has turned into the backbone power of the world’s economic development. She introduced the development of the Chinese market, and explained the hot issues of the current Chinese market in detail. By attending this class, the students not only gained a general understanding of China’s tourism market, but they also further learned about the unique features and matters needing attention in China’s tourism market.

He Shengkang, Counselor of WTCF Secretariat gave a presentation about“Key to Success: How to Conduct Tourism Marketing and Tourism Brand Promotion”

The theme of the second class was “Key to Success: How to Conduct Tourism Marketing and Tourism Brand Promotion.” Mr. He Shengkang, Counselor of WTCF Secretariat, explained the characteristics and hobbies of Chinese tourists by using vivid data and detailed cases. In addition, Mr. He also introduced strategies on how to attract Chinese tourists and how to conduct successful promotion and marketing campaigns in the Chinese market. His humorous explanations drew waves of laughter from the students on site. His explanation about how to establish communication with Chinese tourist destinations, how to market online, what the Chinese tourists are interested in, and other important topics, drew much interest from the students.

Yin Yi, Tourist Destination Marketing Manager of North China, Europe and America of Ctrip, gave a presentation

The theme of the first lesson in the afternoon was the “Destination Marketing Innovation Based on Big Data.” According to the practical cases of Ctrip, Ms. Jenny Yin Yi, Tourist Destination Marketing Manager of North China, Europe and America, Ctrip, thoroughly analyzed smart tourism based on big data, problems that smart tourism can solve, smart tourism’s prediction about the time before and in the travel, its prediction about the trend of tourism, and other issues. She also carefully answered the questioned proposed by the representatives of Columbia and visitBerlin (Berlin Tourismus & Kongress GmbH).

Deputy Secretary-General of WTCF Yan Han introduced WTCF to the participants

In the first day of the training program, Yan Han, Deputy Secretary-General of WTCF, introduced WTCF’s history, structure, mission, and current situation. Deputy Secretary-General Yan Han also spoke more of the brand activity of WTCF: Fragrant Hills Tourism Summit. According to him, the Fragrant Hills Tourism Summit has been held consecutively for five times, and this year’s summit will be held in September in Los Angeles. This is a result of WTCF’s steady growth and expansion, and also one exposition of the globalized tourism. Next, Deputy Secretary-General Yan Han introduced the latest research result: Market Research Report on Chinese Outbound Tourist (City) Consumption (2015-2016). He fully explained Chinese tourists’ overseas travel consumption habits, the changes of China’s tourism market, their close relations, and so on. In the end, Deputy Secretary-General Yan Han recollected moments from last year’s training program and other important events of WTCF held in 2016.

Cai Hua, Director-General, Public Relations&Brand Marketing Department of WTCF, Introducing the WTCF We-media Platform

At the end of the first day of training, Ms. Jenny Cai, Director-General, Public Relations & Brand Marketing Department of WTCF, introduced the WTCF We-media platform. As the official marketing channel of WTCF, the construction of the WTCF We-media platform was aimed to better satisfy the promotional and publicizing requirements of its members. WTCF has created official accounts on many of China’s renowned TV media, internet media, print media and other media forms, and formed the promotional and publicizing matrix. She also recommended the Information Submitting System (WTCF We-media Platform Central Database) to the students on site, hoping that more of the members will utilize the system to market their tourism resources through the WTCF We-media Platform and improve their influence in Chinese media outlets.

Student listening the presentatio in the Training

Student listening the presentatio in the Training

During the Tea Break, Students Communicating with Each Other

The training courses received a positive response from the students on the first day. Zhang Lu, Political & Economy department of Peruvian Tourism Administration, said that it was her first time participating in WTCF’S training activities. Currently, Peru is not a hot destination for Chinese tourists and she hoped that the training will enlighten Peru’s tourism promotion strategy in China and assist in introducing this beautiful country to Chinese tourist.

WTCF hosted Dinner with Leading Tourism Media

Peru’s Ambassador to China Mr. Juan Carlos Capuñay was invited to the dinner

Guan Yongmei, producer of the Travel Channel gave a speech at the dinner

Yang Jinchao, Deputy Chief Editor of the tourism channel of Sina gave a speech at the dinner

Tian Li, Chief Editor of Travel Channel, iQIYI.com gave a speech at the dinner

Students taking a group photo

After the training seminars, WTCF hosted the Dinner with Leading Tourism Media in the evening. Representatives from the WTCF Committee of Media Organizations, including The Travel Channel, Sina Travel and iQIYI Travel, were invited to share their experience with the students. Special guest Peru’s Ambassador to China Mr. Juan Carlos Capuñay was also invited to the dinner.