Tel Aviv Organizes “China Forum” to Enhance Mutual Understanding

Recently, to better understand the unique needs of the Chinese tourism market, Tel Aviv Global have decided to take a different approach by inviting Chinese residents of Tel Aviv to take part in a monthly ‘China Forum’.

The forum participants come from a variety of backgrounds: one is a senior manager in a government body, another is a journalist working for a Chinese newspaper, and others are international students. They all have two things in common: they know Tel Aviv really well and they want to ensure that Chinese tourists who come here enjoy it as much as they do.

The Forum discusses issues that are important to Tel Aviv Global as a DMO, but also leaves the discussion open so that participants can raise any topic which they feel is important. For instance, at their first meeting they spoke about special events that Chinese tourists would love to participate in and those they would avoid, as well as marketing via KOLs (Key Opinion Leaders). One of the participants suggested that Tel Aviv Global try to collaborate with the Chinese Travel Channel on producing TV content, and put Tel Aviv Global in touch with a contact of hers who is a producer at the channel. That producer is now coming to Tel Aviv next month to explore shooting locations with Tel Aviv Global.

Another participant highlighted the importance of having Chinese audio-guides in museums and galleries. Following that suggestion Tel Aviv Global is now working with two of the city’s top museums to prepare Chinese language audio-guides.

These steps will help Tel Aviv Global to better prepare for the upcoming launch of the new Beijing-Tel Aviv direct route which Hainan Airlines will soon offer, in addition to the current route offered by El Al.