How to enter China‘s Tourism Market Best Pr actice National Tourism Organization

January 2006
How to enter China‘s Tourism Market
Best Practice Examples of Europe‘s Tourism Industry
German National Tourist Board
Slovak Tourist Board
Regional Tourism Organization
Cologne, Vienna
Munich International Airport
Accor Hotel Group
Service Providers
China Consulting, Global Refund
China Outbound Tourism Research Project e.V.
Best Practice
National Tourism Organization
Official Partner
Foreword by the President of COP e.V.
Chinese Outbound Tourism Market by COP e.V.
Accor Hotel Group
China Consulting
Cologne Tourist Board
German National Tourist Board
Global Refund Co.
Hesse Agency
Munich International Airport
Slovak Tourist Board
Vienna Tourist Board
„How to enter the Chinese outbound
tourism market?“ The question implies the
happy fact that a Chinese outbound market has
started to emerge. „He who travels far knows
much“ is an old Chinese saying and travelling
to learn more about foreign countries and their
inhabitants is a major interest which for many
Chinese citizens can be realized now. “What a
joy to receive friends from afar” the tourism
industry in Europe can greet the one million
Chinese who travelled to Europe (without
Russia) in 2004 with a quotation from Confucius.
However, the choice for Chinese leisure tourists
is by now almost the whole world and their
interests and expectations differ greatly from
those of other international travellers. How to
reach the potential visitors and how to provide
adequate service to them are questions which
are not easy to answer for many destinations
and service providers outside China and
especially outside Asia.
The China Outbound Tourism Research
Project (COP e.V.), a non-profit association,
is collecting and distributing information and
know-how about the development of the Chinese
outbound tourism, acting as a bridge between
the tourism industry inside and outside China as
well as between the industry and researchers. A
major activity of COP is the organization of the
ECTW European Chinese Tourists Welcoming
Award. Since 2004, every year awards are
presented in five categories with a gold, silver
and bronze medal each during a ceremony at
the ITB Tourism Fair in Berlin. The jury consists
of major experts from China and Europe. COP is
proud to have WTO World Tourism Organization,
Asia-Pacific Representative, as patron, Global
Refund as sponsor and Travel and Trade in
Europe Magazine as media partner.
All winners automatically become members
of the ECTW Winners club. Meetings of club
members to exchange information and to
discuss current developments of the Chinese
outbound market are held twice a year, once in
China and once during the ITB Fair in Berlin. In
this publication we have the pleasure to present
best practice examples of some of the members
of the ECTW Winners club, who give valuable
clues to answer the question “How to enter the
Chinese outbound tourism market.”
President of China Outbound
Research Project e.V.
The Chinese outbound tourism market
China has developed into a major force in global
tourism. More than a billion tourists move around
within their own country, the largest number of
domestic travellers in any country. 42 million
arrivals bring China into fourth position as a
tourism destination worldwide. As this is still
equivalent to a ratio of about 3 inbound visitors
per 100 inhabitants only, further increases can
be expected.
For outbound tourism the Chinese government
has been giving way to the demand of its
subjects in several steps since the first visits to
relatives in Hong Kong were permitted in 1983.
Short term tours to Hong Kong and Macao, now
both Special Administrative Regions of China,
still provide the most common experience for
Mainland Chinese crossing the border. Longdistance leisure travel is still in reach for only
a few per cent of the Chinese population – but
even 3 or 4% of 1.3 billion people amount to
40 to 50 million potential visitors. With the
easing of passport procedures, the introduction
of Approved Destination Status (ADS) for
most major destinations and the installation of
national “Golden Weeks” holidays, restrictions
other than financial are luckily disappering
However, the biggest part of these tourists
travelled no further than to the Special
Administrative Regions of Hong Kong and
Macao, with more than 20 million visits in 2004,
an increase of 400% compared to 1999. 4.5
million of these visitors were only day-trippers.
The relative importance of the quasi-domestic
tourism to these two Chinese territories
increased from 55% in 1999 to 71% in 2004.
Including the other Asian destinations and
border tourists, Asia’s share of the total Chinese
outbound tourism has grown to 90%.
Source: Arlt: China‘s Outbound Tourism, Routledge 2006
Source: Arlt: China‘s Outbound Tourism, Routledge 2006
China outbound leisure tourism to destinations
outside Asia started with the first ADS groups
going to Australia and New Zealand in 1999.
Since then the total number of Chinese citizens
leaving Mainland China grew within five years
from less than 10 million to almost 30 million
persons, an increase of 313%. For 2005 a
figure of about 33 million border crossings were
Europe is the second-most important continent,
albeit with only 6% of the total in 2004. In
absolute figures the visitor numbers doubled
from 438,000 in 1999 to 998,000 in 2004,
just shy of the one-million mark. In Chinese
statistics, Russia is included in the figures for
Europe, but as the vast majority of the visitors
to Russia are border tourists and small traders
crossing into the Russian Far East and Siberia,
the Russian share has to be subtracted from the
European total.
Europe is often named as the most coveted
destination by Chinese tourists. “Many Chinese
visitors will select the EU as their destination
in the coming years for Europe’s rich cultural
heritage and very different lifestyles and
customs from Asian countries, and there are
dozens of convenient non-stop flights between
China and the EU.” (Liu Wuxiong, Managing
Director of the CITS Outbound Department,
quoted in China Daily 2004). Most long-distance
destinations are visited by Chinese leisure
tourists as single countries because of their size
or geographical isolation or as a combination of
just two countries. This is the case for the USA,
sometimes in tandem with Canada, for Australia,
sometimes in tandem with New Zealand,
for Japan and for South Korea. Opposite to
this, Europe is seen as one destination which
however offers the opportunity to visit many
different countries in close proximity but with
varied cultures and attractions and to visit
several times for different parts and aspects.
The existence of the European Union and
its representations and offices in China, the
common ADS MOU, the Schengen agreement
and the existence of a common currency in
most major European destinations support
the perception of one Europe also within the
tourism industry.
China is today connected to Europe by several
hundred flights every week, with several flights
a day from major hubs like Paris or Frankfurt
and daily non-stop connections between more
than a dozen European airports from Madrid to
Moscow and Beijing, Shanghai or Guangzhou.
The development of the visitor numbers to
Europe according to Chinese outbound statistics
shows a relative decline of Russia but otherwise
a rather stable relation between the shares of
Germany, France, the United Kingdom and the
other European countries since 1999. The big
caveat to these statistics is however the fact that
the figures only reflect the first port of call. On
the one hand, some Southern Chinese travellers
taking a plane from Hong Kong to Europe do not
show up in the statistics as travellers to Europe
but to Hong Kong.
On the other hand, 80% of all Chinese visitors
to Europe travel to more than one, sometimes
up to ten, countries. To check the figures
against national inbound statistics is also not
always successful as in Schengenland no border
controls are executed, national statistics did not
or still do not give separate figures for visitors
from the People’s Republic. As a result the city
tourism board of Paris reports 400,000 Chinese
visitors for 2004, double the numbers of Chinese
travelling according to the Chinese statistics to
the whole of France in this year.
Whatever the exact figures, Chinese outbound
tourists will continue to come to Europe in
growing numbers, looking for “branded” sights
and attractions, insisting on Chinese food every
day and spending large sums of money on
Visitors to European countries (1995 - 2004)
53.7 %
53.3 %
24.3 %
23.9 %
24.3 %
23.5 %
23.9 %
22.3 %
22.8 %
20.4 %
20.1 %
19.3 %
19.6 %
21.1 %
14.2 %
12.4 %
11.1 %
12.9 %
15.5 %
18.1 %
19.4 %
17.8 %
32.1 %
34.3 %
41.9 %
42.8 %
40.1 %
39.1 %
37.0 %
38.8 %
(1) Europe; (2) Russia; (3) Europe without Russia; (4) Germany; (5) Germany % of (3);
(6) France; (7) France % of (3); (8) UK; (9) UK % of (3); (10) Other Europe;
(11) Other Europe % of (3)
Berlin, January 2006
Prof. Dr. Wolfgang Georg Arlt
President of China Outbound Tourism Research Project e.V.
ACCOR hotels have been developing rapidly in
China since 15 years ago. We have been linking
with our Chinese employees and the customers,
which enable us to understand the culture and
the mentality of this nation.
ACCOR has been developing and adapting the
needs of occidental customers.
We have been providing the following services
in all ACCOR hotels in China:
• CNN, BBC, TV5 Channels
• English newspapers
• International speaking staff, etc.
Since 2000, ACCOR created a Chinese Incoming
Department in Europe. First of all we observed
the needs of the Chinese customers by
exchanging knowledge with tour operators in
China and Incoming Agents in Europe. Then,
the marketing research analysed and adapted
this market in our hotel. We ensure:
• The comfort and well-being of our clients
• To secure the customers in order to permit
them to feel free; comfortable and in
confidence during their stay.
ACCOR decided to provide the following
additional services to the Chinese customers
since 2002:
• Chinese Television channel (Phoenix CNE,
partner with ACCOR since 2002)
• Chinese Newspaper (Travel and Trade,
partner with ACCOR since 2002)
• Hot water point or a kettle in the room
• A Chinese inspired breakfast (rice soup,
• Chinese speaking staff
• Documents in Chinese (directly in the room,
More than 120 hotels across Europe will set up
the above services in 2006.
motivate thei incoming
agencies for their need,
knowledge and discovery
of European culture and
geography, in order to
in the “Standard” level. Thus, we organized
Eductour in cooperation with local tourism
board of the country to assist incoming agents
to create some new destinations adapted to this
ACCOR is committed to being adequately
competitive in order to contribute strongly to
this Chinese tourism development in Europe.
Mrs. Rosita YIU
ACCOR - Vice President Sales
Development EMEA
Incoming China-Korea
75755 Paris Cedex 15, France
Phone +33 145381478
[email protected]
When I was a teenager, I saw a helicopter
landing opposite the Trier main police station,
which was very close to where I lived. At that
time the name Hua Guo Feng (the former
chairman of the Chinese Communist Party,
which he had become as the successor of Mao
Zedong in 1976) did not mean much to me, but
I knew:
“Another Chinese VIP must have come to visit
Trier is the home town of Karl Marx and the
oldest town in Germany. We welcome millions
of tourists each year and since many years, like
anywhere else, Chinese tourists are becoming
more and more important. Politicians and
officials kicked off the Chinese incoming market
in Trier a long time ago. Today, the picture is
different: Apart from the impressing increase
in numbers (80.000!), Trier is proud of now
having a mix of all kind of Chinese people and
classes. Chinese tourists from all over China,
young Chinese overseas students, elder Hong
Kong and Taiwan Chinese or Chinese business
people living in Europe - they all come to
The tourism industry is a very important
part of our economy and countless efforts
and cultural activities helped increasing the
number of visitors year by year. So, no wonder,
since a couple of years more and more efforts
have been made to increase the offers and the
service for Chinese tourists as well. The results
are impressive and show, how many of those
(sometimes simple) methods and measures are
appreciated by Chinese tourists and agents:
The number of Chinese tourists has doubled in
only three years time!
On the following pages, I will try to describe
which are the measures that have been taken
and how they where and will be implemented.
Also, some new ideas are drafted.
1. Our Brochure:
We knew that Chinese people and especially
Chinese tourists love shopping. This is not a
secret and good news for a tourist destination
like Trier. Among shoppers our town ranks
among the top in Germany! The pedestrian
zone is huge and reaches from the famous
roman city gate, called ‘Porta Nigra’, to the
beautiful middle age market place and ends
right in front of the Karl Marx Museum. So,
why not designing a DIN A4 folded brochure
in Chinese language, with a city map extract,
some general information about Trier, the live
and history of Karl Marx and the shopping
opportunities we offer?! Shortly after the first
meetings with the Trier retail sales associations
and the shop owners we held a nice and useful
shopping brochure in our hand. In Chinese
language and with special attention to the
taste and the preferences of our Chinese
guests, the brochure will be printed a fourth
run soon! It is distributed to hotels, agents,
shops and museums.
2. Our advertising poster, our sticker
The folder is accompanied by our advertising
poster and a sticker. The first will give detailed
information about each shop, its products, the
tax free service if applicable and so on. It is
available in different sizes allowing each shop
owner to either put up the poster in a metal
frame in front of his shop or attach it to his
shopdoor. Like the sticker and the folder, the
poster will also show a logo in form of a polite
salutation to Chinese tourists. Through the
logo, the Chinese clients will recognize those
shops, where they will be serviced well and buy
qualitiy products they like.
When designing brochure, poster and logo,
we especially paid attention to the following
• Colour and size
• Chinese traditions and wording
• Choice of articles advertised, choice of
shops taking part
• Product and tax free information in Chinese
3. Souvenirs
In the hotels, some shops or the Karl Marx
Museum in Trier special designed souvenirs
are sold to Chinese tourists. It can be anything
from pralines to wine, books, post cards or
basecaps. Again, before starting the production,
the crucial questions were:
Which products do we choose?
What about the colors, the size and a correct
price that sounds nice to Chinese ears?
What about the quality of the souvenir and tax
How to market and advertise the products?
Where to sell them?
Which language and wording is meaningful to
4. Training
How do Chinese tourists behave and why do
they behave different from other tourists?
These and many other questions regularly
came up when talking to shop owners and
employees from museums or the gastronomy.
They are valid and important questions too!
When offering our services to clients from the
industry, a solid training will always be part of
it. And the training is very much appreciated
as it might help to increase profit, avoid
misunderstandings and even develop one’s
own personality and knowledge. The trainings
are very informative and will cover everything
from background information about China in
general up to trends in the Chinese tourism
industry or intercultural aspects and language
or sales training. It can be adapted to different
branches, but the objectives mentioned above
will remain the same.
5. Consulting
With China becoming the biggest source of
incoming tourism in the world, the need to do
things right and having the correct partners
is becoming more and more important too. A
thousand mistakes can be done, a thousand
questions have to be well reflected.
• Can I profit from this boom? Do I want to?
• How to get in touch with agents and tour
• How will I react when Chinese tourists do
behave in a complete different way than I
• In this context, is my staff trained to handle
critical situations?
• Do Chinese people like coffee and appreciate
sleeping in the 4th floor? How to greet
• Targeting Chinese clients, how and where
can I advertise cultural activities?
• What shall I sell to Chinese tourists?
• What about a webpage or a brochure in
We discussed a lot more than the above with
our clients. Most of the discussions resulted
in a little concept with different activities (call
it marketing mix). The Karl Marx Museum in
Trier is one example. And in the last months it
became an extremely appreciated destination
by Chinese tourists. Advertisings, Chinese
brochures, signs inside the muesum, special
offers and souvenirs, trained personell: all
those points led into a massive increase in
ticket and souvenir sales.
We think that it can be very lucrative to think
about measures to enter the Chinese inbound
Chinese appreciate and respect any attention
we pay to them. Not enough participants of the
tourism industry realize this fact so far.
We in Trier have understood that well and now
wonder that our efforts are often mentioned in
different Chinese and German newspapers and
even China Central Television (CCTV).
Christian Schneider
Olewigerstr. 170
54295 Trier, Germany
There are many opportunities and there is
more to come!
Phone & Fax: +49 - 651 9129685
[email protected]
Cologne starts „China Offensive“
With a "China Offensive" the city of Cologne
enormously expands its commitment to
China. The Cologne Tourist Board, the city of
Cologne, the Cologne trade fair and the Cologne
Chamber of Commerce have developed this
offensive together. The ambitious objective is
to double the number of companies based in
Cologne from the Peoples’ Republic of China
over the next two years as well as to continue
to grow the numbers of Chinese tourists.
With the initiative the city is reacting to the
enormous growth dynamics of the Chinese
economy. China is already today in the TopTen
German trade partners. With growth of 26.4
percent the Peoples’ Republic takes sixth place
amongst Germany’s major suppliers. China has
tenth place as buyer of German goods. Germany
is no longer just interesting as a market for
Chinese companies. The Federal Republic has
also become an attractive investment location.
A study by the China Academy of International
Trade and Economic Cooperation shows
Germany has risen to second place behind the
USA as second most important target country
for overseas investment. Furthermore China
is the most rapidly growing tourism outgoing
market, and Cologne has been especially
able to profit from this in recent years.
Cologne has a tightly knit Chinese network,
very high competence levels relating to China
and as a city appreciates strong partners at its
side – because with the Cologne Tourist Board,
the Chamber of Commerce of Cologne, and the
Cologne Trade Fair the central players of the
business with China are around the table. The
objective of the joint initiative is to further expand
Cologne as a bridge for Chinese tourism and
the Chinese economy in Germany and Europe.
• More tourists from the Peoples’ Republic
of China should visit the cathedral city and
increase awareness of Cologne in their
home city.
• More revenue should be generated in the
hotel sector, catering and retail through
Chinese tourists.
• Cologne should be strengthened as node for
trade with the Peoples’ Republic of China.
To encourage the economic exchange also
serves the growth of the city’s economy and
• Chinese investment should be attracted to
Cologne in greater volumes than previously.
Tourism from China booms in Cologne
The tourism industry has gained special
significance in economic relations since the start
of 2003. Over the last five years the number of
guests and nights stayed for Chinese tourists
has grown rapidly. Last year the Cologne Tourist
Board was able to report an increase of 65.2%
in the number of nights and even an increase
of 74.6% in the number of guest arrivals. The
positive trend in the Chinese guest figures can
also be attributed to targeted measures by the
Cologne Tourist Board. These were, for example,
the distribution of information material in
Chinese, the successful training of Chinese tour
guides in Cologne by the Cologne Tourist Board,
the 2nd travel fair for the China Incoming Market,
which took place in Cologne from January 3rd
to 4th 2004, as well as the joint marketing
campaign in Asia promoting the nine largest
German cities under the brand “Magic Cities
Germany”. Through this there is an employee
available locally in China for local trade to
respond to all queries about Cologne as a tourist
location and can establish contacts in a quick
and unbureaucratic way. Furthermore there is a
cooperation with Tax Free Shopping Germany.
Tax Free Shopping has proved to be a special
attraction for Chinese tourists. This means
that visitors from non-EU states can get VAT
reimbursed in Tax Free offices. This system is
particularly relevant for Cologne
as a tourist destination because
the Rhine metropolis is number
two behind the airport city
Frankfurt for Chinese shopping
tourism. For the (Non-EU-)
shopping nations in Cologne
the Chinese are at number one
with 25.5%. The distance to the
second largest nation is great,
as Russian tourists contribute
13.6% to the Tax Free Shopping
income. Gifts are especially
popular with Chinese visitors.
They have a 51% share of total
shopping far ahead of watches
and jewellery with 11%, clothing
with nine percent and leather /
bags and department stores with
seven percent each. The named
figures show that investment in
promotion of Chinese tourism
for Cologne is worthwhile.
At the ITB 2004 the Cologne
Tourist Board was awarded the
first silver „European Chinese
Tourist Welcoming Award“. The
award, which was granted by
the research project „China
journal „Travel and Trade in
the activities of the Cologne Tourist Board for
Chinese visitors. This was especially attributed
to the training of Chinese tour guides by Köln
Tourismus, the close cooperation of the tourism
specialists with Chinese partners in Cologne and
the surrounding areas as well as the specially
developed city map for Chinese tourists. There
is sufficient information in Chinese. Cologne
Tourist Board provides the brochure „Cologne.
The City” in Chinese, as well as the city map and
a „Mini Language Guide “. The language guide
can be downloaded from the Cologne Tourist
Board web page (
In 1995 the Cologne Department for Economic
Promotion already produced a Marketing
Guide Cologne with practical tips for Chinese
companies. Together with the Cologne Chamber
of Commerce they will now create an investment
guide which will inform Chinese companies
on all aspects of setting
up business in Germany
and the necessary steps.
So that this „Investment
the title „Cologne – the
best platform for your
entry into the European
market” can also be used
by Chinese companies at
home it is also available on
the AHK China homepage
on the start page for
selected recommedations
The Cologne Trade Fair
–important bridge to
The Cologne Trade Fair
is already an important
bridge to China today. It
had founded subsidiaries
in Beijing and in Hong
Kong in 2002 and its
and Guangzhou maintain
a total of 4 offices to
further expand the inward
and outward bound business with China. That
actually means: The Cologne Trade Fair on the
one hand wants to win Chinese decision makers
for trade fairs in Cologne. On the other hand
they would like to export the successful trade
fair concepts to China to open up this market
for customers – exhibitors as well as visitors.
And the local teams of the Cologne Trade Fair
– with a total of 20 employees – are successful:
With their help the number of Chinese visitors
to Cologne fairs has significantly increased.
In 2004 more than 3,000 Chinese fair visitors
came to Cologne – the most international fair
location in the world. The exhibitor side also
developed positively. With 2,106 companies
exhibiting here last year, Cologne is one of
the most attractive fair locations in Europe for
Chinese visitors. Chinese visitors can primarily
be seen at the Practical World, the international
Ironware fair, at the domotechnica, the imm
cologne or the Sport and leisure fair spoga+gafa.
The named fairs are all important leading fairs
for each of the industries, where Chinese buyers
and sellers can get a global overview of their
industries. Of course the trade fair business
also brings numerous Chinese visitors to the
city, meaning increased business for their
leisure activities for the Cologne Tourist Board.
Cologne Chamber of Commerce – Primary
Chamber of Commerce for business with
China in NRW
enthusiastically supports the China Offensive.
As primary Chamber of Commerce for business
with China in NRW it informs and advises
German companies on the Chinese market.
At the same time the Cologne Chamber
of Commerce is also contact person for a
number of Chinese economic delegations
seeking business contacts in Germany.
In close cooperation with the German-Chinese
Economic Union (DCW e.V.) the Cologne Chamber
of Commerce has three Chinese speaking
specialists with competence in Chinese business.
They act as guides for Chinese companies and
support them in their entry into the German
market. The objective of the China Offensive is,
together with the city of Cologne, Koelnmesse
GmbH and Cologne Tourist Board, to use the
potential in the growing number of delegations,
trade fair visitors, exhibitors, tourists and
students from China to present Cologne as an
attractive location at the heart of Europe. The
Cologne Chamber of Commerce alone welcomes
20 to 30 economic delegations annually from
China and organises a large number of specialist
seminars to address all aspects of Chinese
business, of course including tourism modules.
Cologne Bonn Airport: In the geographical
centre of Europe and at the heart of one of
the strongest and largest economic regions.
With a growth rate in passenger numbers of 56
percent in only two years Cologne Bonn Airport is
the fastest growing airport in Germany. In 2004
8.4 million passengers took off and landed. In
the current year more than 9 million passengers
are expected. In the summer of 2005 a total
of 60 airlines will fly to 140 destinations. Three
runways, including the only intercontinental
runway in North Rhine Westphalia at a length of
3,815 metres, cope easily with the considerable
growth rates which primarily result from the
boom of the low cost carriers. Cologne Bonn
Airport is Germany’s largest hub for cheap
airlines. 67 German and European destinations
are offered at cheap prices. This direct network
of flights offers the best conditions for taking
up intercontinental links to China. Fascination
Airport: Spacious waiting areas and lounges,
restaurants, bars, shops and travel agents for the
best possible convenience and service. Thanks to
the modern Terminal 2, designed by the architect
Helmut Jahn as many as 12 million passengers
can be dealt with annually at Cologne/Bonn.
Since the summer of 2004 Cologne Bonn Airport
is also easy to reach by train. Around 200 ICE,
suburban trains and Regional Express trains
arrive daily at the airport station which is located
centrally and directly below both terminals.
Whoever arrives by car drives from the motorway
directly into one of the three car parks with
11,000 parking spaces. Extremely short routes
simplify the transfer between plane, train and car.
Cooperation with China is traditional in Cologne
Cologne is not starting from square one with the
China Offensive but is expanding on an existing
solid base. The Deutsche Asia Pacific Gesellschaft
has been contributing to the exchange between
the two countries for a long time with events
such as China Day. Furthermore The Cologne
University has supported the cooperation
with courses on Modern China Studies.
According to a study from October last year by
the Gesellschaft für Wirtschaftsförderung des
Landes Nordrhein-Westfalen GmbH there are
in North Rhine Westphalia around 100 Chinese
companies. There are more than 50 just in
Cologne, i.e. more than half of those supported
by economic promotion. Amongst these there
is for example the European headquarters
of one of the most important Chinese export
companies, Genertec Europe TEMAX GmbH.
The twin city partnership established in 1987
with the Chinese capital Beijing plays a central
role. The Jin Song Vocational School (catering
school) in Beijing and the catering school of
the Catering Guild in Cologne have
been cooperating successfully for some
time. In the area of traditional Chinese
medicine the clinics of the city of Cologne
and the Xi Yuan Klinik in Beijing are
cooperating – to name a few examples.
But Cologne’s links to China already
have a much longer tradition. The first
documented meetings already took
place in the Middle Ages. The most
famous of those was with the Cologne
theologian Johann Schall von Bell, who
was honoured highly in Beijing: He was
named Mandarin of the highest order.
Cologne also played a significant role during
the first economic contacts between the Federal
Republic and the most heavily populated
country in the world after the end of the Second
World War. The Cologne companies Otto-Wolff
and Wilhelm Ispert KG belonged to the German
pioneers who rediscovered the market and
the trade partner China after more than 40
years. At the time nobody had dreamed of
an opening policy such as that which Deng
initiated at the beginning of the eighties.
The best offers are of no use if they are not
known to the customers. Therefore suitable
marketing measures for the tourist and
business location Cologne are to be launched
to increase awareness for Chinese visitors and
Chinese companies locally in China. Alongside
the activities already initiated by Cologne
Tourist Board the city has provided funds
in spite of the difficult budgetary situation.
There are, amongst other things, plans for
joint presentation events of the local economic
promotion in cooperation with Cologne Tourist
Board, the Cologne Chamber of Commerce,
Cologne Bonn Airport and the Cologne Trade Fair.
Cologne Tourist Board
Mr. Josef Sommer
Managing Director
Unter Fettenhennen 19
50667 Cologne, Germany
Phone +49 221 22123341
[email protected]
Germany is a popular travel destination all
around the world. Visitors rate culture and
sightseeing at the top of their list of reasons
for travelling to Germany. They are attracted by
the excellent shops, contemporary architecture,
cultural events and range of entertainment
available in Germany’s modern towns and
villages, ancient castles and stately palaces
captivate everyone’s romantic imagination.
Germany’s immensely varied countryside also
appeals to international visitors. From the sea
in the north to the mountains in the south,
with countless forested areas in between,
Germany has every remarkable facet of nature,
and so provides superb opportunities for all
kinds of sports and leisure activities. It truly
is a diverse, modern and vibrant destination.
The GNTB is the marketing organization
that promotes the German tourism industry
and is tasked with enhancing the positive
image of Germany as a travel destination
and increasing the volume of tourist traffic
both within and to Germany. It is represented
globally in every major market for travel to
Germany and has had a presence in Beijing
since 1999 and in Hong Kong since 1996.
In 2003, Germany was the first European
country to attain Authorised Destination
Status, demonstrating the high importance
of Germany as a travel destination for
Chinese outbound tourism. Other European
countries, which can now be visited by Chinese
tourists as ADS destinations, only achieved
this status one year later in autumn 2004.
The GNTB is constantly stepping up its sales
and marketing operations in the fast-changing
Chinese travel market to promote Germany
as an attractive destination region for ADS
tours in the heart of Europe. The GNTB has
recently put together detailed information for
marketing Germany in the Chinese market
which includes data from a variety of sources.
This market information and analysis is
available to our German partners at all times
and is fully updated at least once a year,
and supplemented as and when necessary.
It forms the basis for implementing the
GNTB’s basic themes and its changing annual
themes in the Chinese market. In 2005,
the theme of “Family Holidays in Germany”
was publicised using a special multi-page
newsletter in Chinese, and 2006 will be
dominated by the 2006 FIFA World CupTM.
Collaboration with tour operators and travel
agencies in China is at the heart of the GNTB‘s
marketing activities. Relationships with the
major tour operators are personally managed
through its offices in China using a key account
management system. The GNTB’s head
office in Frankfurt uses the same procedure
for inbound tour operators in Germany.
Sales and marketing activities are of central
Germany” in the Chinese market. GNTB staff
in its international offices in Beijing and Hong
Kong continuously sign up licensed outbound
operators and travel agencies as sales partners
and maintain close contacts with them.
Together with its partners in the German
tourism industry, the GNTB employs a variety
of strategies and activities to boost the level
of tourist traffic to Germany. It coordinates
the marketing activities of German service
providers, presents Germany as a travel
destination in the context of trade fairs for
the general public and for the industry, and
organises Germany workshops. Seminar tours
and fact-finding tours of Germany for travel
trade professionals and media representatives
from abroad are also an important part
The GNTB attaches great importance to
intensive media coverage to raise Germany’s
profile as a travel destination for China. Its
press work in China includes newsletters,
regular press releases and press conferences.
Fact-finding tours on specific themes for
journalists complement the GNTB’s activities
for the press in the Chinese market.
The GNTB primarily uses its website, which
is also in Chinese, to communicate with
consumers and it has developed a travel guide,
tailored to the Chinese market and published in
both traditional and simplified Chinese scripts,
that features German towns and cities, regions
and tours plus a wealth of information about
Germany as a travel destination. In addition, a
magazine-style publication entitled “Destination
Germany” in a special tabloid format with a
layout designed to appeal to the Chinese taste
will be used from 2005 onwards to promote
Germany as a holiday destination in the heart
of Europe. A brochure produced especially for
the Chinese market detailing the 31 UNESCO
world heritage sites in Germany is another
of the marketing tools used by the GNTB.
The GNTB’s marketing strategy in China
currently focuses on three main source regions,
namely the capital city of Beijing and its
suburbs, the Yangtze delta, concentrating on
Shanghai, and Guangzhou and the Pearl River
delta as far as Hong Kong. Other regions will
be systematically integrated into its marketing
activities. For this reason, the annual “Germany
Promotion Tour” of China will be extended by
one new destination each year in addition to the
four most important locations. Together with 52
partners from the German travel industry, the
GNTB makes presentations about “Destination
Germany” at workshops in these towns and cities.
German National Tourist Board
Mr. Horst Lommatzsch
Destination Manager Asia
Beethovenstraße 69
60325 Frankfurt/M, Germany
Phone: +49 (0)69-97464114
[email protected]
2. Development and potential for Tax Free
business in retail
Tax free sales with Chinese tourists in Germany
1999 - 2004
Travellers from China – growth drivers for
the retail trade
Source: Global Refund
1. Who is Global Refund?
Global Refund is a financial service company.
Our mission is to create additional value for
merchants and travellers from foreign countries
in their interaction. We are worldwide market
leader in tax refund services, well known from
our blue-white tax free logo. In many countries
worldwide, foreign travellers can shop at a tax
discount. This discount is based on the refund
of Value Added Tax. In about 40 countries all
over the world - including Germany - a VAT
system implemented by governments allows
foreign travellers to make purchases which are
exempt from this so-called indirect tax. Global
Refund makes providing this proof considerably
easier and simplifies the entire process of
VAT refunding. Global Refund ensures that
this potential granted by the legislator is
implemented simply and efficiently in practice.
The company has tax free operations in 37
countries and has a worldwide network of Cash
Refund Offices (well over 700). Tax refunds are
paid to travellers worldwide in cash, which is
especially an important added-value for Chinese
tourists. The described marketing approach is
mainly referring to Global Refund Germany.
Since Germany received the ADS Status with
its starting point in February 2003, this local
organization has worked heavily to attract this
target group to German retail.
Chinese travellers are growth drivers for
the retail because of their shopping
behaviour (“crazy shopping”)
Beside the fast growing economy in China and
the growing number of outbound travellers
(estimated 80 million people actually) there
are other important factors which make
Chinese travellers an important target group for
• The average tax free purchase amount is
196 € (due to our internal statistics).
• Chinese tourists tend to spend more for
shopping than for accommodation.
• The psychological base of their shopping
behaviour is culture and tradition:
Souvenirs for friends and relatives belongs
to travelling.
• For most of the tourists the journey is their
“first-in-live” overseas tour, time is precious
and limited which means they want to visit
and shop as much as they can in the short
• The shopping of famous brands in the land
of origin is an important image factor.
But there are a few things to take care of in
order to make selling towards Chinese travellers
a success. Global Refund is conducting seminars
to the retailers in Germany to convey some of
these aspects. The Market Research Institute
TNS Infratest conducted a market research
in the name of Global Refund Germany among
their most important shopping nations. One
issue was the estimated shopping amount of the
interviewees on their trip to Europe. This also
shows the potential of the Chinese outbound
Where do Chinese shop in Germany?
Germany´s most popular shopping cities:
Source: Global Refund Statistics 2005 (%)
Two main target groups for our marketing
in general:
1. Travellers / consumers from Non-EU
Identification of other important target groups
and organizations for the Chinese market and
building up a communication structure and
projects. Examples: German National Tourist
Board, city marketing organizations, China
Outbound Tourism Research Project e.V., Travel
& Trade in Europe, travel agencies.
Market activities overview
• Information via Global Refund promotional
office in China, Beijing
• Cooperation and information exchange with
important organizations
• Distribution of leaflets
• Symposiums with local top travel agencies
• Good access to our service with six cash
refund offices in China
• Advertisings in important tourist information
booklets in China
National marketing towards tourists
Our most important maketing tool: The Shopping Guide Germany for Chinese tourists is published in cooperation with the German National
Tourist Board. It is distributed in Germany as
well as in China to all relevant outbound travel
2. Retailers who offer Tax Free Shopping.
We direct our market activities to both target
groups in order to generate push and pullfactors at the point of sale: travellers are
informed about the tax free service (in Germany
and already in their home country). Due to this
they request the service actively in the store.
The retail is informed about the special handling
of tax free shopping and is called upon offering
the service actively. We also try to sensitise the
staff for the special requirements of the Chinese
Shopping Guide Germany, by Global Refund and GNTB
Additional national marketing activities which
inform tourists about the Tax Free Shopping
Service are:
• Information via Global Refund promotional
office in China, Beijing
• Cooperation and information exchange with
important organizations
• Distribution of leaflets
• Symposiums with local top travel agencies
• Good access to our service with six cash refund offices in China
• Advertisings in important tourist information
booklets in China
• Regular market research at Frankfurt Airport
• Distribution of the guides in all relevant
• Tax free rules leaflets in Chinese
• Customised retailer brochures in Chinese to
combine tax free information and advertising
of the retailer for comfortable shopping
• A
o with explanation of procedure of tax free
o with sights and shopping tips of 26
German cities to promote shopping
o just simple menu-structure
o listed in the most important Chinese
search engines
• Tax Free signing in Chinese language to
guide tourists at the airport
National marketing towards retailers:
• Frequent Retailer information in Global
Refund magazine and newsletter
• Retailer presentation to inform the retailers
in Germany of how to enter the market and
at which measures they can take part (e.g.
travel fair for Chinese incoming market)
• Intercultural seminars in our Global Refund
National marketing towards other target
• Statistical information about Chinese tax
free shopping behaviour to the retailers, city
marketing organizations, and Universities on
the basis of our internal statistical system.
• Mailings to licensed German inbound agencies with background explanation how to
shop tax free in Chinese and German language.
• Basic tourguide information how to shop Tax
Free in Chinese language (download via internet).
• Sponsoring of the European Chinese Tourists
Welcoming Award.
• Stand at Tourguide Fair (Travel & Trade in
Global Refund Germany
Ms. Sonja Ostrzyharczik
Marketing Manager
Vogelsanger Weg 38
40470 Düsseldorf, Germany
Phone: +49 (0)211-616801-20
[email protected]
First of all in 2003 the government of Hessen
formed a work group to the subject „Hessen
opens its doors for China”. The objective was to
welcome more Chinese guests, who stay for a
longer holiday and not only for the usual short
few-day-trip known from the majority of our
Asian visitors. The prime minister of Hessen
invited 20 tour operators from China for a oneweek-visit of Hessen to provide an insight into
the country.
In the next step a study group was formed
to develop group holiday packages especially
compiled to meet Chinese travel needs. In March
2004 a round table with 70 participants - hotel
keepers from all over Hessen and tour operators
– assembled to create holiday trips for Chinese
guests visiting Germany and Europe.
Furthermore a Chinese sales guide was
edited. The Chinese brochure called „Holiday
State of Hessen” invites Chinese visitors to
see the special highlights of nature, culture,
architecture, leisure, sports and treatments at
health resorts in Hessen. In the middle of the
Chinese brochure is provided a supplement with
the tailor-made group holiday packages for the
Chinese guests.
Beside that a work group consisting of
representatives from the ministry of economic
affairs, the Fraport AG and Lufthansa
was engaged in the subject of „Customer
Convenience”. The following key aspects have
been discussed:
- the visa application
- immigration procedures in Frankfurt
- reception and information in Chinese
language at Frankfurt Airport
Additionally the Hessen Touristik Service offered
a training course for Chinese travel guides. Focal
point was the intercultural education of travel
guides and suppliers of tourist attractions and
accommodation. Objective certainly was also to
contact Chinese partners.
In November 2004 representatives of Hessen
and the “Deutsche Zentrale für Tourismus”
(DZT) went on promotion tour through China
and accumulated a lot of new interesting
contacts. To support the presentation in China
on tourism fairs and congresses the Hessen
Touristik Service produced a poster in Chinese.
Moreover a Chinese webpage was developed: contains a short
briefing of the different regions in Hessen and
recommends a number of scenic tours through
the country. The navigation of the website
follows the subsequent titles which were
adjusted to meet the demands of our Chinese
Country & region
Cities & culture
Economy & technology
Scenic routes through Hessen
Service & arrival
China is a very important future market
for Hessen. It is desirable to expand the
engagement in China systematically and provide
good conditions for Chinese guests to make
them enjoy their stay in Hessen and become a
constantly growing source market.
HA Hessen Agentur GmbH
- Tourismusmarketing Abraham-Lincoln-Str. 38-42
65189 Wiesbaden, Germany
Phone +49 (0)611-774-8091
[email protected]
Since its opening in May 1992, Munich Airport
has more than doubled its passenger and
cargo volume to become one of the fastest
growing airports among the European Top
10. With the opening of Terminal 2 in June
2003, strengthening its position in the heart
of Europe with strong airline partnerships,
Munich is ready to become Europe‘s most
efficient and attractive hub airport by 2010.
Munich was recently voted the „Best Airport
in Europe“ and „4th Best Airport Worldwide“
(following Hong Kong, Singapore and Seoul)
by the Skytrax Institute which had interviewed
over five million airline passengers worldwide.
Munich Airport expects more than 28 million
passengers in 2005, and approximately
48 million by 2015. The summer schedule
2005 includes still more European and
intercontinental flights, underlining Munich’s
role as the “Gateway to Romantic Europe”.
The steady increase in passengers from China
and Hong Kong proves Munich’s growing
importance for the Chinese market. The
number of arrivals from China and Hong Kong
in 2004 totaled 52,400 an increase of 42% on
the previous year and 64% of all passengers
from China transferred in Munich to domestic
and European destinations. An enormous 68 %
of all incoming passengers from China claimed
business as the main purpose for their journey.
Lufthansa serves Munich on a daily basis from
Shanghai, Beijing and Hongkong. Air China
offers a daily flight from Beijing to Munich.
The China National Tourism Administration
(CNTA) has announced that Chinese travel
agencies are allowed to organize tourist groups to
visit 27 European countries. These are, Austria,
Belgium, Cyprus, Czech Republic, Denmark,
Estonia, Finland, France, Greece, Italy, Latvia,
Lithuania, Luxembourg, Malta, the Netherlands,
Poland, Portugal, Ireland, Slovakia, Slovenia,
Spain, Sweden, Norway, Iceland, Switzerland,
Liechtenstein and Romania. All of these
countries can be easily reached from Munich.
Long before the ADS agreements and the
“opening” for outbound international tourism,
Munich Airport was very active in China. The
airport’s marketing efforts started in 1998 and
have continued to grow with the increasing
number of flights from China to Munich.
The airport’s strategy is to network with
multipliers in the Chinese travel industry and
develop long-lasting relationships with the
tour operators, travel agents, travel media and
airline partners. Munich Airport has participated
regularly in several travel trade shows like the
GITF – Guangzhou Int’l Travel Fair, BITE – Beijing
Int’l Travel Expo and CITM – China Int’l Travel
Mart (Shanghai). First flight events in Shanghai,
Beijing and Guangzhou have helped to promote
Lufthansa and Air China services to Munich. With
its Bavarian workshops in Shanghai, Beijing
and Hong Kong, Munich Airport is continuously
updating and training travel agents and tour
operators about the product “Munich and
Bavaria”. On several occasions Munich Airport,
Bavarian Tourism Marketing and other Bavarian
tourism partners (cities, hotels or tourist
attractions) have joined together for joint
product promotions and workshops in China.
Legendary are the Airport’s Bavarian Evenings
such as the one in Shanghai’s Paulaner Brauhaus
– an event reflecting Bavarian traditions with a
rustic atmosphere, beer and typical cuisine.
Sales calls in Hong Kong, Beijing, Shanghai
and Guangzhou inform travel agents of
Munich’s benefits and facilities, for example
the minimum connecting time, transferring,
changing terminals, tax refunds, using the
public transport, business centers, meet
and greet services – just to name a few.
Guided tours are a popular way to show
Chinese agents, operators, corporates and
journalists the airport. Here the airport works
closely with the German and Bavarian Tourism
Board as well as airline partners to receive
and welcome their arriving groups from China.
When requested, the Airport initiates special
projects such as the China Incoming Forum
in Munich in co-operation with PATA (May
2004) or the Gate-Event to welcome China’s
first tour group with Schengen ADS-Visa
arriving in Europe in September 2004.
To prepare Chinese guests for their arrival at
Munich two different information guides are
available. One is a mini-guide produced by
Munich Airport and Lufthansa. It is available upon
check-in in Beijing, Shanghai and Hong Kong. The
mini-guide leads Chinese passengers through
the airport and gives instructions on arrival
and passport procedures, baggage claim, lost
& found, customs, tax refund, transfers, public
transport, shopping and dining at the airport.
It furthermore provides some recommendations
opportunities in the city of Munich .
The other guide is Munich Airport’s Official
Information Brochure in Chinese. The Chinese
information brochure can also be downloaded
under - just click on the Chinese flag.
This brochure gives valuable information on
all airport facilities and services available
such as maps of both terminals, airline
contacts, shops and restaurants, lounges,
airport hotel, airport conference center,
public transport, bus connections, parking,
visitors park, visitors terrace, airport tours.
Details on internet points, medical assistance,
support for disabled passengers, church
service, post service, showers and much more
are available in this comprehensive guide.
Chinese passengers travelling on Lufthansa are
met by a Chinese welcome service directly at the
arrival gate. This service is very helpful and popular
amongst passengers. Additionally, signage in
Chinese in the terminals is being discussed.
Munich Airport‘s marketing efforts are supported
by regular advertisements in Chinese travel trade
magazines to generate awareness for Europe‘s
most modern and convenient hub airport. The
airport‘s Chinese advertisement embarks on
the strategy to promote the holiday destination
Bavaria. A picturesque mountain lake scenery
and the slogan „you will hate leaving again“ are
meant to draw the attention to Bavaria‘s beauty.
Recognising the importance of local experience,
Munich Airport opened a representation office in
Beijing in 2000. The office maintains close and
regular contact to the Chinese outbound travel
industry, transporting the message “Munich
– the modern gateway to romantic Europe“ and
supports its industry partners with information
on travelling to, from and via Munich.
Munich Airport is more than happy and well
prepared to welcome visitors from China.
Flughafen München GmbH
Mr. Florian Pötsch
Marketing/ Manager Inc. Tourism
Terminalstraße Mitte 18
85326 Munich, Germany
Phone: +49 8997533148
[email protected]
Tourism in Slovakia
Tourism is undoubtedly one of the fastest
developing and promising industries of
the Slovak national economy. The position
of Slovakia in the heart of Europe on the
intersection of trade routes, the cultural and
historical wealth and the favorable climatic
conditions, create potential for the development
of tourism in our country.
The foundation of the Slovak Tourist Board
constantly contributes to the successful
introduction of the Slovak tourism product on
the international tourism market.
The main tasks of the board are to assist in
the development of tourism to achieve the
goals of economic prosperity in Slovakia
and to create an awareness of the Slovak
Republic as a beautiful host country.
main activities include marketing research
and its evaluation, publication of promotional
materials, participation in tourism product
creation, launching press releases, organization
of press conferences, study tours and fam trips
for foreign journalists, organization and coordination of tourism activities on the national
level and assistance in the presentation of our
tourism product to the markets abroad, assisting
various tourism organizations to participate at
the exhibitions and fairs abroad, membership
and co-operation with international tourist
Importance of the Chinese tourist market
Based on the WTO member countries analysis
and analysis of the Slovak Republic it is clear
that the leading number of visitors on the
national market belongs to the neighboring
countries, such as Czech Republic, Poland,
Hungary, and Austria. Nevertheless, the Slovak
Tourist Board is monitoring world tourism
trends, statistics and recommendations of
various tourism authorities. The importance of
the Chinese tourism market is very clear which
is confirmed also by the statistical information
on growth of outbound tourism in China.
In the Slovak Tourist Board we are fully aware
of the importance of the Chinese tourist market
for Slovakia. The competition in getting the
Chinese tourists is very strong and if we want
to compete we need to do massive promotional
campaigns at the local market, with local public,
media and tour operators.
Two levels of national promotion
Tourism promotion of the Slovak Republic is on
the Chinese market provided in two levels:
1. Joint
European countries
– European Quartet – One Melody
2. Individual promotional activities
- Official representative office of the
Slovak Tourist Board
1. Joint promotion with other European
The European Quartet is a joint effort for
cooperation between the so-called “Visegrad
Group” countries – the Czech Republic, Hungary,
Poland and Slovakia, in the field of joint tourist
promotion in overseas markets.
The European Quartet reflects the efforts of
countries of the Central European region to work
together within all-European integration. The
Czech Republic, Hungary, Poland and Slovakia
have always been a part of civilization that
shares common historic roots and traditions.
The members of the European Quartet are close
neighbors caught in a pattern of similar historic
development: from the times of the Holy Roman
Empire to the mighty glory of the AustrianHungarian Empire, and later - to the creation
of the independent national states. Common
architecture, music, food and landscapes are
those distinguishing features that bind them
The tourist promotion of the Central European
region held by all V4 members is a further
contribution to this process with the main
objective being to attract foreign visitors to the
whole region instead of showing them single
The target markets comprise the USA, Japan,
China and Brazil. The promotion on the Chinese
market includes common participation in:
• tourism fairs and exhibitions – CITM Kunming
and Shanghai
• joint promotion website –
• elaboration of promotional brochures and
film – product brochure
• road shows
• study visits – for Chinese journalists and
tour operators
• as well as the close cooperation of the National
Tourist Boards within the frameworks of the
European Quartet.
2. Individual Promotional Activities
Nowadays there are various forms of the impact
on the international tourism markets. Together
with traditional forms, like national stands on
fairs and exhibitions, leaflets and films, there
are also electronic media and press.
To influence the Chinese market, the Slovak
Tourist Board employs:
• National stand of Slovakia on selected fairs
and exhibitions.
• Presentation of Slovakia by means of
provision of basic information, promotional
materials and distribution of very brief
information material on the topic „Slovakia
– country of tourism”.
• Printed promotional materials. When the
initial interest is shown, more detailed
information and factual contact are included,
provided in Chinese language.
• Workshops, presentations and meetings for
journalists and representatives of Slovak and
Chinese travel agencies.
Invitation of Chinese tour operators to
infotrips in order to incorporate Slovak
programs into their catalogues.
Invitation of Chinese journalists, TV
and radio teams to infotrips in order to
incorporate information on Slovakia into
their articles and reportages.
Internet – the most progressive way of
communication. The Slovak Tourist Board
is planning to launch a special internet
presentation for the Chinese market.
Education of Slovak professional tourist
organization and association, travel
agents, hotels and hotel companies about
specialties and differences of the Chinese
tourism market.
All common and individual activities on the
Chinese market are realised through the official
representative office of the Slovak Tourist
26 E CITIC Building
19 Jianguomenwai Dajie
100004 Beijing
Tel: 0086 010 8526 1228/9,
Fax: 0086 010 8526 1227,
E-mail: [email protected]
And why should you or your clients travel to
Slovakia? Slovakia is only 428 kilometers long
from the east to the west and it is possible to
cover this distance in one day while you can
admire the exceptional beauty and variety of
the landscape. Slovakia can offer you as much
as quiet wild forests, picturesque mountains,
healing spas, nice historical towns, charming
castles or living folk Slovak traditions. And
all of that on such a small territory. For your
comparison Slovakia’s territory is nearly 195
times smaller than the territory of China.
Slovakia offers you all kinds of natural and
cultural attractions which are waiting for your
exploration. Whether you are looking for
sightseeing or relaxation, Slovakia will surprise
you with its diversity and people hospitality.
Slovak Tourist Board
Beata Lukacova
Director of Marketing
and Promotion Department
Nam L. Stura 1
P.O. Box 35
974 05 Banska Bystrica, Slovakia
Phone: +421 484136146
[email protected]
In 2004, 600.000 Chinese citizens visited
Europe. Some 58.000 of them came to Vienna,
i.e. almost 10% of all Chinese tourists who
traveled to Europe paid a visit to the Austrian
capital. Set in the heart of Europe, Vienna is
a popular destination for Chinese travellers
as they explore the European continent.
The Imperial City: The Imperial Hofburg
Palace, Schönbrunn and Belvedere Palaces,
the Spanish Riding School, and the Treasuries
all go to make Vienna a city of unique, imperial
splendour. No other city in Europe has served
centuries as an imperial residence and still has
so much of that cultural heritage to show today.
Chinese Guests and Vienna’s USPs
Vienna’s Appeal to Guests from China
Viewing the major attractions is a key priority
for guests from China. An absolute „must“ are
tours of Schönbrunn, the beautiful summer
residence of the imperial family, and the
Imperial Hofburg Palace in downtown Vienna
in the context of „Sisi“ – the unhappy Empress
whose story the Chinese are also familiar with.
Capital of Music and the Arts: Vienna enjoys
unique prestige around the world, notably
for its musical heritage. No other city in the
world has been home to so many famous
composers. In 2006 Vienna is mounting a
celebration of the 250th anniversary of Wolfgang
Amadeus Mozart’s birth. Vienna is a city
boasting an exceptionally large number of art
treasures, world-famous artworks, outstanding
architecture and high-profile exhibitions. The
Chinese New Year’s Concert was first staged in
1998 at the Musikverein and has since evolved
into a landmark event. The concerts’ special
appeal lies in appearances by China’s top
traditional orchestras. The visual blaze of colour
– with all musicians appearing in traditional
Chinese garments – is complemented by
an acoustic message from China´s vast
cultural heritage and tradition. All orchestras
perform on traditional Chinese instruments
such as the erhu and pipa. The Chinese New
Year’s Concert is a social occasion that builds
cultural bridges between China and Europe.
Austrian National Tourist Office Beijing/Chinese Fam Trip
City of Bon Viveurs: Vienna captivatingly
embraces both tradition and modernity.
Horse-drawn carriages, coffeehouses and wine
taverns steeped in centuries of history go hand
in hand with skateboarders, trendy eateries,
vogue bars, fashion, music and events. The
Chinese set great store by entertainment and
high-quality cuisine. Culinary temptations
galore await visitors to Vienna, whether the
typical Vienna Schnitzel or a piece of the
famous Sachertorte accompanied by coffee.
Chinese New Year´s Concert/Golden Hall of Vienna´s
Shopping is also an important aspect of
incoming tourism from China. Although Chinese
guests are very cost conscious when it comes
to accommodation, they are big spenders at
the shops. Brand awareness plays a key role.
In 2004, guests from China spent more than
EUR 7 million in Vienna’s stores. According
to Global Refund, who refund Austrian VAT
to Chinese visitors, the average purchase
made by Chinese guests amounts to EUR 263.
City of Recreation and Sport: Vienna is
famed for its gardens, the green Prater, the
Donauauen National Park and numerous
other recreational areas within its city limits.
However, Chinese guests are generally not
in the city long enough to explore them.
Central Europe’s Foremost Convention Venue:
Congresses, conferences, meetings, seminars
and incentives are staged in Vienna with a high
degree of professionalism. Vienna enjoys an
outstanding reputation as a convention venue,
which is borne out by international statistics
year after year. Major medical conferences
are witnessing ever-increasing attendance
from China (the 2004 Cardiology World
Congress attracted 300 delegates from China).
Last but not least Vienna is exceptionally
As well as producing leaflets and brochures in
Chinese, a top priority has been to set up a
Chinese-language website. Key information on
Vienna can be called up at
A recent Viennese guest survey verifies
that tourists perceive Vienna as hospitable,
importantly, a city with plenty going on.
Marketing in China
The Vienna Tourist Board has been working
in the Chinese travel market since the 1990s,
supported in its activities by the Vienna
Representative Office Hong Kong (since 1995),
the Austrian National Tourist Office, Beijing
(since 2000) and by the Austrian National
Tourist Office, Shanghai (from summer 2005).
A non-profit marketing organization, the
Vienna Tourist Board supports sales activities
by generously providing Vienna promotional
materials, tips and all the information
A host of promotional campaigns, as well
attendance at workshops and exhibitions in
China, position Vienna as an attractive travel
destination for Chinese guests. Excellent
cooperation with local tour operators and with
Austrian Airlines contributes towards drawing
more attention to Vienna. To enhance success
still further, tour operators from China are
invited to Vienna to get to know the „product“
Worthy of mention are also the press activities
conducted in the Chinese market. Themed
press trips to Vienna are organized, as are
press conferences in Beijing, Shanghai and
Guangzhou. Activities in 2005 are geared to
the upcoming commemorative year – in 2006
Vienna is celebrating the 250th anniversary of
Wolfgang Amadeus Mozart’s birth, honoring the
greatest musical genius of all time as a host of
celebratory events.
Delegation of Vienna in Beijing 2004 (from right to left):
Mag. Karl Seitlinger/Managing Director of the Vienna
Tourist Board, Brigitte Jank/President of the Chamber
of Commerce Vienna, Dr. Stefan Scholz/Minister of the
Austrian Embassy Beijing
Promotional campaigns, such as print ads, have
become increasingly important in attracting
Chinese guests since Austria as a member
of the Schengen Treaty within the European
Union was granted Approved Destination Status
Elle– China: 12/04
XinMin City Weekly: 01/05
In March 2004 the Vienna Tourist Board was
distinguished with the European Chinese
Tourists Welcoming Award for its work as a
“City Destination Marketing Organization”.
This distinction was an acknowledgement of
the dedication of the team serving the Chinese
market. Vienna will continue to broaden its
activities in China, with the ultimate aim of
making a stay in Vienna an absolute “must” for
Chinese citizens visiting Europe.
Vienna Tourist Board
Ms. Christine Kupka
Market Manager China
Obere Augartenstrasse 40
A-1025 Vienna, Austria, Europe
Tel: +43-1-211 14- 332
Fax: +43-1-216 84 92
[email protected]
January 2006
China Outbound Tourism Research Project e.V.
Designed & Produced by
China Outbound Tourism Research Project e.V.
Layout & Composing
Prof. Dr. Wolfgang Georg Arlt
Marcel Kelemen
Henry Kröher
Florian Rubländer
Accor Hotel Group
China Consulting
Cologne Tourist Board
China Otbound Tourism Research Project e.V.
German National Tourist Board
Global Refund Co.
Hesse Agency
Munich International Airport
Slovakia Tourist Board
Vienna Tourist Board
First Stop for Information
China Outbound Tourism Research Project e.V.
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10179 Berlin, Germany
Phone: +49 179 7052451
+49 3831 45711961
[email protected]
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