It’s time for China to step up its overseas marketing

It’s time for China to step up its overseas marketing

1. What is the current state of marketing to overseas source markets for China’s major inbound tourism destinations? Are there any perception gaps between how overseas tourists perceive China’s overall image and its core inbound tourism destinations, compared to the messages we convey? Furthermore, how do these perceptions compare with their perceptions of other Asian destinations such as those in Southeast Asia, Japan and South Korea?

2. In comparison to Southeast Asia, Japan and South Korea, where does China (at the national level) and its core inbound tourism destinations (cities and regions) derive its competitiveness? Who are the users of our inbound tourism, and what are their demands when it comes to traveling in China?

3. To amplify the influence of China’s inbound tourism marketing and promotions abroad, what kind of marketing positioning and strategies should be adopted currently, and how can they be implemented?

Speaker:

Yiming Hu	Oliver Graue	YU MINGYANG
Steven Ler	Lydia Li