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Title: Tourism Investment and Market Intelligence southpacific.travel PATA Conference for the Pacific Nadi


1
(No Transcript)
2
Tourism Investment and Market
Intelligencesouth-pacific.travel / PATA
Conference for the Pacific Nadi May 28 29
2008 China Outbound Updates
3
Who am I?
  • Kate Chang
  • Director, China
  • Pacific Asia Travel Association (PATA)
  • kate_at_pata.org

4
What about China
Strong Earthquake Jolts SW China
Tears for Victims, Sympathy for Families

5.12
5
Some Structural Issues on China
  • The third largest behind Russia Canada
  • Land area 9.6 million sq. kms
  • Worlds most populous country of 1.3 billion
    people
  • Divided into
  • 23 Provinces
  • 5 Autonomous regions
  • 4 Municipalities
  • 2 Special Administrative Regions

6
Statistics
7
China (PRC) Outbound NumbersIn millions, source
CNTA
8
Ranking 6th in the world in terms of outbound
expenditure in 2006
9
Primary Destination, 2007Source CNTA
10
The SARs DominateDepartures for the SARs
28.987 million in 2007 source CNTA
11
Other Asia Top 5 Main Destinations, 2007In
millions, source CNTA
12
PacificDepartures for the Pacific 497,000 in
2007
13
Current Scenario
14
March 2008
  • 3.84 million departures in March
  • 22.5
  • Departures for public business purpose 510,000
  • 6.07
  • Departures for private purpose3.33 million
  • 35.48

Source CNTA
15
Jan - March 2008
  • 11.41 million departures 17.61
  • Departures for public business purpose 1.42m
    5
  • Departures for private purpose10 million,
    19.64

Source CNTA
16
Top 9 Destinations (Jan-Mar)
Source CNTA
17
Departures for Jan - Mar 2008
Source CNTA
18
Factors Influence Chinese Outbound 2008
19
Economic Outlook
  • Gross Domestic Product (GDP) in the first quarter
    was 6,149.1 billion yuan, 10.6 (Source
    NBSC).
  • Consumer price index in March rose by 8.5
  • (Source NBSC)
  • Exchange rate of RMB continues to appreciate
  • HKD1 RMB0.898,
  • USD1 RMB7.003
  • AUD1 RMB6.608
  • (As of April 23)

20
US and C.Taipei the hottest destinations to be
ADS-operational this Summer
21
SINO - U.S. GROUP LEISURE TRAVEL MEMORANDUM OF
UNDERSTANDING (MOU)Signed December 11, 2007
  • This MOU facilitates Chinese individuals
    travelling in groups to US.
  • After years of negotiations, US becoming as the
    134th country on China's ADS list.
  • It allows the travel industry in China to more
    actively promote trips to the United States

22
SINO US Aviation Agreement 2007
  • Provides for a doubling of daily passenger
    flights from the United States to China by 2012
  • Unlimited cargo flights between the U.S. and
    China by 2011
  • USDoT announcement of new U.S.- China aviation
    routes

23
Chinese Group Leisure Travel To The United States
to Begin In June 2008
  • The MOU will be implemented according to a plan
    jointly confirmed by CNTA and the U.S. Department
    of Commerce.
  • CNTA Chairman Shao Qiwei will lead the inaugural
    Chinese tour group on June 17 to Washington, D.C.

24
New National Holiday System introduced
  • May Day Holiday shortened,3 more public holidays
    upholding Chinese traditions
  • Outbound tourism in particular short-haul may be
    affected by the change
  • Implementation of annual leave with salary will
    help to release the heavy traffic flow during
    public holidays.

25
Other factors
  • Olympic Games in Beijing
  • Unstable Chinas stock market
  • Upheaval of Natural Disasters, such as the
    Earthquake..

26
Professor Lindsay W. Turner, University of
Victoria, Australia Professor Stephen F. Witt,
Hong Kong Polytechnic University, Hong Kong
SAR
27
China (PRC) to Asia Pacific 2006-10Top ten by
AAGR () 2010 over 2006 source PATA
28
China (PRC) to Asia Pacific 2006-10Top
destinations by volume gain (mns) 2010 over 2006
source PATA
29
China (PRC) to Asia Pacific 2006-10Other top
destinations by volume gain (mns) 2010 over 2006
source PATA
30
The Domestic Travel Phenomenon
31
South Pacific as a Destination for Chinese
32
(No Transcript)
33
How Chinese Tour Operators Commenton South
Pacific as a Destination
  • A mysterious destination
  • Air Connection via Australia, NZ, Japan or
    Korea
  • Tour Package - Aussie NZ South Pacific
    islands
  • VISA Free convenient

34
  • Key products for S. Pacific
  • Business related tour filming, health medical
    inspection, real estate inspection, small
    business investment
  • Package tours Australia NZ Fiji
  • FIT Air Hotel booking for
  • Minimum 2 Pax
  • Target Market
  • Honey Moon Maker
  • Family Leisure
  • Business Elite Groups
  • Incentive Group

35
Strength
  • SPT promote S. Pacific as a whole
  • China a member of SPI (April 20, 2004)
  • 8 destinations got ADS status, including Fiji,
    Cook Islands, Tonga, Vanuatu, Samoa, Papua New
    Guinea, Micronesia, French Polynesia

36
Strength
  • Stunning natural marine beauty
  • Diverse South Pacific Culture
  • Fiji the only country no
  • Cancer found Medical wonder
  • Combination of multi-destinations
  • is more attractive
  • It is a niche market with theme on
  • adventure, culture and history
  • Tahiti Dance
  • Star Alliance South Pacific Air Pass

37
Challenge
  • Consumer Awareness
  • Limited flight connection,
  • No direct flight
  • Insufficient destination promotion
  • Safety Issue
  • Lack of quality shopping
  • experiences
  • Quality Chinese Food

38
Strategic Implications
  • If you are marketing a product to China (PRC)
    you should focus on East Coastal Areas.
  • Do not move beyond them until you have achieved
    significant penetration to these area
  • To move beyond them will lower your net revenue
    per unit due to higher distribution and marketing
    costs as result of geographical spread of your
    target market.

39
Market Research
  • Destinations must carry out research on their
    Chinese visitors..
  • The market is so big and so diverse that
    different marketing mixes have to be designed for
    different segments.

40
Service Quality
  • Quality Issue needs continuous attention and
  • collective efforts from the destination
    suppliers
  • to satisfy Chinese travellers.

41
CNTAs 11th Five Year Plan for China Tourism
Principle and Ideology Advocate the development
of three market sectors in an harmonious way
Extensively develop domestic travel Aggressivel
y expand inbound tourism Regulate the development
of outbound tourism Key objective and
priority - Quality Enhancement

42
CNTAs 11th Five Year Plan for China Tourism
  • Key Points of the Action Plan Outbound Travel
    Sector
  • Regulate the Market through Working with ADS
    Destinations
  • Improve Industry Management Efficiency
  • Improve the Quality Control System
  • Strengthen Safety Awareness

43
CNTAs 11th Five Year Plan for China Tourism
  • Outbound Travel Sector Tactics
  • Promote Integrity through Campaigns
  • Reward Exemplary Performance
  • Control Outbound Travel Quality by
    standardising
  • - Services provided by tour guides
  • - Accommodation
  • - Security, and
  • - Market regulation

44
Existing Laws Administrative Regulations
  • Administration Measures for Chinese Citizens
    Touring Abroad
  • Law of the Peoples Republic of China Controlling
    the Exit and Entry of Citizens
  • Regulations of the People's Republic of China on
    Frontier Inspection for Exit from, or Entry into
    the Country
  • Regulations on the Management of Travel
    Agencies
  • Service Quality on Outbound Travel Agents
  • Administrative Regulations on Group Leaders for
    Outbound Travel

45
Laws and Regulation under Revision
  • Law of the Peoples Republic of China Controlling
    the Exit and Entry of Citizens
  • Regulations on the Management of Travel Agencies

46
Authorised Chinese Outbound Agencies
  • CNTA announced a new list of 119 ADS Outbound
    agencies via its website
  • www.cnta.gov.cn
  • up to 916 in total.

47
Actions Taken by CNTA 2007
  • Unethical business practices are the top
    priority for Chinese tourism administrations and
    travel trade to tackle quality enhancement.
  • Working together with destinations, such as Hong
    Kong to crack down on zero-fee tours and promote
    Quality and Honest Tour Products
  • Publicising legal and illegal travel services
    online Illegal tour operators will have their
    operating licenses suspended.
  • Complaints against shops put on Chinese mainland
    official website
  • qualitytourism.cnta.gov.cn

48
Actions Taken by CNTA 2007
  • CNTA formulated an official contract template
    for Chinese citizen travel overseas from March
    20, 2007.
  • CNTA publicised an official price for 17
    guided outbound tour routes, aiming to educate
    consumers.

49
2007 China Tourism Service Quality
ReportReleased by CNTA March 2008
  • The report shows that the service quality in the
    Chinese tourism industry has increased
  • 876 cases consumer Complaints regarding outbound
    tours reported in 2007, representing 8.79 of
    the total
  • Complaints decreased by 2.34 for outbound
    tourism compared to 2006.
  • SourceCNTA

50
2007 China Tourism Service Quality
ReportReleased by CNTA March 2008
  • Complaints ranged from
  • Shopping and quality
  • Costs of additional activities
  • Standard of accommodation and shortened time for
    sightseeing
  • - Surcharge for old and young tour members who
    may have less purchasing power during arranged
    shopping.

51
PATA Perspective
  • Quality Enhancement
  • Key objectives and priorities
  • The healthy growth of this particular emerging
    market requires partnership and cooperation, it
    needs continuous attention and collective efforts
    from
  • Public sectors and private sectors
  • Source country and destinations

52
How do you run with the pack and still maintain
an individual identity?
53
)
Thank You! ??! Vinaka!
54
(No Transcript)
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