China Ready Seminars Handbook (Sample)

China Ready Seminars Seminar Handbook

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Introduction

China Ready Seminars

China’s economic growth will continue in the coming years, putting China on track to become the

world’s largest economy, before 2020. China’s continued development will boost Chinese

urbanization and further expansion of the Chinese middle class and affluent consumer groups.

Chinese tourists are traveling in large numbers, hungry for world experiences and up-scale

shopping opportunities. With newfound wealth and global awareness combined with an

improved visa situation and increasing airlift, the Chinese are traveling like never before.

Destinations all over the world are looking towards China to cultivate new business opportunities

and build a greater rapport.

The growth of this market segment, training becomes increasingly more important for a better

understanding of the complex Chinese market. The challenge today is to ascertain that the

tourism industry suppliers across the nation have the resources and the knowledge to leverage

this opportunity to its broadest extent.

China Ready Seminars will offer up to date training for all industry sectors and help you see how

to create networking opportunities to extend your business from China.

Course Outline

The content of the program has been developed by leading tourism experts in both China and the

U.S. This seminar will help you analyze your current products and services with regard to their

suitability for Chinese travelers and to develop an action plan to increase your visibility and

market share.



Table of Contents

Introduction 2

China Ready Seminars 2

Course Outline 2

China Today 5

International Tourism Market 5

China Outbound Travel Market 5

Visitation 7

US Visa Approvals 7

International Competition 8

Chinese economy 9

China Ready Reference Guides 11

The Chinese business etiquette reference guide 11

Chinese language reference guide 13



4

China Today



China Today

International Tourism Market

The international tourism market has been

traditionally important to the US tourism

industry. During the US economic downturn

when domestic travel suffered, the revenues

that international markets generated were

even more critical.

Meanwhile, China’s growth has been

phenomenal. In 2013, 1.8 million Chinese

tourists visited the US. Chinese spending is

by far the largest among all the international

markets. While Japan and the EU nations

visitation growth to the US has been flat,

China is the viable alternative for the US

tourism industry to diversify its efforts.

China Outbound Travel Market

China’s National Tourism Administration

reported that the number of outbound

Chinese tourists reached 83.1 million in

2012, which is an addition of 18% year-on-

year.

100

Million travelers made up the

outbound travel market in 2014

China’s resilient economy, an appreciating

currency and changing population trends

are all elements leading to the major

increase in outbound travelers.



Travel Demographics

Reported Mid 2012: Current major destinations Recent Growth

Outbound Travelers: 2010: 57.39 million 2011: 63.00 million 2015: 100 million

(projected)

Hong Kong Macao Japan S. Korea Taiwan, China USA Malaysia Thailand

China urbanizing fast-track to growth: Projected by 2020: more than 800 urban locations in China will have more disposable income than that of Shanghai, China’s wealthiest city today.

The size of China’s outbound tourism

market is tremendous. This country has

amassed much wealth since its impressive

economic growth began as little as 20 years

ago.

The new Chinese administration has spoken

much about the “China Dream” which is

often paralleled by Western observers as a

rival concept to the ‘American Dream’. Yet

the China Dream differs in that it is meant to

encourage its citizens to confidently live up

to what a super power country should be –

worldly, international focused and confident.

Almost all of the Chinese industries benefit

from the China Dream – tourism, education,

international trade and business, etc.

Prior to the materialization of the China

Dream, the Chinese have been traveling

around the world in great numbers. China

has been opened to the European market for

a decade now.



Visitation

Chinese travelers visited the US in

substantial numbers in 2013 (1.81 million

visitors) and was the seventh largest

inbound market by arrivals. In addition, last

year, China was also one of the highest

spending markets, with expenditures in

excess of $9.8 billion. More than other

travelers to the US, Chinese spent the most

on goods and services. The US is an

extremely attractive destination for the

Chinese traveler.

By offering trip planning tools, the travel

trade (travel agencies, airlines, OTA’s) along

with airlines in China, act as a single key

source of information for the Chinese

traveler.

A bulk of the Chinese travel trade (87%)

reported second quarter 2013 bookings from

China to the U.S. to be higher, compared to

the same time the year prior. (Source: NTA:

2013).

US Visa Approvals

The magnitude of the Chinese market has

prompted the US government to relax its

visa policy for Chinese nationals. In 2011,

after the tourism industry heavily lobbied the

US government for a more lenient visa policy,

the then-US Ambassador to China, Gary

Locke took steps to shorten the long wait

time for a visa by Chinese nationals.

In 2012, there was a 50% increase in

consular officer staffing China-wide. 1.34

million Visa applications were processed,

and visa issuance was up 34% over the

previous year with a 90% approval rate. Now

the average wait for visa interviews is only 5

days. (Source: US Commercial Services,

Shanghai)



The Chinese tourism industry welcomed the

positive development and sent record high

numbers of groups in the US. Within two,

years, Chinese itineraries have evolved from

groups focused to a substantial increase in

FIT travel.

Many new US travel products have been

promoted in China. Airlift between China and

the US has improved greatly; increased

capacity has allowed more products to be

promoted in China.

China: Non-Stop Air Service as of Feb 2014:

Flights Seats

LAX- Los Angeles 147 48,919

ORD- Chicago 98 25,240

SFO- San Francisco 81 24,816

JFK- New York (Kennedy) 55 18,198

DTW-Detroit 56 15,064

EWR- Newark 49 13,181

SEA- Seattle 28 6,280

IAD- Washington DC 23 6,187

(Source: US Commercial Services, Shanghai)

International Competition

Top preferred destinations for Chinese

travelers are in Asia. Hong Kong, Macao and

Taiwan receive the lion's share. The

proximity, high flight accessibility and low

language barriers all contribute to these

destinations popularity. While short-haul

travel still dominates the outbound market,

there is a trend toward long-haul travel.

Tourism to Europe remains strong and EU

nations have spread out their visa offices

across China, generally opening in tier two

cities over the last few years. Australia and

New Zealand continue their highly

recognizable PR campaigns from online

microfilms to celebrity branding, all

positioned to draw more Chinese travelers.

Thailand is planning the visa waiver plan for

Chinese nationals. African nations have

united to put up one-visa-multiple-countries

policy to enhance convenience.



The US clearly faces competition in China.

The World’s #1 Superpower: Chinese are now calling themselves the world’s second power. And the mentality to “check out” the world’s superpower (US) is the dream of many Chinese

World icons: New York’s Empire State Building, San Francisco’s Golden Gate Bridge, L.A.’s Hollywood Sign are

snapshots of the US and easily picked out as US icons by the Chinese traveler. These imageries have become must-see places to visit.

Education: Many Chinese want to be educated in the US or want to consider the US as its alternative place to live outside of China. To many younger Chinese, the US is believed to be the best place in the world for higher education.

Chinese economy

China’s economic system is the second

largest in the world, exceeding Japan and

behind the United States. From 2005-2009,

the average increase of China’s GDP was

11.4%, according to the National Bureau of

Statistics (NBS) the government

organization that tracks China’s economy.

Starting in 2011, the monetary policy

reverted to “prudent” after being “relatively

light” since late 2008 when China

experienced financial difficulty along with

the rest of the world. China’s new macro-

economic regulations contain two goals:

1. Maintaining economic growth

2. Curbing the rise in inflation.

9



10

Reference Guides



China Ready Reference Guides

The Chinese business etiquette reference guide

Exchanging business cards

Give and receive a business card with both hands; bow your head slightly; spend a quick minute

to read the card and give a compliment on the logo, or the Chinese person’s name – the goal is to

use business card exchange as an icebreaker by showing interest and respect. It is better if you

have bilingual business cards or your name and title in Chinese.

Seating

In a business meeting, let the senior leader sit first. He will have his people sitting along his two

sides according to seniority. You and your team should sit across the table mirror how the

Chinese sit. The leader from your side should sit in the middle opposite to the Chinese leader.

If it is in a dining table, the host (your side) should sit first while inviting the Chinese leader to sit

next to the The US host. The rest of the people will sit according to seniority with the highest-

ranking person sitting next to the leaders.

Topics

Avoid conversations that deal with politics, cultural differences or the economy. Ask about the

travel experience the group had so far. Your Chinese guests may also ask you private questions

related to your salary, house price, or your marriage. If you do not feel comfortable answering,

make a joke and laugh it off.

Names

Chinese last name (sir name) is written first. For a male, you can address him Mr. For female, you

can address Madam.

Handshake

The Chinese are conservative when it comes to body contact. Give light handshakes to your

Chinese guests. For females, the handshakes should be quick and light. No hugs to your Chinese

guests unless you have known them for a long time and are certain that they welcome the hugs.



Body language

Chinese do not use much body language. The Animated body gesture may come across as

aggressive and uncomfortable.

Toast and bottom-up

Chinese can drink. When they propose a toast and say “Gan Bei”, that means bottom-up. In a

dinner setting, you and the Chinese guests are supposed to take turns to propose the toast

throughout the dinner.

Metaphors

Speak slowly. Sometimes use repeated sentences and metaphors to get your message across.

There is usually at least one English speaker in each Chinese group. Remember to praise this

person’s English even though his or her English is not very good. Chinese leaders have hard

times situating themselves in a new environment that they feel culturally unfamiliar. Use easy

metaphors and iconic The US symbols to help communicate.

Personal space

The Chinese keep a distant personal space.

Never say no

The Chinese rarely say a direct “NO” to anything. “It’s challenging” or “it’s rather difficult”. If you

try to deliver a NO answer to your Chinese guests, it is better to say “I will try my best” or “I will

see what I can do”.

Common issues to be aware of

Hotel room numbers of 4, 5, 7 are bad luck. 3, 8, 9 are good numbers

Guest room facing a cemetery is unacceptable No black or white duvet covers because those colors mean funeral

No toiletries in guest room

No tea kettle to make the hot water No free Wi-Fi

No free parking for the rental car

No advance group check-in which now causes them a longer time to wait in line



Chinese language reference guide

General Expressions

English Chinese Characters Pinyin Pronunciation

How are you! 你好！ Ni3hao3

Goodbye! 再见！ Zai4 jian4

Good morning! 早上好！ Zao3 shang4 hao3

Good afternoon! 下午好！ xia4 wu3 hao3

Good evening! 晚上好！ Wan3 shang4 hao3

Welcome 欢迎 Huan1 ying2

Yes. 是 shi4

No. 不 Bu4

Okay. 好的 Hao3 de

Please. 请 Qing3

Thank you 谢谢！ xie4 xie4

Sorry. 对不起 dui4 bu4 qi3

See you later. 再见 Zai4 jian4

See you tomorrow. 明天见 Ming2 tian1 jian4

I’m (really) sorry 对不起 Dui4 bu4 qi3

Where is…?… 在哪里？ Zai4 na3 li3

Where are the toilets, please? 请问洗手间在哪里？ Qing3 wen4 xi3 shou3 jian1 zai4 na3 li3?

I’d like 我想… Wo3 xiang3

We’d like 我们想… Wo3 men2 xiang3

How much is it? 这个多少钱？ Zhe4 ge4 duo1 shao3 qian2?

There is /There are… 有… You3

What? 什么？ Shen2 me?

One moment, please. 稍等。 shao1 deng3

Can you repeat that please? 再说一次 zai4 shuo1 yi1 ci4

I don’t understand 我不明白 Wo3 bu4 ming2 bai2

What’s your name? 你叫什么名字？ Ni2 jiao4 shen2 me ming2 zi4

My name is… 我的名字叫… Wo3 de ming2 zi4 jiao4…



Front Desk & Information Desk

English Chinese Characters Pinyin Pronunciation

Welcome to our hotel. 欢迎到我们宾馆来。 Huan1ying2 dao4 wo3 bin1 guan3 lai2。

Have you a reservation? 您预定过吗？ Nin2 yu4ding4guo4 ma?

May I know your name and room number?

您的名字和房间号？ nin2de ming2zi4 he fang2jian1hao4?

We do have a reservation for you.

我们这儿有

您预订的房间。

Wo3men2 zhe4er you3

nin2 yu4ding4 de fang2jian1。

Here is your room key. 给您房间钥匙。 Gei3 nin2 fang2jian1 yao4shi。

Are these your baggage? 这是您的行李吗？ he4shi4 nin2de xing2li3 ma?

Welcome to our hotel. 欢迎到我们宾馆来。 Huan1ying2 dao4 wo3 bin1 guan3 lai2。

14



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