«welcome chinese standard certification » - the new norms of chinese outbound tourism

www.china-outbound.com

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Welcome Chinese Certification

The new hospitality standard specifically dedicated to Chinese travellers.

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Welcome Chinese Certification comprehensive overseas travel service standards

is approved and issued by the China Tourism Academy (CTA)

The China Tourism Academy

supports all the certified businesses to access the Chinese travel industry

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The Welcome Chinese Standard Certification is the certified travel service standard and travel platform recognised by CTA. It aims at upgrading the services dedicated to Chinese travellers, working in cooperation with the China Tourism Academy (CTA), China's main governmental research and promotion institute under the Chinese National Tourism Authority (CNTA). Participating in the Welcome Chinese Certification program means entering into a partnership with the CTA and enjoying a number of benefits designed to promote your travel business in the Chinese market within the framework of a government project. The certification program sees also the participation of state owned companies like China Central Television (CCTV), the countries state owned television network, and China Union Pay (CUP), China's main issuer of credit cards. Promotional activities are being created in order to give visibility to the certification and to its participants.

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12 Economic activities

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Airline

Airport

Amusement Park

Car Rental

Cruise Line

Hotel: Bronze – Silver – Gold

Museum

Railway Carrier

Railway Station

Shopping Mall

Sightseeing

Theater / Attraction


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Welcome Chinese Certification More than 500 companies from 32 countries and regions all

over the world have already participated in the Welcome Chinese Certification.

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Paris Airports

Mathieu Daubert retail director of the Aéroports de Paris (Paris Airports) group

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“The increase of Chinese tourists has made the

airports realize the increasing importance of the

China market. Daubert said "Welcome Chinese

Certification" is also very important, and will inspire

them to make sure Chinese travelers get the best

services.

Charles De Gaulle Airport under Paris Airports has

already been given "Welcome Chinese

Certification."

Daubert noted that Terminal 2E of the airport has

been renovated and built the newly designed Hall K

over 15 months. The airport will provide Chinese

services including maps, menus, guides and

Chinese-speaking staff and festival decorations and

benefits for Chinese tourists.


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Kenneth Macpherson - chief executive of Greater China at Intercontinental Hotels Group

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“InterContinental Hotels Group's "China Ready

Program" is a partnership with the "Welcome

Chinese" program. The program will ensure

Chinese tourists get Chinese services such as

China UnionPay service, Chinese guides, TV

channels, staff and 24-hour Chinese service.

More than 10,000 staff from IHG's hotels around the

world are now receiving training in Chinese services

and more than 250 hotels around the world under

the brand of IHG will offer "China Ready Program"

services by the end of 2015”


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1. Governmental Benefits

2. Promotional Benefits Online

• Promotion on: www.hychinese.com

• Promotion via: HyChinese Application

• Social Media Marketing

• Newsletters to Chinese travel agents/operators

3. Promotional Benefits Offline

• Presence at travel fairs

• Presence at Road Shows

4. Training & Information

• China Outbound Monthly Market Insights

• COTRI for Welcome Chinese Market Report Highlights

• COTRI for Welcome Chinese Biannual Workshop

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Governmental Benefits

• Press conference organised during a special event to

announce the Certification process and the partnership

• A joint press release with CTA China Tourism Academy,

issuing Welcome Chinese Certification

Beijing, April 2015 Welcome Chinese Certification

issuance Conference

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Promotional Benefits Online

• Promotion via: HyChinese Application

Enjoying an opportunity of advertising your services, booking methods, office locations and

much more to the Chinese customers on the specially created mobile application only for

Chinese tourists

Available from Autumn 2015!

www.hychinese.com

• Promotion on: www.hychinese.com

Advertising your services, booking methods, office locations

and much more on the web page specially devoted to Chinese

travellers

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• Social Media Marketing

Promotion via Welcome Chinese's own social media platforms including Weibo and WeChat with

fruitful content and hyperlink to your exclusive page on Hychinese.com;

One WeChat article quarterly for each promotional theme of every certified partner with special

incentives to encourage readers to share with friends and Moments, so as to magnify the effect;

Your exclusive QR code will be generated under the Welcome Chinese WeChat Service Account

which would lead people directly to your page on Hychinese.com (by September);

Two Weibo posts quarterly for each certified partner with hyperlinks to your pages on

Hychinese.com and official web sites;

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• Newsletters to Chinese travel agents/operators

Monthly, Certified businesses are promoted towards Chinese travel agents and operators via

email marketing;

New Certified Railway Station will be announced in a dedicated article in our newsletter;

If the Railway Station wants to share interesting information and news directly with Chinese TO

and travel agents, we can include it in our monthly newsletter

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Promotional Benefits Offline

• Presence at Travel Fair The logo of the certified company will be displayed on the drop back of the stand and on touch

screens/tablets at the Welcome Chinese stand at Chinese travel fairs (Starting from Autumn 2015) At least one page of Welcome Chinese Global Guide will be dedicated to the certified company The logo and at least one page about the certified company will be featured on all digital material

presented at the fair (gadgets, USB, etc.) Certified company can ask Welcome Chinese to distribute its promotional materials during the

fair (must be in Chinese; limitation apply in terms of quantity) • Presence at Road Shows The logo of the certified company will be displayed on the drop back of the stand and on touch

screens The logo and the certified company description will be featured on the material distributed at

Road Show Certified company can ask Welcome Chinese to distribute its promotional materials during the

fair (must be in Chinese; limitation apply in terms of quantity)

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Training and Information

China Outbound Monthly Market Insights Electronic publication powered by COTRI China Outbound Tourism Research Institute, providing every month a focused view on the main developments in the Chinese outbound tourism:

• News about the most important trends and upcoming events in China’s outbound tourism • State-of-the-art statistics for the most important Chinese outbound destinations • Once in a quarter:

COTRI Barometer World Map showing winners and losers in attracting Chinese visitors TOP 10 destinations of Chinese outbound travellers China Outbound Tourism Index: Analysis and forecast by COTEP China Outbound Tourism

Expert Panel • TripAdvisor Map showing the hottest search spots for Daodao (Mainland Chinese TripAdvisor) • Best practice examples showing successful ways to attract Chinese guests and sound advice for

satisfying their specific needs and expectations

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COTRI for Welcome Chinese Market Report Highlights COTRI Market Report is published every six months providing a comprehensive in-depth information about the development of China’s outbound tourism market including. COTRI for Welcome Chinese Market Report Highlights is edited exclusively for Welcome Chinese, offering a 16 page summary of the main content: • Economic, political and social trends in China - Chinas outbound tourism environment • China’s Luxury market and the development of new consumption patterns • Overview of China’s current outbound tourism situation: Trends and statistics • Market segmentation and characteristics of Chinese outbound travellers • Marketing for China’s outbound tourism market • Socio-demographic structure of Chinese travellers in selected global destinations • China’s outbound tourism market in selected destinations • Special Topic • Outlook

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COTRI for Welcome Chinese Biannual Workshop Up to two employees of eligible certified companies can participate twice a year in a “COTRI-Welcome Chinese Biannual Workshop: Latest Developments and New Trends in the China Outbound Tourism Market”. The workshop is organised by COTRI in different cities around the world in order to bring together the regional tourism industry working with the Chinese market with renowned COTRI experts to offer insights and best practice examples about the China’s outbound tourism market. Topics of each half-day workshop include: • latest global development and trends in Chinese outbound tourism • panel discussion about local development and trends • presentation of best practice examples • 20 things to do and 20 things to avoid to attract Chinese guests • trainings sequences • Q&A with audience

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How to apply for the Welcome Chinese Certification?

Simple proccess of gaining Welcome Chinese Certification: fill out the provided application kit including proof of fulfilled requirements

send the application kit to China Outbound Tourism Research Institute (COTRI) local Country Partner (IBH is the exclusive COTRI Country Partner in France & Monaco)

receive a confirmation about the application form completeness, the time frame for the completion of all requirements and an invoice

normally within 2 weeks, receive the final approval and the Welcome Chinese Certification granted by China Tourism Academy in Beijing

receive the certification package including: • the certification, • a Plexiglas sign and other items

The information about the certified company is displayed on: www.welcomechinese.com.cn and www.hychinese.com www.ibh-paris.com


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COTRI China Outbound Tourism Research Institute

COTRI is the world's leading independent research institute for Information, Training, Quality

Assessment, Market Research and Consultancy relating to the Chinese outbound tourism market.

Established in 2004, COTRI is a privately organised, independent institute registered in Germany,

founded by its director Prof. Dr. Wolfgang Georg Arlt, widely recognised as one of the leading experts on Chinese outbound tourism. COTRI is working for small and big companies, organisations and

government institutions on all continents as well as with all leading international and Chinese tourism

organisations.

COTRI supports Welcome Chinese Certification through its network of more than 20 COTRI Country

Partners, covering more than 50 countries all over the world.

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Your advantages

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• To be accompanied by the international experts

• Eligible to vocational training in France

(Eligible à la formation professionnelle continue

en France: DIF, CIF…)


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Contact

IBH - COTRI France Tel. +33 (0)1 77 05 29 27 E-Mail : [email protected] Internet: www.ibh-paris.com CEO Alcuin COURSIER 谢群 Tel. +33 (0)6 23 50 15 81 E-Mail: [email protected]

www.ibh-paris.com

mailto:[email protected]



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«welcome chinese standard certification » - the new norms of chinese outbound tourism

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