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www.china-outbound.com 1
Welcome Chinese Certification The new hospitality standard specifically dedicated to
Chinese travellers.
www.china-outbound.com 2
Welcome Chinese Certification
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
www.china-outbound.com 3
Welcome Chinese Certification
The Welcome Chinese 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.
www.china-outbound.com 4
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.
www.china-outbound.com 5
Message from COTRI Director Prof. Dr. Wolfgang Georg Arlt
“ Welcome Chinese Certification is building the trust and improving
the visibility in the Chinese market. More Chinese customers will
arrive and more satisfied customers will leave to tell their friends
about the positive experience with the Welcome Chinese certified
company.”
www.china-outbound.com 7
Airports
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the airport
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 10
Airports
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the airport
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 13
Airlines
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Airline
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 16
Museums
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Museum
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 19
Amusement Parks
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Park
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese tour operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 20
Amusement Parks
Price and Conditions
Red Certification valid one year
10.000 €
www.china-outbound.com 22
Theaters
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Theater
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese tour operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 25
Shopping Malls
Benefits
Governmental benefits• A press release with CTA and the Shopping Mall
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 26
Shopping Malls
Price and Conditions
Red Certification valid one year
10.000 €
www.china-outbound.com 28
Railway Carriers
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Railway Carrier
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 29
Railway Carriers
Price and Conditions
Red Certification valid one year
30.000 €
www.china-outbound.com 31
Sightseeing Buses
Benefits
Governmental benefit• A press release with CTA and the Sightseeing destination
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 32
Sightseeing Buses
Price and Conditions
Red Certification valid one year
5.000 € per city
www.china-outbound.com 34
Cruise Lines
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Cruise line
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 35
Cruise Lines
Price and Conditions
Red Certification valid one year
30.000 €
www.china-outbound.com 37
Car Rentals
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Car Rental
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 38
Car Rentals
Price and Conditions
Red Certification valid one year
15.000 €
www.china-outbound.com 40
Car Rentals
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Car Rental
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 41
Car Rentals
Price and Conditions
Red Certification valid one year
30.000 €
www.china-outbound.com 43
Railway Stations
Benefits
Governmental benefits• A press conference announcing the partnership • A press release with CTA and the Railway Station
Promotional benefits online• www.hychinese.com• HyChinese App • Social Media Marketing• Newsletters to Chinese travel agents/operators
Promotional benefits offline• Travel fair• Road show
Training and Information• China Outbound Monthly Market Insights • COTRI for Welcome Chinese Market Report Highlights• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 44
Railway Stations
Price and Conditions
Red Certification valid one year
30.000 €
www.china-outbound.com 46
Range of Benefits - Descriptions
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. Information Benefits
• China Outbound Monthly Market Insights
• COTRI for Welcome Chinese Market Report Highlights
• COTRI for Welcome Chinese Biannual Workshop
www.china-outbound.com 47
Governmental Benefits
• Press conference will be 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 2015Welcome Chinese Certification
issuance Conference
www.china-outbound.com 48
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
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
www.china-outbound.com 49
Promotional Benefits Online
• 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;
www.china-outbound.com 50
Promotional Benefits Online
• Newsletters to Chinese tour operators
Monthly, Certified businesses are promoted towards Chinese tour operators via email marketing; New Certified companies will be announced in a dedicated article in Welcome Chinese newsletter; If the company wants to share interesting information and news directly with Chinese tour
operators and travel agents, we can include it in Welcome Chinese monthly newsletter
www.china-outbound.com 51
Promotional Benefits Offline
• Presence at Travel Fairs 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 Guide Book 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 ShowsWelcome Chinese is present in one Chinese city per month, during the road shows Welcome Chinese promote the certified hotels 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 Shows Certified company can ask Welcome Chinese to distribute its promotional materials during the fair
(must be in Chinese; limitation apply in terms of quantity)
www.china-outbound.com 52
Information Benefits
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
www.china-outbound.com 53
Information Benefits
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
www.china-outbound.com 54
Information Benefits
COTRI for Welcome Chinese Biannual Workshop
Up to two employees of 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
First workshop in Brussels
www.china-outbound.com 55
Requirements
• To know the specific requirements for each category to gain Welcome Chinese Certification, please contact COTRI team.
www.china-outbound.com 56
Selection of Certified Business
More than 500 companies from 32 countries and regions all over the world have already participated in
the Welcome Chinese Certification.
www.china-outbound.com 57
Applying Process
Simple proccess of gaining Welcome Chinese Certification:
Fill out the provided application kit including proof of fulfilled requirements
Send the application kit to COTRI or the local COTRI Country Partner
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.china-outbound.com 58
Contact
COTRI China Outbound Tourism Research Institute
Head of Sales:Tanita JasienieckaTel. +49 40 558 99 576Mail: [email protected]
Asistance of Sales:Zini Gu Tel. +49 40 558 99 576Mail: [email protected]