On January 19, the European Union and China jointly commemorated a program to further boost collaborations in the travel and tourism sectors. The EU’s goal is to achieve an annual increase in Chinese visitors by 10%, equal to at least Û 1 billion a year for the tourism industry. Dubbed as ÔReady for China’, the initiative is to foster commercial and cultural exchanges between the European Union and China.
The ECTY (EU-China Tourism Year) is funded by EU and involves the European Travel Agency, European Tourism Association and China National Tourism Association. Key objectives are to help every segment of the travel industry to attract and better welcome Chinese travellers.
Number one tourism market since 2012
The United Nations World Tourism Organization (UNWTO) reported that the combined Chinese tourists expenditure in 2016 exceeded USD 261 billion (21% of the world’s international tourism spending). The growth in their outbound travels has benefited a myriad of tourist, hospitality and leisure destinations in the Asia-Pacific, notably Japan, the Republic of Korea and Thailand. Their favourite long-haul destinations are in the United States and Europe. Aside from China, all the other Asian-based outbound travellers markets have also registered positive growth, such as the Republic of Korea (US$27 billion) and Hong Kong (US$24 billion), an increase of 8% and 5% in spending, respectively.
Forecast by China Outbound Tourism Research Institute’s (COTRI)
COTRI’s final forecast on Chinese nationals making outbound trips in year 2017 was 145 million. Barring unforeseen events, COTRI projects the numbers crossing border in year 2018 will be 154 million, representing a year-on-year increase of 6.3%. In breaking down year 2018 numbers, COTRI projects 68 million will be making trips within Greater China destinations, while 86 million will arrive at destinations in the rest of the world (a growth of 10% against 2017). Chinese nationals making trips to tourist destinations across the world have been doubling year-on-year.
Perhaps a remark by COTRI Director, Dr Wolfgang Georg Arlt, amplifies the message to all businesses in the travel and hospitality industries, ÒIt’s time many destinations stop talking about arrival numbers and start to concentrate on quality and sustainable development effortsÓ. For more details on COTRI’s report, click here.
How to successfully reap the Chinese travel market?
Many marketing teams in the hotel, hospitality and leisure industries have already seen the immense potential of the Chinese outbound tourists market. But few have reacted positively due to the key challenges in winning them over. It has been reported that modern day Chinese travellers are extraordinarily savvy in planning and making their holiday getaways. Many even opt for the do-it-yourself travel experience. It’s therefore imperative that promotional information on websites, at destinations, social media platforms, various marketing avenues, etc., are able to effectively engage with theÊChinese audience, in their preferred language.
It has been repeatedly shown that the use of automated translation machinesÊare doomed for failure, andÊliteral translation alone is just not enough to deliver an expected emotional connection with Chinese travellers or indeed with any other native-language speaking audiences. Businesses that continue to take these routes to communicating with Asian audiences will not thrive. Not only will they fail to capitalize on the burgeoning Chinese travel market, but the sub-standard content they display will also tarnish their brand.
You need transcreation (translation infused with creative writing or creative translation) that takes into account all the various nuances of the vernacular of that language.
Transcreation helps you transcend language and cultural boundaries, which is paramount to ensuring an effective content marketing strategy. To engage with the well-informed Chinese audiences, or other native-speaking communities around the world, we need targeted, clear messages that connect and engage Ð remember,Êif they can’t read it, they won’t buy it.
So, instead of taking chances with your valuable marketing resources and hoping that your message reaches the right eyes, relying on end-to-end content transcreation is a prudent bet. With specialized creative translations in multiple languages, marketing campaigns will have better traction at enticing and inspiring target readers with the right tone and the right impact. In other words, transcreation can help convert clicks into bookings and readers into customers.
About the contributor
As a LSP (language service provider), IPPWORLD helps hospitality, travel and lifestyle brands and businesses go global with transcreation expertise. Transcreation Ñ creative translation Ñ provided by IPPWORLD delivers end-to-end management of localized, contextualized content for your website, as well as brand and marketing campaigns.
Transcreation into multiple global languages drives conversions, grows revenue and builds brand loyalty. With full-fledged offices in Singapore, Shanghai and Mauritius, as well as associates around the world, IPPWORLD is always available.ÊOver two decades in multilingual transcreation and localization services. Trusted then, trusted now.
For more information on how IPPWORLD can assist you with global marketing content, visit www.ippworld.com, or email: info.singapore@ippworld.com.
