Understanding the China and Russia outbound tourism markets at PATAcademy-HCD

Published on : Thursday, November 28, 2019

Travel and tourism industry professionals now have a better understanding of the Chinese and Russian outbound tourism markets after attending the two-day PATAcademy-HCD workshop organized by the Pacific Asia Travel Association (PATA) from November 25-26, 2019.


The interactive programme, under the theme ‘China and Russia Outbound Tourism Markets’, was led by Philip Schaetz, Managing Director – CUBE, Hong Kong SAR; Vadim Tylik, Chief Executive Officer – RMAA Group, Russia, and Vera Wong, Director of Sales & Marketing – Stargazer Company Limited, China.


The workshop enabled participants to leverage destination, consumer and competitor’ insights to create an effective destination marketing strategy from a 360-degree perspective. The workshop specifically focussed on the Chinese and Russian digital marketing landscape, social media platforms, future market trends, and how to attract them to your destination.


PATA CEO Dr. Mario Hardy said, “When it comes to the business of travel and tourism, Russian and Chinese travellers play a large role in shaping the landscape of travel and tourism in the Asia Pacific region. The aim of the workshop was to deliver a deeper understanding of the Chinese and Russian markets and provide our participants the practical tools and skills to increase their share of these highly lucrative segments.”


Attending the workshop were 12 participants from 5 destinations, representing 7 organisations from Malaysia, Nepal, Papua New Guinea, Thailand and the Solomon Islands.


On the first day of the workshop, Mr. Schaetz began with an introductory session on leveraging consumer insights to create an effective destination marketing strategy. “The delegates learned how to use consumer and market insights from a deep dive 360 degree perspective to drive effective destination marketing strategies,” said Mr. Schaetz. “It is always very rewarding to meet people from all these exciting places who just love to drive awareness about their destination to the world. Their passion is infectious!”


In the afternoon Ms Wong from Stargazer, a destination marketing company in China that specialises in offering marketing and sales services to destinations, attractions and hotels, led a session on the Chinese outbound market. ” From my session, the participants learned a general picture of the Chinese marketing landscape and learned to understand OTAs, UGC, social media platforms and blogger marketing. This integrated understanding could help them to make smarter decisions for the Chinese market in the future,” noted Ms Wong. “It’s an honour to be the speaker at this event. It’s quite fruitful that I could get the latest voices of how DMOs think about China market and to also make wonderful, new connections.”


On the second day of the programme, Mr Tylik, focussed on the Russian Federation, providing participants with statistics, analysis and trends of outbound tourism from the country. “During the last few years, I have been working closely with different destinations helping them to enter the Russian market. As a result of this activity, I got a lot of experience that I was able to share at the workshop. The first part of my presentation focussed on the Russian outbound tourism market as well as business trends and statistics. In the second part, I talked about tactics and strategies on how to win the hearts of Russian tourists and attract them to your destination,” said Mr Tylik. “It is a great pleasure for me to join PATAcademy-HCD as a speaker. I believe that the main criterion for successful training for us is not ‘the amount of learned material’, but changes in the ways of acting and working. My goal for these workshop days was to help destination C-level executives become more efficient and productive in their day-to-day activities with Russian travellers.”


To close out the programme, all participants were invited to visit Mahanakhon Skywalk, located on top of the King Power Mahanakhon Building in Bangkok. The Mahanakhon SkyWalk combines unique views with an unmatched guest experience, including one of the world’s largest glass trays on the 78th floor, Southeast Asia’s fastest elevators and unrivalled 360 degree views of Bangkok’s breathtaking skyline.


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