EMBRACING THE MOMENTUM, INNOVATING THROUGH ACTION —— Destination Marketing (Inbound Tourism) Expert Seminar 2024 Successfully Concludes

From August 21 to 23, the “Destination Marketing (Inbound Tourism) Expert Seminar 2024” was successfully held at the headquarters of the World Tourism Alliance (WTA). Organized by the World Tourism Alliance Research and co-hosted by ROCA Cultural Tourism, this seminar brought together nearly 100 representatives from cultural and tourism administrative departments, tourism enterprises, and academic institutions across 25 provinces (municipalities). The event was marked by the presence of Mr. LIU Shijun, WTA Vice Chair and Secretary-General, who delivered the opening address.

The seminar centered around four key themes: “Analyzing the Current Inbound Tourism Market”, “Developing Niche Markets and New Products”, “Constructing Marketing Content and Strategies”, and “Showcasing and Analyzing Best Practices”. In addition to in-person participation, the seminar was streamed online, enabling a broader audience of tourism professionals to gain insights into the development, marketing strategies, and innovative measures shaping China’s inbound tourism landscape. This initiative aims to bolster the high-quality development of inbound tourism in China.

Mr. WANG Kunxin, Principal Researcher at World Tourism Alliance Research, and Ms. Mika CUI, Co-Founder of Qyer and CEO of ROCA Cultural Tourism, provided in-depth analyses of the current status and trends within China’s inbound tourism market. They drew on research data from the “China Inbound Tourism Market Sentiment Report” and the “Cross-Border Tourism Consumption Trends Report” to explain the evolving needs of international tourists. Further contributions were made by Mr. ZHOU Xiaoguang, President and General Manager of Guilin Tang Dynasty Tours Co., Ltd., and Mr. LI Zhaohui, Director of China, German Naitonal Tourist Board, Beijing Office, who shared valuable insights and practical experiences on destination marketing. The seminar also featured discussions led by industry experts, including Ms. Cindy ZHAN, Sales Director, China，CNN International Commercials, and Mr. WANG Xin, VP of OneSight and an outbound marketing strategy expert, who shared new methods in current inbound tourism marketing from a view of mainstream and social media. Mr. SHEN Jun, Account Director, Member Relations, Greater China at Virtuoso, and Ms. LIU Ping, Founder of China Star PCO and DMC, analyzed the latest trends in luxury travel and inbound MICE tourism, emphasizing the importance of high-quality products and exceptional service. Mr. Leon Liao, Vice President, Mastercard data & service advisor (China), shared insights into the latest cross-border tourism consumption trends and their impact on inbound tourism, based on Mastercard’s data. The seminar was moderated by Mr. WANG Kan, Researcher at the Tourism Research of CUEB(Capital University of Economics and Business).

During the event, participants also engaged in practical learning sessions at various locations, including the venue of the show “Elegance of Xiang Lake”, Hikvision headquarters building, NetEase Snail Library, and Dafeng Science and Technology Innovation Center.