MICE-Contact News Archive

Capture your share of the Chinese outbound tourism and MICE market at the next PATAcademy-HCD in July

Apr 11, 2019

The 12th PATAcademy-HCD workshop, under the theme ‘Chinese Outbound Tourism Market’, is set to take place at the Pacific Asia Travel Association (PATA) Engagement Hub in Bangkok, Thailand on July 1-2, 2019.

The two-day programme aims to enable participants to understand the different market segments of the Chinese outbound market, including current and future trends, spending patterns and purchasing behaviours, while enabling them to adapt their products and services as well as their marketing strategies to attract a bigger and more profitable portion of this market.

“Travel and tourism in the Asia Pacific region has seen tremendous growth over the past two decades, driven primarily by the remarkable growth of the Chinese outbound market. Coupled with recent advancements in technological innovations and a shift in consumer behaviour, this dynamic and evolving market will continue to be the key driver of growth, not only within the region, but around the world,” said PATA CEO Dr. Mario Hardy. “Now more than ever, it is critical for organisations to have a deeper understanding of this market and the practical skills to increase their market share of this highly lucrative segment.

Confirmed speakers at PATAcademy-HCD in June include Professor Dr. Wolfgang Georg Arlt, Founder and Director – COTRI China Outbound Tourism Research Institute, China; Jason Lin, Chief of Talent – Talent Basket, Xiamen (China) and San Francisco (USA), and Julien Delerue, General Manager – 1000meetings, China.

Over the course of two days, this interactive and intensive workshop will empower participants with practical tools and best practices, in order to form an in-depth understanding of the market. As a result, participants will be able to adapt and enlarge their portfolio of tourism and hospitality services to ensure a sustainable and successful engagement with the Chinese outbound market.

Learning outcomes include recognising the different market segments of the Chinese source market and their dynamically developing needs and expectations; being up-to-date on the latest social media, social commerce, and online travel trends in China; designing an effective influencer marketing campaign targeting Chinese netizens; gaining deeper insights into China influencer research data; understanding Chinese outbound MICE market trends, and discovering the crucial steps to attract Chinese MICE bookers and how to keep them.

Furthermore, participants will have the opportunity to explore Bangkok from a different angle at Mahanakhon SkyWalk, Thailand’s highest observatory and rooftop bar. Located on the top of King Power Mahanakhon Building, the Mahanakhon SkyWalk is a must-see attraction in the heart of Bangkok with 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 breath-taking skyline.

The programme is designed for stakeholders in both the public and private sectors of travel, tourism, hospitality, and MICE sectors including government officers, hoteliers, MICE professionals, travel professionals, academics and everyone who aims to engage successfully with Chinese outbound travellers.

Participants that complete the course successfully are awarded a PATAcademy-HCD certificate entitled “Certified Asia Pacific – Chinese Outbound Tourism Market”.

The registration fee for PATAcademy-HCD is US$699 for PATA members, US$799 for Chapter members and US$899 for non-members. Registration fee includes training programme with materials, lunches listed on official programme and site visit. Fee excludes air ticket and airport transfer.


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By: MC Media Group International Global Office Berlin | Editor-in-Chief Werner Kreis

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