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I NEWS I Navigating the future: ITB China's enhanced digital platform ITB China unveils tools designed to maximise business opportunities during and post-event. EFFORTLESS DIGITAL NETWORKING The platform's revamped business card exchange stands out, simplifying interactions between buyers, trade visitors, and exhibitors. This intuitive feature ensures that networking is both meaningful and efficient. Complementing this is the new instant messaging tool, enabling real-time conversations and ensuring potential collaborations are always within reach. A COMPREHENSIVE EXHIBITOR GUIDE The ITB China 2023 online catalogue, equipped with the Showfloor feature, offers attendees an easy way to navigate through exhibitor listings. This digital directory provides quick access to company details and contact information, streamlining the discovery process. STAY CONNECTED WITH LIVE STREAMS For those unable to attend in person or wanting a recap, the platform's live streaming ensures no one misses out. All sessions, including those from the Presentation Hub, are available ondemand, making it convenient for a global audience. CAPTURE EVERY MOMENT From 11th September, the "Live Photo" feature will allow participants to view and share event photos, ensuring memorable moments are preserved. TAILORED TOOLS FOR ENHANCED EXPERIENCE Exhibitors can use the "Scan" function to document their interactions, providing a post-event summary. Buyers, on the other hand, can confirm their pre-scheduled meetings with exhibitors using the same tool. Additionally, the platform offers incentive tips, accessible via the "Me" button, providing added value for buyers ITB China App Apple Store Android Wechat The Official Information Source • news.itb.com ITB China News is a CLEVERDIS Publication 439 Route de la Seds, 13127 Vitrolles, France • Tel: + 33 442 77 46 00 • SAS capitalised at €155,750 • VAT FR 95413604471 • RCS Salon de Provence 413 604 471 • info@cleverdis.com • www.cleverdis.com President & Publisher: Jean-François Pieri • Senior Project Managers: Benjamin Klene • Account Managers: Veronika Verzhak • Event Manager: Zineb Elhabiri • Head of Editorial Team: Emiliana Van Der Eng • Senior Editor: Monica Hutchings • Editorial Assistant: Camille Hedjam • Editors: Luc Citrinot • Art Director: Hélène Beunat • Webmaster: Guillaume Vinrich • With the participation of: Bettina Badon, Dylan Jori, Philipp Shiberna, Veronika Verzhak >>> To contact them: first name.last name@cleverdis.com • Cover: © Saudi Tourism Authority • Printing: Shanghai HongMo YingXiaoCeHua, Shanghai, China © CLEVERDIS 2023 - Registration of Copyright September 2023. 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I MARKET TRENDS I © Hiurich Granja - Unsplash Redefining Chinese tourism: A new era of exploration From digital engagement to depth-driven experiences: Unraveling the future of Chinese travel The Chinese travel industry, a giant in the global tourism sector, is undergoing a transformative phase. As the world emerges from the shadows of the pandemic, industry leaders at ITB China, the nation's premier travel trade show, shed light on the evolving landscape of Chinese tourism. THE DIGITAL SHIFT In an industry where precision and innovation are key, digital platforms are becoming indispensable tools for engagement. Trip.com, a household name in the travel sector, is leading the charge with initiatives like "Boss livestreaming." This trend sees their top executives, including CEOs and senior leaders, hosting live sessions to showcase travel destinations, unveil exclusive deals, and engage directly with their audience. It's a testament to the evolving dynamics of customer interaction in the digital age. Meanwhile, China Comfort Travel Group (CCT) is diversifying its digital presence by tapping into platforms like TikTok and Little Red Book, highlighting the industry's move towards a multiplatform engagement strategy. BLENDING ONLINE AND OFFLINE WORLDS UTour, another major player in tourism, is pioneering a hybrid model, merging the digital with the physical. While they've been active on platforms like WeChat and Micro-blog, they've also reopened about 30 outlets in Beijing. This blend of online engagement with offline touch points offers customers a holistic travel experience. THE EVOLVING TRAVELER: SEEKING DEPTH OVER BREADTH 2023 has witnessed a paradigm shift in traveler preferences. The era of superficial, checklist tourism is waning. Today's Chinese traveler is looking for depth. Trip.com notes a surge in demand for niche destinations, with travelers preferring lesstrodden paths over crowded tourist hubs. CCT echoes this sentiment, highlighting a shift from larger tour groups to smaller, more intimate ones. The modern traveler is no longer content with just scratching the surface; they are seeking immersive, in-depth experiences. THE RISE OF LONG- DURATION TRIPS UTour points to another intriguing trend: the resurgence of longduration trips. Their data suggests a pent-up wanderlust among Chinese travelers, with 10-day outbound trips seeing a surge in bookings. This enthusiasm is further evidenced by the rapid selling out of their 121-day "U-Tour Travel Around the World" cruise. SPENDING PATTERNS: QUALITY OVER QUANTITY Comparing the spending habits of 2023 to pre-pandemic levels in 2019 reveals interesting insights. While travel demand and duration have seen an increase, there's a clear emphasis on quality. Both Trip.com and UTour note an increase in average spending, driven by travelers' heightened expectations and demands for premium experiences. PEERING INTO THE CRYSTAL BALL: FUTURE TRENDS So, what's on the horizon for Chinese tourism? Trip.com believes that travel themes integrating cultural and sports elements will dominate. They predict a rise in destinations that offer rich cultural experiences, from marathons to music festivals. UTour, on the other hand, foresees a rise in customised travel and season-based travel products. The success of winter tourism products post Beijing Winter Olympics is a testament to this trend MEET THE EXPERTS SHAPING THE FUTURE OF CHINESE TRAVEL ITB China, a cornerstone event for the global travel industry, has always been a platform for insights, innovations, and interactions. This year, the spotlight shines on three distinguished panelists, each a titan in their respective domains. Zhang Xu, holding the esteemed position of Vice President and GM of Government Cooperation at Trip.com Group, brings to the table a wealth of experience from one of China's leading online travel agencies. His insights, drawn from Trip.com's vast customer base and innovative strategies, look into the evolving preferences of Chinese travelers. Zhang Lei, the Senior Vice President of Utour Group Co.,Ltd, represents a brand that has seamlessly blended the online and offline worlds of travel. With Utour's pioneering approach and expansive reach, Zhang Lei's perspectives offer a holistic view of the current travel landscape. Lastly, Shang Zhengzheng, the Director of Outbound Department at China Comfort Travel (CCT) Group provides a unique lens into outbound tourism from China. With CCT's diverse travel offerings and keen market understanding, Shang's contributions shed light on the global aspirations of Chinese tourists. Together, these experts decode the intricacies of the Chinese travel market, offering invaluable insights for global destinations and travel suppliers. Their combined expertise, backed by data-driven insights, chart the course for aligning with the dynamic trends of the Chinese travel sector ITB CHINA NEWS • TUESDAY 12 TH SEPTEMBER 2023 5
