PATA expands knowledge of the outbound Chinese MICE market

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Travel and tourism industry pro’s seeking to expand their knowledge of the industry  now have a better understanding of the Chinese outbound tourism and MICE market after attending the two-day PATAcademy-HCD workshop organized by the Pacific Asia Travel Association (PATA) from July 1-2, 2019.

The programme, operating with the theme ‘Chinese Outbound Tourism Market’, was led by Professor Dr. Wolfgang Georg Arlt, founder and director of China Outbound Tourism Research Institute (COTRI); Jason Lin, chief of talent at Talent Basket, in Xiamen (China) and San Francisco (USA), as well as Julien Delerue, GM of  – 1000meetings, based in China.

The workshop enabled participants to understand the different market segments of the Chinese outbound market, including current and future trends, spending patterns and purchasing behaviours, 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.

“A deeper understanding of the Chinese market”

PATA CEO Dr. Mario Hardy said: “When it comes to the business of travel and tourism, organisations across the world are focused on China, looking to capture a share of the enormous outbound travel segment.

The aim of the workshop was to deliver a deeper understanding of the Chinese market and provide our participants the practical tools and skills to increase their share of this highly lucrative segment.”


“It was an honour to be invited by PATA to lead the HCD China Outbound Tourism workshop this time. I have learned a lot from all the participants during our dialogues. The networking was also valuable to understand the China outbound tourism challenges and strategies from different destinations,” said Talent Basket’s Jason Lin.

PATAcademy-HCD is a two-day workshop incorporating a series of intensive classroom interactions by leading travel industry practitioners with practical activities, group assignments, and networking events. The next workshop will be held on November 25-26, 20179 at the PATA Engagement Hub in Bangkok, Thailand.

Attending the workshop were 20 participants from 10 destinations, representing such organisations as Ikarus Tours GmbH, India Tourism Beijing, India Tourism United House, Malaysia Tourism Promotion Board, Maldives Marketing & Public Relations Corporation, Myanmar Tourism Federation, Papua New Guinea Tourism Promotion Authority, Ras Al Khaimah Tourism Development Authority, Sabah Tourism Board, Sampan Travel Stargazer Company Limited, Tourism Authority of Thailand, Tourism Fiji, and VIE Hotel Bangkok.
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