Haaga-Perho and ToolBox together developing Chinese tourists oubound market

Congratulations for the start of CTW Chinese Tourists Welcoming Trainings in Finland organised by the COTRI Country Partner Finland, Toolbox Co. and Haaga-Perho! Who would have imagined back in 1978, when I visited Beijing for the first time, that 35 years later the People’s Republic of China would develop into the most important international tourism source market in the world? Even when I published a first press release at ITB Berlin in 1999 saying “The Chinese are coming”, which met with utter disbelief, this level of development was beyond my imagination. For a country like Finland, the “First Wave” of China’s outbound tourism, which started about ten years ago, mainly resulted in many Chinese using Helsinki as a transit hub on the short route from China to Europe, with only a limited number actually stepping out of the airport. To tick off a list of the main sights in the main cities of the main countries of Europe was the goal for most visitors, travelling in package groups, which let little time and interest for Northern European destinations. We are now witnessing the “Second Wave” of China’s outbound tourism, with a growing number of more experienced travellers coming to Europe as repeat visitors. They are looking for experiences and activities instead of sightseeing, for authenticity and contacts with local inhabitants instead of just photo opportunities. As a result of the enormous pollution of Urban China, they are also seeing blue skies and fresh air as a major reason to travel abroad. With the right training to support the tourism industry in Finland in adapting their services and products, with the creation of convincing stories and tailor-made reasons to visit for Chinese visitors, not only Helsinki but also smaller cities and attractions are provided by the “Second Wave” with the opportunity to get their slice of the big cake. Successful products will be niche products, but a small niche in China still translates into thousands and indeed tens of thousands of interested potential customers among the sophisticated, often self-organised travellers from the big cities of Mainland China. The time is right, the opportunity is there, I am sure that with the help of the experienced professional partners Toolbox and Haaga-Perho good results and successful business can be created. COTRI and myself will certainly be happy to give any possible support to this new step towards satisfied Chinese visitors and sustainable growth of the arrival numbers and spending amounts of Chinese visitors in Finland. Heide/Germany, Sept. 24th, 2013Prof. Dr. Wolfgang Georg ArltDirector COTRI China Outbound Tourism Research Institute