A new resource to help B.C.'s tourism businesses market themselves to tour operators and attract more Chinese visitors is now available.

The 'How to Market Your Business to China' Tourism Business Essentials Guide, created by the Ministry of Jobs, Tourism and Innovation, provides information about China's unique cultural and business practices, tips for creating China-specific marketing strategies and working with tour operators, and customer service solutions for welcoming Chinese visitors. This guide will help tourism businesses and organizations prepare for attracting, welcoming and delivering on the unique expectations of the Chinese market.

The guide aligns with B.C.'s new provincial tourism strategy, which will increase the number of visitors and promote job creation by building on the global awareness generated by the 2010 Olympic Winter Games. The Tourism Strategy for 2012 - 2016 will concentrate on:

• Highlighting key tourism products where B.C. has a competitive advantage.
• Targeting markets where B.C.'s products have the greatest existing and future potential.
• Facilitating world-class visitor experiences.
• Creating an action plan for stable and predictable funding.
• Removing barriers to industry growth.

China granted Canada Approved Destination Status on June 24, 2010. With this designation, B.C.'s tourism products and experiences can now be marketed within China, and Chinese tour operators are now able to organize and promote travel packages to B.C.

Why It Matters:

According to the ministry's three-year forecast, for 2011 through 2013, visitation from China is expected to grow 15 to 20 per cent annually. In July 2011 visits from China were up 24.64 per cent over the same period last year.

Quick Facts:

• In 2010, China was B.C.'s fifth-largest international market for direct customs entries, and Canada's seventh-largest market in visitation. There were 118,481 customs entries to B.C. from China, an increase of 18.9 per cent over 2009. Over 60 per cent of all Chinese customs entries into Canada were through B.C.
• As identified in the new tourism strategy, the Province will continue to partner with the Canadian Tourism Commission to launch consumer and trade campaigns to capitalize on Canada's Approved Destination Status in China, and expand market reach to the growing Chinese middle class.
• Shopping, sightseeing, visiting friends and relatives, or visiting a zoo, aquarium or botanical garden are the most popular activities for Chinese travellers spending at least one night in B.C.

Learn More:

To order a copy of the 'How to Market Your Business to China' Tourism Business Essentials Guide, visit: http://www.jti.gov.bc.ca/industryprograms/BuildingAndGrowingYourBusiness/TourismBusinessEssentials/BusinessEssentialsPublications.htm

Media Contact:

Clare Mason
Public Affairs Officer
Ministry Jobs, Tourism and Innovation
250 356-7959