China Inbound Tourism Summit 2018 was Held in Beijing_China Tourism Academy
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China Inbound Tourism Summit 2018 was Held in Beijing

2018-12-26 13:44:38       Size:[L  M  S]

China Inbound Tourism Summit 2018 was held in Beijing from May 22nd to 23rd, 2018. The summit was co-host by CAT and Google China with a topic of “To make the beautiful China known to the World”. Tourism Channel of People’s Daily APP provided the media support. More than 160 participants attended the summit including department directors of the Ministry of Culture & Tourism, directors of tourism development committees and tourism bureaus around China, as well as representatives of tourism industry and academic field. Prof. Dai Bin, President of CAT and Ms. Lin Yuzhen, Vice President of Google China, addressed in the summit.

President Dai Bin noted in his address that inbound tourism to Chinese market is rebounding at present, however the market basis still need reinforcement. This opinion was made based on the macro data analysis, as well as the master of the comprehensive market characteristics. China inbound tourism market will enjoy continuous increase in the future, but some substandard domestic travel services and the world's political and economic environment are slowing its development. In addition, the complicated circumstances, as well as ineffective innovation capacity are problems that can’t be avoided during the development of inbound tourism. The competition of international tourism destination will definitely heat up and inbound tourism led by trade protectionism will possibly increase. A relatively tight visa policy, high visa expenses and environmental concerns in China deter many visitors, and we are still not good at telling Chinese stories at the new era. He proposed that innovative development of inbound tourism is not only a national will, but also the responsibility of people working on tourism. We should be more capable in discovering new potentials of the market and cultivating new impetus, in which “Chinese Dream” should be made as a strategic driver in stimulating inbound tourism development. We should be capable of bringing the market function, inputting new power to inbound tourism by using culture and technology, especially in establishing new development system. We must be good at tapping the new potential of the inbound tourism market and cultivating new impetus for inbound tourism. In particular, we must use the "Chinese Dream" as a strategic driving force to guide the development of inbound tourism. It is necessary to be good at letting market players play a new role, using culture and technology to give new potential to inbound tourism, especially to build a new mechanism for the growth of the inbound tourism market.

Lin Yuzhen pointed out in her address that the mission of Google is to integrating global information so that everyone are accessible to the information. The products of Google have more than 1 billion subscribers in the world, including Chrome browser, Googleplay App Store, Android cellphone system, Gmail, Google may, YouTube and Google Search, etc. More cooperation can be done between Google and China Inbound Tourism, particularly in image construction for tourism destinations, improving tourists’ experience, integration of culture and tourism, and policy research, etc. Google is willing to make positive exploration and will devote to the development of China inbound tourism promotion by applying leading technology, especially in promotion, and will actively develop more cooperation ways and methods with departments in tourism management in China.

Jiang Yiyi, Director of Institute of International Tourism of CAT hosted the opening ceremony, lecture and disscussion sections.

Prof. Li Chuangxin, Deputy Research of Institute of International Tourism of CAT made a lecture on “Development Status of China Inbound Tourism Development”. Based on the research on inbound tourism made by CAT in recent years, he systematically introduced the change of global inbound tourism after WWII, the development status of international tourism, the review and outlook of China inbound tourism development, and concluded the achievement and “Chinese experience” in recent years. In light of his research, Prof. Li clearly stated that structure optimization and quality upgrading are the fundamental factors for inbound tourism development in the new era. 

Ling Chen, Manager of VIP Customer Department of Google China, made a speech titled “Google—a bridge between inbound tourists and destination”. He stated that Google facilitates the decision making by providing customized information to tourists. In recent years, Google keeps in exploring tourism to establish a comprehensive service including products, analysis and solution. Applications such as YouTube, Google Search and Google Map have changed the way of life and travel. 

The Topic Speech and Discussion section in the afternoon of May.22nd was hosted by Prof. Yang Jinsong, Deputy Researcher of Institute of International Tourism of CAT. 

Nie Wanyan, Supervisor of Market Research, Google China, made a speech on “Tourists insight empowers China inbound tourism”. She thoroughly analyzed inbound tourists actions and consumption activities from the role of search in travel decision making, the relation between search index and inbound population, tourists’ preference and actions, as well as the features of tourists’ classifications. She also displayed the technological tools of Google based on case studies.

Wu Dan, Supervisor of Business Promotion and Cooperation of Google China made a speech on “Integration of science and culture—Google Arts & Culture”. She introduced that Google Arts & Culture Program aims to promote the digitalization of culture organizations, to globalize excellent artistic works through advanced technologies, to preserve world cultural contents by digital technologies so that people around the world can enjoy human culture and art through internet.

Gao Jie, Government Business Manager and Bian Mingwei, Tourism Business Manager of VIP Customer Department of Google China made a speech on “YouTube—Show the world a beautiful China”. They pointed out that as a collecting and distributing center of multi-culture, YouTube collects countless information in tourism, games, shopping, food, ways of life, technology and sports around the world and displays them through an innovative way, which enables the information to reach the target market, to arouse readers’ attention and to stimulate their interest. On YouTube, users not only gained page view (PV), but also long-term value.

Prof. Xu Wanling, Deputy Researcher of the Palace Museum, Deputy Director of Institute of Relics Southward Migration of the Palace Museum Research Institute made a speech on “Discover the beauty of the Palace—museum products and service innovation”. Prof. Xu illustrated how the Palace Museum to attract public’s attention to the products, to provide services and to share cultural achievement. She also made examples in cultural and tourism products and services innovation of the museum, such as documentary Masters in the Forbidden City, and the drama Treasure the Treasures, to explain the thoughts and plan in promoting integration of culture and tourism in the new era.

Prof. Li Chuangxin, Deputy Researcher of the Institute of International Tourism of CAT, hosted the speech and discussion sector on May 23rd. 

Xu Chengyun, General Manager of Tourism & Education Department, Google China, made a speech on “Usher the New Era of Destination Marketing with Google”. He started the speech with Zhuang Zi·Answer the Emperor and introduced Google’s perspectives in destination marketing, established “3H” module, and answered three core questions: “How can tourists easily acquire information they need?”, “How do foreigners who have never been in China understand the country?”, “How do China become next dream destination?” He also clearly put forward that the fundamental method of destination marketing in new era is to make good use of official website, App, Official Channel in YouTube and other ways to exchange and interact with fans.

Zhang Jianing, Project Manager of Google made a speech on “When VR meets Tourism”. He started as a foreign traveler to China and shared his experience in travelling Summer Palace in a rainy day 26 years ago. He pointed out that in the digital time, Google Search becomes a new way of tourism marketing compared with traditional travel books and explicated how to establish better destination image with technology, as well as the development of VR. He also displayed the VR technology in Google Expedition program. 

Prof. Song Huilin, Deputy Researcher of Institute of International Tourism of CAT made a speech on “How to do the performance review after tourism marketing”. She stated that the performance review after tourism marketing is an effective way to instruct the performance improvement for local tourism marketing and scientific decision making. To answer the question “What can we do for destination?”, she explained four dimensions in implementing the performance review and took Guangzhou as a case to share the research achievement made by research team of popularity survey on tourism destination of CAT.

Jiang Yiyi, Director of Institute of International Tourism of CAT hosted the lecture, discussion and conclusion sector in the afternoon of May 23rd. 

Director of Shanghai Office, Los Angeles Tourism Bureau, James Zheng made a speech on “Case Study of Los Angeles—the power of integrated marketing”. He briefly introduced the general information and operation mechanism of LA Tourism Bureau, POET integrated marketing and business performance evaluation standards, and generously shared the global promotion activity of “Los Angeles Welcome You” video under the instruction of “one city, one brand” concept, and “LA Love” series video. He finally introduced how LA Tourism Bureau effectively use new media carry out marketing.

Later the discussion part started. Zhang Zhihong, Deputy Director of Guilin Tourism Development Committee shared the experience in Guilin inbound tourism development and marketing. Yunnan Tourism Planning Institute and Kunming branch of CAT, Zhejiang Qiyu Culture & Tourism Development Co., Ltd, and other representatives all around the country also shared their opinions on inbound tourism marketing, performance review, application of innovative ideas and Google marketing insight, application of VR and AR in tourism marketing. 

Prof. Li Zhongguang, Deputy President of CAT made a conclusion on behalf of the host. He noted that inbound tourism market is a critical factor in evaluating national tourism industry development level, a fundamental base for China to become an influential tourism country, and significant in development tourism industry. Standing at the start point of the history, promoting inbound tourism development, improving its marketing ability and level has become an important work for departments concerning culture and tourism. China Inbound Tourism Summit 2018 is one of the important annual activities carried out based on the cooperation frame between CAT and Google. In the future, two parties will deepen exchange and cooperation in jointly carrying out tourism market survey and research, releasing report, and providing cooperation platform for tourism industry, government department and academic field.

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