CTT Participates in Successful Trade Workshops in China

The CTT team actively took part in a series of succesful roadshows in China

Cape Town Tourism (CTT) recently exhibited in a series of successful trade workshops attended by over 700 travel trade members in China, from 23 – 27 June 2014. The annual roadshow was organised by South African Tourism’s China office and visited four cities over five days including Hong Kong, Chengdu, Shenyang and Beijing.

Over 40 South African tourism businesses participated in the workshops including five provincial tourism authorities, of which CTT was one. The roadshow provided a critical opportunity for CTT to share Cape Town’s tailored offerings aimed specifically at Chinese guests, in addition to showcasing a range of relevant member products that matched the market’s needs.

To empower the Chinese trade to sell Cape Town to their clients more effectively, CTT created electronic collateral in Mandarin, available for members to download directly from the online toolkit.

Chinese Market Specific toolkit documents:

The roadshow also provided a great opportunity to learn from the Chinese markets about what they are looking for when visiting a destination.

Key insights include:

  • Chinese trade are very interested to learn more about the destination and there is still a large opportunity to grow the market.
  • Two to three nights are the average length of stay in Cape Town and Chinese visitors like flexibility in their itinerary.
  • Due to the length of stay in South Africa, the Chinese market prefers to travel over the longer annual holidays like Chinese New Year, December and October.
  • The main attractions of interest included Table Mountain and Cape Point.
  • Shopping remains a firm favourite and quality, high-end brands are very popular.
  • Beaches are a big draw for the Chinese market, not to sunbathe but for the clear air and swimming.
  • Marine wildlife like whale watching, shark cage diving and penguins are a big draw.
  • Events are also a key attraction for this market, focusing on food and music.
  • New and unique experiences are again in demand, as some of the repeat customers are looking for local experiences and activities to do that are not necessarily in the ‘hot spots’.
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