Promoting Belgium in China

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Sheraton Brussels Airport 17 February 2009
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The profile of Chinese travellers in Belgium
Dominique ANDRE
Yan WANG
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Part 1 Club Chine

• 1. Club Chine, who are we?
• 2. What can Club Chine do for you?
• 3. What can you do for Club Chine ?

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Club Chine, who are we?

• Part of the Office de Promotion du Tourisme de
  Wallonie et de Bruxelles (OPT)
• Objectives
• To make our destination better known as a tourist
  destination in China
• To introduce the members of Club Chine to the
  complexity of the Chinese market

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Club Chine, who are we?

• In Belgium in China
• Office in Brussels also a representation office
  in China Beijing
• Members only
• promotion of its members only (hotel chains,
  privately owned hotels, tourist attractions,
  Destination Manager Companies, restaurants,
  municipalities.)
• With partners
• Awex, Brussels Export, Hainan Airlines, Tax
  Refund, Brussels Airport, BCECC

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Club Chine

• 1. Club Chine, who are we?
• 2. What can Club Chine do for you?
• 3. What can you do for Club Chine ?

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What Can Club Chine do for you?

• Tourism related
• Tourism hotels, tourist attractions, travel
  agencies,
• transport companies, restaurants, events
• Shopping shopping centres, deluxe and exclusive
  shops
• Business related
• organizations, working on activities with China
  in
• various fields economic, social, cultural,
  educational

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What Can Club Chine do for you?

• Tourism related Best option, become a member
• Some of our services provided

• Supplying information on the Chinese market via
  reports, advice and our monthly newsletter
• Customized advice on how to sell, promote, .
  your products in China (training courses
  seminars, do donts
• Presentation of your company in Chinese on the
  website (translation included in your fee)

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What Can Club Chine do for you?

• Possibility to present your packages on
  www.visitbelgium.cn
• Participation to the actions of Club Chine in
  Belgium and China with a discount
• Presentation of your company to all contacts the
  office in China has travel agents, Mice
  contacts, "high net worth individuals" . Feed
  Back
• Customized assistance during your sales visits in
  China (selection of appointments with contacts of
  the data base, arrangements for your stay,
  interpreter, hotel bookings..)

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What can Club Chine do for you?

• Business related Best option, first become a
  partner, why not a member?
• Club Chines services are free of charge but as
  private businesses, our members may charge for
  theirs.
• Together
• - Exchange of experiences
• - Exchange of information
• - Organisation of activities seminars, famtrips,
  press conferences, cultural activities.....

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What can Club Chine do for you?

• Services provided
• Provide assistance for the organization of
  leisure programmes, official welcome.
• Provide info about the needs, requirements of the
  Chinese travellers
• Provide info about hotels, tourist attractions,
  special venues
• Provide bookletsEnjoy Brussels and beyond for
  guests
• ........

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Club Chine

• 1. Club Chine, who are we?
• 2. What can Club Chine do for you?
• 3. What can you do for Club Chine ?

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What can you do for Club Chine ?

• Provide information about your present and future
  activities
• Provide up-dated information on the delegations
  you are welcoming
• Provide our details to your business contacts if
  they need info about the destination
• Distribute our information brochures to your
  business contacts in China
• Accept to welcome delegations of Chinese visitors
  asking for contacts in your industry (no
  invitation letter needed)
• Provide us with basic information on your
  customers to help us to send them regularly
  relevant information on events in Belgium
• Participate in promotion activities in China

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Part 2 Results Survey

• Introduction
• Characteristics of the trip
• Travel in Europe
• Travel in Belgium
• Characteristics of the travellers
• TAXFREE shopping
• Conclusion

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Introduction

• Selected periods from 21/01 to 22/02 and from
  01/09 to 31/10/2008
• Including the two golden weeks
• the Chinese New Year from 06/02
  to 12/02
• the National Day from 29/09 to 05/10
• Location
• Grand-Place tourists visiting the
  city
• National Airport of Brussels in
  Zaventem tourists going home
• We have received 327 satisfactory answers .

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Results Survey

• Introduction
• Characteristics of the trip
• Travel in Europe
• Travel in Belgium
• Characteristics of the travellers
• TAXFREE shopping
• Conclusion

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Provinces / cities of departure (Grand-Place
167 answers in total )
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Origine of travellers(Grand-Place Zaventem 
327 answers in total)
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(No Transcript)
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Direct flight/other country (Grand-Place 167
answers in total)
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Airlines(Grand-Place 167 answers in total)
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Type of tour(Grand-Place Zaventem  327
answers in total)
 
Type of visa
(Grand-Place Zaventem)
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Number of people in a group(Grand-Place
Zaventem  327 answers in total)
Mass tourism
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Number of people in a group Business
men(Grand-Place Zaventem  76 answers in
total)
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Results Survey

• Introduction
• Characteristics of the trip
• Travel in Europe
• Travel in Belgium
• Characteristics of the travellers
• TAXFREE shopping
• Conclusion

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Is this your first trip to Europe?(Grand-place
Zaventem  327 answers in total)
Yes   75
No  25
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Why you are travelling to Europe?
percentage
List of raisons

• A. to know the culture and the history of
• the Europe
• B.  To enjoy the natural landscape
• C.  Shopping
• D.  To experience the Europe
• E. To visit friends or relatives
• F.  To take pictures
• G. to spend a chinese festival aboard
• H. others

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Lenght of stay(Grand-Place Zaventem  327
answers in total) 
In Europe
In Belgium
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Lenght of stay Business men in
Belgium(Grand-Place Zaventem  76 answers in
total) 
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Is Belgium the first stop of the itinerary?
(Grand-Place  76 answers in total)
Yes  5 No  95
Remark AB A Belgium is stop number x
B number of stops during the trip
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Amount spent for the trip (global)(Grand-Place
Zaventem  327 answers in total) 
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Amount spent for the trip (global) Business
men(Grand-Place Zaventem  76 answers in
total) 
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Other visited countries (Grand-Place
Zaventem, multiple choice)
Preferred destinations(Grand-Place Zaventem,
multiple choice)


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Trips organized by Tour Operators(which are
mentioned by most tourists interviewed)
China International Travel Service
China Youth Travel Service
China Travel Service
China Merchants International Travel
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Results Survey

• Introduction
• Characteristics of the trip
• Travel in Europe
• Travel in Belgium
• Characteristics of the travellers
• TAXFREE shopping
• Conclusion

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Accommodation(Grand-Place 167 answers
Zaventem 160 answers)
Meals (Grand-Place Zaventem  327 answers in
total)
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Visited cities (Grand-Place Zaventem  327
answers)
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Favourite activities (Grand-Place Zaventem 
multiple choices)
activities (Grand-Place Zaventem  multiple
choices)


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Shopping (Grand-Place Zaventem  327 answers
in total)
Amount spent for shopping (Grand-Place
Zaventem  327 answers in total)
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Amount spent for shopping Business
men(Grand-Place Zaventem  76 answers in
total)
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Overall impression of Belgium(327 answers in
total)
Very Good 25

• Belgium

Good 34
Fair 35
Bad 0
No idea 6
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What they like / dislike in Belgium (Grand-Place
Zaventem  327 answers in total)

• A. Bruges
• B. Beautiful architecture
• C. Beautiful landscapes
• D. healthy environment
• E. Well educated
• F. Weather
• G. Small country
• H. too dense programme
• I. no difference to other countries

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Results Survey

• Introduction
• Characteristics of the trip
• Travel in Europe
• Travel in Belgium
• Characteristics of the travellers
• TAXFREE shopping
• Conclusion

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Sex (Grand-place Zaventem  327 answers in
total)
Women  40
Men  60
Age (Grand-place Zaventem 327 answers in
total)
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Level of study (Grand-Place Zaventem  327
answers in total)
Profession (Grand-Place Zaventem  327 answers
in total)


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Results Survey

• Introduction
• Characteristics of the trip
• Travel in Europe
• Travel in Belgium
• Characteristics of the travellers
• TAXFREE shopping
• Conclusion

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Do you know that you can claim the VAT on your
purchases ? (Grand-place Zaventem )
The VAT ??
Yes 88
No 12
If  yes  , how did you know? (multiple choice)
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Do you know the logo TAXFREE shopping?
(Grand-Place Zaventem )
Yes 74
No 26
If yes, does the logo determine the choice of
the store?
Yes 9
No 91
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Are you well informed about the procedure
TAXFREE? (Grand-Place Zaventem )
Yes 31
No 69
If  yes  (multiple choice)
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Are you happy with the service TAXFREE refund at
the airport?(Zaventem )
Yes 73
No 27
If  no  why?
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Results Survey

• Introduction
• Characteristics of the trip
• Travel in Europe
• Travel in Belgium
• Characteristics of the travellers
• TAXFREE shopping
• Conclusion

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Conclusion

• This Survey is a  snapshot ,
• 2008  floods, earthquake, olympic games..
• Chinese government cut on travel expenses to
  reduce public spending
• 2009 Economic crisis also in China slower
  annual rate
• Chinese government will encourage development of
  the domestic tourism market to stimulate domestic
  demand domestic tourism will maintain a certain
  growth
• Chinese government will further limit overseas
  travel for officials
• Companies will decrease business expenses, and
  spending on MICE and outbound exhibition
• the growth of outbound tourism will slow down

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Our contact
Dominique ANDRE Manager New Markets Manager Club
Chine Office de Promotion du Tourisme Wallonie-
Bruxelles 30, rue St Bernard - B - 1060
Bruxelles Tel  [phone] Fax 32
(0)2  513 95 66 Mob 32 (0)475 33 01 76 Email
dominique.andre_at_opt.be
Yan WANG Le LI Assistante Club Chine Office de
Promotion du Tourisme Wallonie-Bruxelles 30, rue
Saint Bernard -B- 1060 Bruxelles Tel 32 (0)2
504 02 62 GSM 32(0)485 15 12 06 (Yan. WANG)
32(0)484 67 95 09 (Le LI) Email
yan.wang_at_opt.be le.li_at_opt.be
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Our Partners
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• Thank you for your attention!
• ??????!

To get through the hardest journey we need take
only one step at a time, but we must keep on
stepping