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Tara Kerry
Fáilte Ireland
Hospitality Development Manager
Fáilte Ireland’s Role in the Tourism Industry
New & Developing Market Programmes
Tara Kerry
你好
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你好
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Programmes
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• China Ready – COTRI and Fáilte Ireland Certified
• China Ready Introductory Programme
• GCC Ready Programme
• India Ready Programme
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China Ready Programme
COTRI & Fáilte Ireland China Ready Programme
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• Property Audit
• Cultural Awareness
• Understanding of Culinary Requirements
• Routes to Market
• Certification for the Property
CTW Quality Host Certification(for individuals)
CTW Quality Organisation label
COTRI – Cultural Awareness
The four main modules are:
• Background – Chinese Travellers Abroad
• Chinese Tourists' Motivations, Needs and Behaviour
• Language, Service and Ambience
• Product Adaptation and Marketing
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Market Entry Strategy
Topic 1: Routes to Market
• Key and most cost effective routes to market
• Trade Shows and Workshops
• Professional Travel Management Companies
• Referrals: Guest Review sites and Social Media platforms
Topic 2: Nurturing the Business• Travel Trade
• Chinese Visitors
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Culinary Insights
• Understanding of requirements
• Menu Development
• Increase Dwell Time
• Increase per diem spend
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Westgrove HotelCulloden Estate & Spa City North Hotel
Stormont Hotel
Europa Hotel
Accommodation Providers
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China Ready Introductory Programme
China Ready Introductory Programme:
Useful, relevant and practical background information
An understanding of needs and motivations
Top tips for exceeding Chinese visitor expectations
Ideas for communicating with or without knowing the language
A very special welcome for Chinese visitors through the use of Mandarin phrases.
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Fáilte Ireland Foundation China Ready Programme
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Topics
Topic 1: Tourism and China
Topic 2: Chinese Visitors and Ireland
Topic 3: Getting to know our Chinese Visitors
Break
Topic 4: Cultural Nuances
Topic 5: Top Tips for Meeting Chinese Visitor Expectations
Topic 6: Key Mandarin Phrases
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Topic 1Tourism and
China
AND, these are the numbers that are travelling from China to all over the world
• 2000 - 10 million visitors
• 2014 - 114 million visitors
• 2020 - 200 million visitors
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Topic 2Chinese visitors
and Ireland
Key interests
Understanding the Irish• Differences between Ireland and
China
• Any points of connection between both
Landscape and the coast• Dublin Bay, Cobh Heritage
Experience, Wild Atlantic Way, Cliffs of Moher
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Quaint towns e.g. Adare
Iconic Attractions
• Titanic Belfast
• Trinity College
• Guinness Storehouse
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Topic 3Getting to know
our Chinese Visitors
What we need to know
• Most of our Chinese visitors have a significant language barrier
• FREE WiFi is a must
• China has the largest online population with 550m internet users
• App based customer service appeals to them
• QR codes appeal and are widely used in China
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When do they travel most?
1st week of May: The Spring Festival
May – October: Business Travel
July – August: Family Travel
1st week October: The Golden Week
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Annoyances Delights
High prices Blue sky
Lack of Chinese language information and material
High level of cultural sophistication
Chinese debit cards can’t be used Clean, peaceful cities, beautiful landscape
Need to pay for use of toilets Friendly, helpful people
Long queues at tourist attractions Delicious and safe food
Shops closing early Convenient public transport
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Annoyances Delights
High prices Blue sky
Lack of Chinese language information and material
High level of cultural sophistication
Chinese debit cards can’t be used Clean, peaceful cities, beautiful landscape
Need to pay for use of toilets Friendly, helpful people
Long queues at tourist attractions Delicious and safe food
Shops closing early Convenient public transport
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Topic 4Cultural Nuances
Food
• Offering local food in Chinese style helps to get Chinese guest to eat in non-Chinese restaurants
• Prefer Chinese food
• A selection of local dishes for all to share is good
• Local food is considered interesting to taste and take photos of but it is not intended to be the most substantial meal of the day
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Shops
• A few phrases from frontline staff really helps
• Asking Chinese visitors twice if they need help allows them to appear modest whilst also getting what they want
• Perceived mistreatment might quickly be interpreted as anti Chinese behaviour
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Photo/video opportunities
• Love the opportunity to take photos/videos in front of prestigious sites
• Think about photo opportunities that you could put in place at your business
• Promote free WiFi as they will upload pictures on Chinese social media sites immediately
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Chinese assign powerful meaning to colours
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BLUE
Implies vigour and vitality
RED
Good fortune and joy
YELLOW
The centre of everything.
Signifies neutrality and good luck
WHITE
Symbolises mourning and is associated with death and used
predominantly at funerals
To note
• Family name comes first, normally one syllable (XI, Jimping)
• Status comes before gender, no ‘ladies first’ in China
• Many Chinese travellers are money-rich but time-poor. They do not want to wait
• Numbers 4 and 44 pronounced in Chinese are similar to ‘death’. Avoid them! Number 8 has a positive connotation
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Topic 5Tips for Meeting
Visitor Expectations
What we need to know
• Tip 1: Make your services China friendly
• Tip 2: ‘Storify’ your services
• Tip 3: Provide Chinese visitors with Wifi
• Tip 4: Set the stage for interaction
• Tip 5: Let them shop
• Tip 6: Emphasise the value of your service
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Emphasise Value
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Celebrity Choices
Award winning
As seen in the movies
Oldest VIP onlyFamous
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Tip 7: Accept Chinese visitors with open arms
Tip 8: Learn a few Mandarin phrases now
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Topic 6Key Mandarin
Phrases
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Hello 你好 Ni Hao
Welcome 欢迎 Huan Ying
My name is… 我叫 Wo Jiao…
Well done 非常好 Fei Chang Hao
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Congratulations 恭喜 Gong Xi
Sorry 对不起 Doo-ay boo
Chee
Thank you 谢谢 Xie Xie
Goodbye 再见 Zai Jian
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GCC Ready Programme
GCC Ready Programme
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• Property Audit
• Cultural Awareness
• Understanding of Culinary Requirements
• Routes to Market
Take Away From the Programme
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India Ready Programme- Autumn
2018
