LA fires up a 360Â° strategy to attract Chinese visitors
Inbound trends LA USA
The municipality of Los Angeles is ready to launch its â€œNiHao Chinaâ€ program, an array of coordinated initiatives tailored to meet the needs of the ever growing market of Mandarin-speaking travelers. The cityâ€™s Tourism & Convention Board announced the program during a public event conducted by Ernest Wooden Jr., President of LA Tourism and Xinjun Wang, CEO of Ivy Alliance Tourism Consulting. LA Tourism was recruited by the China National Tourism Administration (CNTA) to carry out the certification and assessment of Chinese outbound tourism companies, and the firm has already opened two offices in China, in Shanghai and Beijing.
These satellite offices introduced â€œHello Los Angeles,â€ a program to translate the official tourism website into Chinese, in addition to creating a totally new website and brochures written in Mandarin. According to official data from the board, Los Angelesâ€™ most important overseas tourism market is China; the celebrated US moviemaking town was chosen as a destination by 570,000 Chinese travelers in 2013, a 21% increase over 2012. â€œNiHao Chinaâ€™sâ€ operating plan includes a training program aimed at tourism-related businesses to meet the cultural needs of Chinese visitors, as well as additional training for tour guides and intensive promotion of the cityâ€™s main shopping venues by the Chinese media. At the end of the training program, participating businesses will receive an official certification allowing them to start commercial activities with Chinese travel agencies.
â€œOur program,â€ said Wooden, â€œwill bring the Los Angeles brand and all of our incredible attractions directly to aspiring Chinese international travelers, help prepare LA tourism and hospitality businesses to welcome them, and ensure they have the best possible experience in LA so they keep coming back.â€ Los Angelesâ€™ aim is to attract 50 million visitors by 2020. Currently the annual total is 42 million, of which 6 million are from abroad.