Attracting Chinese Visitors Lessons from Los Angeles

Why Care About the Chinese Visitor?

Because they are massive in number and are healthy spenders!

• In 2014, nearly 2M Chinese arrived in the U.S.

• By 2021 the U.S. Commerce Department projects as many as 7.5M Chinese visitors will come to the States

• But Chinese visitors are not only great in quantity, their quality also exceeds-- Mainland Chinese tourists are the world’s largest group of spenders. Last year they spent a record $165B USD.

• Recent changes that included more favorable visa policies in the United States have made travel more accessible and appealing

– Some experts say that there are more people in China who can afford to travel to the U.S. than the population of the United States itself

What About Los Angeles?

• In Los Angeles, we expect the volume of Chinese visitors to surpass Canada by the end of this year ( that’s a big deal!)

• Of the almost 2M Chinese visitors to the U.S. 819,000 travelled to California and 570,000 traveled to Los Angeles

• China visitation to LA is extraordinary in terms of both size and potential growth

• In 2011, China wasn’t in LA’s top five markets

Market 2015 Volume 2015 Growth 2018 VolumeCanada 758,000 2.8%

820,000China 750,000 12.2% 1,000,000Australia 430,000 3.8%

470,000UK 350,000 4.2%

390,000Japan 310,000 3.5%

340,000France 280,000 2.1%

300,000So. Korea 270,000 6.3%

320,000

Source: Tourism Economics, 2014

How Do We Welcome Chinese Visitors?

LA Tourism developed a “China Ready” certification program focused on receiving Chinese tourists to ensure an increase in both the intent to repeat and the intent to refer. It included things like:

Hotels Attractions

-In-Room Slippers-In-Room Teapots-Chinese food options on Room Service-24/7 Mandarin speaking staff

-Collaterol in Simplified Chinese-Mandarin speaking staff-Simplified Chinese wayfinding-Chinese specific visitor Guide

How Do We Reach Chinese Visitors?

• Social Media: Weibo WeChat• Our websites• Media• Influencer Engagement• More!

Here’s An Example of a Cool Project…

• Discover LA collaborated with several partners including uber famous singer Li Jian to produce a video series displayed on YouKu (China’s YouTube equivalent).

• There were more than 18 MM views collectively for the series and nearly 1 billion impressions. They even featured the series in taxis in Beijing and Shanghai.

• Conservatively, we saw a 30:1 ROI.

Want to Know More?

We’ve already said too much. Come to this panel to hear more about:

– Why you should care about Chinese visitors– What’s the deal with Chinese social media– Tips and best practices in integrated marketing specifically for Chinese

audiences– Trends in Chinese travel– And case studies and examples of how Los Angeles and its destinations have

succeeded with Chinese Audiences