Background:
Following the ADS between Jamaica and China taking effect
since 15th July 2005 Jamaica Tourist Board commissioned the China
Business Network to develop its Chinese web site www.visitjamaica.com.cn
with the purpose of raising the awareness of Jamaica among the travel
trade as well as would be travelers throughout China.
To satisfy the increasing interests generated by the Chinese web
site Jamaica Tourist Board decided to send a delegation led by its
deputy Director together with key players of the tourism industry
to participate in the World Travel Fair in Shanghai on 30th March
– 2nd April and BITTM in Beijing on 3rd April till 5th April 2006.
The purpose was to use these two exhibitions as platforms to meet
up interested Chinese tour operators and also to promote Jamaica
and its main incoming service providers directly to Chinese travelers
and outbound travel trade.
Main Challenge:
Not only Jamaica was a newly approved destination but being
located in the far away Caribbean of which most Chinese have no
idea or little knowledge of. However, Jamaica has rich tourism resources
and its tourism authority has the intension of attracting many Chinese
visitors.
Objective:
Targeting the outbound travel trade i.e. outbound tour operators
and corporate travel organizers as well as millions of would be
travelers from China.
Target markets:
Beijing, Shanghai where main outbound tour operators and corporate
travel organizers are concentrated, also targeting the top end of
the market of actual travelers.
Strategy:
Using the slogan of “Once you go, you know” coupled with visual
images and descriptive information during exhibitions and via its
Chinese web site of www.visitjamaica.com.cn
to stimulate the desire and intension of Chinese travelers as well
as to create the right image of Jamaica as an exclusive holiday
and incentive destination. |
