BEING able to improve on past tourism branding and marketing strategies will be a key factor in China’s efforts to grow its already burgeoning tourism industry, according to travel industry stakeholders and media, communication and advertising experts speaking during the China International Tourism Branding & Marketing Seminar held yesterday.
The seminar featured various national and provincial-level tourism branding and marketing case studies in an effort to pass on best practices and lessons learnt.
Zhu Shanzhong, vice chairman, China National Tourism Administration, said: “With the rapid development of the country’s tourism industry, tourism branding and marketing is more important than ever.
“We may have had some initial success in our efforts to produce tourism branding targeted at international markets, but now we need a coordinated approach towards tourism branding, together with travel industry stakeholders and the mass media.”
Chen Gang, deputy dean, school of journalism & communications, Peking University, agreed. He said: “Even though it seems as though China’s tourism industry has a very bright future, we will lose out in the end if we don’t improve the way we communicate our tourism brand.”
He Haiming, vice director of CCTV advertising centre, added that “there should be strong differentiation for the tourism branding of various provinces” and communication must be “focused and consistent”.
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