A major influx of Chinese tourists is about to visit myriad corners of the United States, and officials from various airports and attractions are all vying to cash in on the possible travel windfall.
Bloomberg’s Justin Bachman reports that very development as well as the travel company helping the droves of eager tourists ambling about unfamiliar confines, such as U.S. airports.
Las Vegas’s McCarran International Airport is just one of many places about to enjoy the arrival of a percentage of what will amount to a whopping 200 million Chinese tourists that will soon traverse the globe shortly. Actually, it’s this very airport that recently celebrated its first non-stop flight from China—a route that will embark upon the gambling Mecca three times a week from a nation that enjoys its gambling.
It’s McCarran’s solutions that point to a growing concern from officials as to whether they have made things as accommodating as possible.
Bachman reports, McCarran officials spent $150,000 to launch a program replete with welcome guides and signs that would turn an otherwise confusing situation into a collection of descriptive signage and ambassadors.
The airport’s chief marketing officer, Chris Jones, tells Bloomberg: “I want somebody from China to come into Las Vegas and to feel like Las Vegas is welcoming them and we value them.”
Jones continues: “The Chinese market is so different and so unique. I get that [travelers] needed their own signage. You could drop me in Italy or France, and I could get by. You drop me in Beijing, and—if it weren’t for the signage printed in English—I’m lost.”
Jones explains, the experience is akin to many U.S. tourists walking off a plane in China, Japan or even Moscow – places where not only the language but the alphabet differs widely from that of your very own home nation.
The usual complement of befuddlement that accompanies International endeavors is exacerbated to extreme levels.
When attractions expect ridiculous levels of engagement from a certain market, they will bend over backward to bring something of an attainable comfort zone to the location.
It’s not just airports but travel companies that are getting in on the great Chinese influx taking place at the moment. Bloomberg looks to upstart China Ni Hao, a company dedicated to acclimating officials to this very grandiose arrival. It isn’t just a “China ready” solution. It explains: “We’re focused not on just cultural training, but instead on new programs that deliver financial results – actual Chinese leisure and business visitors – for our clients.”
You don’t have to read between the lines to see the impetus behind the changes. Chinese tourism has reached such a level that officials are not only eager but behooved to incorporate such solutions.
It’s businesses like China NI Hao that aim to prepare locations in desperate need to update signage and pivot social media to entice what will be a tremendous amount of Chinese visitors to the states.
Bloomberg notes that the numbers are quite significant: it’s estimated that about 21 million Chinese visitors will head to the U.S. by 2021 and each will spend, on average, $8,000 per excursion.
It’s that fact that has many not only rubbing their hands together from the lucrative possibilities but working diligently to provide the kind of infrastructure that provides for a seamless experience.
In the case of McCarran, one aspect is providing “ambassadors” at the gate that welcome visitors off the plane.
The most intriguing aspect of the report signals a more widespread interest, and for Chinese tourists, availability of options. Bachman writes: “A spate of new direct flights—plus heavy connecting traffic via South Korean airlines—mean that Chinese tourists are landing solo in such places as Boston, Chicago, Dallas, Houston, and Seattle.”
This is hardly a unilateral scenario. As TravelPulse’s Donald Wood recently reported, Chinese officials have dedicated $290 million towards its own national tourism industry – illustrating an understanding of just how profitable a revamped, industry-wide infrastructure can be.
In regards to the U.S., visitors will now diversify their arrivals to cities and landmarks not previously considered.
It represents a welcomed, lucrative and intriguing influx of Chinese visitors who are interested in just about ever aspect of U.S. culture and are willing to infuse whatever destination they frequent with a healthy flow of cash.
Travel Pulse