Cultural know-how is key to attracting Chinese visitors

Trade between China and the UAE is booming. Last year, the business done by the two regions exceeded AED 169.67, equivalent to $46 billion, with as many as 4,000 Chinese companies registered in the UAE at the end of 2013. Activity is on the up, as the new Chinese middle class get the taste for international travel and the UAE is a popular destination. In response to the rising trend, UAE’s Minister of State, Dr. Sultan Al Jaber, visited China for trade talks to explore further collaboration across various sectors including infrastructure, energy and technology.

“We see tremendous opportunities for both economic partners, including the benefits of our shared values, and common political and economic interests,” says Dr Al Jaber. “In turn this will feed in as a contribution to the broader global economy.”

It’s no secret that the Chinese economy is one of the global success stories of the last decade. Chinese tourists have huge spending power and host countries need to be prepared to welcome them in the right way. How can tourism service providers in the UAE familiarise themselves with Chinese culture and tastes? How can they create the right environment to ensure these visitors will have a positive experience and will not only want to return, but will tell their friends? 

The web site (in particular the landing page) of your company or organisation is likely to be the first experience of the prospective Chinese visitor, whether end user/consumer, or upstream provider such as travel agent or airline. Handling Chinese translation is key, both in terms of identifying the needs and wishes of Chinese tourists, and in conveying accurately what’s on offer. Remember that the primary marketing goal is to encourage Chinese tourists to select your destination over and above the other global options available to them. At Kwintessential we stress the importance of understanding the differences and nuances of “traditional” and “simplified” Chinese characters. Our translators also incorporate key components of Chinese culture, when crafting Chinese marketing copy for UAE clients. 

UAE has set a goal of attracting 15 million visitors by 2020. It has been given preferred destination status by Beijing, which makes it easier for tour groups and individuals to arrange visits. Flagship hotels, such as the Burj Al Arab have seen numbers of bookings from Chinese soar. Dubai boasts the largest shopping mall in the world,  its biggest attraction, closely followed by the man-made islands and soaring modern towers.

Expertise provided by international companies such as Creative Word can provide that crucial bridge across the cultural divide, and establish a solid platform to take advantage of this new tourism opportunity. Our experts are happy to discuss with you a strategy to align your web site and general marketing presentation to the Chinese consumer.  Contact Us now for more information.