Following the success of the previous edition in Saragossa, the 3rd Chinese Friendly Cities Conference will be held in Madrid from 16-17 March. The event will centre on new marketing strategies for the Chinese market, with the aim of enhancing and improving the competiveness of Spanish tourist destinations and putting the country on the Chinese tourism map.
Under the slogan "The Travelling Dragon", the objective of this edition of the event is to create paradigms and metaphors that inject a bit of humour into the conference, since life and, to a greater extent, tourism, depends on this. The shopping tourism segment is an increasingly competitive and sophisticated market, France leading the pack with 130 of the 270 luxury brands registered in the world. This subject will be covered in the conference’s strand "The Dragon Goes Shopping". In view of this situation, it is recommendable to position a destination in emerging markets where there is a demand, occupying niches such as art tourism, a reflection of the China’s growing cultural industries, as will be seen in the stand "The Dragon and Awakened Beauty". Cuisine is still a powerful lure for regional tourism, although it still has not had a measurable impact on the Chinese Market. "How Should We Feed the Dragon?" will be the strand dedicated to gastronomy, addressing the reasons why Chinese tourists still prefer their own cuisine and how to recuperate this market.
According to the Ministry of Industry, Energy and Tourism, Chinese tourism registered a 33% year-on-year growth in 2013. As a global tourist destination, Spain cannot afford to miss the train as regards this market, for which reason it is necessary to redesign its offerings and its quality and communication systems.
For this reason, Chinese Friendly is an excellent opportunity to learn about key positioning strategies from top experts in Chinese tourism.
The III Chinese Friendly Cities Conference
