The course on earning money by accepting tourists from China starts on September 15.
Especially for those who are used to starting autumn with new knowledge, we have launched the autumn stream of the online course “Nihao, China!”. You will learn how to adapt your product for the tourist from China, which content works best for promotion, which online platforms exist and how to use them, as well as how to start selling your product on the local market. We start on September 15th. Special prices for all participant packages — only until September 10th!
On September 15th, we begin a new chapter in the history of the online course “Nihao, China!”. The autumn stream of the course will start classes and will study the peculiarities of adapting its products to the Chinese market and the subtleties of accepting tourists from China to Of Russia. We recommend the course to those who are already receiving Chinese tourists, preparing to receive them, or would like to establish a stable tourist flow from China. The course is conducted by Profi.Travel together with the Competence Center of the PCT Committee on Inbound Tourism and expert practitioners in China.
The course is designed specifically for travel industry professionals — tour operators, hoteliers, tourism facilities and specialists from regional travel agencies. You will learn how to adapt your product for the tourist from China, which content works best for promotion, which online platforms exist and how to use them, as well as how to start selling your product on the local market. A special price is valid for all participant packages until September 10. At the end of the training, those who wish can receive a certificate of advanced training issued by the Academy of Roskachestvo.
About the organizers and the idea of creating a course
The Competence Center under the Committee on Inbound Tourism of the PCT has been in existence for more than a year. The organization is designed to help PCT members and the entire industry develop inbound tourism in an informational and consulting aspect. One of the main tasks of the Center is to bring together experts from different industries and support representatives of the tourism industry in adapting the product.
Profi media holding.Travel has been actively working in the field of inbound tourism for more than 8 years. We understand that it is extremely important for the monetization of tourism products and the stable financial condition of the entire industry not only to work with the reception of Russian citizens, but also to ensure a stable influx of foreign tourists.
China has been firmly embedded in our lives since 2017, when we joined Profi.Travel has engaged in attracting foreign tourists by annually holding online exhibitions Russian Expo Days. Once a year, on the dates of the RED, Russian regions and travel companies promoted their opportunities to eleven target markets. China was one of the main destinations. At RED China, we attracted representatives of the tourism industry from various provinces, who studied the Russian tourism product for several days at online presentations.
Profi Analytical Center.Travel, which works with research and concepts of tourism development in the countries and regions of Russia and abroad, has gone even further in exploring the potential of the Chinese market. Over the past five years, we have conducted research and developed promotion concepts for more than 20 destinations, for some of them the Chinese market has been worked out especially carefully. So, in 2019, while conducting a study of tourist flows in Uzbekistan, we paid special attention to China, analyzing the arrival of Chinese tourists in the country. And in 2022, together with experts, we developed a strategy to attract tourists and a separate route for Chinese visitors to Transbaikalia.
Having studied all these years the Chinese consumer and his preferences, the specifics of working with him in In Russia, we have come to extremely interesting conclusions. At some point, it became clear that the tourist product in The Russian language, prepared by operators for Chinese groups, gradually began to outlive itself. After the pandemic, the Chinese tourist has changed significantly. It became clear that it is very important to share new information with colleagues in the travel industry. The tourist infrastructure has grown in Russia, everything is ready to receive a high-budget tourist from China, but it is very important to establish a “bridge of communication” between these two worlds, explaining exactly what kind of product the Chinese want and expect from hotels and tour operators.
Inna Glushkova, Head of the online project Russian Expo Days, Head of the Center for Competence and Development of Inbound Tourism at the Committee on Inbound Tourism of the PCT:
“During the RED exhibitions, we realized for sure that most of the tourist product requires serious adaptation, and our colleagues practically do not know the art of packaging for different target markets. These knowledge and skills are of particular importance now. For tourists from China, not only the excursion program and the level of accommodation are important, they need real legends. For example, the well-known story about geniuses being born under the northern lights is, of course, banal, but it worked perfectly for one of the regions.”
Why China and why now?
China was a very large market before the pandemic, and now its growth expectations are even higher. The potential of outbound tourism from China is estimated to have 130 million people per year. According to the latest World Travel Market forecast, these millions occupy the first place in spending.
Alexey Vengin, Director of Profi media holding.Travel, Co-Head of the PCT Inbound Tourism Committee:
“If we take into account the size of the Chinese market, its potential, proximity to borders, flight program, geopolitics and other factors, it seems to me that everyone who is related to tourism should no longer even look, but actively move towards the Chinese market. I am very surprised that this is not happening everywhere so far.”
Most likely, one of the main obstacles for Russian companies to enter the Chinese market is stereotypes. For many Chinese tourists today, they are still large groups of the economy segment. But in ten years, the average Chinese tourist has changed about as much as the average Chinese car. The stereotypes that developed in the 2010s have long been outdated.
“Now the basis of Chinese outbound tourism is made up of fairly well—off individuals, who often know English, perceive not only Chinese cuisine and are able to order additional services during the trip,” Alexey Vengin continues, “so I wanted to draw the attention of the market to modern China and its potential.”
Some statistics:
- 42% of travelers from China are independent tourists;
- 34% come as part of group tours;
- 24% choose customized tours for small groups;
- 46% come in groups of up to 10 people;
- 53% — in groups of up to 20 people.
The Chinese tourist, like any other, has not been spared by globalization. Now travelers from this country are somewhat similar, for example, to Russians traveling to Kamchatka or to the neighboring region. These are quite inquisitive and young people who are primarily interested in emotions. And they require a completely different approach from the travel industry.
Offering tourists traditional “red” sightseeing routes is a tactic that has already lost its effectiveness. Today’s travelers from China is looking for a much more diverse experience. The mobility of individual tourists today allows them to reach most of the Russian regions. Chinese guests can visit museums, theme parks and other tourist spots if they take care of their positioning in advance.
For example, the types of tourism with the highest growth in demand in China:
- health tourism — 298%;
- historical and cultural tourism – 262%;
- urban hiking — 224%.
What problems does the Russian tourism business face when entering the Chinese market?
- The market is complicated. Is it worth starting to work with him at all and how to take into account all the risks.
- There is no understanding of what kind of product a Chinese tourist needs, how to properly pack it and prepare it for promotion.
- We have heard about promotion tools like Baidu and Symbian, but the knowledge is sketchy — there is no system. It is unclear how to use them.
- It is unclear whether the region, tourist site, or hotel is suitable for Chinese tourists. Will they be interested in him?
The Russian tourism business entering the Chinese market has two main questions: where to find a Chinese tourist, and what product to offer him? We devoted the online course “Nihao, China!” to the answers to these two questions.
Do I need a course if I haven’t started working with China yet?
The course will be useful equally for both groups — professionals of the tourism industry who are already working and those who would like to start working and attract tourists from China
- to tour operators;
- hoteliers;
- tourist sites (museums, parks and others);
- tourist information centers.
The program is designed in such a way that it will be interesting for those who are already working with China, and those who are just thinking about entering the market. To all those who want to attract Chinese tourists interested in additional services, who choose the quality of their vacation rather than the low cost.
Sergey Hvorostyany, Deputy Director General for International Relations and Tourism of the Rosa Khutor Mountain Resort:
Dear colleagues, I would like to thank you for your professional approach in organizing seminars on various topics. In particular, we should mention the course on working with the Chinese market, Chinese partners and Chinese tourists. For my colleagues — Rosa Khutor employees — he was very helpful. We have discovered a lot of new things that are very important in the organization of this work. This allowed us to reconsider our approach to work and information policy of presence in the Chinese market. Thank you very much. I hope that our cooperation will continue in the same highly professional and very useful way for practitioners.
What will be in the program?
It’s all about how to adapt your travel product to the Chinese market, as well as a lot about where and how to take tourists from China. Maximum benefit, minimum water. Let’s answer the questions:
- How to start working with the Chinese market and what needs to be done to increase sales and attract tourists?
- Is your product suitable for modern Chinese tourists and how to adapt your offers for them?
- What kind of content should I create to make it attractive to Chinese tourists?
- On which online platforms to post information and how to work with bloggers?
- What promotion tools are most effective for promoting to a direct tourist?
- How to find and build interaction with B2B partners in China?
- What mistakes should not be made when creating a product and localizing content, and how to avoid misunderstandings when interacting with B2B partners?
Chinese social networks and marketplaces, why do the Russian travel business need them?
We have given the Chinese Internet a special place in the program. Many people have heard the names Baidu, Symbian and WeChat, but how to work with them?
In the online course “Nihao, China!” we analyze:
- WeChat — instead of messengers and for advertising campaigns;
- Avia and Qunar — instead of the usual aggregators of hotels and tours;
- Weibo is a microblogging service instead of Yandex;
- Little Red Book — instead of Instagram* (the social network belongs to Meta, whose activities are recognized as extremist and banned in the Russian Federation);
- Mafengo and Qyer are travel sites instead of TripAdvisor;
- Baidu Map — geoservice instead of Google Maps;
- Douyin is a platform with short videos instead of TikTok.
There will be more than just theory. In the practical part of the course, you will understand the nuances of registering on sites and learn how to post content and even start selling.
View the detailed program
Online Course Experts
“We study a lot of various foreign studies on the Chinese market: what happens to a Chinese tourist, what interests him, where he goes,” Alexey Vengin clarifies, “It is important to explore not only trends related to travel to Russia. The course is taught by experts who are immersed in global trends and operate on all known data.”
Polina Rysakova, Director of the research institution “Laboratory for the Study of Chinese Tourism” and Deputy Chairman of the St. Petersburg Association of Guides and Translators of the Chinese language. An expert of the China Professionals recruitment agency has been conducting excursions for Chinese tourists for 20 years and sees changes in the inbound tourism market on the example of St. Petersburg from the inside — those very individual tourists who are gradually replacing huge groups from trade unions. The course will help participants create a portrait of a Chinese tourist and take a look at Russia through his eyes.
Anna Chelnokova-Shcheika, Director of the Russian branch of Woori Media&Culture. An expert in the field of territorial branding, media communications and intercultural interaction. Specializes in comprehensive marketing of Chinese companies and promotion of European companies in China. She has worked on promoting tourist routes in Chinese regions and knows exactly how they package their product. Helps Russian companies and regions to develop a strategy and enter the Chinese market. She developed the content component and packaging for the launch of the Depot restaurant on the Chinese market. During the course, he will share cases of creating a travel product for domestic tourists of the country and local “chips” that are worth adopting.
Arina Nesvit, head of the digital direction of the Asia Pacific agency in China, which specializes not only in promotion, but also in research of the Chinese market. WeChat Instagram has launched more than a hundred successful marketing campaigns in the Chinese market, its own person in Douyin, Weibo and WeChat and other “Chinese instagrams” (* the social network belongs to the company Meta, whose activities are recognized as extremist and banned in the Russian Federation). It successfully implements proven techniques from other areas in the promotion and sale of travel products, for example, bringing Russian companies to Chinese marketplaces. During the course, he will talk about the triggers of a Chinese tourist, how he plans a trip, as well as the platforms where he makes a purchase.
Dmitry Dobrolyubov, professional guide and translator since 1999, expert of the Association of Guides and Translators in Moscow. For 16 years of his life in China, he has worked with Chinese film and television stars, famous bloggers and public figures. The owner of the Chinese-language media project “Russia through the eyes of a Guide”, which has gained more than 100 million views from the Chinese audience. The course will tell you which tours are suitable for Chinese tourists and how the hotel can become a magnet for travelers from China.
Maxim Saprykin, Chinese philologist and professional blogger, Deputy Chairman of the Association of Professional guides and translators of the Chinese language. Founder of the online Chinese language school Nihaochinese. The course will help participants determine the expectations of Chinese tourists and design presentations that will impress partners from China.
Michael Liu, director of the Chinese company Aviareps. Responsible for the development of Aviareps business in the field of outbound tourism from China and the creation of marketing strategies for Aviareps customers in the Chinese market. It will prepare the course participants for participation in the Chinese exhibition — from planning to successful negotiations.
Sergey Mstislavsky, Sinologist, Head of Passenger Transportation Department at ATC Air Service Ltd in Hong Kong. The owner of the EcoHome Hotel. He has been receiving tourists from China as a tour operator for 15 years. During the course, he will analyze the segmentation of Chinese b2b partners and talk about the specifics of working with them for tour operators and hoteliers.
“Our task was to select experts who have many years of experience working with the Chinese market, understand both the situation of Chinese inbound tourism before the pandemic and the situation after,” explains Inna Glushkova, “The course experts specialize in different areas: branding, researching the portrait of a Chinese tourist, packaging of tourist products and promotion both on digital platforms, and offline. All of them are ready to share the knowledge accumulated over 15-25 years, without hiding or distorting information. This is how participants get a full-scale picture: all the nuances, trends and trends of working with the Chinese market. Before launching the course, we talked a lot with business representatives to find out what knowledge and expertise they lack in the Chinese market. Based on the answers, we built a program and invited experts. All of them joined in the work on the course with absolute openness, desire and dedication.”
More information about the experts on nihao.profi.travel
What result should we expect?
By the end of the course you will:
- you will learn how to start working with the Chinese market and what needs to be done to increase sales and attract tourists;
- you will understand whether your product is suitable for modern Chinese tourists and how to adapt your offers for them;
- learn how to create content that is attractive to Chinese tourists, post it on Chinese online platforms and work with bloggers;
- master effective tools for promoting and working with direct Chinese tourists, such as WeChat, Avia, Weibo, Little Red Book and others;
- you will figure out how to find and build work with B2B partners in China;
- you will learn what mistakes should not be made when creating a product and localizing content and how to avoid misunderstandings when interacting with B2B partners;
- identify specific steps to enter the Chinese market.
How will the classes be held?
The course starts on September 15 and includes:
✔ three modules of theoretical and practical classes;
✔ 16 hours of video tutorials with applied materials;
✔ Online support for the curator throughout the training*;
✔ live broadcast, where experts will answer questions from listeners in the format of live communication*;
✔ testing and a personal diploma at the end of the program;
✔ certificates of Roskachestvo on professional development*.
* These options are available in separate tariffs.
Terms of study
- From September 15, you will get access to all the video tutorials of the platform and study them at a convenient pace.
- October 10 — come to the live broadcast with the course experts, ask questions and get answers on the air.
- Until October 15, take video tutorials, ask questions to the curator and get individual answers.
- Until October 15, you complete the training and take the final test. You receive a certificate of professional development from the Russian Academy of Sciences, if this is provided for by your tariff.
Feedback from listeners of the first stream
Elena Kornilova, Rosa Khutor LLC:
“Thank you for the course. The speakers are excellent, the information is useful.”
Olga Rudoy, Koenig-Platz LLC (Holiday Inn Kaliningrad Hotel):
“The speakers are professionals! Excellent presentation of the material. It was incredibly interesting to listen to them. Many thanks to the organizers and speakers. An inspiring and motivating course, useful and informative, deserves the highest praise.”
Marianna Andreeva, TC “Places of Power” LLC, Yakutia:
“This is the first time in such a course. It was very interesting. There is a desire to work with China and open our region, Yakutia, to them. We are not exactly a tourist region, so there is a lot of work and a lot of questions too. Thank you!”
Ekaterina Gubareva, ANO “TO “Russia of Novgorod””:
“Thank you so much for the training course. I received a lot of new information and answers to the questions that I was interested in.”
Svetlana Zyuzina, GAU RK “Finno-Ugric Ethnocultural Park”:
“Thank you so much for the intensity! Getting to know the portrait of a Chinese tourist and his preferences, as well as cases of successful promotion of Chinese regions in their domestic market, make you look at the products and opportunities of the park from the other side!”
Cost and tariffs
Considering the need of the Russian market for this course, we are at Profi.Travel would be happy to make it free. However, the level of the course is determined by experts and our efforts to prepare a high-quality program. Therefore, only on a paid course we can guarantee you a decent quality of education.
To make the course available to the maximum number of participants, we offer four packages. The minimum will cost you as much as one night in a Russian hotel. Thus, in order to pay for the training on the course “Nihao, China!”, it is enough to attract only one Chinese tourist.
THE BASIC PACKAGE
- 4.5 hours of video tutorials:
MODULE 1: THE POTENTIAL OF THE CHINESE MARKET AND ALL THE SECRETS OF THE CHINESE INTERNET
- Methodological materials
- Final testing and a personal diploma
- Access to course materials until October 30th
- MODULE 2: CREATING A TRAVEL PRODUCT, BUILDING SALES ON DIRECT TOURIST, ATTRACTING PARTNERS
- MODULE 3: STEP-BY-STEP PROMOTION AND SALES PRACTICE
- Access to course materials for 6 months
- Live broadcast with experts on October 10
- Curatorial support until October 15th
- Certificate of professional development from Roskachestvo
THE PRICE IS 9,900
THE PRICE is 7,900 only until September 10th
THE “MAXIMUM” PACKAGE
- 16 hours of video tutorials:
MODULE 1: THE POTENTIAL OF THE CHINESE MARKET AND ALL THE SECRETS OF THE CHINESE INTERNET
MODULE 2: CREATING A TRAVEL PRODUCT, BUILDING SALES ON DIRECT TOURIST, ATTRACTING PARTNERS
MODULE 3: STEP-BY-STEP PROMOTION AND SALES PRACTICE
- Methodological materials
- Final testing and a personal diploma
- Access to course materials for 6 months
- Live broadcast with experts on October 10
- Curatorial support until October 15th
- Certificate of professional development from Roskachestvo
THE PRICE IS 31,000
THE PRICE is 29,000 only until September 10th
Two more packages with a state-issued certificate of advanced training from the Academy of Roskachestvo and a profitable opportunity to study as a team are waiting for you on the course website.
An interest-free installment plan for 6 months is valid for all packages. The monthly payment for the Basic package will cost no more than lunch in a cafe.
Attention! You can join the course only until September 10 at a special price.
Buy a course
The valuable information that you can get on the course “Nihao, China!” will help you enter the market at the very beginning of its recovery, thereby outstripping competitors for a long time.
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