Beijing Tourism SMEs Embrace a Digital Future Through PATA & Visa Capacity Training
On June 19, 2025, PATA and its Premier Partner, Visa, jointly organised a highly effective Capacity-Building Training in Beijing, China. As digital innovation and changing traveller expectations rapidly evolve the global tourism landscape, this initiative was designed to equip China's small and medium-sized enterprises (SMEs) with the tools necessary to flourish in today's dynamic environment — from adopting digital solutions and gaining a deeper understanding of international payment systems, to implementing advanced strategies to better serve inbound travellers.
More than 80 participants who attended the training session represented a vibrant cross-section of tourism players in China’s tourism industry interested in digital transformation. A majority of participants held senior roles, with 49% in top management and 34% in middle management positions from tour operators and travel agencies. Notably, approximately 73% of participating businesses have been operating for over a decade.
A Collaborative Foundation for Digital Growth
The day began with an inspiring opening ceremony, featuring insightful remarks from key partners whose collective support made this pivotal programme possible. Representatives from PATA, Visa, the China Tourism Academy (CTA), the World Tourism Cities Federation (WTCF), the Beijing Municipal Bureau of Culture and Tourism, and the Beijing Culture and Tourism Association collectively emphasised the vital role of digital transformation in shaping the future of tourism. Their shared vision set a powerful tone for a day dedicated to learning and collaboration.
Unpacking Key Pillars: Insights and Practical Applications
The training agenda was thoughtfully compiled and featured leading industry experts delivering a series of innovative topics:
Understanding the Global Traveller: Liu Xiangyan, Head of the International Department at the China Tourism Academy (CTA), provided invaluable insights into inbound tourism trends, shedding light on notable visitor source markets and the evolving spending behaviours of international travellers. This session offered a crucial foundation for businesses aiming to attract and cater to a global clientele.
Embracing Sustainable Practices: Hu Wenjuan, Director, the China Sustainability Tribune, highlighted the growing importance of sustainable tourism trends. Her presentation explored responsible business practices and the shifting expectations of today's environmentally conscious travellers, guiding SMEs on how to integrate sustainability into their operations.
Navigating Digital Payments: Darren Ma from Visa China explained the complexities of international transactions, introducing the mechanics of card-based digital payments and how SMEs can seamlessly accept foreign card transactions. Complementing this, Wan Enpeng, General Manager of Shouqianba’s Beijing Office, offered practical digital payment solutions specifically tailored for cultural and tourism businesses, addressing real-world needs.
Digitalisation and AI for Business Excellence: The afternoon sessions, led by George Cao, Co-founder & CEO of Dragon Trail International, provided a hands-on approach to business digitalisation. Participants learned how to leverage digital tools and artificial intelligence to simplify operations and enhance customer experiences.
Mastering Digital Marketing and Social Media: George Cao also conducted engaging workshops focused on effective digital marketing strategies. He equipped SMEs with the knowledge to attract both domestic and international travellers through various digital channels.
Tangible Impact and Resounding Success
The programme’s effectiveness was clearly demonstrated through a comprehensive impact assessment, which revealed significant improvements in participants’ understanding and confidence across key areas.
Comparing pre- and post-workshop survey results, there was a 337% increase in participants reporting high or very high understanding of sustainable tourism principles. Understanding of international credit card payment systems rose by 208%, while confidence in setting up digital payment systems increased by 143%. Participants also reported a 204% boost in confidence using AI and digital tools for business, and a 55% increase in confidence in promoting their services digitally to international audiences.
The feedback was overwhelmingly positive, with a resounding 100% of participants confirming that the workshop met their expectations, and 97.5% planning to implement the learned content in their businesses. Comments praised the training as "very practical," "rewarding," "professional," and "full of solid content." Many valued the "cutting-edge data and technology" and the practical solutions offered. The topics covered, the expertise of the trainers, and valuable networking opportunities were consistently highlighted as the most appreciated aspects.
Charting the Future: Continuous Growth and Collaboration
Participants' suggestions for future workshops reflect a desire for continued learning. These topics included in-depth discussions on AI, inbound tourism promotion, international electronic payments, and additional case studies on successful social media marketing for SMEs. These insights are invaluable as PATA and Visa continue their commitment to fostering a resilient and digitally advanced tourism sector.
The PATA & Visa SME Programme in Beijing exemplifies the effectiveness of targeted capacity-building initiatives. Beyond simply adapting to the evolving digital space, this collaboration is forging a new era of leadership. By equipping China’s tourism SMEs with essential digital skills and strategic knowledge, capacity-building sessions like the recent Beijing training encourage SMEs to take the lead in shaping the future of the tourism industry. These trainings serve as a catalyst for innovation, enabling SMEs to adapt to market changes, embrace digital transformation, and drive sustainable growth.
Do you have any questions about this capacity-building programme or other workshops organised by PATA? Get in touch with us at pm@pata.org. Also, don't miss PATA Newsletters for updates on this and other sustainability and resilience initiatives.
This article is guest-authored by Shannon McCarthy, Q2 2025 PATA Sustainabilty Associate.
