PATAcademy-HCD July 2019

PATA Engagement Hub
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When it comes to the business of travel and tourism, organisations across the world are focused on China, looking to capture a share of the enormous outbound travel segment.

In just the past two decades, China has experienced remarkable growth. Twenty years ago, China had just cleared the one trillion USD annual GDP hurdle with only close to ten million Chinese travelling abroad, primarily to Hong Kong SAR. Over time, the integration of China into the global economy resulted in an increase of leisure package group tours to famous destinations for sightseeing and endless shopping. This characterised the first wave of Chinese outbound travel. By 2012, China became the biggest international tourism source market in the world, with millennials representing the majority of travellers. As a result, the segmentation of the youth market became more pronounced. With fully independent travellers and modular travellers gaining importance, a demand also grew for authentic experiences and cultural interactions that could be instantly shared with their peers through their mobile communication devices.

Today, China’s GDP reaches 13 trillion USD annually and over 100 million trips are taken by the Chinese to destinations outside of Mainland China. In addition, Generation Z is moving into adulthood, providing new opportunities for the industry. This generation having travelled internationally since childhood, regards travelling abroad as a normal consumption pattern. Furthermore, many of them grew up as single children of affluent families and therefore see emotional connections as an important part of the travel experience. Coupled with various external factors – such as increased air connectivity, increased available information, and decreased levels of visa formalities – the Chinese outbound market continues to provide potential lucrative opportunities for destinations and businesses alike.

Now more than ever, it is critical for organisations to understand current and future trends, spending patterns, purchasing behaviours, and how to adapt products and services (including their presentation)to attract a bigger and more profitable portion of this market.


Over the course of two days, this interactive and intensive workshop will empower participants with practical tools and best practices, in order to form an in-depth understanding of the market. As a result, participants will be able to adapt and enlarge their portfolio of tourism and hospitality services to ensure a sustainable and successful engagement with the Chinese outbound market. Learning outcomes include:

  • Understand the different market segments of the source market China
  • Chinese outbound travellers’ dynamically developing needs and expectations that will empower participants to adapt and enlarge their portfolio of tourism and hospitality services to ensure a sustainable and successful engagement with the Chinese outbound market.
  • Latest social media, social commerce, and online travel trends in China
  • Design of effective influencer marketing campaign targeting Chinese netizens
  • China influencer research data from Shenzhen based big data influencer analytic startup, Suantao.
  • Chinese outbound MICE market trends
  • Crucial steps to attract Chinese MICE bookers and how to keep them

After the successful completion of the course, participants will be awarded with a PATAcademy-HCD certificate entitled: “Certified Asia Pacific – Chinese Outbound Tourism Market”.


This workshop is excellent for government and private sectors of travel, tourism, hospitality, MICE sectors including government officers, hoteliers, MICE professionals, travel professionals, academics and everyone who aims to engage successfully with the Chinese outbound travellers.


Explore Mahanakhon Skywalk – Bangkok from a different angle

Participant will explore one of the best premium attractions in the heart of Bangkok, combining unique views with an unmatched guest experience. Located on the top of King Power Mahanakhon Building, the Mahanakhon SkyWalk is a must-see attraction to add to your Bangkok bucket list. Highlights include one of the world’s largest glass trays on the 78th floor, Southeast Asia’s fastest elevators and unrivaled 360 degree views of Bangkok’s breathtaking skyline.


Registration fee includes training programme with materials, lunches listed on official programme and site visit. Fee excludes air ticket and airport transfer.

PATA Members:         USD699

Chapter Members:     USD799

Non-Members:           USD899



For enquiries and further information, please email

Prof Dr Wolfgang Georg Arlt 
Founder and Director
COTRI China Outbound Tourism Research Institute
Development of Chinese Outbound Market
Successfully Engage with Chinese Outbound Market

Jason Lin
Chief of Talent
Digital Marketing Strategy for Chinese Outbound Market

Julien Delerue
General Manager
Chinese Outbound MICE Market
Trends of Chinese Outbound MICE Market 
Crucial steps for Pacific Asia destinations to tap into Chinese MICE market


VIE Hotel Bangkok, MGallery by Sofitel is the official accommodation partner for PATAcademy-HCD.

117/39-40 Phaya Thai Road, BTS Ratchathewi, Bangkok 10400

Please contact: VIE Reservation Department

Tel: +66 (0) 2309 3939 Fax: +66 (0) 2309 3838 E-mail:

Please click here for hotel booking form.

PATA Engagement Hub
Bangkok, Thailand


Meeting Place for Engaging Content

The Association’s PATA Engagement Hub at PATA Headquarters in Bangkok. The space with extensive city views has been designed for seminars, training sessions, webinars and social gatherings. The Engagement Hub has already been used for the PATA Rapid Recovery Taskforce launch, the PATA Engagement Hub launch event, members and industry events and PATAcademy-HCD.



Pacific Asia Travel Association (PATA) 28th Floor, Siam Piwat Tower, 989 Rama 1 Road, Pathumwan, 10330
Tel: 662 658-2000