Poland, Slovakia, Czech Republic and Hungary have identified business events from first-tier cities in China as their next target.
Daiqi Xing, marketing manager at the Polish National Tourist Office in Beijing, told TTGmice that since Chinese president Xi Jinping’s visit to Poland last year, there had been more interest in investment opportunities in Poland especially in the manufacturing and textile sectors, which would give rise to business travel and meetings from China.
Prague’s Old Town Square
At ITB China, Xing had also noted keen interest from Chinese buyers in organising exhibitions, meetings and incentives in Poland.
Zsuzsa Vincze, senior foreign affairs advisor for Hungarian Tourism Agency, said Central Europe is promoted as one destination with Vienna as the international hub, as it makes the whole region more attractive for the Chinese longhaul visitor.
Vincze opined that Central Europe’s appeal lies in the UNESCO World Heritage sites, chateaus, castles, clean air, beautiful scenery and abundance of health spas surrounded by nature.
For small and medium-sized groups, access to historical sites as unique venues add to the destination appeal.
Easy border crossings for the four destinations via well connected roads and rails and the convenience of the Schengen visa are further advantages, according to Lucia Kasanicka, state counsellor, marketing and promotion section, directorate general of tourism, ministry of transport and construction of the Slovak Republic.
Kasanicka said Central Europe appeals to Chinese delegates who have already been to Western Europe and are looking for a fresh option.
Central Europe’s affordability compared with Western Europe also helps draw interest. According to Kasanicka, a room in a five-star hotel in any Central European capital cost half the price of a similar property in Western Europe.
She said: “You can get a five-star hotel for 120 to 150 euros in Central Europe, while the same in Vienna would cost around 300 euros.”
Kasanicka observed that spring and summer are the most popular seasons for Chinese incentive groups, due to the pleasant weather which is perfect for wine tours. Furthermore, festivals are in abundance during spring and summer, such as the Folk Festival in Slovakia (June/July) and the Sausage & Wine Festival in Budapest (July).
Vincze said Central Europe is ready to welcome groups of under 1,000 delegates and the region is targeting first-tier Chinese cities through its own B2B roadshows, the most recent one being held in October 2016. A fam trip for Chinese media and tour operators from Shanghai will be organised this July.
Central Europe’s destination promotion efforts are currently supported by a sales and marketing representative in Beijing.
