13 december 2017 – 14 december 2017 hele dag
Steenokkerzeel (België) en Leusden
de Maillé de la Tour Landrylaan 2
1820 Steenokkerzeel
€190 (regular fee)
Workshop: How to Reach and Engage With Chinese Tourists? @ Steenokkerzeel (België) en Leusden | Steenokkerzeel | Vlaanderen | België

China’s outbound tourism is booming. As a result a growing number of Chinese tourists are visiting Europe, where the Netherlands and Belgium are gaining in popularity as well. Especially among the fast growing number of Chinese Free Individual Travellers (FITs) the Benelux has become a must-go destination. This clearly offers big opportunities for many Dutch and Belgian companies active in the tourism and cultural industry. But where to start in making your location or destination so-called ‘China-ready’?

The behaviour of Chinese tourists is very different compared to tourists from other countries. They have their own driving needs, preferences and use different online and social media platforms than the rest of the world. As such, they require different, unique approaches in marketing and communication.

  • Do you want to learn about the latest developments and opportunities in the Chinese tourism industry?
  • Do you wish to increase your knowledge about the profiles and needs of Chinese tourists?
  • Are you looking for better ways to find and serve them?
  • Do you want to know how to use Chinese social media and payment systems to more efficiently engage with your potential Chinese visitor?

Than this workshop is something for you! Three China experts will give you insights and practical tips, illustrated by several case studies.

This workshop is specifically designed for managers involved in the following sectors:

  • (Tax free) shops and outlet stores
  • Luxury retailers
  • Hotels & restaurants
  • Recreation (e.g. amusement parks, festivals)
  • Culture (e.g. museums, tourist attractions, city marketing)

Timing and Content:

  • 13:30: Welcome and registration
  • 14:00: Introduction
  • 14:05: Ed Sander: Trends in the Chinese tourist industry, introduction to the Chinese tourist.
  • 14:30: Bart Horsten: Best practices and case studies of attracting Chinese tourists to your destination.
  • 15:20: Break
  • 15:40: Thijs van der Toom: Introduction to digital communication and the use of Chinese payment systems to reach out to Chinese travellers.
  • 16:30: Ed Sander: Misbehaviour of Chinese tourists, what is causing it and what can we do about it?
  • 17:00: Q&A
  • 17:15: Networking drink
  • 18:15: End of the workshop

Attendees of the speakers’ previous workshop have been highly positive:

  • 93% found the workshop useful
  • 100% would recommend the workshop to others
  • 86% considered the workshop ‘value for money’

Click here for the full survey results.


This workshop will be held at two locations on two successive dates:

Wednesday 13 December: Beckenstijn Business School in Leusden
Thursday 14 December: Kasteel ter Ham in Steenokkerzeel (BE)

Registration fee:

  • Early bird: € 140,- incl. service cost & VAT (if you register before November 20th)
  • Regular fee: € 190,- incl. service cost & VAT