China – The Ultimate Destination Promotion

A 60 member delegation of senior tourism executives and provincial government officials from Beijing, Shanghai, Chong Qing – the starting point for the Three Gorges – and a dozen provinces has returned to China following a well attended and highly successful four city promotional tour of Australia and New Zealand. 

The delegation led by the Hon. Shao Qi Wei, Chairman of China National Tourism Administration, attracted large audiences of travel agents and tour wholesalers eager to attend the informative roadshows and product updates in Sydney, Melbourne, Cairns and Auckland. 

Among the guests at the recent China – The Ultimate Destination promotion organised at the Sydney Opera House was Tim Fisher, Chairman, Tourism Australia. 

“2006 is the year of cultural exchange,” said Mr Shao emphasising China’s 5000 years of recorded history and its rich tourism and cultural resources and world heritage treasures. 

China also has 20,000 scenic spots and some of these can be seen on the newly opened train trip to Tibet, the highest railway in the world, and during a cruise on the Yangtze River through the Three Gorges, he added.   

Mr Shao took time during the series of roadshows to sign an MOU with Ms Fran Bailey, Minister for Small Business and Tourism. 

This new stage of cooperation between Australia and China will concentrate on environmental preservation, he said.

There will be a concerted effort made to upgrade the quality of tourism in China aided by this comprehensive cooperative agreement, he added. 

Mr Yu Debin, Deputy Director General, Beijing Tourism Administration, gave an update on the preparations for the Beijing Olympic Games saying that all construction will be completed by 2007.   A total of 31 sporting venues are being built in Beijing as well as a new subway and new airport.  

Mr Yu projects the arrival of 500,000 – 550,000 visitors to Beijing during the 16 days of the games which start on August 29, 2008.  Many of these visitors are also expected to visit the Beijing International Tourism Festival & Expo which will be held at the same time of the games.

Just two years later, Shanghai will hold the World Expo 2010.  By the end of July some 51 countries had confirmed to participate in the event themed “Better City, Better Life, World Expo 2010”.   

The 20 million population metropolis has two airports including Pudong Airport where work is underway on its second phase expansion, he said.  The extension will be completed well before the start of the world expo. 

Mr Yu concluded his presentation by saying that “Shanghai is the number one choice for the MICE market.  The city held 300 meetings, incentives, conventions and expos in 2005.  

During his remarks at the promotional evening, Tim Fisher said that “China will be the biggest inbound market in a few years.”  “Great Wall, Great Wonders, Great China,” he said in a toast to the delegation. 

The China – The Ultimate Destination function followed on from an earlier promotion by a 12 member delegation from the eastern seaboard province of Shandong. 

The purpose of that visit was to increase the overall awareness of the province which welcomed about 10,000 Australian tourists in 2005.

With a 3000 km coastline – the longest in China – along the Yellow Sea, the province is rich in tourism resources, said Mr Yu Feng Gui, Vice Director, Shandong Provincial Tourism Bureau. 

Shandong is “one of the origins of Chinese culture as it’s the birthplace of Confucius”, he said. 

China’s great social philosopher was born in Qufu (551 – 479 BC).  Kong Miao, the largest Confucius temple in the world, and the Confucian Forest which contains the Tomb of Confucius are important attractions of the city. 

Jinan, the capital of Shandong Province, is the gateway to a popular trekking destination.  Accessible from Jinan, Tai Shan, the most revered of the five sacred Taoist mountains of China, has a number of trekking trails. 

Another important destination is the seaside city of Qingdao.  Ceded to Germany for a period in the late 19^th and early 20^th centuries, the city is noted for its European architecture and a beer festival.   

Mr Gui said that Shandong provides many special interest options from wine, agriculture, folk customs and study tours especially those relating to Confucianism to arts and crafts, calligraphy, cruises on the Yellow River, gourmet and eco tours and golf and health tourism. 

As well the province stages a number of unique events including the popular annual beer fest which attracts a significant number of thirsty Australians. 

Shandong Province which boasts of its own airline as well as five golf courses will host the sailing competitions for the 2008 Olympics in Qingdao.

Exclusive Report by Thomas E. King