“China is now the largest and fastest growing outbound travel market in the world, however for many tourism operators it has become “’profitless volume”, noted PATA CEO Mario Hardy. “Our members need to constantly adapt and evolve to stay competitive in today’s world.”
Mr Geoff Buckley, a Director of China based CHINA READY (and past Managing Director of Tourism Australia) observed, “The obvious solution is to target the high value/high yield segment of this market, but with 1.3 billion people in China and an extraordinarily complex media landscape such segmentation is not an easy or cheap task.”