We've welcomed Chinese immigrants, now let's bring on the Chinese tourists, said Ed Gavsie, director of visitor and partner services at Tourism Richmond.
"If you look at the number of Chinese residents here, and then at all the malls and restaurants, Richmond is a prime location for visitors."
The Chinese government estimates that by 2015, there will be 100 million outbound travellers a year from China, and a recent study ranked Canada as the third favoured destination among Chinese tourists.
Tourism Richmond aims to take its fair share of that market. To help make that happen, Tourism Richmond, in partnership with World Host Training Services, will host a workshop for businesses dealing with the growing Chinese tourist market in Richmond this September.
The three-hour session was developed as a result of Canada achieving Approved Destination Status (ADS) with China in December of 2009.
"When the announcement was made, we anticipated an influx of Chinese visitors to B.C.," said Yavhel Velazquez, manager of World Host Training Services. "And so far we've been seeing that this has been happening since the status was achieved. So we want to prepare local businesses for this market and decided to target the Lower Mainland first."
International arrivals from China to Canada were up 22.7 per cent this past June, from the same month last year, according to the Canadian Tourism Commission.
This makes it easier for Chinese nationals to visit Canada, and is of particular importance to the Lower Mainland as it can be used as a gateway to the rest of the country. It also allows Canada to host group tours and market itself as a destination within China.
"There's been a huge increase in the Chinese tourism market in Richmond," said Gavsie. The workshop is a response to a demand by local businesses hoping to better understand and connect with the Chinese culture. It's open to businesses dealing with the public such as hotels, retail outlets, and other attractions, according to Gavsie.
"Anyone who wants to know about the importance of this market and to understand this market can attend," said Gavsie.
The workshop will be the first of its kind, providing an opportunity for participants to gain awareness of the Chinese culture, understand the importance of the ADS, understand what visitors might expect from B.C., and learn how to improve communication skills.
"We also have a small module on language," said Velazquez. "We'll be teaching basic greetings. It's important for B.C. to remain competitive within the country and one of our advantages is in hospitality."
The material will be presented by a facilitator and has been gathered through pilot presentations and feedback from travelling businesspeople.
Velazquez admits it will be a learning process that will continue to adapt.
"It's about respecting culture in general, avoiding stereotypes, learning how to observe body language, etc.," said Velazquez.
The workshop will take place on Sept. 19 at Richmond City Hall from 9 a.m. to 12: 30 p.m. and will cost $65 (plus tax) per person.
