The Sunday News
TOURISM stakeholders have been encouraged to learn how to communicate in Chinese so that they would be able to reach out to tourists from the Asian country, amid revelations that out of the 1,34 billion people in China only 10 million Chinese understand English.
Speaking at a workshop on the sidelines of the Sanganai/Hlanganani Tourism Expo on Thursday last week, Chinese Business Network Travel and MICE chief operating officer, Dr Adam Wu said the ability to convey one’s message in Chinese was crucial at a time when the Asian country has become a preferred source market.
“Chinese is the most popular language in the world and although English has become compulsory in our country, it is difficult. To effectively tap into the Chinese market, tour operators should make an effort to learn the culture of the Chinese and how to communicate in our language,” said Dr Adam.
Dr Adam said the Chinese are not difficult but different and have certain considerations which they respect.
He said the Chinese like to do business with people they know or who have been recommended by those they have confidence in.
“There are a lot of opportunities in the Chinese market for tourism because our government is encouraging people to spend and travel a lot. The Chinese are interested in tourist attractions not available in our country,” he said.
Dr Adam urged the Zimbabwe Tourism Authority and the Ministry of Tourism and Hospitality to be pro-active in attracting direct Chinese airlines to fly into Zimbabwe as connectivity was key in boosting tourism.
The Chinese Business Network is working as the ZTA’s partner in China and has helped develop websites in Chinese.
The organisation is organising a road show for ZTA to meet operators from Beijing and Shanghai.
ZTA chief executive Mr Karikoga Kaseke said China is a big market and having direct flights will see more arrivals into the country.
He said the market performed well when Air Zimbabwe had flights to China with arrivals growing to 19 000 during that time.
Mr Kaseke said access is critical and the ZTA is working closely with Dr Adam to get at least one airline from China to fly into Zimbabwe as such a move would boost tourism arrivals.
“Despite our good relations with China, we have not taken full advantage of this. You have to be in the market to attract visitors and for us this is a resource issue. There is no substitute for marketing,” he said.
Mr Kaseke said travel shows still remain effective in terms of marketing a destination.
Khanondo Safaris general manager Mr Ben Tessa said because China is an important source market, it was important for tourism stakeholders to meet their requirements and learn their language and culture.
“Just like what we do to other markets like Spain, Italy, France, UK and other countries, we have learnt their languages, how to entertain them and prepare special cuisines, we have to do the same for China,” said Mr Tessa.
He said learning Chinese should not be an individual effort but a collective effort by the industry as China is a huge market.
Mr Tessa said there is a need to establish a Chinese learning school or sending staff to China to learn and spend at least three months adapting to the needs of the Chinese.
“We need to work together as a sector to tap into this lucrative market and it is up to us to be pro-active in marketing the destination to reap maximum benefits,” he said.
