Time: October _29_ to _31_, 2012 Venue: Shenzhen Convention & Exhibition Center
Background
With the success of the 29th Olympic Games (2008) in Beijing and of the 41st World Expo (2010) in Shanghai, more and more people start to focus on China, intend to take a journey to China, and desire to get to know and understand China.
In China, healthy lifestyle has turned to be the choice of more and more people, with the daily abundance of people’s material life. Tourism, as a lifestyle, has been deeply rooted in the mind of people. For the economic development in a low carbon and environmental friendly manner, tourism has been gradually preferred by various countries and regions, advocated by governments or industrial associations.
Gradually Increasing Giant Market – Outbound Tourism of Chinese People
Outbound tourism of Chinese people has increased rapidly in recent years, partially due to the steady and fast growth of Chinese economy, and partially due to the appreciation of Chinese RMB against main international currency.
International exchange of Chinese tourism has increasingly expanded, which has become a critical component and driving force in international tourism exchange. For the time being, the number of overseas tourism entities stationed in China has been over 40, and over 20 Chinese tourism offices have been established overseas. China has set up close ties and initiated series of key cooperation with many international tourism organizations. Fast development of outbound tourism of Chinese people has turned China into the largest source of tourists in Asia and important source of tourists worldwide in the development of tourism.
High-profile market (luxurious or extravagant tourism) started to stand out from the crowd and to form into certain scale. High income people pursue the professional, individualistic and specific experience, and mostly select far scenic spots, well-known resorts and special way of tourism. Accordingly, may overseas tourism destinations and tourism enterprises focus on developing the special brand-oriented tourism products, such as “golf tour” from Thailand, Malaysia to South Africa and Australia; “honeymoon tour” and “golden wedding tour” to Maldives and Mauritius; “music tour” to Austria; “quality tour” to France and “flower viewing tour” to Netherlands.
Increasing growth of business tour – with the gradual expansion of opening up and the daily increase of international business and cultural exchange, business/official tourism have been expanding, which constitutes an important part of outbound tourism for Chinese people, such as conference tourism, exhibition tourism, award tourism, visit tourism, business training, social exchange, public relations etc involving government authority, social institution and various kinds of entities etc.
With respect to the growth of outbound tour of Chinese people, World Tourism Organization (WTO) once predicted optimistically that by 2020, China will turn to be the first largest tourism destination and the fourth largest source of tourists after Germany, Japan and the USA (exeeding England and France), by which time the annual quantity of tourists for outbound tour will be 100 million people accounting for 6.2% of the total quantity of tourists worldwide.
According to the statistics of the USA Tourism Association, mutual tourism exchanges in 2011 between the USA and China was 3 million people, in which around 1.15 million people were from China to the USA, while 2.12 million people were from the USA to China. It is estimated that the mutual tourism exchanges will increase to 5 million people by 2015. Rosy La Rent, Honorable President of the USA Tourism Association, alleged: Chinese market will turn to be a highlight in the future, so we will attach special importance to the marketing in the Chinese market.
Largest Domestic Tourism Market Worldwide – Chinese Domestic Market
Tourism resources in China is quite abundant, including grand mountains and rivers, rich and colorful folks and customs, unique animals and plants, and countless scenic spots, which attracted large quantity of domestic and foreign tourists every year. For the time being, China has turned to be the larges tourism market worldwide with the rapidest growth and greatest potential.

Tourism Service – rapid growth of civil aviation, railway, Inland River and seaborne, and road transport in China provide assurance and convenience for overseas tourists to China and in China.
Natural Landscape – Extensive land of China is covered with countless mountains and rivers, lakes, valleys and fountains, etc.
Historical and Cultural Spots – Long history of China has left for us countless cultural historical spots. Great Wall, as the symbol of Chinese nationality, has turned to be the most famous scenic spots in China, while grotto, cliff painting and sculpture art constitute the magnificent treasure in Chinese tourism resources as well. Holy Land spreads here and there from south to north. In addition, over 100 historical and cultural spots enjoyed the history of over 1,000 years.
Folks & Customs – 56 nationalities in China have developed various cultures and living styles, and national festivals as well, such as the largest and the most interesting festival in Zang Nationality – Sholdon Festival (Yogurt Festival), Nadam (entertainment and recreation) meeting in plateau in July (lunar calendar) and the Water-Sprinkling Festival of the Dai Nationality in Xishuangbanna in Yunnan etc.
On December 1, 2009, it was pointed out in the Opinions of the State Council on Accelerating the Development of Tourism Industry that by 2015, domestic tourists will be 3.3 billion people at the average annual growth of 10%, while inbound tourists will be 90 million people at the average annual growth of 8%, and outbound tourists will be 83 million people at the average annual growth of 9%. Therefore, the tourism market of China is very huge.
Introduction to Shenzhen – the Sponsoring City:
Shenzhen falls into the subtropical marine climate with warm and humid seasons and sufficient sunshine. Landscaping coverage being 45.04%, Shenzhen is granted the honors of “International Park City”, “Top 500 Cities Worldwide in Environmental Protection”, “National Garden City” etc; in addition, Shenzhen was once granted the “Special Golden Award in the Contribution Award of Ozone Layer Protection in China”. The 26th Summer Universiade held in Shenzhen in 2011 added a brand new charm to the city.
Shenzhen has taken lead in the innovation of tourism policy (such as the policy on flexible holiday, paid holiday, study tour and award tour etc, and the Shenzhen-Hong Kong-Macau cooperation in the implementation of “Quality and Credible Hong Kong Tour” to facilitate tourisms in Shenzhen, Hong Kong and Macau) will drive the development of various large tourism enterprises and boutique tourism programs.
The unique regional advantages and powerful economic strength in Shenzhen constitute the symbol of reform and opening up of China, while the tourism resources and humane features here also make the city mysterious. Tourism industry has turned to be a key industry in the economic development of Shenzhen and contributes remarkably to the economic growth in Shenzhen.
Transport: three-dimensional transport network covers seaborne, land and airborne transport, safe and fast. Being adjacent to Hong Kong and Macau, the city border is established with the most entry/exit ports which make the city one of the main ports of China exchanging with the world. Shenzhen General Station of Exit and Entry Frontier Inspection has completed the inspection of entry/exit tourists over 200 million people by December 20, 2011.
Professional institution: over 30 outbound tourism travel agencies.
Economy: Regional gross product in Shenzhen ranks the fourth in China with the GDP per capita being 18,000 USD. With the population of over 10 million and high per capita income, young age structure of the population and the great pressure in work, people in Shenzhen are keen to take outbound tour for pressure reduction. According to relevant data, ratio of people in Shenzhen selecting outbound tour during the Spring Festival of 2012 in Shenzhen was 64.4%.
International exchange: as of 1986, Shenzhen has became the sister city of Houston in the USA, Province of Brescia in Italy, Brisbane in Australia, Pozna in Poland, Vienne in France, Kingston in Jamaica (capital), Lome in Togo (capital), Nuremberg in Germany, Province du Brabant wallon in Belgium, Tsukuba in Japan, Gwangyang in South Korea and Turin in Italy etc.
Corporate structure: Shenzhen is provided with abundant hi-tech enterprises having close relation with global enterprises, based upon which the specific award tourism will increase obviously.
It is firmly believed that the platform will promote the exchange of various tourism cities and regions, and will make the international community know China better, ensure that China will have better chances to step outside. The strategy of “stepping outside and bringing inside” will turn to be an unchanged manner of communicating with the outside world.
‖Exhibit Range‖
Tourist attractions: tourist cities, scenic spots, golf clubs, theme parks, ski resorts, beach, sports and leisure places, rafting, mountain climbing, forest parks, adventure.
Travel services: airlines, insurance companies, bank card services, travel agencies, travel companies, room and ticket reservation services, mobile communications, restaurants, hotels, guesthouses, resorts, car rental, tourism vehicle and boat companies etc. Travel publications, travel network companies, landscape design and production units.
Special tourism: MICE tourism, tourism real estate, health tourism, spa tourism, cultural theme tourism, red tourism, and other various characteristic programs.
Tourist goods: tourism products, tourism tents, luggage, travel clothing, camping supplies, recreational supplies, all kinds of outdoor products, sightseeing touring cars, electric vehicle, tourism transportation means etc.

‖Activity‖
1. Forum of the Tourism Bureau Director General: promote the joint participation of the Tourism Bureau and media, effective communications between tourist cities, discussion on Chinese tourism situation in Shenzhen, high level talks among influential men.
2. Presentation of scenic spots: with Shenzhen Tourism Fair as a platform, tourism bureaus of various places offer presentation of the tourist attractions on site.
Shenzhen (International) Tourism and Culture Festival:
(1) Photography contest: cooperate with mainstream media, website and photo agencies to appraise and select the entries and display the selected winning entries on the scene of the Fair.
3. Miss Tourism International Contest