Date: 11 January 2013
8 million Chinese tourists chose their destinations thanks
to movies in 2012.
Encouraging film shooting in a destination is confirmed to
be a very efficient driver for attracting new visitors, and Chinese one in
particular!
Based on its global benchmarking survey TRAVELSAT
Competitive Index, TCI Research estimates that last year around 8 million
Chinese tourists chose their destination mostly because they saw a film shot in
the country.
The agency also reports that regions and cities can widely
benefit from this driver for attracting first time visitors, young travellers
and city breakers in particular. In average and depending on the destination
and market, 1 to 10 visitors of 100 would choose a destination mostly thanks to
movies. Overall BRIC markets tend to be especially sensitive to this channel.
Commenting the results, CEO Olivier Henry-Biabaud adds:
“Supporting film shooting in a destination can offer higher ROI than
traditional communication campaigns and may offer an indirect yet efficient
promotional media for destinations as part of their marketing mix. DMOs have
therefore all interest in tightening their relationship with the cinema
industry if they wish to rival better vs international competition”.
By Theodore Koumelis
Copyrights @ 1999 - 2013, TravelDailyNews
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