The challenges in attracting more visitors

Improving standards, better marketing and more flights would attract more tourists from the west
The Western market is one of the most important for international tourism; but for Hainan, cracking the Western tourism market has so far only been a dream.
Tourism on the island province has developed rapidly in the past five years, but the number of Western visitors remains low, accounting for less 0.1 percent.
So why has Hainan seen such slow growth in the Western market, and how can the island speed up its development?
There are several reasons that answer the initial part of that question.
First is what we call "strangeness". As a new, 21st century tourist destination that currently lacks any marketing that specifically targets the West, Hainan is a strange place without much of a reputation in Western markets, while islands such as Phuket, Bali and Hawaii have been developing their tourism for many decades and are popular worldwide.
Many Westerners prefer to spend vacations in places where they are familiar with the society, culture and customs. Strange destinations are not their No 1 choice.
Hainan's restaurants, hotels, public transportation, and shopping and entertainment venues also fail to meet the standards of the Western market. Right now, the island simply cannot satisfy the high expectations of Western tourists, and the island lacks tourism products based on Western tastes.
In addition, the long distance between Hainan and the United States and Europe, and the inconvenient transportation links, have also restricted development in the Western market.
So, how to build Hainan into an international tourism island?
On the plus side, the island province's livable and excellent ecological environment provides an abundance of ecotourism resources, which should attract more Western tourists.
After entering the Western market, tourism services have been improving, with the government and the public contributing to boost service standards overall. However, it is vital that quality in terms of management and services continues to be improved.
Tourism officials have slowly been learning more about the market, as it is important to learn about the demands of Western tourists and develop products that suit that target market. More promotional activities should be introduced in the short term, though. It can take a long time for someone to fall in love with a new vacation destination. The right kind of marketing could quickly attract many more Western tourists to the island.
Special policies such as introducing transit visas for international travelers and opening up navigation rights would also make it easier for people from the West to visit the island. The number of flights connecting the island with the Western world should also be increased.
Ultimately, to gain an international reputation and build Hainan into a world famous international tourism island, authorities need to learn the rules of development and insist on innovation in tourism products.
The author is director of the Hainan Tourism Research Institute, Hainan Career Technology College.
(China Daily European Weekly 07/17/2015 page9)
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