Motorcoach operators in the U.S. and Canada appear to be in a strong position to reap the benefits of a major wave of Chinese tourists coming to North America as soon as next year, with travel experts predicting nearly 600,000 Chinese vacationers will be visiting the United States annually by 2011.

The National Tour Association, working through the U.S. Department of

Commerce, is trying to pave the way for what many believe is potentially a significant new market for the motorcoach industry.

In late February, NTA announced that the Chinese National Tourism

Administration had approved NTAs China Inbound Program proposal.

NTA will provide the Chinese agency with a list of tour operators qualified to organize and conduct leisure group travel from China to the United States. At the same time, NTA will assist tour operators in working with Chinese travel agencies.

NTAs initiative coincides with the United States and China signing a memorandum of understanding in December that gives the U.S. "approved destination status" (known as ADS in the travel industry). The memorandum provides the necessary framework to permit Chinese much-expanded group leisure travel to the U.S. In addition, U.S. travel destinations will be able to market in China.

NTA President Lisa Simon said the likelihood of a substantial increase in

Chinese travelers will be very good for the motorcoach industry.

In 2006, China ranked as the 17th largest international market for the

United States, with more than 320,000 Chinese business visitors. But with the new agreement Chinese ordinary citizens may now travel to the U.S. in groups for leisure purposes.

"We anticipate they will be more than comfortable with bus travel in the

United States," Simon said. "And as we in the industry know -- traveling on todays motorcoach is traveling first class."

Understanding the market

Simon said the Chinese government wants to ensure that tour operators and their supplier partners understand the unique wants and needs of Chinese travelers, and that language will not be a barrier to them enjoying their vacation. She added that NTA tour operators will be looking to their motorcoach company partners to help them meet these needs through "customization and flexibility."

NTA provided market information and education on best practices through seminars at the associations Tour Operator Spring Meet earlier this month, and will continue the initiative at the NTA annual convention in November and in a series of online opportunities.

"Additionally," Simon said, "NTA will be submitting the official list of approved operators to the CNTA in the coming weeks, at which point, motorcoach companies may market their products and services directly to those who will be handling the inbound Chinese business."

Beth Terry, who discussed the "new Asian tourism influx" at the American

Bus Association Marketplace in Virginia Beach in February, told Bus & Motorcoach News that China is quickly becoming one of the hottest outbound tourism markets in the world.

Terry, who has a strong background in tourism and owns Beth Terry Seminars Inc., based in Phoenix, said: "Although still in its infancy, the China market is being actively courted by tourism destinations across the world that seek to attract Chinas projected 100 million international travelers by 2020."

Huge potential market

Last year, 30 million Chinese got permission to travel, a first step before obtaining a visa, Terry said.

"China is ramping up to be more capitalist," she said. "They have more discretionary income."

Terry said there will be two levels of Chinese tourists, similar to those from Japan.

"They will be either incredibly wealthy and wont get on a motorcoach unless they rent one for themselves and their friends, or like the average Japanese, they will be great with tours and will love getting on a bus," Terry said. "They prefer to have a tour guide with them."

Terry recommends that motorcoach operators make the experience comfortable for Chinese visitors by having a well-trained staff.

"Having someone in China or connected to China will help you understand the market," Terry said. "If they have a good experience, theyll go home and tell their friends. If they have a bad experience, well, theyll tell their friends that, too."

Cultural, language issues

Motorcoach and tour operators could have a problem if they show any perceived sign of disrespect or fail to provide Chinese visitors with their favorite food, Terry said.

"Learn what translates well," Terry said. "Chinese love it when youre humble. Its important to understand nuances. Many Chinese dont like credit cards or checks. They pay with cash. Never talk about Tiananmen Square, and never ask them a question that they cant answer without looking stupid. When dealing with any Asian tourist, face is paramount."

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