Tourism is a decisive voice for the health of Italian Economy. According to the estimates, expenditure for the year 2019 will be approximately 112.4 billion euros, up between 6% and 13% compared to 2018.
The greatest increase was in the Asian market, especially the Chinese one, with more than 20% attendance and one and a half billion euros spending.
The creation of the Silk Road (OBOR) and the visit of President Xi Jinping's in Italy have certainly helped the Bel Paese to improve its reputation in the Far East.
What are the average Chinese tourist characteristics?
Tourists from China have some well-defined characteristics. First of all, they are very demanding, both in terms of services and contents. They are high-spending, young (60% between 20 and 45 years), with a male majority (60%), love the cities of art and willingly buy luxury products, especially clothing.
However, what unites every Chinese visitor is the tendency to use digital tools during the booking phase and when purchasing on the Italian territory.
The use of cash in China, in fact, is rapidly decreasing, while the use of mobile payment instruments such as Alipay and WeChat Pay is on the rise. Just to make a comparison, these two instruments have a billion and four hundred thousand monthly active users in total, while Apple Pay, globally, counts 127 million.
It seems clear that, if you want to attract Chinese visitors and stimulate their spending, the implementation of payment methods with these tools must become essential.
As for reservations, the subject is very similar; being strictly mobile people, Chinese users proceed to search for information through online platforms or applications, such as the above-mentioned WeChat.
In the future, a double-digit growth in visitors from China is expected. Today the Italian hospitality facilities must adapt to a market that is profoundly different from the Italian one.
To support this process, Neosperience has decided to develop the Neosperience Tourism Cloud, a platform for customizing and digitizing the tourist experience.
How does the Neosperience Tourism Cloud work?
It is divided in three distinct but complementary components. The first one, specific for customer acquisition, consists of a psychographics traits construction of the audience, through personal data recovery. The goal? To understand their deepest desires and suggest an ideal journey.
How are these data recovered?
Through the other two components: the NeosVoc platform (a tool for the Voice of Customer that uses intelligent, real-time questionnaires to manage, assist and advise tourists throughout their journey), and the Customer Data Platform Unbreakable Community, always enhanced by AI tools, to integrate all the data coming from different softwares and reconstruct the client's history, in order to predict his future behavior.
What does the tourist gain?
A unique and personalized experience designed on his needs and desires. Today, the customer needs to feel "central", and no longer just a guest, but a citizen of the world; from this point of view, it is important to offer real experiences.
And the tour operator?
Greater customer satisfaction automatically leads to better economic results. Online loyalty and word of mouth are the keys to succeed in the digital market. The possibility, thanks to digital tools, to reach market segments that are very distant both in terms of interest and geographic positioning should not be underestimated.
Neosperience for the Chinese market.
To meet the Chinese audience, we decided to welcome Value China in our family: an innovative startup and entrepreneurial reality, which has set itself the goal of facilitating the entry of Italian companies into the Chinese market and vice versa.
At the moment, the focus of its activities is on tourism. An example of what Value China can make with the right tools was the presentation, occurred during the 2nd edition of the International Congress for Cooperation between Chinese Local Governments and Italian Local Governments in the Chinese city of Chengdu, of a new mini-app that allows Chinese tourists in Italy to book and pay taxis via Alipay and WeChat Pay, thanks to the collaboration with the AppTaxy service.
The news was presented by Dr. Carlo Capria, President of the Council of Ministers - Department for the Promotion and Coordination of Economic Policy - and by Dr. Maria Moreni, President of the Italy China Link association.
Today, the growth of tourism in Italy passes through the digital and the Chinese market.
Neosperience has secured, through the Neosperience Tourism Cloud and Value China, a predominant role in the future of this field, to stimulate demand and services offer, beside products that are consistent with the latest technological innovations.
Photo by Amanda Dalbjörn on Unsplash