PREMIER LAUNCHES CHINA TOURISM MARKETING CAMPAIGN

SHANGHAI – Premier Gordon Campbell unveiled Tourism British Columbia’s China Tourism Marketing Campaign at the China International Travel Mart trade show in Shanghai today.

“As Canada’s Pacific Gateway, we have to maximize the opportunities that exist right now, such as inviting those Chinese citizens currently able to travel for meetings, incentive, conventions and exhibitions,” Campbell said. “Increasing the number of Chinese visitors to British Columbia will not only help build our economy, it will help strengthen cultural and business ties.”

British Columbia hosted nearly 61,000 visitors from China as of August 2006, a nine per cent increase over the previous year, and closing in on the full year total of 83,000 in 2005. There has been an increasing trend of Chinese visitors since 2001 when British Columbia hosted 59,000 visitors from China.

“This level of growth is encouraging, and sets the stage for even more dramatic increases in the future, as marketing programs show results, and travel policies make access easier,” Campbell said. “We have some of the most spectacular tourist attractions in the world with our natural beauty and environment and our rich and diverse culture. As we do more to tell the Chinese market about everything British Columbia has to offer, our province will see the benefits.”

Campbell also launched Tourism British Columbia’s new Chinese-language website today as a key part of the China Tourism Marketing Campaign. The site contains 650 pages of information about British Columbia’s communities, people and travel experiences, and is the most comprehensive destination website for British Columbia geared towards Chinese-speaking consumers.

“Consumers and travel trade worldwide have indicated how important it is to have detailed material available in their own language,” said Tourism, Sport and the Arts Minister Stan Hagen, who was with the Premier in Shanghai. “When we talk about building on our role as Canada’s Pacific Gateway, it means being accessible to the world in a diversity of ways, including through technology.”

In addition to the new website, the China Tourism Marketing Campaign includes activities such as travel trade initiatives, media relations, trade and consumer shows, educational seminars for tour operators and the development of collateral material such as new training and promotional videos.

The China International Travel Mart (CITM) was organized by the China National Tourism Administration (CNTA), Shanghai Provincial People’s Government and General Administration of Civil Aviation of China. Taking place in Shanghai from Nov. 16-19, CITM is the largest professional travel show in Asia, providing 2,300 booths to participants from foreign and domestic tourism organizations. Tourism British Columbia was included as part of Canada’s national presence at CITM, led by the Canadian Tourism Commission.

“CITM represents one of the most important venues for British Columbia and Canada to connect directly with the Chinese marketplace,” said Tourism British Columbia chair Allen Tozer. “In addition, we are co-hosting an evening reception with the Canadian Tourism Commission for approximately 250 key travel trade, airline and other industry partners. We are looking for every new business opportunity possible.”

-30-

Photos of Premier Campbell, Minister Hagen and Burnaby North MLA Richard T. Lee at the China International Travel Mart trade show in Shanghai are available at: www.mediaroom.gov.bc.ca//DisplayEventDetails.aspx?eventId=333

1 backgrounder(s) attached.
Media contact:	Dale Steeves Communications Director Office of the Premier 250 361-7783	Ray LeBlond Communications Director Tourism BC 604 660-3233

For more information on government services or to subscribe to the Province’s news feeds using RSS, visit the Province’s website at www.gov.bc.ca.