This document provides information about the Chinese Tourist Welcome (CTW) training programme offered by the China Outbound Tourism Research Institute (COTRI). COTRI is a leading independent research institute focused on the Chinese outbound tourism market. The CTW training programme offers insights into Chinese travelers to help tourism providers better serve their needs. Participants who complete the training receive certification and benefits like marketing visibility and access to COTRI's research resources. The

1. www.china-outbound.com
Chinese Tourist Welcome Training Programme
The leading global training programme for the Chinese outbound market
since 2009

2. www.china-outbound.com
COTRI China Outbound Tourism Research Institute
COTRI is the world's leading independent research institute for:
• Information
• Training
• Quality assessment
• Research
• Consultancy
relating to the Chinese outbound tourism market

3. www.china-outbound.com
COTRI Customers
Taking the China Tourism Welcome
course has opened my mind and I feel
I’ve achieved a better understanding of
the Chinese travelers now!
Mark Perana, West Coast Surf School, New Zealand

4. www.china-outbound.com
Chinese Tourist Welcome Training Programme
The Chinese Tourist Welcome Training Programme offers deep insights into the
characteristics, expectations, motivations and needs of Chinese travellers, enabling
tourism service providers to deliver high quality the Chinese way

5. www.china-outbound.com
The CTW Training Programme Goals
• Providing participants with focused information based on scientific research as well
as practical experiences about the special characteristics, needs, expectations and
behaviour of Chinese travellers
• Enabling participants to adapt tourism and retail products and services, to develop
adequate strategies and facilitate quality assurance
• Offering participants the opportunity to start a sustainable and successful
engagement with Chinese tourists

6. www.china-outbound.com
The CTW Training Programme Benefits
• Successful participants acquire certification as Chinese Tourist Welcome Quality Host
for two years, renewable with branch-specific CTW training
• One month free access to ChinaTourismFacts.com database
• Visibility in the market through COTRI’s Chinese language Website
www.ChineseTouristWelcome.cn
• Companies and organisations can apply for the CTW Quality Label if at least two of
its employees have valid CTW Quality Host certification

7. www.china-outbound.com
CTW Destination Label
Destinations have the opportunity to receive the CTW Destination Label
as an efficient and affordable way of highlighting the preparedness of
the tourism service providers in the destination for Chinese visitors based
on the CTW Training Programme.
In order to receive the CTW Destination Label, destinations have - through
their Destination Marketing Organisations or through other ways - to offer
CTW Chinese Tourist Welcome Trainings for tourism service providers in the
destination.
For each million inhabitants 1 CTW training has to be conducted. The first
training must be before the CTW Destination Label is granted, additional
trainings during the two years duration of the CTW Destination Label.
Examples:
For a city of 800,000 inhabitants - one training has to be conducted before the
CTW Destination Label is granted
For a city of 3,500,000 inhabitants - four trainings have to be conducted, one
before the CTW Destination Label is granted; the other three have to be
conducted within two years

8. www.china-outbound.com
CTW Destination Label
• Trainings are conducted by COTRI Country Partners and COTRI
in the local language, based on global research and local insights
• The CTW Destination Label is valid for two years
• The price for each training organised within the CTW Destination Label certification is
5,000 Euro (plus travel expenses) including all benefits (see next slide)
• Maximum number of participants per CTW Destination Label certification training
is 30 persons

9. www.china-outbound.com
CTW Destination Label
CTW Destination Label benefits:
• CTW training(s) implemented by COTRI trainers
• 2 year CTW Destination Label Certification
• Right to display COTRI CTW Destination Label on all Marketing materials and
communication
• Successful participants receive certification as CTW Chinese Tourist Welcome
Quality Hosts
• 2 year free subscription for COTRI Market Report (value 3,200 Euro)
• 2 year free subscription for COTRI www.ChinaTourismFacts.com (value 270 Euro)
• Free one-page destination portrait on COTRI´s dedicated Chinese language
website www.ChineseTouristWelcome.cn
• Any extra income generated by CTW trainings through participants’ fees,
sponsors etc. remains with the Destination Marketing Organisation

10. www.china-outbound.com
CTW Training Recognition
endorsed by PATA Pacific Asia Travel Association
awarded the GREAT China Welcome Charter Mark of Visit Britain
recommended by the European Travel Commission

11. www.china-outbound.com
CTW Trainings are conducted by COTRI Country Partners
COTRI Country Partner are qualified training providers located all around the world,
delivering the CTW Training Programme:
• In the local language
• Using local examples next to international best practices
• Based on local contacts and region-specific knowledge and experiences
• With local know-how in over 55 regions and countries

12. www.china-outbound.com
COTRI Country Partners
Albania, Argentina, Australia, Bahrain,
Belgium, Bhutan, Bosnia & Herzegovina,
Cambodia, Chile, Croatia,Cyprus, Denmark,
England, Estonia, Egypt, Finland, France,
Greece, Iran, Ireland,Italy, Kenya, Kosovo,
Kuwait, Laos, Latvia, Lithuania, Luxembourg,
Macedonia, Mauritius, Mexico, Monaco,
Montenegro, Morocco, Myanmar,
Netherlands, New Zealand, Norway, Oman,
Peru, Portugal, Qatar, Russia, San Marino,
Saudi Arabia, Scotland, Serbia, Slovenia,
Spain, Sweden, Switzerland, Thailand,
Tunisia, Turkey, United Arab Emirates, USA,
Vatican City, Vietnam, Wales
In a country nearby, including:

13. www.china-outbound.com
CTW Training Programme
Thank you again for sharing great insights during CTW
Training Program at LUX* Belle Mare in Mauritius last
year. Ever since, I have applied everything that I have
Learned during your workshop with our Chinese guests
and tour operators.
Mike Tan Yan, Director of Sales & Marketing, LUX* Belle Mare (Mauritius)
Over 1,000 participants from more than 100 companies have received
the CTW Quality Host Certification.

14. www.china-outbound.com
CTW Training Participants
CTW Training Programme participants are coming from businesses, organisations and
institutions of all sizes, operating in any sector of the tourism and leisure industry
outside China, including:
 Local, regional and national tourism
organisations
 Hotels and hotel chains
 Inbound tour operators
 Destination marketing organisations
 Leisure and culture institutions
 Attractions
 Events
 Transportation and mobility
companies
 Retail companies
 Theme parks
 Casinos
 Investment support
 Consulting Services
 Transportation infrastructure
organisers

15. www.china-outbound.com
CTW Training Forms
CTW Training Programme is offered as:
• Online programme for self-study
• In-house training with customised content within a company or organisation
• Open training for all tourism service providers in a destination offered by a local
organisation or by COTRI Country Partners
Cost of the CTW Training depends on location and form

16. www.china-outbound.com
CTW Training Content
The CTW trainings consist of 4 main modules:
Module 0 Introduction
Module 1 Background – China as international tourism source market
and Chinese customers
Module 2 Travel motivation, expectations, needs and behaviour of
Chinese visitors
Module 3 Language, service and ambience
Module 4 Product adaptation, marketing
Multiple Choice Test

17. www.china-outbound.com
CTW Training Content
Each main Module lasts 90 minutes:
• 45 min. PowerPoint based presentation
• 10 min. of questions and answers about lecture content
• 20 min. group activities connected to the content of the module
• 15 min. discussion of group activities results

18. www.china-outbound.com
CTW Chinese Tourist Welcome Quality Host
Successful Chinese Tourist Welcome
Training Programme participants in
Geneva/Switzerland 2015, receiving
CTW Chinese Tourist Welcome
Quality Host certification

19. www.china-outbound.com
COTRI China Outbound Tourism Research Institute
Established in 2004, COTRI is a privately organised, independent institute registered in
Germany, founded by its director Prof. Dr. Wolfgang Georg Arlt, widely recognised as
one of the leading experts on Chinese outbound tourism. COTRI is working for small and
big companies, organisations and government institutions on all continents as well as
with all leading international and Chinese tourism organisations.

20. www.china-outbound.com
COTRI Founder and Director
Prof. Dr. Wolfgang Georg Arlt FRGS
First visit to People’s Republic of China in 1978
1991-1999 owner of Inbound Tour Operator
China -> Europe (offices in Beijing and Berlin)
COTRI founder and director since 2004
Professor for International Tourism Management
at West Coast University of Applied Sciences (Heide)
Visiting Professor at universities in China and United Kingdom
Fellow Royal Geographical Society (London)
Research Fellow Japanese Society for the Promotion of Science (Tokyo)

21. www.china-outbound.com
Contact
COTRI China Outbound Tourism Research Institute
Director:
Prof. Dr. Wolfgang Georg Arlt
Tel. +49 40 558 99 576
Mail arlt@china-outbound.com
Sales and Marketing:
Tanita Jasieniecka
Tel. +49 40 558 99 576
Mail: jasieniecka@china-outbound.com