The main tool the project uses to reach its aim is a series of highly visual and interactive brochures that present the most relevant features of long-haul travellers. The first brochure of the series was launched in March and focused on the fastest growing tourism source market in the world: China.
The brochure emphasizes the very distinctive characteristics and travel patterns of this huge emerging market and highlights differences between two major segments, the group travellers and self-organised travellers. Readers also get top 8 tips on how to win the Chinese tourists and become Chinese-friendly tourist destination.
The brochure’s content was developed through tight collaboration with China Outbound Tourism Research Institute and European Tour Operators Association. The relevance of the content and visual appeal was tested through the pilot phase, conducted in cooperation with Croatian Chamber of Commerce.