Workshop: How to Reach and Engage With Chinese Tourists?

China’s outbound tourism is booming. As a result a growing number of Chinese tourists are visiting Europe, where the Netherlands and Belgium are gaining in popularity as well. Especially among the fast growing number of Chinese Free Individual Travellers (FITs) the Benelux has become a must-go destination. This clearly offers big opportunities for many Dutch and Belgian companies active in the tourism and cultural industry. But where to start in making your location or destination so-called ‘China-ready’?

The behaviour of Chinese tourists is very different compared to tourists from other countries. They have their own driving needs, preferences and use different online and social media platforms than the rest of the world. As such, they require different, unique approaches in marketing and communication.

  • Do you want to learn about the latest developments and opportunities in the Chinese tourism industry?
  • Do you wish to increase your knowledge about the profiles and needs of Chinese tourists?
  • Are you looking for better ways to find and serve them?
  • Do you want to know how to use Chinese social media and payment systems to more efficiently engage with your potential Chinese visitor?

… than this workshop is something for you! Three China experts will give you insights and practical tips, illustrated by several case studies.
This workshop is specifically designed for managers involved in the following sectors:

  • (Tax free) shops and outlet stores
  • Luxury retailers
  • Hotels & restaurants
  • Recreation (e.g. amusement parks, festivals)
  • Culture (e.g. museums, tourist attractions, city marketing)

Timing and Content:

13:30: Welcome and registration
14:00: Introduction
14:05: Ed Sander: Trends in the Chinese tourist industry, introduction to the Chinese tourist.
14:30: Bart Horsten: Best practices and case studies of attracting Chinese tourists to your destination.
15:20: Break
15:40: Thijs van der Toom: Introduction to digital communication and the use of Chinese payment systems to reach out to Chinese travellers.
16:30: Ed Sander: Misbehaviour of Chinese tourists, what is causing it and what can we do about it?
17:00: Q&A
17:15: Networking drink
18:15: End of the workshop

Attendees of the speakers’ previous workshop have been highly positive:

  • 93% found the workshop useful
  • 100% would recommend the workshop to others
  • 86% considered the workshop ‘value for money’

Click here for the full survey results.

You have two opportunities to participate in this half-day workshop:

  • In the Netherlands on Wednesday 13 December 2017 at Beeckestijn Business School near Utrecht (Leusden): more information and registration here.
  • In Belgium on Thursday 14 December 2017 at “Kasteel Ter Ham” near Brussels (Steenokkerzeel): more information and registration here.

Registration fee:

  • Early bird: € 140,- incl. service cost & VAT (if you register before November 20th)
  • Regular fee: € 190,- incl. service cost & VAT

NOTE: this session will be held in English unless all participants speak Dutch.

Introduction Ed Sander – ChinaTalk:

CRM/Data-driven marketing specialist Ed Sander worked as a marketing consultant for local NGO’s in Xi’an, China from 2011 to 2013. During this period he started writing about China’s e-commerce and social media landscape. Currently Ed writes for, China Nu, CRTV Magazine and other publications. He frequently gives lectures about the Chinese digital landscape at seminars, colleges and universities. Ed also served as a committee member of the Xi’an International Business Forum and was a member of the board of Guanxi, a Dutch network organisation of experts and companies doing business with China. For more information:

Introduction Bart Horsten – MyChinaWeb:

Bart is a China entrepreneur and consultant since 1998, being one the most experienced and broadly skilled China consultants in the Benelux, specialized in the guidance of European SME’s in their expansion plans or investments in China. Bart’s customers are engaged in different sectors and regions in China, and Horsten provides legal, operational, strategic and any other specialized China consulting services. Recently Bart founded MyChinaWeb, Belgium’s first China online marketing agency, specialized in Chinese website design, social media, online marketing and e-commerce in China. For more information: and

Introduction Thijs van der Toom – NextportChina:

Thijs is Managing Director of NextportChina, Holland’s leading China-focused digital marketing agency. In this role he is very passionate about developing creative digital campaigns that connect western brands to Chinese consumers. This way he and his Chinese team already successfully served numerous Dutch and Belgium brands with building their online presence in China. After studying and working in China for 2,5 years, Thijs currently resides in Amsterdam. He speaks Mandarin at a decent level and is totally addicted to WeChat, a topic he often blogs about. Thijs gives guest lectures at the Vrije Universiteit Amsterdam and is a frequently asked speaker on the topics of Chinese (mobile) innovation and social media marketing. For more information:


The Netherlands

Tel: +31 6 51 214 206



WeChat ID: edsander

NextportChina BV

The Netherlands

Tel: +31 20 2210012



WeChat ID: tmvandertoom

Horsten International NV


Tel: +32 14 720275



WeChat ID: barthorsten