When was the last time you considered China for your clients?
Not because they specifically asked for it. Not because they already had the Great Wall on their bucket lists. But because something they told you about the way they like to travel made you think, “China could actually be a great fit.”
If that doesn’t happen very often, you may not be alone.
As travel advisors, we can only confidently recommend what we understand. Sometimes our own perceptions of a destination can unintentionally limit the options we present to clients.
China may be one of those destinations.
You may picture Beijing, Shanghai, and the Great Wall. You may wonder how difficult the regions are to navigate, whether the language barrier will be overwhelming, or if the destination will feel too unfamiliar for some of your clients.
But the more you learn about China, the more you may be surprised by how many different types of travelers could find something there for them.
China’s history is one of the reasons travelers visit; but don’t let that history define your entire picture of the destination.
Modern cities, an extensive high-speed rail network, impressive hotels, innovative architecture, shopping, dining, and technology exist alongside ancient temples, historic neighborhoods, and centuries of culture. For many first-time visitors, that contrast is one of China’s biggest surprises.
Think about the client who loves history but also appreciates modern comforts. Or the traveler who enjoys exploring dynamic cities but wants meaningful cultural experiences woven into the trip.
China doesn’t necessarily require choosing between old and new. Travelers can experience both.
You May Be Thinking Too Narrowly About Where to Go
Beijing and Shanghai are important destinations, but if those are the only places you associate with China, you may be overlooking much of what could make the country appealing to your clients.
China offers mountains, rivers, smaller cities, historic towns, dramatic landscapes, and regional cultures and cuisines that can create very different travel experiences. And beyond the places themselves, many travelers come away talking about something they may not have expected before they arrived: the warmth and hospitality of the people they met along the way.
Instead of waiting for clients to tell you they want to visit China, listen for the things they say they love about travel.
Do they seek incredible scenery? Are they fascinated by history? Do they travel for food? Do they love photography? Are they interested in experiencing cultures that feel very different from their own?
Those interests may allow you to introduce China even when the clients never considered it themselves.
Beautiful ancient village with traditional wooden buildings on the green mountain at sunset in Jiangxi, China, shutterstock_2692601011
You Don’t Have to Know Everything
Sometimes the reason we don’t recommend a destination is simply because we don’t feel confident selling it.
China can feel complicated, particularly if you have concerns about speaking the language, navigating such a large country, or understanding how to put the pieces of a trip together.
But you don’t have to become an expert on every region before you can start introducing China to the right clients.
That is also why continuing your own education matters.
On October 13 from 1:00 p.m. ET, The Travel Institute will host Selling China with Confidence, presented by Steven Kona “Panda” Simao, CTC CIS, Vice President of Sales at Century Cruises.
The webinar is designed specifically to help advisors lessen the intimidation about selling China. You’ll explore how five-star, all-inclusive, fully guided cruise tours can combine comfort, immersive cultural experiences, and seamless travel throughout China, gain practical ideas you can put to work in your business, and leave with a fresh perspective on what China can offer your clients.
If China is one of those destinations you hesitate to recommend because you simply don’t know enough about it, this is an opportunity to change that.
Give China Another Look
Part of being a great travel advisor is staying curious.
We spend so much time learning about destinations, so we can introduce clients to experiences they may never have discovered on their own. But that requires us to occasionally look at our own assumptions, too.
China may not be right for every traveler. No destination is. But it may be right for more of your clients than you think.
So before you wait for someone to come to you asking for China, spend some time getting to know the destination yourself.
You may discover a side of China you didn’t expect.
And once China surprises you, you may be ready to surprise your clients, too.
