Q: How did you start your career in incentive travel?
A: I studied Tourism Marketing in Tong Ji University and started my career as an English-speaking guide at SCITS (Shanghai China International Travel Service). SCITS was one of the top three international travel agencies in China. I loved meeting people from different regions because I learned a lot from each client.
After five years, I joined Abercrombie & Kent (A&K) as an operations manager. During my three years at A&K, my projects covered hot destinations for oversees clients in mainland China. These destinations included Beijing, Shanghai, Xi’an, Chengdu, Yangtze River, and Guilin.
In 2008, the year of Beijing Olympic Games, I joined MCI China, which led me to become the lead for the Ovation China Team. I worked in MCI/Ovation for six years, and during these years, I built my network on a global platform. My experience expanded to more incentive travel projects. In 2014, I left MCI China and started a new journey with CR Solution, a DMC, and event management company. Our main business is inbound incentive travel projects, meetings, and events.
Q: What are some key takeaways from participating in ITB China this past May?
A: Too many to count! This was not only a big success for SITE in the China Market, but also a great learning experience for me. Here are a few key takeaways.
First, nothing is impossible. This was SITE China's first ticketed event in China. We did some investigation at the beginning of the year, set a safe price, promoted the event earlier than usual, and the result was beyond our expectations. My goal now is to initiate a deeper collaboration between SITE and ITB China, to create a more robust win-win collaboration in 2025.
Second, the key to growing together is communication and sharing. This event kicked off a joint chapter collaboration initiative between SITE China, SITE Thailand, SITE India and SITE Australia & New Zealand. I am so happy that Nitin Sachdeva (SITE India and SITE President-Elect) and Nicole Tingey (Chapter President of SITE Australia and New Zealand) accepted our invitation to come to Shanghai to attend ITB China.
Their sharing on industry status and trends in their region gave attendees a better picture of the global incentive travel industry. They informed our region on how we could improve to meet the requirements of overseas clients. I believe they also learned a lot about China and have a better picture of the incentive travel industry within China.
Third, although the market in China is big, companies in China are seeking to tap more into the global market. SITE is the leading association in the incentive travel industry and provides a truly global platform to members. Nitin and Nicole’s participation and overall impact is the proof that we (SITE) can bring the world to China and, meanwhile, we can assist members in China with connecting to the world. This is the value SITE China members receive from SITE.
Q: Have you noticed any incentive trends/patterns regarding outbound Chinese incentive participants?
A: Chinese outbound incentive travel trends are very different from other markets such as Europe or North America.
We used to do incentive travel like leisure travel and always tapped local Chinese people at the destination rather than local DMCs. Many people think there are budget or language issues, or even culture difference.
From my perspective, all of the above may be correct, but the key challenge is mindset. Many agencies are changing; they are trying to work with local DMCs to create special arrangements. Among the 28 new members we recruited via our member-get-a-member offer during ITB China, 12 of them consistently depend on outbound business.
The language barrier is weakening. More Chinese industry players have increased communication with foreigners, and they build very good exchange systems. So a global platform like SITE can improve these exchanges.
Mindset transitions also happen through proper education. It's important to create incentive travel education that covers specific topics of interests like: What's the purpose of incentive travel? How can you organize an incentive travel experience within a reasonable budget?
But I believe if we can open our minds and if we can have more exchanges with other regions, Chinese outbound business can positively impact the world.
Q: What advice would you give to a new SITE member looking to get more involved with their chapter?
A: Listen to the experience and advice from others. This is the value of being a SITE member. Meanwhile, share and exchange your own stories. This will not only improve the chapter’s development, but you'll also develop professionally and personally. There might be some challenges, but be active, be positive, and keep trying. You may be the key to changing everything for the better — including yourself.
Looking to get more engaged in your chapter, or want to expand your reach and attend chapter events outside of your region? View a full list of SITE chapters here.
While your membership includes one primary chapter affiliation, you can add additional chapters to your membership for a nominal fee.
Remember, “nothing is impossible,” especially when you're connected to a global community!
