​CASE STUDY - TAILOR A PACKAGE

​CASE STUDY MENU

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Aim: To design a package for Chinese tourists.

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1 Read an email about the boom in Chinese tourism.

2 Listen to a representative of the China Travel Market Research Institute.

3 Read an email from a tour operator in Beijing,

4 Write a proposal for a suitable package.

​Getaway Travel

​Diane Sullivan is a senior partner in the Getaway travel agency in London. Read her email to her junior colleagues and answer the questions.

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1 What prediction has the World Tourism Organization (WTO) made?

2 What explains the growth of outbound tourism?

3 What do the numbers 8.3, 6.4% and 17.5% represent?

​​Research interviews

Listen to Hannah and Dan from Getaway Travel interviewing an expert on the Chinese outbound market. He identifies two types of tourist: Generation X (older first-time travellers) and Generation Y (mid 20s, highly educated, affluent). Complete the table with information about them.

​​An email from Beijing

Getaway Travel have received the email below. What is Huang Meng offering? How does he make the offer sound attractive?

​A feedback meeting

After the interview Hannah, Dan and Kevin from Getaway Travel get together to compare notes. Listen and complete the fact file.

​TASK (15 minutes)

​In breakout rooms, you will work in small groups of 2 or 3. In response to Huang Meng's email, decide what kind of ten-day tour you could organize for groups of Chinese visitors to your country.

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Decide on:

• the profile of visitor your package is aimed at.

• the type of accommodation you would book. the best things for the group to see and do.

• a possible itinerary for the group.

​Vocabulary

​Look at the dictionary entries. What do [C] and [U] stand for?

​SOCIAL MEDIA

​1 Do you use social media? Which services do you use and what do you use them for?

2 How can a travel organization promote a destination through social media?

​Read what different people are saying about social media. Exchange information with your partner and make a list of the advantages and disadvantages of using social media in tourism promotion. Are the benefits stronger than the disadvantages?

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​You are going to read an article about a social media

campaign to promote the Great Barrier Reef in Australia.

Write three questions about things you would like to know

about the campaign. Share your questions with a partner.