Globally-renowned tour operator and travel professional Wendy Wu graced yesterday’s TDM Global Summit in Bangkok, taking the spotlight in a fireside chat titled From Hidden Gems to Global Demand: A Specialist Touring Playbook.
During the talk, Wu declared that China’s hidden gems, lesser-known destinations that have their own unique appeal for travellers, need to be shown off and, in doing so, raise the country’s profile as a potential growth sector for global tourism.
According to Wu: “These places are precious and unique, and to Chinese travellers, they are just so good. But the rest of the world knows nothing about them.”
For Wu, the important thing is for travel companies and tour operators to identify these destinations, seek them out, and do their part to grow and develop them to their full potential.
As she put it: “When you do that, you’ve done a good job and it’s a win-win situation for both the destination and the country, as well as your company. You and your company will be shaped by it, especially when you create a demand for the destination.”
Indeed, creating a demand for these lesser-known locations lays down the foundation for significant cultural and economic growth all around.
Why lesser-known locales matter
Note that we have so far avoided referring to these locations as secondary destinations which is a term we find derogatory as these cities and provinces stand to boom into major stops in their own right.
Indeed, where China is concerned, lesser-known locations can expand the range of attractions the country can offer to global travellers.
At the same time, it also helps decongest major cities like Beijing and Shanghai, as well as special autonomous regions Hong Kong and Macao, thus alleviating the adverse impact of overtourism.
Furthermore, pitching these destinations to the world can bring out a number of promotional innovations, including the use of augmented and virtual reality (AR/VR), night tours that give travellers a different look at familiar places, as well as developing attractions and amenities to suit the needs of a growing number of people seeking high-quality and luxury experiences.
The benefits of boosting China’s hidden gems
Identifying and developing hidden gem destinations can bring on a number of benefits for China and its people.
These include:
- Greater diversification and reduced overcrowding Diverting travellers’ focus towards these little-known places reduces the strain that overtourism puts on the resources of primary destinations, resulting in more comfortable and enjoyable experiences that encourage greater tourist spending;
- Cultural immersion through technology Scenic areas like Chongqing and Anhui are combining their amazing landscapes with advanced imaging technology to create truly unique immersive experiences that pique visitors’ curiosity, pushing them to explore further and learn more about these destinations;
- Authentic experiences can draw in high-quality travellers Giving younger, more adventurous travellers the opportunity to experience local lifestyles and a region’s natural attractions goes a long way towards attracting the right sort of traveller and help boost the growth of local communities, thereby encouraging societal and economic growth; and
- Infrastructural improvement Developing hidden destinations is a game-changer where infrastructure and connectivity are concerned, as we will see the development of attractions, as well as transportation measures and accommodations.
For Wu, the development of these destinations does not rely on government agencies alone; indeed, it demands effort from all those with a stake in both national and local tourism.
As she put it: “We all work together to enhance the customer's experience from the beginning to the end. I think all of us can work together; and when we work together, then we grow faster.”
