There will be 8-12 Interactive Workshops during the Summit. The workshops are based on a “laboratory” format with a clinical approach providing participants a forum for thought-provoking discussions. They involve prominent speakers and moderated by a senior executive. Case studies and real-time examples of prominent Chinese and global destination marketing challenges will be explored with high-levels of interaction.

Emphasis will be placed on best practice strategies: what works, why it works and how it works. Key lessons will be extracted and summarized and shared among all delegates.

For each workshop, a brief summary of the lessons learned will be produced for discussion during the last day of the Summit. This will contribute to a substantive report that will be produced by the WTU Global Secretariat for participants as a resource guide after the Summit. The workshops are approximately two hours long. Some workshops may be repeated so participants do not miss opportunities

1) Destination Marketing Plans: from idea to implementation—how to “make it work”;

2) Destination Marketing Communication: Examples of City/Urban Tourism Marketing; Ecotourism Marketing; Heritage Tourism Marketing; Hospitality Marketing, etc.;

3) Marketing to Capture Chinese Outbound Tourism;

4) Inbound Tourism Marketing;

5) Tourism Marketing Media;

6) Performance Measurement in Tourism Marketing and Standardization and Quality Control in Tourism Industry;

7) Branding Tourism Destinations and Changing Consumer Behaviour;

8) Travel Insurance: Development and Promotion;

9) Human Capital Management for Marketing Tourism;

10) Information Technology in Tourism Marketing: Product Purchase, Comparison and Awareness;

11) Hospitality and Tourism Destination Marketing;

12) Aviation and Transportation in Tourism Marketing.