Visit California initiated a China Ready program that includes a three-pronged educational platform devised to prepare the state’s tourism industry to better serve Chinese travelers and establish a standard level of service. Universal Consensus is a critical part of the execution of this program. http://www.universalconsensus.com/

1. UNIVERSAL CONSENSUS CASE STUDY AT A GLANCE
Attracting Chinese Tourists
www.UniversalConsensus.com
BUSINESS OVERVIEW
Visit California is one of the nation’s premier State marketing agencies. The organization
promotes the California brand and helps to increase tourism and travel-related spending.
CHALLENGE
In 2011, California welcomed 517,000 visitors from China – 48% of the U.S. market share and an
astonishing 29% increase year over year. By 2015, the number of visitors to California is
expected to double to 1 million. Visit California identified its key challenge as preparing and
educating the travel and tourism market to serve the growing number of Chinese visitors. The
ultimate goal is to keep California top of mind and retain California’s competitive edge in the
China market.
SOLUTION
Visit California initiated a China Ready program that includes a three-pronged educational
platform devised to prepare the state’s tourism industry to better serve Chinese travelers and
establish a standard level of service. Universal Consensus was a critical part of the execution of
this program. The Universal Consensus BMIA™ Assessment was performed utilizing the six
comprehension lenses of the model to determine the main gaps in Visit California’s strategy to
attract and retain Chinese visitors. We developed subsequent strategies and solutions to
increase international travel; which prepared hospitality organizations and their staff to serve
international tourists, ensure foreign guests’ expectations are met.
“We have experienced, first-hand, the work Universal Consensus is performing with Convention
& Visitors Bureaus to help them to optimize their inbound tourism and FDI from China and other
key foreign target nations. We are benefiting and will continue to benefit greatly from their
guidance. Their knowledge of the consumer patterns in a variety of nations and their approach
to developing strategies to drive this inbound consumption is exactly what our industry needs.” -
Russell Betts, Council Member, City of Desert Hot Springs, California
For More Information: +1 760 696-0151 info@UniversalConsensus.com