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Broadway Inbound Places Increased Focus On Chinese Market

June 27, 2016 Destination North America No Comments Print Print Email Email

Broadway Inbound is pleased to announce an increased focus on the Chinese tourism market, in response to the growing volume of visitors to New York City.


The organization will add in-market trade and public relations representation, along with a simplified Chinese version of The Broadway Collection website.

Aligned with the current, global landscape, Broadway Inbound is prepared to serve Chinese visitors to New York with increased accessibility to Broadway. Four out of ten Chinese visitors to the US come to the Big Apple, and general visitation numbers are skyrocketing due in part to the recent, ten-year visa policy between China and the United States.

Though ripe with interest, agents in the market often lack tools and knowledge to encourage travelers to book Broadway in advance, which Broadway Inbound looks to rectify with its new, and enhanced in-market offerings.

On a recent calibration sales mission to Beijing, Hangzhou and Shanghai, Broadway Inbound met with 400 trade partners, tour operators and travel agents, represented by Sales and Events Manager, Jered Fournier.

He stated, “Agents in primary and secondary markets are equally hungry for knowledge; the demand for FIT product in China is on the rise in a big way, offering a very promising and exciting outlook for Broadway.”

According to NYC & Company, the official destination marketing organization for the city of New York, Chinese tourism in NYC spiked in the 2014-2015 season, market spending totalling 2.94.

To meet the increased demand, in the summer of 2016, Broadway Inbound’s consumer facing The Broadway Collection website will launch a simplified Chinese version. This addition will make information about the current season of Broadway more readily available to Chinese travelers. The ability to purchase individual tickets for each member show will be especially well suited to China’s FIT focused, young demographic.

Travel professionals from China and around the globe interested in selling Broadway Collection member shows can contact Broadway Inbound to set up an account. They’ll be on the IPW 2016 trade floor at booth 2037, to discuss competitive group sales and FIT offerings. 

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