Top experts from tourism bodies and travel companies intimately involved in China are meeting at World Travel Market in London on November 14 to discuss the most urgent issues to successfully sell outbound destinations to the Chinese consumers and travel trade.

"More than 15 Chinese travel agents from a number of source markets in China will be networking with the forum delegates during an authentic Chinese lunch buffet. They have come especially to visit WTM and tour the UK as part of a VisitBritain supported educational tour, with the sponsorship of regional tourism boards," said Roy Graff, the forum director.

For a full day, these experts are sharing their case studies with delegates from Europe, America, Africa and the Middle East at Europe's prominent travel trade exhibition.

The results of a wide ranging survey of global tourism industry professionals on the future of tourism from China will also be shared with delegates during the forum. Initial findings show that over 70% of respondents believe that the Chinese outbound travel market will have a major effect on the way the international travel industry operates.

This year the forum focuses on marketing and sales strategies for destinations and suppliers and best case studies for hospitality and service to Chinese customers. The forum will open with a special presentation from PATA (Pacific Asia Travel Association) President and CEO, Peter de Jong.

The final session of the day allows the delegates to pick the brains of the expert panel and hear practical advice on how their destination or business stands to benefit from Chinese tourists. Detailed survey results will be discussed and delegates will have the opportunity to find out how they can obtain a Chinese hospitality quality label.