1. DIGITALINNOVATIONASIA.COM
–
FACEBOOK/TWITTER:
DIASIATOURISM
DIGITAL INNOVATION ASIA - CHINA BOOT CAMP
Marketing to affluent Chinese Consumers, and trying to get a slice of the
lucrative and fast growing Chinese outbound travel market?
Learn about how to reach and connect with affluent Chinese consumers by
leveraging web, mobile, and social media marketing in China.
Digital Innovation Asia (DIA) has partnered with the Pacific Asia Travel Association (PATA), as
well as the Tourism Authority of Thailand (TAT) to increase relevance to the industry when it
comes to digital innovation in travel and tourism in the Asia Pacific region.
Register for the China Boot Camp on April 23rd at Pullman Hotel G

2. DIGITALINNOVATIONASIA.COM
–
FACEBOOK/TWITTER:
DIASIATOURISM
As our friend, you can take advantage of attending the China Boot Camp and Digital Aid Asia at a
20% discount.
LIKE US ON FACEBOOK AND FOLLOW US ON TWITTER AND APPLY PROMO CODE:
FRIENDS-DIA-2013
Register at http://DIAsiatourism.eventbrite.com/
Or by going directly to: http://diasiatourism.eventbrite.com/?discount=FRIENDS-DIA-2013
Chinese nationals spent a record US$102 billion on overseas travel 2012, taking it to the top of
the international standings (Source: UNWTO, March 2013). International travel from China has
become a major source of growth for providers in the destination countries. There will be an
average of 25 million first-time Chinese travellers every year, or 70,000 every day, for the next 10
years. With over 564 million Internet users in China in April 2013 (an increase of 40 million new
Internet Users in just the last year) which represents over 42% of their population and almost
double the population of the US, more than 80% of Chinese travellers research and educate
themselves about destinations and brands online.
The China Boot Camp on April 23rd, organized by Digital Innovation Asia (DIA) will help
companies understand how to reach and connect with “the new Chinese tourist” and affluent
consumers, by leveraging the complex social media landscape in China. Delegates will be able
to hear about the latest trends in marketing to Chinese consumers, and learn about the rapidly
changing and evolving Digital and Social Media Landscape in China, including the latest start-
ups. Taking a deep dive into the complex and unique digital and social media landscape in
China, the April 23rd China Boot Camp will feature the unique opportunity to engage with three
top Chinese bloggers, sponsored by Chinese travel social media website Tripshow.com.
Interested Travel Index members can apply to be part of a Chinese mini blogger match-up the
morning prior to the China Boot Camp at a 20% discount.
Every participant will receive a hard-copy version of the latest Essential China Travel Trends
Book (free e-book download available at www.chinatraveltrendsbook.com), and a special offer for
a one-year Basic membership from TripShow.com, valued at RMB 5,000 or USD 800 (Note: Sina
Weibo account is required). Don’t miss it if you are looking to get a slice of the most important
tourism source market.

3. DIGITALINNOVATIONASIA.COM
–
FACEBOOK/TWITTER:
DIASIATOURISM
AGENDA:
9:00
–
11:00
Chinese
Blogger
Match
Sponsored
by
Tripshow.com
Unique
opportunity
to
connect
with
three
top
Chinese
bloggers,
the
winners
of
the
Spring
2013
Tripadvisor.com
Chinese
Social
Influencer
Competition.
Please
register
separately
at
www.diasiatourism.eventbrite.com
under
“Chinese
Blogger
Match-­‐Up”
for
USD
975.
Enter
the
above
code
to
receive
a
20%
discount.
Note:
Tickets
are
very
limited
to
the
Chinese
Blogger
Match-­‐Up.
11:00
–
12:00
Registration
&
Lunch
Mingling
Sponsored
by
Pullman
Hotel
G
Meet
the
speakers,
bloggers,
grab
a
bite,
and
get
ready
to
take
a
deep
dive
into
the
Chinese
digital
and
social
media
landscape
12:00
–
12:10
Introduction
Speaker:
Jens
Thraenhart,
Founder
of
Digital
Innovation
Asia
12:20
–
12:30
Top
10
China
Travel
Trends
Sponsored
by
ChinaTravelTrends.com
Speaker:
Jens
Thraenhart,
Publisher
of
ChinaTravelTrends.com
12:30
–
12:45
The
Importance
of
the
Chinese
Market
Sponsored
by
PATA
Speaker:
Martin
Craigs,
CEO
of
the
Pacific
Asia
Travel
Association
12:45
–
13:15
8
Tips
for
Marketing
to
Affluent
Chinese
Consumers
Sponsored
by
Dragon
Trail
Interactive
How
to
build
a
China
Marketing
Strategy
that
works
by
leveraging
offline
and
online
marketing
methods,
from
concept,
execution,
to
measurement
Speaker:
Jens
Thraenhart,
Founder
of
Digital
Innovation
Asia
13:15
–
13:30
Networking
Break
Sponsored
by
Pullman
Hotel
G
13:30
–
14:00
The
Chinese
Digital
&
Social
Landscape
Sponsored
by
Dragon
Trail
Interactive

4. DIGITALINNOVATIONASIA.COM
–
FACEBOOK/TWITTER:
DIASIATOURISM
The
Chinese
digital
and
social
media
landscape
is
one
of
the
most
complex
and
competitive
in
the
world,
and
the
most
important
way
to
reach
and
influence
sophisticated
and
affluent
Chinese
consumers.
Learn
how
to
build
a
digital
strategy
for
long-­‐term
success,
and
not
just
short-­‐term
gain.
Observe
digital
campaigns
that
worked
in
achieving
a
high
viral
spread
and
engagement.
Part
1:
Overview
of
the
Digital
Landscape
&
Developing
a
Digital
Strategy
Speaker:
Jens
Thraenhart,
Co-­‐Founder
of
Dragon
Trail
Interactive
Part
2:
The
Players
&
Best
Practice
Case
Studies
of
Digital
Campaigns
Speaker:
George
Cao,
Co-­‐Founder
of
Dragon
Trail
Interactive
13:30
–
14:15
Engaging
&
Inspiring
Chinese
Consumers
to
Travel
Sponsored
by
Tripshow.com
The
movie
“Lost
in
Thailand”
created
lots
of
buzz
in
China,
which
resulted
in
increased
Chinese
tourists
to
Thailand.
Visual
Content
is
a
key
influential
when
it
comes
to
inspiring
and
influencing
Chinese
travelers
where
to
go,
where
to
stay,
where
to
eat,
and
what
to
do
and
experience
–
especially
with
new
Chinese
tourists
that
are
looking
for
personalized
experiences.
Chinese
travelers
take
photos
and
share
them
on
Chinese
social
media
sites,
especially
Weibo.
Learn
on
how
to
create
a
visual
content
strategy
and
leverage
sites
like
Weibo.com
and
Tripshow.com
when
it
comes
to
campaigns
and
social
CRM.
Speaker:
George
Cao,
Co-­‐Founder
of
Dragon
Trail
Interactive
14:15
–
14:30
Networking
Break
Sponsored
by
Pullman
Hotel
G
14:30
–
15:15
A
conversation
with
Chinese
Bloggers
Sponsored
by
Tripshow.com
A
very
unique
session
on
what
Chinese
consumers
are
looking
for
when
traveling
outside
of
China.
What
are
the
issues?
How
to
engage
with
top
Chinese
influencers
to
spread
the
word
about
your
destination
and
brand?
Moderator:
Dale
Lawrence,
President
of
Skal
Thailand
&
George
Cao,
CEO
of
Dragon
Trail
15:15
–
16:00
Experiences
from
Travel
Companies
marketing
to
Chinese
consumers
–
what
worked
and
what
didn’t
Sponsored
by
Dragon
Trail
Interactive
Hear
from
companies
that
have
been
marketing
to
Chinese
consumers.
Panelists:
Representatives
from
travel
companies
Moderator:
Jens
Thraenhart,
Co-­‐Founder
of
Dragon
Trail
Interactive

5. DIGITALINNOVATIONASIA.COM
–
FACEBOOK/TWITTER:
DIASIATOURISM
16:00
–
16:30
The
Chinese
Backpacker
conquering
the
World
Sponsored
by
Backpacker
Magazine
South
East
Asia
Backpackers
historically
are
the
pioneers
in
opening
and
discovering
new
tourism
destinations.
What
is
the
role
of
the
Chinese
backpacker?
Very
digitally
savvy
and
engaged
on
social
media,
how
can
travel
organizations,
from
tourist
boards,
hotels,
airlines,
and
tour
operators
leverage
Chinese
backpackers
as
a
completely
new
category
of
influencers.
Speaker:
Nikki
Scott,
Editor
at
Backpacker
Magazine
Southeast
Asia
16:30
–
16:45
Networking
Break
Sponsored
by
Pullman
Hotel
G
16:45
–
17:15
China
Boot
Camp
Lab
Sponsored
by
Dragon
Trail
Interactive
A
new
session
that
will
give
the
audience
a
unique
opportunity
to
get
free
advice
and
consulting.
Show
your
Chinese
website,
and
get
live
critic
and
feedback
on
what
to
improve.
Speaker:
George
Cao,
Co-­‐Founder
of
Dragon
Trail
Interactive
17:15
–
17:45
Conclusion
&
Discussion
Sponsored
by
SKAL
Thailand
Ask
the
experts,
debate
issues,
and
engage
with
peers,
on
how
to
tackle
the
Chinese
travel
market.
This
is
a
fun
and
engaging
way,
open
for
all
delegates
to
participate.
Moderator:
Dale
Lawrence,
President
of
SKAL
Thailand
17:45
–
18:00
Closing
Speaker:
Jens
Thraenhart,
Founder
of
Digital
Innovation
Asia
18:00
–
20:00
DIA
Pop-­‐Up
Party
Sponsored
by
Pullman
Hotel
G