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 CHALLENGE | Needed to accurately understand Europe's potential to capitalise on the growing outbound tourist market in China in order to guide sales and marketing investment in the region. |  CLIENTÂ
| European Tour Operator's Association, the industry regulator and largest tour operator association in Europe. | Â APPROACH | 40 interviews with senior managers at China's 10 largest travel agencies 200 interviews with tourists in Beijing, Shanghai and Guangzhou Focus group with Shanghai based international tour guides. | Â RESULT | Final report outlined strategies for European tour operators to win business from China and delivered Full briefing on the motivations and aspirations of Chinese visitors to Europe based on actual experience as well as perceptions of the travel experience. The report was delivered to all ETOA member companies. |
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"Amber's deliverables always hit the mark for content and format. Amber staff provided us with results clearly aligned to our research topics. We were particularly impressed with Amber's attention to detail throughout the project."
Eric Badertscher, Research Director, Cipher Systems LLC
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