PTG Consulting

Suzhou Municipal Bureau of Radio, Television, Culture and Tourism

Growing Destinaton Awareness with North American Travelers

The 2,500 year-old city of Suzhou in known for UNESCO World Heritage gardens, picturesque canals, and traditional Chinese architecture. Despite its location close to Shanghai, it is often overlooked by many North American travelers as a must-experience destination on their China travel itineraries, a situation created in part due to the North American market’s limited knowledge of Suzhou and its tourism offerings. Suzhou Tourism sought a partner to develop a long-term strategic plan that builds awareness of the destination among North American travel trade influencers and media and sets it apart from competitor destinations that are higher in the booking consideration set.

Client

Suzhou Municipal Bureau of Radio, Television, Culture and Tourism

Industry

Tourism

Services

PR & Media Relations

Travel Trade & Product Development (Tourism)

The Solution

PTG Consulting implemented a multi-pronged approach that included travel trade outreach in both the North American and domestic markets to grow tourism product offerings and bolster collaboration, along with media relations to elevate the destination’s position in North America while keeping domestic media informed of marketing efforts abroad. Through an integrated approach, PTG Consulting executed large scale events to educate travel advisors, tour operators, media, and consumers on Suzhou, while aligning the destination with well-known venues and cultural institutions to further elevate its profile.

The Results

Organized and hosted 115 North American and Chinese travel trade attendees on individual and group FAM trips

Attended more than 30 North American tradeshows promoting Suzhou product

Confirmed partnerships for Suzhou with prestigious U.S. organizations including the Metropolitan Museum of Modern Art in New York City, the De Young Museum in San Francisco, and the Academy Awards in Los Angeles, and hosted events to promote the destination among media, travel trade professionals, industry influencers, and celebrities

Held annual press conferences in Suzhou to keep domestic media updated on international promotional efforts and engage them in Suzhou culture

Launched and maintained the destination’s English-language website

Held in-country educational sessions with tour operators and stakeholders, educating them on how to work with PTG Consulting to maximize sales and media opportunities in North America

Engaged in ongoing proactive and reactive travel trade and media outreach in both North America and China

13,000+

Articles secured

471 Billion

Earned Media Impressions

Tour operators began selling Suzhou

130%

Increase in North American itineraries that include Suzhou

Client Testimonial

"PTG Consulting has helped put Suzhou on the map through engaging event s and impactful travel trade programs. The amount of exposure they have achieved for the destination throughout our longstanding relationship is truly outstanding."

Rudong Wang

Suzhou Municipal Bureau of Culture, Radio, Television, and Tourism

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