Published: 21 October 2016

China’s aviation experts deliver key insights

At a time when the UK’s bilateral trade relationships have resumed critical importance post-Brexit, leading figures from China and Europe’s air transport markets gathered at the University of Surrey last month to share and discuss with delegates the process for successful China-Europe air service development.

The one-day symposium, organised by the University and consultancy MIDAS Aviation, offered practical advice to support the commercial objectives of airlines, airports, economic decision-makers and travel companies looking to build effective and long-lasting relationships with China’s aviation industry.

Drawing on the experience of senior Chinese and European aviation, tourism and marketing experts with first-hand experience of working in China and selling to Chinese businesses and consumers, the symposium dealt with the intricacies of doing business with China. Topics covered included the process of effective relationship-building with purchase decision influencers, how Chinese airlines plan air services to Europe, how to support launched services and how to increase appeal to the Chinese outbound market.

Zheng Lei, director of Surrey’s Centre of Aviation Research, was one of the speaker. He said: “By 2020, some 100 million Chinese nationals will travel overseas each year, making China the most valuable outbound tourism market on the planet. Whilst the European aviation sector continues to show considerable interest in the Chinese market, it needs to understand how the Chinese aviation sector operates and the nuances of the market in terms of how decisions are made.

“Building relationships with decision-makers is an intricate affair. We organised this symposium for delegates to gain a clearer understanding of the opportunities available in the Chinese market and to leave with effective strategies for achieving progress.”

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