The world has never seen such a huge business opportunity for which they have so little understanding of how to address it. Many entrepreneurs have, more or less seriously, dreamt of being able to sell just one product to every single Chinese. That dream is now quickly turning into a possibility for many hotels, restaurants, shops and attractions. As of 2012. Chinese tourists are the largest group of travellers in the world. Unfortunately, understanding of the needs that these Chinese tourists have is exceptionally poor. What do they want to eat, do or buy? Where do they want to stay, and what places do they want to visit? All these differ radically from the needs of other tourists. In this book, we will take you through what is different and why it is so. In the book, we will also offer ideas on how to easily shift your offering to match what Chinese tourists want. We will also provide plenty of examples on what others have done to attract their business -- since, naturally, many have already invested heavily to do this. So yes, competition for Chinese tourists has undoubtedly begun, but an equally vital investment for winning this fight is understanding. What do you know about their needs?

INGEMAR FREDRIKSSON has 30+ years experience in top management, business development, profitability development and marketing. He has worked with plenty of SMEs in different industries (including tourism) and also with Fnatic, IKEA, Invest Sweden, Miss Sweden and the Swedish government. He has also been vice chairman of The Swedish Federation of Business Owners. Since a few years back he lives and works in the UAE. All four books by Ingemar Fredriksson, in their original Swedish edition, have featured on top lists together with names like Steve Jobs, Daniel Kahneman, Thomas Piketty, Sun Tzu and even the Fifty shades-series. Search on YouTube for "Ingemar Fredriksson's books - Bestsellers for 15 years!" for a full video of random list positions over the years.

LYU WEN has a degree in Economics from Fudan University in Shanghai, with an extensive finance background. Together, they have the academic background with down-to-earth know-how and experience of the meeting between East and West, and how this can be used in business development.

Said about the Swedish edition of this book:

"This book is basically a huge checklist and a fantastic basis for those who would like to attract Chinese tourists."

Monika Fleming-Glogoza, West Sweden Tourist Board