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CULTURAL COUNCIL NEWS Cultural Council Empowers Local Marketing Executives
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Cultural Council Director of Marketing and Government Affairs Marilyn Bauer and Jia Zhu, strategic information analyst at Florida International University’s Institute for Hospitality and Tourism Education and Research
The Cultural Council of Palm Beach County is engaging cultural and hospitality industry professionals to share information on tourism trends that may have an impact on the potential to grow capacity and attendance. Earlier this year, special expanded meetings of the Cultural Marketing Committee focused on Chinese tourists and on All Aboard Florida’s proposed Brightline train service. In February, Jia Zhu, strategic information analyst at Florida International University’s Institute for Hospitality and Tourism Education and Research, told attendees that the Chinese outbound tourism market is poised to grow faster now that 2016 has been proclaimed “U.S.-China Tourism Year.” Chinese tourists spend 21 percent more than other foreign travelers, she said, making this market even more attractive. In her presentation “Understanding the Chinese Traveler,” she challenged the attendees’ knowledge about Chinese tourists and their expectations and challenged marketing executives to take full advantage of Palm Beach County’s position as Florida’s Cultural Capital to offer authentic cultural experiences to attract and delight these desirable and profitable visitors. In 2017, Palm Beach County will be one of the four featured stops on Brightline, the express train service that will operate between Orlando and Miami with an estimated three million riders per year. Carol Henderson, industry relations director for the new service, addressed a CMC meeting in March to provide a progress update and gain insight on how cultural organizations in The Palm Beaches can benefit from this new flow of tourists.