Training Standarization Promotion


Revealing the specifics of the Chinese market

Our offer



  • Providing participants with focused information based on scientific research as well as practical experiences about the special characteristics, needs, expectations and behaviour of Chinese travellers
  • Enabling participants to adapt tourism and retail products and services, to develop adequate strategies and facilitate quality assurance
  • Offering participants the opportunity to start a sustainable and successful engagement with Chinese tourists


  • Successful participants acquire certification as Chinese Tourist Welcome Quality Host for two years, renewable with branch-specific CTW training
  • Certification verifiable on COTRI’s English language website, as well as COTRI’s Chinese language website
  • Companies and organisations can apply for the CTW Quality Organisation certification if at least two of its employees hold valid CTW Quality Host certification


  • Hotels and hotel chains
  • Inbound tour operators
  • Destination marketing organisations
  • Leisure and culture institutions
  • Attractions
  • Events
  • Transportation and mobility companies
  • Retail companies
  • Theme parcs
  • Casinos
  • Investment supports
  • Consulting services
  • Transport infrastucture organisers



The Chinese Tourist Welcome Training Programme offers deep insights into the characteristics, expectations, motivations and needs of Chinese travellers, enabling tourism service providers to deliver high quality the Chinese way. The CTW training consists of an introduction and 4 main modules:

Module 0                           Introduction

Module 1                           Background – Chinese Travellers Abroad

Module 2                           Chinese Tourists’ Motivations, Needs and Behaviour of Chinese Visitors

Module 3                           Language, Service and Ambience

Module 4                           Product Adaptation and Marketing

Multiple Choice Test


Each main Module last 90 minutes:

45 min. PowerPoint based presentation

10 min. of questions and answers about lecture content

20 min. group activities connected to the content of the module

15 min. discussion of group activities results

The CTW Chinese Tourist Welcome Training Programme helps tourism service providers to position themselves at the forefront of the biggest global outbound tourism source market by understanding the different market segments, learning to successfully adapt products and by communicating the  special attention given to the market to Chinese tour operators and self-organised travellers.

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CTW Training is now also available in an online format.

The training is suitable for self-study, but can also be purchased by groups. It contains similar material as the one day face-to-face training. Successful participants are also granted the two-year Chinese Tourist Welcome Quality Host certification. 

The Chinese Tourist Welcome Online Training can be paid for directly via PayPal (up to and including 3 participants) on the training website, or via bank transfer (unlimited participants).


Cities and smaller destinations have the opportunity to receive the CTW Quality City certification as an efficient and affordable way of highlighting the preparedness of the tourism service providers in the destination for Chinese visitors based on the CTW Training Programme. In order to receive the CTW Quality City certification, cities can through their Destination Marketing Organisations or through other ways, offer CTW Chinese Tourist Welcome Trainings for tourism service providers in the city. The CTW Quality City certification requires that at least one training session is held each year. The first training session must be held before the CTW Quality City certification is granted, and the validity of the certification is always for twelve months after the last CTW training session was held. It can be continuously renewed.


Get in touch


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