There is no need to restate the spectacular figures: Chinese clientele has literally exploded in recent years and tour operators have noticed this. The future of international tourism lies in this population and it comes as no surprise. By 2020, the Middle Empire will be one of the –if not THE– number-one supply market worldwide with a minimum of 100 million international departures. A study by MasterCard estimates that more than 15 million Chinese nationals will have travelled outside their country by mid-2006. In 2005, they were already nearly 30 million to pack their bags.For most Chinese people, travel is a new experience, an adventure in and of its own. And when they go back home they are very much inclined to talk about their trip to family, friends, colleagues... who listen to them eagerly and are increasingly numerous on the Internet. And since it is likely that they too will take a trip in the months and years to come, word of mouth is a determining factor. The sympathy acquired today will determine the major trends of tomorrow. It is now, as the first waves of arrivals break on foreign shores that receiver markets must concentrate on how they play their game.For a country like France, in the mid-term Chinese tourists should constitute the number-one population of long-haul travellers, ahead of Americans and the Japanese. In Australia as well, the Tourism Minister advised local operators that this clientele would soon be number-one – ahead of the English – to visit the country, with a 1.2 million increase in arrivals by 2014. No one can ignore such a godsend. But it is not enough to wait calmly for the big wave of tourists to surge. Efforts to sell and adapt to the market are indispensable. Chinese clientele is not only...