Jamie Lee, regional director of the Los Angeles Tourism & Convention Board's Beijing office. [Photo/ China Daily]

Jamie Lee holds the same view as Sedlinger, emphasizing that the travel industry in the US, and other countries, has to learn about the habits of Chinese consumers.

Lee said the Chinese always speak loudly and are known to "invade personal space" during conversations. Moreover, Chinese travelers must have hot drinking water in hotels and restaurants, while Westerners are more accustomed to drinking cold water.

"This sort of behavior isn't odd or offensive, just convention. So I have to tell service providers in Los Angeles how to adjust properly," said Lee. "That's what we do - reduce the differences as much as we can."

Casual travel

Tina Yao, chief representative of Hawaii Tourism China in Shanghai, said her employees regularly attend exhibitions such as the annual China Wedding Expo and international tourism fairs in Shanghai and other cities. In doing so, the office publicizes Hawaii and its tourism, said Yao.

"Compared with business trips, this form of travel is casual and can help people interact. Once contact has been established, other business can be introduced," said Lee.

She said her office also functions as an economic exchange and cultural ambassador. In addition to promoting simple tourist packages, the LA Tourism & Convention Board has organized for 100 Beijing students to sing in LA schools as part of an exchange program.

Grace Pan, Tourism Queensland's international director for the Chinese mainland, Hong Kong and Taiwan, said promotion is hard work, although Chinese travelers are keenly aware of Queensland's tourist highlights, such as the Great Barrier Reef.

Previously, Chinese visitors heading to Queensland had to transfer in Singapore, no matter which airline they used. Pan realized that direct flights between China and Queensland were urgently needed.

Now, after six years of hard work, China Eastern Airlines will begin direct flights between Shanghai and Cairns on Oct 30. It's estimated that the new route will generate annual revenue of $35 million for Australia's "Sunshine State".

"It was a tough task to initiate the flight. We had to convince the airlines that there would be sufficient customer demand before they would take the risk. The local authorities in Queensland also had to support the route in terms of favorable policies, such as operational efficiency and taxation," said Pan.

"So we were like a broker between Shanghai and Queensland, trying to meet the demands of both parties."

The number of Chinese tourists to Queensland soared to 226,000 in March from 140,000 in 2006, making China the second-biggest source of overseas visitors to the state.

Pan and her colleagues are also devoted to attracting Chinese investors. Last year, Queensland's tourism minister, Jann Stuckey, held roundtable meetings with Chinese officials during an eight-day visit to four cities, including Beijing and Shanghai. Stuckey also introduced Chinese entrepreneurs to a number of investment projects in the state.