Challenges:

1. Huge difference on international and domestic tourism volumes
2. The effect of international marketing is not good
3. Less tourist in off season
4. All campaigns didn’t get more attention
5. There are lots of tourism resources in Sichuan, but just few of them are well-known to tourists

Main points of Marketing planning:

1. International Market Positioning and Branding
    Panda’s hometown, delicious food, multi-ethnic culture, Sichuan Opera etc.
2. Online marketing plan, especially for social media
3. Cross-platform cooperation plan, borrow brand equity by partnering
4. Promotion plan in oversea Sichuan restaurants
5. Introducing new rural tourism industries
6. Developing different routes for different tourists
7. Promotion plan in off season
8. Introducing new products for international markets
9. Improvements on infrastructure, such as English guidebooks, maps etc.