The Los Angeles Tourism and Convention Board recently announced the launch of “NiHao China”, a strategy to enhance the experience of Chinese tourists and attract more Chinese visitors to the city.

Ernest Wooden Jr, president and CEO of LA Tourism, said the program will bring the Los Angeles brand and the city’s attractions directly to Chinese travelers, help prepare LA tourism and hospitality businesses to welcome them, and ensure they have enjoyable experiences so they will keep coming back.

China is Los Angeles’ biggest overseas tourism market, with 570,000 Chinese visitors in 2013, a year-on-year increase of 21 percent. In 2013, the city welcomed 6.2 million international visitors and sold 27.2 million hotel room nights.

The program links the Chinese travel industry, Chinese visitors and Los Angeles attractions, hotels, shopping malls and restaurants, and consists of five aspects.

The NiHao China Training Program aims to help tourism industry businesses in the city, such as hotels and attractions, best meet the cultural preferences of Chinese tourists. After attending a series of seminars, these business operators will receive certification from LA Tourism and the China National Tourism Administration so they can cooperate with Chinese travel companies.

Tour Guide Training and Certification offers training and curricula for tour guides so they will meet quality standards and serve Chinese visitors better.

ShopLA promotes the city as a shopping paradise for Chinese visitors, who are the second-highest spenders of its overseas visitors. The program has nine participants including the Beverly Center and Santa Monica Promenade.

HelloLA promotes the city as a destination via a new Chinese-language website and a Chinese-language version of Los Angeles’ official visitor guide.

Marketing Campaign in China highlights the city as a meetings and conventions destination.