For small destinations in Europe and in other continents, getting the Chinese to be aware of them is a daunting task. Chinese know what they see in movies and learn in school about the outside world - and that is not very much. I have worked in China three years promoting outbound travel through the travel agents. The start of educating the marketplace has to be with the agents, since they are a defined group of professionals that can be easily targeted. They in turn can educate their clients who rely on them totally for planning the itinerary. China is not a single market, so strategies need to look at different geographical areas and the differences between then (eg. Beijing / Shanghai / Guangzhou). There are lots of China tourism related articles and comments on the China Travel Industry blog - http://www.ccontact.com/Blog cheers Roy