Graff, Roy

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Roy Graff

Travel consultant, focused on Chinese culture and hospitality

Travels from London, UK

Roy Graff is an accomplished Business Development and Marketing specialist with a focus on travel, hospitality and Chinese culture. Has led the market entry into China of a multinational travel company and launched his own China-focused niche market entry business. He conceived, planned and launched technology platforms and online divisions for global travel companies and works with clients in the travel sector to develop e-commerce solutions and promote their online brand with a focus on emerging markets and internationalisation. Roy has worked closely with tour operators, media and government officials in Asia, Europe, Middle East and North America.

His consulting services include e-commerce development, online marketing advice, strategies and new market entry planning and execution.

In 2015, he published his book China, the future of travel.

Roy holds a bachelor’s degree in Chinese and Economics from the School of Oriental and African Studies, University of London. He is fluent in Mandarin Chinese. Roy has made his career in travel and tourism business development with an emphasis on China. He has a deep understanding of China’s culture and business practices developed from academia, public and private sector work since 1994. He is an experienced travel marketing and distribution senior executive involved in e-commerce, online travel and hospitality. Since 2005, he combines consultation on China’s tourism sector with several travel and hospitality ventures in China and the flagship forum on China’s Travel Industry, “China the Future of Travel” held annually at the World Travel Market in London.

Roy keeps a blog on developments in China’s travel and tourism sector which is the most comprehensive resource on the subject, since January 2006. In August 2008 he updated the China Outbound Travel Handbook and made it available free of charge through the ChinaContact Tourism Network. Roy is also a Director of China Business Services and European Director of the China Venture Capital and Private Equity Forum London held annually since 2007. He is a founding member of the China Advisers Network (C.A.N), an association of leading China specialists and advisers from various disciplines in the UK.

In the China Weekly Hangout, Roy Graff explains in June 2013 how the outbound market for Chinese tourists is developing.


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