Changsha opens direct flights to Los Angeles

　　Direct flights to SF, LA helping to boost untapped travel markets

　　China's smaller cities may not be the major source markets for outbound travels to the United States, but the vast and still largely untapped market is becoming more prominent. From Wuhan to Nanjing, Chengdu to Hangzhou, second-tier cities are emerging as a potential driver to continue the growth of China's burgeoning tourist market.

　　Direct flights from second-tier cities have grabbed the attention of both industry insiders and residents.

　　In June, United Airlines launched a nonstop flight between Chengdu, capital of Sichuan province, and San Francisco. Six months later, China Southern Airlines launched another direct service between Wuhan, Hubei's capital, and San Francisco.

　　The Los Angeles Tourism and Convention Board said that China Eastern Airlines plans to launch a direct flight between Nanjing and Los Angeles on June 30, at the summer peak season of US travel. The flight also will link to Chengdu.

　　In addition, Changsha, capital of Hunan province, and Hangzhou, capital of Zhejiang province, are reportedly poised to open direct flights to Los Angeles this year.

　　"China is a huge market. As we seek to expand our marketing, we are keeping pace with the launch of new flights. The opening of direct flights helps to channel markets," said Chang Hong, director of Los Angeles Tourism's Beijing Office. "We will roll out tour packages in accordance with the demands of different markets."

　　Los Angeles International Airport has 42 weekly flights from the Chinese mainland and the number is expected to rise to 60 by July, with more flights from key cities and second-tier cities.

　　Last year, a record 6.5 million international travelers visited Los Angeles, driven by a 20.4 percent surge in Chinese visitors.

　　"Los Angeles attracted a record 686,000 visitors from China last year, an increase of 116,000 visitors on 2013," said Lin Lin, an official with Los Angeles Tourism's Beijing office. "China has been the city's No. 1 overseas market for the fourth consecutive year."

　　Many of China's secondary cities are bigger than New York, which has a population of 8.2 million. Chengdu, for example, has a population of more than 14 million and Hangzhou has about 8.8 million, according to China's latest census figures. The considerable volume has bolstered ambition in the market.

　　Li Mengran, a public relations specialist at Beijing UTour International Travel Service, said: "Compared with those from key cities, customers from the second-tier cities are inclined to choose premium itineraries, which price on average more than 20,000 yuan ($3,220)."

　　"Guided bus tours are the most popular packages, while those from first-tier cities are more independent and discerning, increasingly booking self-driving trips," said Dai Yu, marketing director in the tourism department at major Chinese online travel agency Ctrip. "The former often focus on traditional cities and locales, like Yellowstone National Park, where there are more Chinese language services."

　　The ease of acquiring visas has accelerated travel growth to the US from the second-tier cities.

　　"Chinese can apply for a visa at the US embassy and consulates, two of which are located in second-tier cities, Chengdu and Shenyang," said Lin. "After the visa policy relaxation, I have had an increasing number of inquiries about US travel from people in the two cities."

　　China has been the world's largest outbound market since 2012, according to Madrid-based United Nations World Tourism Organization.

　　According to Brand USA, a tourism initiative launched by the US government, the average Chinese tourist spent $5,400 during their trip to the US, outspending other international tourists by 21 percent in 2014.

　　lijing2009@chinadaily.com.cn