Capitalising on China, the world’s fastest-growing foreign tourism market, was one of the key issues at Worldhotels’ Global Annual Conference, held in Beijing from 20-23 January.

Three hundred of the world’s leading independent hoteliers converged on the first Worldhotels Global Annual Conference to be held in China, with travellers and tourists from the world’s most populous country becoming key targets for the global hospitality industry.

With more than 57 million Chinese tourists expected to travel abroad in 2011, spending a staggering US$55 billion, the rapidly growing market was central to the themes of both keynote speakers and seminars at the international gathering of the leading global hotel group.

Hosted at Beijing’s Loong Palace Hotel & Resort, the 2011 conference themed ‘One’ focused on outreach to this unique market as well as “new realities” facing the industry from both technology and consumerism.

Worldhotels also welcomed the latest hospitality brand to join as affiliate – appropriately, for the central theme, from China. Sunshine Hotels Group boosts a growing Worldhotels presence in China with its four properties in Sanya, Changsha, Zhangjiajie and Shenzhen.

Other attending hoteliers included representatives of 73 new hotels which became affiliates of the fast-growing brand in 2010, including RIHGA Hotels in Japan, Brazil’s Othon Hotels, Berns Hotel in Stockholm, The Manhattan Hotel in Rotterdam and the famous Sunset Marquis in Los Angeles.

Keynote speakers Harry Hui, Managing Partner of CP Equity Asia and CSR Consultant to PepsiCo International in Greater China, and Chandran Nair, founder & CEO of The Global Institute for Tomorrow, provided insights on reaching out to the Chinese consumer and into the challenges and constraints that lie ahead for those entering the China market.

Worldhotels Managing Director Robert Hornman presented the group‘s 2011 “Fast Forward” sales strategy, enhancing Worldhotels‘ growing reputation as the leading sales and marketing group for independent hotels, with a track record of providing dynamic, cutting edge sales and technology solutions. One major focus in 2011 will be the launch of a new tool for meeting planners, meetings@worldhotels, as well as a further expansion of on-line activities with new initiatives in direct and indirect marketing.

Established in 1971, the Worldhotels Annual Conference has become invaluable to the group’s affiliate hotels by not only providing local and global market travel industry updates and insights into market trends, but also offering opportunities and solutions. Worldhotels, currently represents almost 450 affiliate properties in 250 destinations across 65 countries worldwide.