Eileen Zhang

Trade Relations Director

A co-founder of Create Consulting, Eileen has over ten years experience in marketing, sales, and executive management of Chinese outbound tourism operations.

Having worked for China Space, China Post & Telecom International Travel and Beijing North Star International Travel (first opened 9 ADS Travel Agencies in China), Eileen is a seasoned industry professional who is adept at marketing, sales, project management of tourism brands. She has worked closely with MICE agencies and leading travel media in Beijing and Shanghai.

In the past five years she has been involved in the successful marketing of several key destinations, attractions, hotel chains, resorts and leading DMC’s including Dubai, Garuda Airlines, Dreamworld, Movie World, Phillip Island, Sun International, South African Airways, Cape Town, Fancourt The Collection by Liz McGrath and Ker & Downey, Jordan Tourism, Royal Jordanian Airlines and South African Tourism.

A native of Beijing, Eileen graduated from Beijing Foreign Studies University with her major in Business English, and studied a Master’s Degree of Tourism. She then worked for a leading IT company before moving to pursue her passion for the tourism industry.

Michael Jones

Media Relations Director

A co-founder of Create Consulting, Michael oversees the company’s operations and as such has the dual role of client liaison and China market implementation.

Having lived and worked in Beijing for 12 years the Cape Townian previously co-founded Weber Shandwick’s China Travel Practice and was instrumental in promoting numerous North American and European tourism brands in the Mainland market.

Throughout his career Michael has provided strategic communications advice to world class brands including Boeing, American Airlines, Etihad Airlines, South African Airways, The Bahamas, City of Cape Town, City of Amsterdam, City of Dusseldorf, South African government, Israel government, Texas Tourism, TUI Travel, New Zealand Wines, Wines of South Africa, Starwood Hotels & Resorts and Sun International.

He has hosted media events for the Mayor of Cape Town, Mayor of Amsterdam, Starwood Hotel & Resorts top five global leadership, Alibaba’s founder/CEO Jack Ma, Yahoo’s Jerry Yang, Skype’s Niklas Zennström and US President Clinton.

Almost a Beijing native, Michael created Create Consulting as a vehicle to encourage greater growth of China-Africa business as a realistic tool in the fight for development and job creation.


114% Growth of Chinese Arrivals for 1st Quarter 2017.

  • Conduct monthly sales calls and trainings through Beijing, Shanghai & Guangzhou
  • Plan and execute tourism exhibition participation and trade shows
  • Conduct national road shows targeted at tour operators and media
  • Arrange tour operator inspection tours
  • Arrange media inspection tours in cooperation with partner airlines
  • Arrange media interviews for visiting JTB officials
  • Press release development and distribution


Changing the image of Amsterdam to smart design

  • Create Consulting supported the city of Amsterdam during the Beijing International Design Week focusing specifically on promoting Amsterdam as a design and creative hub
  • Traditional public relations activities included pitching and securing interviews for the Mayor of Amsterdam (Eberhard van der Laan) and internationally famed designer such Marcel Wanders.
  • Design and executed China social media competitions on leading Chinese platforms raising awareness of Iamamsterdam
  • Overall media clippings for Iamamsterdam and Dutch Design Fashion & Architecture resulted in just under US$1 million.


Challenging environment

  • Created SAA’s official WeChat account and developed and managed content
  • Planned and executed a number of campaigns and competitions to significantly growth follower and interactive base
  • Provided strategic counsel and managed crisis communications during outbreak of Ebola that resulted in significant travel cancellations to Africa


Starting in late 2012, Create Consulting’s collaboration with Wines of South Africa saw a sizable increase in the latter’s China market influence and following, with extensive PR events, traditional media coverage and digital media presence coordinated on behalf of client.

Notable successes include gaining 5300 new WeChat followers over the span of a two-week competition, and gourmet wine pairing events in first-tier cities including Beijing and Shanghai.


Significant China sales growth during retainer period.

  • Around 100,000 Chinese tourists visit Dreamworld per year (groups and FIT)
  • Australia’s leading theme park retainer client of Create Consulting for the past three years
  • Conduct at least 30 sales calls per month including cities Beijing, Shanghai, Guangzhou & Shenzhen. Quarterly visit 2nd tier cities including Chengdu, Chongqing, Wuhan, Qingdao, Dalian, Hangzhou, Changsha etc.
  • Develop content and manage their official WeChat and Weibo social media accounts
  • FIT business growing strongly


To make inroads in the Chinese outbound tour operator market we targeted high-end Chinese outbound tour operators, luxury travel clubs and VIP departments of large outbound tour operators focusing on on the experiential, highlighting their award winning food and wine offerings,  educating on the seasonal and regional assets and ensuring the guest has the opportunity to have authentic local experiences.

A good story:

  • 2011 – 2012: China was not in our top 30 nationalities
  • 2012 –2013: China featured at no. 19
  • 2013 –2014: China is our no. 15 nationality representing a YOY 86% revenue growth
  • 2014-2015: China is our no. 10 biggest country sales market
Name Logo Date Location Focus Website
We Are Africa 1-4 May Cape Town Luxury travel weareafricatravel.com
PURE 11-14 September Marrakech Luxury travel purelifeexperience.com
LE Miami 25-28 June Miami Luxury travel lemiami.com
ILTM 5-8 June Shanghai Luxury travel iltm.com
CITM 11-13 November Shanghai Inbound & outbound tourism citm.com.cn
COTTM 29-31 March Beijing Outbound tourism cotm.com
CIBTM 23-24 August Beijing MICE tourism cibtm.com
ProWine 14-16 November Shanghai Wine industry prowinechina.com
Seatrade Cruise Asia 12-13 May China, TBC Cruise industry seatradecruiseevents.com/asia
Boat Show China 26-29 April Shanghai Cruise Industry boatshowchina.com
Cruisworld China 21 March (Shanghai), 4 November (Guangzhou) Shanghai & Guangzhou Cruise Industry travelweekly-china.com/eventsite/award/home/

Contact Us

For more information about Create Consulting please contact:

Eileen Zhang


Michael Jones