As a recognised expert in China tourism and hospitality, Roy Graff founded ChinaContact in 2005. It is a boutique market-entry specialist for China’s Hospitality and Tourism sectors. His career to-date focused on business development in e-commerce, online travel and luxury hospitality & retail in China and other emerging markets. Roy has a bachelor’s degree in Chinese and Economics from the School of Oriental and African Studies (SOAS), University of London. His deep knowledge of Chinese culture, language and business practices stems from his work in academia as well as the public and private sectors. Roy has actively strived to bridge Western and Chinese cultures in the tourism sector, including the conception and production of major forums on Chinese tourism: ‘China – the Future of Travel’ (Beijing, 2004; World Travel Market London 2005-2007).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 2013 Roy founded China Edge with four additional partners to offer strategy, training and marketing reach in China to luxury retail and hospitality brands.