The growth potential of China's markets is well known, but if there is any concern, it's that growth may come too fast, according to Al Wymann, Shangri-La Hotels and Resorts group director of operations in China.

The Hong Kong-based hotel chain operator, which runs 38 properties in the Asia-Pacific region, plans to grab as many opportunities as possible, shifting growing resources to mainland China, where five new hotels are scheduled to open in the next three years, in addition to 16 existing ones.

Wymann, chief of Shangri-La's operation in China, who was in Japan for four-day annual promotional meetings with travel agents and business representatives here, said the chain sees only positive prospects in mainland China, especially in light of its entry into World Trade Organization and the 2008 Beijing Olympic Games.

The former has brought "a steady traffic of business travelers" from the United States and other countries, which has contributed to lessening the potentially devastating impact of the Sept. 11 terrorist attacks in the U.S., he said.

The firm actually saw sales at the Chinese operation grow during the first half of this year to $89.3 million from $88.5 million in the same period last year.

Also, helping ease the fallout of Sept. 11 is the growing portion of intraregional travelers, especially from Japan.

While Japanese tourists on average account for only about 10 percent of all guests at the firm's hotels in China, the figure reaches 30 percent at some popular destinations such as Dalian, according to hotel chain officials.

An especially promising group of clients is the senior populace, for whom China should be a less daunting travel experience than other destinations, given its geographical and cultural proximity, Wymann said.

As part of its efforts to court customers in this age group, the hotels installed barrier-free facilities, tuned in Japanese TV programming and hired Japanese-speaking staff.

Wymann said the firm hopes the 2008 Beijing Olympic Games will catapult the country's status as a tourism destination.

"The sales might drop after the event, but it will climb back eventually," he said.

The only trouble now is keeping up with all the opportunities.

Wymann said one downside of the rapid growth is the shortage of qualified workers, as a growing number of foreign firms are trying to secure capable local hands.

While he said Shangri-La invests heavily in training local staff, even opening the way to managerial positions for them, it is often left frustrated when other foreign employers snatch them away.