Comprehensive report on one of the emerging tourism markets of the world - China, part of the BRIC economies.It is an eye opener for one who wishes to findd out the travel trends and demographics of Chinese outbound traveller as well as major events.

1. China Tourism Report

2. Country Profile The People's Republic of China (PRC), has control over mainland China and the largely self-governing territories of Hong Kong (since 1997) and Macau (since 1999). - World’s most populous country -World’s fastest growing economy -World’s fourth largest country - The world’s third largest trading nation China, is now also the second most prolific consumer of oil - By 2014 the IMF expects China to account for about twelve percent of world trade.

3. China Fact Sheet UTC +8 Time Zone Renminbi (RMB) Currency Mandarin, Yue (Cantonese), Wu (Shanghainese), Minbei (Fuzhou), Minnan (Hokkien-Taiwanese), Xiang, Gan, Hakka dialects Major Languages $6000 (2008 est.) Country comparison to the world:133 $5,500 (2007 est.) $4,900 (2006 est.) GDP - per capita note: data are in 2008 US dollars 90.9% Literacy 1,338,612,968 (July 2009 est.) Country comparison to the world: 1 Population Total: 9,596,961 sq km Country comparison to the world: 4 Area Beijing Capital City China Conventional short form People’s Republic of China (PRC) Official Name

7. China Outbound: Purpose of Travel

8. China Outbound: Purpose of Travel

9. China Outbound: Where? Established Destinations

10. China Outbound: Where? Emerging Destinations

13. Outbound 2009: 50 million (estimated) Outbound 2008 : 45.8 million trips 90% inside Asia; 10% outside Asia Outbound 2007: 41 million trips China Outbound: 1995-2009

16. Market Sensitivity vs. Business Factors Middle High Middle Brand awareness High High Middle Service Expectation High High Middle Quality Expectation High High Low Price Sensitivity Guangzhou Shanghai Beijing Factor

18. China Outbound: When? List of Public Holidays 1 - 3 October (3 days off extended to 1 week) National Day September, lunar calendar (one day off) Mid-Autumn Festival June, varies according to lunar calendar (one day off) Dragon Boat Festival 1 May (one day off) Labour Day 5 April (one day off) Tomb Sweeping Festival Varies according to lunar calendar (3 days off extended to 1 or 2 weeks) Spring Festival (Chinese New Year) 1 January (one day off) New Year’s day

19. Short Haul to Long Haul: Significant growing interest to ‘less discovered’ European destinations; trips to S.E. Asia, Japan, Korea and Oceania still popular Group Tour to Independent Travel: More Chinese travellers are able to apply for individual visas (as long as they showcase sound financial and employment status) Multi-Country Packages to Hybrid Tours: Travellers are interested in in-depth travel rather than multi-country packages. They are keen to return to destinations enjoyed the first time . The Chinese ‘top priorities’ in life are keeping fit & healthy, professional development and spending time with family & friends. In terms of holidays, taking domestic holidays is at least ‘quite important’ for 80% and ‘extremely important’ for 9%. Foreign holidays are regarded as at least ‘quite important’ for a smaller proportion (61%) and ‘extremely important’ for 10%. China Outbound: Travel Preferences

21. China Outbound: Accommodation Preference

22. China Outbound: Information Sources

23. China Outbound: Booking Pattern

26. China Inbound 2008: Mode of Transport 3 676 588 3 670 727 801 781 13 427 777 2 748 464 -6.83 24 325 337 Foreigners 963 746 680 847 32 272 1 778 032 930 694 -5.24 4 385 591 Taiwan 21 663 992 1 172 884 2 550 49 847 77 063 -0.95 22 966 336 Macau 47 135 519 27 156 248 776 504 1 557 856 1 724 002 0.51 78 350 129 Hong Kong 73 439 845 32 680 706 1 613 107 16 813 512 5 480 223 -1.40 130 027 393 Total Foot Motor Rail Air Sea Growth(%) （ Person ） Mode Of Transport Total

27. Foreign Visitors 2008: Mode of Transport 738 337 26 711 124 -43.46 1 936 Others 3 670 727 28 658 67 730 1 954 923 273 508 1 345 571 Motor 3 676 588 801 781 13 427 777 2 748 464 -6.83 24 325 337 Total 50 916 27 366 259 042 12 419 -0.20 378 401 Africa 145 691 27 686 398 567 49 049 -5.45 688 723 Oceania 332 529 395 144 2 486 262 943 795 -1.52 6 112 653 Europe 359 223 83 766 1 725 165 140 248 -5.11 2 581 910 America 2 787 491 267 793 8 558 030 1 602 829 -9.39 14 561 714 Asia Foot Rail Air Sea Growth(%) （ Person ） Mode of Transport Total

28. Foreign Visitors to China 2008: Top Ten Source Markets

29. Foreign Visitor Arrivals 2008: Market Shape 875 23 45 647 346 1 936 Others 28 057 26 304 153 173 116 150 771 378 401 Africa 79 555 40 076 777 428 218 140 097 688 723 Oceania 453 976 610 741 2 284 3 554 335 1 491 317 6 112 653 Europe 291 581 121 333 2 430 1 510 989 655 577 2 581 910 America 3 254 196 1 633 431 62 221 6 372 280 3 239 586 14 561 714 Asia 4 108 240 2 431 908 67 910 12 039 585 5 677 694 24 325 337 Total Others Worker & Crew Visiting Relatives & Friends Sightseeing/ Leisure Meetings/ Business Total Nationality

30. Foreign Visitor Arrivals 2008: Demographics Age Distribution

31. Foreign Visitor Arrivals 2008: Demographics Region and Age Distribution 90 738 973 90 45 1 936 Others 5 169 98 421 248 013 20 292 6 506 378 401 Africa 45 665 276 722 270 158 45 963 50 215 688 723 Oceania 238 911 2 087 253 2 816 908 737 925 231 656 6 112 653 Europe 216 057 1 103 168 906 844 177 834 178 007 2 581 910 America 764 972 5 150 716 7 048 084 1 079 159 518 783 14 561 714 Asia 1 270 864 8 717 018 11 290 980 2 061 263 985 212 24 325 337 Total Over 65 45-64 25-44 15-24 Under 14 Total Age Regions

32. Foreign Visitor Arrivals 2008: Demographics 779 1157 1 936 Others 93 193 285 208 378 401 Africa 258 944 429 779 688 723 Oceania 2 731 467 3 381 186 6 112 653 Europe 918 478 1 663 432 2 581 910 America 4 713 522 9 848 192 14 561 714 Asia 8 716 383 15 608 954 24 325 337 Total Female Male Total Sex Nationality

33. China: Domestic Tourists

34. China: Domestic Tourism (Receipts)

35. Total Online Population (000's) in 2009 : 338,000 Percentage of Population Online in 2009 : 25.3% China Online Environment Mobile Internet: China has the highest mobile usage in the world (649 million users). Mobile internet users reached 155 million (up 32%) in the first half of 2009. Most Popular Web Sources : For travel information- Search engines, destination sites, hotel/accommodation sites, airline sites, tour operator sites and travel portals. For reference for planning trips- Tourism authority websites, leading travel portals and travelogues from other visitors

37. China Outbound Travel and Tourism Market (COTTM) - Outbound B2B event - COTTM 2010: at Beijing from 28–30 April - For further details log on to www.cottm.com China Incentive and Business Travel Mart (CIBTM) - Exhibition for the global meetings and incentives industry - CIBTM 2010: at China National Convention Center, Beijing from 31 August–02 September - For further details log on to www.cibtm.com IT&CM China - Meetings and incentive travel show - Exhibitors are mainly hotel chains and destinations appealing to corporate travel buyers - IT&CM China 2010: at Shanghai Mart Expo from 07–09 April - For further details log on to www.itcmchina.com Asia Luxury Travel Mart (ALTM) - Pan -Asian event for the luxury travel industry - ALTM 2010 : at Shanghai Exhibition Centre from 14–17 June - For further details log on to www.altm.com.cn Major Travel and Tourism Events

39. China: Forecast According to United Nations World Tourism Organisation, outbound travel from China will grow, possibly reaching 100 million outbound visits by 2020 ↓ 6.2% (CNY 2,071 bn or US$ 341.7 bn) 6.5% (CNY 707.6 bn or US$ 106.2 bn) Export earnings from international visitors and tourism goods ↑ 9.2% 0.6% Real GDP growth for Travel & Tourism economy ↑ 10.1% (83,519,000 jobs or 1 in every 9.9 jobs) 7.8% (60,841,000 jobs or 1 in every 12.8 jobs) Contribution of the Travel & Tourism economy to employment ↓ 9.7% (CNY 9,679.2 bn or US$ 1,597 bn) 9.8% (CNY 2,993.7 bn or US$ 449.3 bn) Contribution of Travel & Tourism to Gross Domestic Product (GDP) 2019 2009 10 year forecast

40. China National Tourist Office www.cnto.org National Bureau of Statistics of China www.stats.gov.cn China Travel Industry Blog http://news.future-of-travel.org China Outbound Tourism Research Institute www.china-outbound.com China Business Network www.thechinabusinessnetwork.com China Business Services and China Business Blog www.chinabusinessservices.com China Advisers Network www.china-advisers-network.com China…the future of Travel conference on bilateral tourism with China www.future-of-travel.org China Outbound Project www.china-outbound.com China Business Services www.chinabusinessservices.com International Forum on China Outbound Tourism www.outbound-tourism.cn/english/intro.asp China Travel Industry Blog http://news.future-of-travel.org China Web 2.0 Review www.cwrblog.net/ China Outbound Tourism Research Institute www.china-outbound.com ChinaContact Website www.chinacontact.org ChinaContact Tourism Advice Network http:// network.chinacontact.org Useful Links