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© 2015 DAXUE CONSULTING
ALL RIGHTS RESERVED
CHINESE
TRAVELLERS
OCTOBER, 2015
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TABLE OF CONTENTS
1.0 UNDERSTANDING CHINESE TRAVELLERS
•	 Why is there an increasing amount of Chinese citizens travelling abroad?
•	 How do Chinese plan their trips abroad?
•	 Where do Chinese travellers like to travel and what destinations do they settle upon?
•	 Do Chinese tourists deserve their ‘rude’ reputation abroad?
2.0 CHINA’S INBOUND TOURISM
•	 Where do tourists come from and where do they go?
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China’s outbound tourism reveals extraordinary
growth figures and demonstrates its huge potential in 2015.
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UNDERSTANDING
CHINESE TRAVELLERS
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As a major developing country, China affects
the world in its own way. Progressively, Chinese
people are travelling the world and experiencing
differentcultures.Alongwiththis,agreateramount
of international tourists are travelling to China,
experiencing different cultures as well. This report
willintroduceyouthecharacteristicsoftheChinese
traveller as well as China’s travellers. In 2013, 97
million Chinese traveled abroad. Today, China has
become one of the leaders in the outbound travel
sector, and Chinese as well as Japanese account
for around 50% of all Asian outbound travelers.
Why is there an increasing amount of
Chinese citizens travelling abroad?
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As a result of the economic growth of China,
Chinese citizens have a higher income. The
Internet not only allows them to learn about the
world, but also makes their international trips
easier. In addition, many countries have relaxed
the visa regulations in order to attract more
Chinese travellers, with a lot of low cost airlines
being introduced in order to make outbound trips
more affordable.
China has become
one of the leaders
in the outbound
travel sector.
“
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In 2014, 67% of China’s outbound travellers made
their own travel arrangements. Out of the Chinese
citizens who travelled to the APAC region, 77% of
them arranged their own trips; 75% who travel to
Latin America made their own arrangements; 72%
inNorthAmericaand65%inEurope.Whenthetrips
are arranged, 55% of them book a hotel through
either the computers or mobile apps, with these
numbers showing a steady growth. The younger
people(under35)usetheseonlinechannelsmore
than the older generation (older than 35). Certain
features are used to define what hotel is chosen,
free Wi-Fi being chosen as the most important.
How do Chinese plan
their trips abroad?
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In 2014, 67%
of China’s outbound
travellers made
their own travel
arrangements.
“
Chinese travellers also want to know if UnionPay
cardscan be accepted and if hotels offer other
mandarin-speaking services, such as in-house
mandarin-speaking staff, travel guides and a hotel
website.
There are many places for Chinese citizens
to choose as destinations. Upon making their
decision, safety, cuisine and whether or not there
are any historical landmarks were at the forefront
oftheirdecision-making.Althoughotherfactorsare
also taken into consideration, such as the value of
money,shopping,reputation,easeofvisa,weather,
accommodation, local culture, political situation,
cleanliness, and public transportation systems.
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A survey conducted by the Chinese International
Travel Monitor indicates the differences between
ranks of “where they wish to travel” and “where
they actual travelled”. The top 10 dream places
Chinese citizens wish to travel are Australia,
France, New Zealand, US, Switzerland, Canada,
UK, Singapore, Hong Kong and Germany.
However, their actions tell a different story. The
top 10 places Chinese visit abroad are US, Hong
Kong, Thailand, Japan, France, UK, Italy, South
Korea, Taiwan and Malaysia.
Where do Chinese travellers like to travel
and what destinations do they settle upon?
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The average annual household income of the
Chinese outbound traveller in 2013 was ¥245,729
($39,784), representing the high-income level
population in China. Chinese tourists tend to
spend ¥6,707 per day on average, excluding
accommodation. The most popular activities
Chinese citizens do when they travel abroad are
sightseeing, dining and shopping; spending 56%
of their budget on shopping, 18% on sightseeing
and 14% on dining.
Chinese tourists
tend to spend
¥6,707 per day on
average, excluding
accommodation.
“
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As a growing amount of Chinese travel abroad,
reports of certain incidents were published. In
2013,aChinesetravellerwrotehisnameonarelief
carving in Luxor, Egypt. To prevent “ill manner”,
a regulation by the China National Tourism
Administration (NTA) authorized Chinese travel
agencies to blacklist tourists if they have acted in
uncivilized ways, such as anti-social behaviour on
public transportation, damaging private or public
property, and disrespecting local customs. The
NTAsaidtourismauthoritieswillinformblacklisted
tourists and “propose correction measures”.
Do Chinese tourists deserve their ‘rude’
reputation abroad?
According to a
regulation by the
NTA, Chinese
travellers will be
blacklisted for
offences.
“
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In2014,China’scitizensmade3.1billiondomestic
trips and 55.6 million outbound trips.
The reasons for this difference, relates to the
domestic trip costs, which are lower than the
outbound trips, along with the convenience of
speaking Chinese. The most popular province
for domestic travellers is Guangdong. In 2014,
297.8 million Chinese citizens travelled to
Guangdong. The second most popular province
is Sichuan, where 276.4 million trips were made
in the same year.
In 2014, China’s
citizens made 3.1
billion domestic
trips and 55.6
million outbound
trips.
“
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CHINA’S
INBOUND TOURISM
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Not only the Chinese travel domestically, many
people travel to China from the all over the world.
In 2014, 55.6 million people travelled to China.
The majority of these tourist are from Hong Kong,
Macau, South Korea, US, Taiwan, Malaysia, Japan
and Singapore. Inbound tourists have gradually
changed their destinations from cities like Beijing
andShanghaitosecondtiercities,suchasChengdu
and Kunming. The reason why, is partly related to
the fact that big cities like Beijing and Shanghai
are far too international, just like other metropolis’
around world. Smaller cities allow international
tourists to fully experience local characteristics.
Where do tourists come from and where
do they go?
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About us
Daxue Consulting is a market research
company dedicated to providing the
best specially tailored, high-quality,
customer-specific data in one of
the most challenging markets in the
world; China. We leverage our unique
network of university organizations
and professors, business associates,
industry experts and foreign and local
consultants to find the information you
needefficiently,reliablyandinamanner
that addresses your specific needs.
We excel because we’re reliable,
resourceful and flexible, everything
that the Chinese market demands.
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Chinese Travellers | Daxue Consulting

  • 1. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM © 2015 DAXUE CONSULTING ALL RIGHTS RESERVED CHINESE TRAVELLERS OCTOBER, 2015 consultingbeijingshanghai
  • 2. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM TABLE OF CONTENTS 1.0 UNDERSTANDING CHINESE TRAVELLERS • Why is there an increasing amount of Chinese citizens travelling abroad? • How do Chinese plan their trips abroad? • Where do Chinese travellers like to travel and what destinations do they settle upon? • Do Chinese tourists deserve their ‘rude’ reputation abroad? 2.0 CHINA’S INBOUND TOURISM • Where do tourists come from and where do they go?
  • 3. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM China’s outbound tourism reveals extraordinary growth figures and demonstrates its huge potential in 2015.
  • 4. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM UNDERSTANDING CHINESE TRAVELLERS
  • 5. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM As a major developing country, China affects the world in its own way. Progressively, Chinese people are travelling the world and experiencing differentcultures.Alongwiththis,agreateramount of international tourists are travelling to China, experiencing different cultures as well. This report willintroduceyouthecharacteristicsoftheChinese traveller as well as China’s travellers. In 2013, 97 million Chinese traveled abroad. Today, China has become one of the leaders in the outbound travel sector, and Chinese as well as Japanese account for around 50% of all Asian outbound travelers. Why is there an increasing amount of Chinese citizens travelling abroad?
  • 6. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM As a result of the economic growth of China, Chinese citizens have a higher income. The Internet not only allows them to learn about the world, but also makes their international trips easier. In addition, many countries have relaxed the visa regulations in order to attract more Chinese travellers, with a lot of low cost airlines being introduced in order to make outbound trips more affordable. China has become one of the leaders in the outbound travel sector. “
  • 7. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM In 2014, 67% of China’s outbound travellers made their own travel arrangements. Out of the Chinese citizens who travelled to the APAC region, 77% of them arranged their own trips; 75% who travel to Latin America made their own arrangements; 72% inNorthAmericaand65%inEurope.Whenthetrips are arranged, 55% of them book a hotel through either the computers or mobile apps, with these numbers showing a steady growth. The younger people(under35)usetheseonlinechannelsmore than the older generation (older than 35). Certain features are used to define what hotel is chosen, free Wi-Fi being chosen as the most important. How do Chinese plan their trips abroad?
  • 8. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM In 2014, 67% of China’s outbound travellers made their own travel arrangements. “ Chinese travellers also want to know if UnionPay cardscan be accepted and if hotels offer other mandarin-speaking services, such as in-house mandarin-speaking staff, travel guides and a hotel website. There are many places for Chinese citizens to choose as destinations. Upon making their decision, safety, cuisine and whether or not there are any historical landmarks were at the forefront oftheirdecision-making.Althoughotherfactorsare also taken into consideration, such as the value of money,shopping,reputation,easeofvisa,weather, accommodation, local culture, political situation, cleanliness, and public transportation systems.
  • 9. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM A survey conducted by the Chinese International Travel Monitor indicates the differences between ranks of “where they wish to travel” and “where they actual travelled”. The top 10 dream places Chinese citizens wish to travel are Australia, France, New Zealand, US, Switzerland, Canada, UK, Singapore, Hong Kong and Germany. However, their actions tell a different story. The top 10 places Chinese visit abroad are US, Hong Kong, Thailand, Japan, France, UK, Italy, South Korea, Taiwan and Malaysia. Where do Chinese travellers like to travel and what destinations do they settle upon?
  • 10. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM The average annual household income of the Chinese outbound traveller in 2013 was ¥245,729 ($39,784), representing the high-income level population in China. Chinese tourists tend to spend ¥6,707 per day on average, excluding accommodation. The most popular activities Chinese citizens do when they travel abroad are sightseeing, dining and shopping; spending 56% of their budget on shopping, 18% on sightseeing and 14% on dining. Chinese tourists tend to spend ¥6,707 per day on average, excluding accommodation. “
  • 11. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM As a growing amount of Chinese travel abroad, reports of certain incidents were published. In 2013,aChinesetravellerwrotehisnameonarelief carving in Luxor, Egypt. To prevent “ill manner”, a regulation by the China National Tourism Administration (NTA) authorized Chinese travel agencies to blacklist tourists if they have acted in uncivilized ways, such as anti-social behaviour on public transportation, damaging private or public property, and disrespecting local customs. The NTAsaidtourismauthoritieswillinformblacklisted tourists and “propose correction measures”. Do Chinese tourists deserve their ‘rude’ reputation abroad? According to a regulation by the NTA, Chinese travellers will be blacklisted for offences. “
  • 12. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM In2014,China’scitizensmade3.1billiondomestic trips and 55.6 million outbound trips. The reasons for this difference, relates to the domestic trip costs, which are lower than the outbound trips, along with the convenience of speaking Chinese. The most popular province for domestic travellers is Guangdong. In 2014, 297.8 million Chinese citizens travelled to Guangdong. The second most popular province is Sichuan, where 276.4 million trips were made in the same year. In 2014, China’s citizens made 3.1 billion domestic trips and 55.6 million outbound trips. “
  • 13. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM CHINA’S INBOUND TOURISM
  • 14. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM Not only the Chinese travel domestically, many people travel to China from the all over the world. In 2014, 55.6 million people travelled to China. The majority of these tourist are from Hong Kong, Macau, South Korea, US, Taiwan, Malaysia, Japan and Singapore. Inbound tourists have gradually changed their destinations from cities like Beijing andShanghaitosecondtiercities,suchasChengdu and Kunming. The reason why, is partly related to the fact that big cities like Beijing and Shanghai are far too international, just like other metropolis’ around world. Smaller cities allow international tourists to fully experience local characteristics. Where do tourists come from and where do they go?
  • 15. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM About us Daxue Consulting is a market research company dedicated to providing the best specially tailored, high-quality, customer-specific data in one of the most challenging markets in the world; China. We leverage our unique network of university organizations and professors, business associates, industry experts and foreign and local consultants to find the information you needefficiently,reliablyandinamanner that addresses your specific needs. We excel because we’re reliable, resourceful and flexible, everything that the Chinese market demands. BEIJING, CHINA Room726,Building1,40DongZhongRoad, Dongcheng District SHANGHAI, CHINA Room1701,Building1,525FangxieRoad, Huangpu District HONG KONG, HONG KONG ISLAND 13 Queen’s Road Central, Floor 23, Central District PARIS, FRANCE Daxue Consulting, 45 Rue de Courcelles, 75008 Paris
  • 16. +86 (21) 5386 0380www.daxueconsulting.com FOR MORE INFORMATION ON THE INDUSTRY FEATURED IN THIS REPORT, PLEASE CONTACT DX@DAXUECONSULTING.COM If you like what you see, follow us! Yes, these are clickable buttons!
  • 17. consultingbeijingshanghai © 2015 DAXUE CONSULTING ALL RIGHTS RESERVED CONTACT US HONG KONG | BEIJING | SHANGHAI www.daxueconsulting.com dx@daxueconsulting.com +86 (21) 5386 0380 +86 134 6658 3902 This report is the property of DaxueConsulting. No copyrighted materials may be reproduced, redistributed, or transferred without prior consent from Daxue Consulting. For more information on the industry featured in this report, please contact us.