3. China Tourism Report
La Chine en chiffres
Area
Total: 9,596,961 sq km
Country comparison to the world: 4
Population 1,364,000,000 (2014 est.)
GDP - per capita $7590 (2014 est.)
$5,574 (2011 est.) $1,498 (2004 est.)
Currency Renminbi (RMB) – 1US$ = 6,56 – 1€ = 7,34
4. China Tourism Report
Push factor 1 ： Un développement
économique soutenu
Comparing changes of per capita GDP, per capita disposable income
and the number of domestic residents abroad 2000-2012
Revenu moyen
Nombre de touristes sortants
Montant moyen de revenu
disponible (viles)
9. China Tourism Report
Push factor 3 ： Facilitation pour l’obtention
de visas
Mutual exemption of visa
Simplified visa
procedures
Sino-US visa swap
Long-term visa
11. China Tourism Report
Outbound 2009:
50 million
(estimated)
Outbound 2008:
45.8 million trips
90% inside Asia;
10% outside
Asia
Outbound 2007:
41 million trips
La Chine est devenue la source la plus importante de tourisme extérieur (outbound
tourism) au monde
12. China Tourism Report
La Chine est devenue la source la plus importante de tourisme extérieur
(outbound tourism) au monde
13. La Chine est devenue le pays qui consomme le plus à
l’extérieur
14. La Chine est devenue le pays qui consomme le plus à
l’extérieur
24. Young (20-39 years old)
Well educated (with tertiary education)
With higher income
Working professionals and semi-professionals
Top management of companies and government bureaus
Small groups on an incentive trip
Tech-savvy and fashionable (interested in cutting-edge gadgets and latest
fashions)
4:2:1 (3 generations – grandparents, parents and single child)
Qui sont les touristes chinois?
33. Les périodes de congé
List of Public Holidays
New Year’s day 1 January (one day off)
Spring Festival
(Chinese New Year)
Varies according to lunar calendar
(3 days off extended to 1 or 2 weeks)
Tomb Sweeping
Festival
5 April (one day off)
Labour Day 1 May (one day off)
Dragon Boat Festival June, varies according to lunar calendar
(one day off)
Mid-Autumn Festival September, lunar calendar (one day off)
National Day 1 - 3 October
(3 days off extended to 1 week)
34. Congés et tourisme
Tourisme extérieur principalement pour les entreprises et les voyages
officiels, donc peu liés au période de haute saison
Tourisme privé principalement concentré pendant les jours fériés et les
vacances scolaires
- Vacances scolaires ont lieu autour du Nouvel An chinois (4 semaines
en janvier / février) et en été (Juillet et Août)
- destinations préférées sont les destinations domestiques et en Asie
du Sud-Est
- Octobre est choisi pour les destinations long-courriers
- 5 à 15 jours de congés payés sont disponibles depuis 2008
35. Congés et tourisme
Tourisme extérieur principalement pour les entreprises et les voyages
officiels, donc peu liés au période de haute saison
Tourisme privé principalement concentré pendant les jours fériés et les
vacances scolaires
- Vacances scolaires ont lieu autour du Nouvel An chinois (4 semaines
en janvier / février) et en été (Juillet et Août)
- destinations préférées sont les destinations domestiques et en Asie
du Sud-Est
- Octobre est choisi pour les destinations long-courriers
- 5 à 15 jours de congés payés sont disponibles depuis 2008
37. Un tourisme nettement familial
Family
Trip
Together
Company
traveling
with a
group
Friends
travel
Online
togeth
er
traveli
ng
Indepe
ndent
travel
Instituti
ons
colleag
ues
travel
Travel
Alone
Others
45. Tourisme extérieur: objet du déplacement
Official:
- Travel by people employed in government or public service upon invitation
of a related organisation in the destination country
Business:
- Incentive travel, visiting exhibitions and inspections or technical visits
Private:
- Leisure is the sole purpose
Private travel is in Groups or as FITs
- Group: First time visitors and travel in groups, given the language
barriers and unfamiliarity with the destinations. They belong to the rising middle
classes
- FITs (Free Independent Traveler): high income and big purchasing
power, more likely to speak other languages and are experienced travellers, can
be quite demanding to their agent and supplier
46. Motivation
Rising Incomes
Travelling abroad for business and education inspires them to
return to the same destinations for leisure
Travel (especially to Europe) as a status symbol
Curiosity
Attentes
Safety of a destination
Ease of getting a visa
Other factors:
-Natural Scenic Beauty
-Well-known landmarks
-Friendly local people
Touristes chinois: Motivation & Attentes
47. Business
– Paid by company/bureau
– Predominantly company of
male colleagues
– Convenience and time
– Concentrated shopping
– Appreciate flexibility and
attention to time
management
Private
– Self financed
– Small groups of friends or
family members
– More flexibility and interest in
attractions
– Allocate more time for
shopping
Most high spending still driven by business and delegations
Touristes chinois: Types de tourisme
48. 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.
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%.
Touristes chinois: Tendances
58. L’impact du tourisme chinois
19.62% ： La contribution du tourisme chinois
extérieur à la croissance du tourisme mondial
8,8 millards de dollars ： consommation des
touristes chinois aux Etats-Unis. 6ème rang, soit
5% des exportations américaines de services de
tourisme.
109 000 ： Nombre d’emploi créés par le
tourisme chinois aux Etats-Unis. Les touristes
chiois représentent 20% des nouveaux visiteurx
aux Etats-Unis. tourists account for newly
increasing US overseas visitors 20%. Depuis
2008, les touristes chinois ont dépensé 21
milliards de dollars aux Etats-Unis.
60. China Outbound: Booking Pattern
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
69. China Outbound: Booking Pattern
Moyens de paiement
Payment Preference While Travelling Abroad
70. China Outbound: Booking Pattern
10 year forecast 2009 2019
Contribution of Travel & Tourism to Gross Domestic Product
(GDP)
9.8%
(CNY 2,993.7
bn or US$
449.3 bn)
9.7%
(CNY
9,679.2 bn
or US$
1,597 bn)
↓
Contribution of the Travel & Tourism economy to employment
7.8%
(60,841,000
jobs
or 1 in every
12.8 jobs)
10.1%
(83,519,000
jobs
or 1 in
every 9.9
jobs)
↑
Real GDP growth for Travel & Tourism economy
0.6% 9.2%
↑
Export earnings from international visitors and tourism goods 6.5%
(CNY 707.6 bn
or US$ 106.2
bn)
6.2%
(CNY 2,071
bn or US$
341.7 bn)
↓
According to United Nations World Tourism Organisation, outbound
travel from China will grow, possibly reaching 100 million outbound
visits by 2020
“Prévisions”
71. China Outbound: Booking Pattern
China Outbound: Marketing Tips
National and Regional tourism boards can use a local travel consultancy to deliver tailor-
made marketing strategies before they embark on establishing their own branch.
Profitable cooperation may come through designing a joint promotion and marketing
with certified international travel agencies.
Working with one of the on-line hotel reservation centres will bring the benefits of their
local knowledge and market reach at minimal marketing expense.
Local media, with travel agent support, will be the most effective. Press tours are more
effective when combined with familiarisation tours for travel agencies.
High profile press events and direct contact with the trade through newsletters
promoting new itineraries and products is required.
Chinese place high value on famous brands. Joint promotions with famous brands have a
higher chance of success.
Reach the affluent, corporate and incentive travelers with assistance from
local specialist consulting companies, trade groups, clubs, associations and
government bureaus.
72. China Outbound: Booking Pattern
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
