Chinese outbound tourism

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Presentation given at Royal Danish Embassy in Beijing to Chinese tour operators as part of an event by Visitdenmark to promote Denmark as a tourism destination to Chinese.
the presentation content:
The development of the Chinese travel market
The future potential of the Chinese travel market
The Chinese tourists expectations when travelling to Scandinavia and Denmark
What can the Danish tourism industry do to attract more Chinese tourists?

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  • Dear colleagues, I am Anna, the CEO of Kenats tour inbound tour company in Armenia. I am writing to you concerning partnership. We are offering tours in Armenia that contribute to the sustainable development in Armenia. We run a few projects in Armenia on sustainable development of tourism in the regions of the country and offer cultural, agro, gastro, adventure and eco tours in Armenia. If you are interested in partnership I will send the more detailed information about our services. You can visit also our website: www.kenatstour.com, Follow us on facebook: https://www.facebook.com/kenatstour/?ref=aymt_homepage_panel Linkedin: https://www.linkedin.com/company/kenats-tour?trk=company_logo, Twitter: https://twitter.com/KenatsTour Instagram: https://www.instagram.com/kenatstour/ I am always ready to answer all your questions. You can contact me via email: anna@kenatstour.com, whatsapp and viber: +37491962020. Thank you in advance. Best regards, Anna CEO of Kenats Tour Company
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  • dear friends, Greetings from BHUTAN. We are an inbound tour company conducting all sorts of travel related activities in the tiny himalayan kingdom. Check us out @ travelpartnersbhutan.com or email us @ info @travelpartnersbhutan.com. We will be glad to assist you.
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  • Dear colleagues and partners!

    Pleasant greetings from Saint-Petersburg, Russia!

    Our company provides assistance in meeting management and offers services in business meetings and incentive travelling in Russia. We are MPI member and looking for a reliable partner in China.

    In our staff there are English-speaker and Chinese –speaker project managers who will assist your stay in Russia from the beginning up to the end.

    I would be delighted to attach the new format of our presentation with services and products provided by Global Russia DMC & PCO.

    With great pleasure we’ll take part in your tender for organization of unforgettable trips in Russia!

    As always, I appreciate your relationship and I am here if you have any questions or concerns.

    www.globalrussia.com

    info@globalrussia.com
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  • Dear All,
    Our company “Tailored Tours of St.Petersburg”
    offers private tours of St.Petersburg,Russia and arranges visa-free tours for cruisers.
    Their tours are perfect for those who are interested in history and arts, as well as those who would like to gain a better understanding of the phenomenon of St. Petersburg in the context of not only Russian, but also of world history and culture. Most of tours are led by professional historians, art historians, and university teachers.
    We guarantee
    -personalized approach
    -the best tour guides
    -the size of group to suit you
    -reasonable prices

    Please contact us:
    www.tour-petersburg.com
    info@tour-petersburg.com
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  • Dear Sirs

    Taking the opportunity, please allow me to introduce you with our company and our business proposal to you as a new destination.

    Vista Travel was established in 2008 in Khiva city of Uzbekistan, 'The Pearl of Orient'. We are actively providing foreign travelers with the best travel services and unique tour itineraries for over four years as an independent tour operator. Our company has grown to become one of the reliable Central Asian travel operators, without losing its Uzbek identity in group and individual travel services organization in Silk Road destinations.

    We are proud to inform you that all tour services are rendered exclusively by ourselves, by our people and our locally established trustful partners. With the services of Vista Travel you do not need to worry about your referred tourists, we have a significant experience in tourism industry in Uzbekistan and all programs will be executed as scheduled, safe and in a very high quality standards.

    We are an independent tour operator, we make decisions ourselves, we are flexible and motivated for negotiation of mutually beneficial pricing and tour services for long term business partnership with your company.

    We do believe that our cooperation will be beneficial for both of our companies and look forward to meeting you.

    Kind regards,

    U.Karimov
    Director

    hotline: + 99891 273 77 17
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  • 2. Outspend UAE by 10%. China UnionPay terminals in major department stores
  • 85 1101429470 816
  • Increasing confidence and knowledgeIncreased marketing by NTO’sSimplified bureaucratic proceduresGrowing affluence of the top 5% of the Chinese society. Social mediaStill a queue of 150 million Chinese waiting for their turn to join tour groups – price conscious, lower qualityMore than 50% of potential outbound travellers from Shanghai would travel independently (Zhang et al., p. 10)
  • Knowledge of foreign countries from US TV shows and internet – clichés and stereotypesFirst time travellers – little experience in individual travelPampered and
  • Government plays an active role in controlling managing public activities (Tse, 2010)one child policy, more educated women, urbanisation (Tse, 2010, p. 140)Potential outbound market: 251 million living in large citiesTrade balance, balance it by outbound travel (Tse, 2010, p. 141)Internet, access to communication, booking much easierLandscape and travel are objects highly glorified in Chinese culture. Poetry and calligraphy describe landscape (Tse, 2010, p. 145) truth, romanticism and spiritualityDanish tour operators are permitted to sell outbound travel on the Chinese market – channel the tourists through DenmarkThe products offered by Chinese tour operators/travel agents influence the flowCrisis affected travel negatively in all parts of the world except Asia. Increased every yearWeaker currencies and lower prices makes traveling to those destination more attractive (Zhang et al., 2012, p. 3) financial crisis will encourage the people from stable economies to travel to countries hit by financial crisisFinancial crisis is a pull factorSightseeing and leisure the most popular purpose for visiting followed by study, business and VFRChinese outbound travellers are from large Chinese cities (Zhang et al., 2012, p. 4)Most important factor for choosing a destination is still the attractions of the destinations (natural resources, good climate, historical and cultural resources), its core products, followed by safety, favourable policies toward tourists. (Zhang et al., p. 9Currency value and price drops are most important in terms of financial crises for residents. Still sensitive about value for money. Promotion can also induce them to come (Zhang et al., p. 10)More than 50% of potential outbound travellers from Shanghai would travel independentlyCompare products on the internet
  • Visit Scandinavia when major countries like Germany, France, Switzerland and Italy have been visited. Little knowledge of these countries, but at least they are famousHotel standard below China’s as hotels in Scandinavia are older and not so well equipped.Interested in purchasing luxury goods. A high percentage tax refund in Denmark. So get money backExpect knowledgeable guide that speaks good Chinese
  • Many possibilities for combining a trip to Denmark with other countries
  • Chinese outbound tourism

    1. 1. By Niels Frederik Lund University of Surrey 27th August 201227th August 2012 1
    2. 2. Table of content1. The development of the Chinese travel market2. The future potential of the Chinese travel market3. The Chinese tourists expectations when traveling to Scandinavia and Denmark4. What can the Danish tourism industry do to attract more Chinese tourists? 27th August 2012 2
    3. 3. Where do the Chinese tourists go?Top Ten Destinations of Chinese Outbound Travelers Top Ten Most Popular Destination Cities 1 Hong Kong 1 Hong Kong 2 Macau 2 Bangkok 3 South Korea 3 Seoul 4 Singapore 4 Malaysia 5 Tokyo 5 USA 6 Taipei 6 Japan 7 Osaka 7 Thailand 8 Kuala Lumpur 8 Taiwan 9 Macau 9 Singapore 10 Rome 10 Russia (Source: COTRI China Outbound Tourism Research Institute, 2011)
    4. 4. Europe is losing market shares (Source: Traenhart, 2012, p. 35)
    5. 5. Number of outbound travelers 2014: 2012: 80 100 million Million 2011: 70 million1999: 10 Growth per annum: 20%million (Source: Traenhart (ed) , 2012, p. 25)
    6. 6. Expenditure of Chinese tourists 31% of Chinese tourists’ expenditure goes towards shopping (1) London Olympics: Outspent all other international tourists – spend an average of USD 316.36,- per purchase (2) Year on year increase in spending: 91% from 2010 – 2011 (3) Projected that in 2012 every tourist will spend more than USD1000,- per trip (4)(1) Euromonitor International (2010). Tourism flows outbound. Mexico: Siimt(2) TN global travel industry news (2012). Chinese outspend all other international tourists in London. London: TN(3) Traenhart, Jens (ed) (2012). Essential travel trends 2012. Beijing: China Travel Trend publication, p. 27(4) Ibid, p. 28
    7. 7. Where do Chinese tourists go in Europe? Denmark and Scandinavia Main destinations are are second choice, oftenGermany, France, and the when other European United Kingdom – Italy destinations have been and Switzerland also visited. Scandinavia is popular (1) seen as one destination(1) Corigliano, Magda Antonioli (2011): The Outbound Chinese Tourism to Italy: The New Graduates Generation, Journal of China Tourism Research, 7 (4), pp. 397
    8. 8. Chinese tourists to Denmark Overnight stays: 85,110 pax 20%Norway: 2011: 91596, increase of 34%Sweden: 2011: 148389, increase of 33% (Source: Scandinavian Tourist Board)
    9. 9. The new Chinese tourist Under Outside package 45, accustomed to tours - customised traveling, no need tour packages to shop for friends However: (1) Still a queue of 150 million Chinese waiting for their turn Less to join tour groups Traveling for sightseeing, more relaxation done on entertainment, sho price a regular basis pping and luxury conscious, scenery accommodation and low quality(1) Traenhart, Jens (ed) (2012). Essential travel trends 2012. Beijing: China Travel Trend publication, p. 25
    10. 10. The Chinese youthReliant on smart phones and socialmedia – constantly in the loopFocused on self-expression andexcitementFirst time travellersNot all that different from youthelsewhere (Source: Traenhart (ed), p. 71)
    11. 11. Forces that shape china’s outbound tourism Demography Biggest age groups is 30 – 44 with 27% with high propensity to travel One child policy More freedom Education Educated women Urbanisation 251 million living in large cities Trade balance Balance it by outbound travel Internet Social media – online search and booking Financial crisis Weaker currency – lower prices(Source: Tse, Tony M. and Hobson, Perry (2010). The Forces Shaping Chinas OutboundTourism. Journal of China tourism research. Vol. 4 (2)
    12. 12. Expectations of visiting Scandinavia and Denmark Very few and vague expectations, but definitely positive Little knowledge of Scandinavia in general. Not a clear concept of what Scandinavia is Only know Hans Christian Andersen and The Little Mermaid and Copenhagen Expect clean air, blue skies, nice scenery and The little Mermaid people living a comfortable life in a safe environment Observe the lifestyle and see as much as possible Foreign food seen as unhealthy – raw and oily with few vegetables. Are reluctant to eat Danish food, instead eat Chinese. Also because it is cheaper. Nyhavn, Copenhagen Main expectation: to get a glimpse of a strange and foreign culture
    13. 13. Perception of Denmark Like to hear the history of Denmark and Copenhagen – surprised by Denmark’s historical achievements Impressed with our parliament, city hall and the little mermaid Staff in restaurants and shops are perceived as friendly Christiansborg (Parliament) Price level is high, but like purchasing luxury good - can get a tax refund Surprised by the hotel standard – hotels are older and not so well- equipped as Chinese Usually spend 1 - 2 nights in Denmark, thus little time for impressions Cityhall
    14. 14. Tour operators Accessibility Accommodation Price level new flights from more budget hotels weakening EuroShanghai and Beijing available Visa Other countries large increase in easy to combine visas issued to with trips to other Chinese countries
    15. 15. Marketing Brand image Themes an integrated coherent Give the tourism offering image that understands themes and link nature Chinese perceptions and with history and legends cultural background (1) (2) Websites Language with CN domains and Sufficient information in representation on Chinese language Chinese social media sites(1) Gyimothy, Szilvia and Ren, Carina (2011). Dansk nation branding: praksis i forandring? Okonomi & Politik, 84 (4), p. 67(2) Fountain, Joanna & Espiner, Steven and Xie, Xiaoyan (2011). A cultural framing of nature: Chinese tourists’ motivations for, expectations of, and satisfaction with, their New Zealand tourist experience. p. 74
    16. 16. The tourist Brochures in Chinese More Chinese at hotels, signs in students to Denmark Chinese or at least – VFR and WOM (1) English Promote the Danish 100% commitment food as safe and and enthusiasm organic and from locals international(1) Berlingske (2012). Kinas studerende fravælger Danmark. 19. juli 2012
    17. 17. Conclusion• Chinese outbound tourism increasing at a rapid rate• New wave of Chinese tourists coming• Visiting Denmark: Vague expectations but a very positive image and good impression• What can we do? Accessible, clear image and 100% commitment
    18. 18. References• Berlingske (2012). Kinas studerende fravælger Danmark. Available at: http://www.b.dk/nationalt/kinas-studerende-fravaelger-danmark (Accessed 20.08.2012)• China Outbound Tourism Research Institute (2011). Chinese Outbound Tourism Trends for the Third Quarter of 2011. Heide/Beijing: COTRI China Outbound Tourism Research Institute.• Corigliano, Magda Antonioli (2011): The Outbound Chinese Tourism to Italy: The New Graduates Generation. Journal of China Tourism Research, 7 (4), pp. 396-410• COTRI (2012). Workshop at ITB Convention declares “The Second Wave of China’s Outbound Tourism” has started. Heide: COTRI• Euromonitor International (2010). Tourism flows outbound. Mexico: Siimt• Fountain, Joanna & Espiner, Steven and Xie, Xiaoyan (2011). a cultural framing of nature: Chinese tourists’ motivations for, expectations of, and satisfaction with, their New Zealand tourist experience. Tourism Review International, 14, pp. 71–83• Gyimothy, Szilvia and Ren, Carina (2011). Dansk nation branding: praksis i forandring? Okonomi & Politik, 84 (4), pp. 56-68• IP, Chrystal and Qi, Shan Shan and Leung, Rosanna and Law, Rob (2010). Which overseas destinations do Chinese travelers like to visit? HongKong: The Hongkong Polytechnic University• Li, Xiang, Lai, Cheng Ting, Harrill, Rich, Kline, Sheryll, Wang, Liangyang (2011). When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations. Tourism Management, 32, pp. 741 -749
    19. 19. References• Li, Xiang, Lai, Chengting, Harrill, Rich, Kline, Sheryll, Wang, Liangyang (2011). When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations. Tourism Management,32, pp. 741 -749• Ooi, Can Seng (2007). Chinese tourists in Denmark. Copenhagen: Copenhagen Business School• Sparks, Beverly and Pan, Grace Wen (2009). Chinese Outbound tourists: Understanding their attitudes, constraints and use of information sources. Tourism Management, 30, pp. 483 - 494• TN global travel industry news (2012). Chinese outspend all other international tourists in London. London: TN global travel industry news. Available at: http://www.eturbonews.com/30531/chinese-outspend-all-other-international-tourists- london (Accessed 16.08.2012)• Traenhart, Jens (ed.) (2012). Essential travel trends 2012. Beijing: China Travel Trend publication.• Tse, Tony M. and Hobson, Perry (2010). The Forces Shaping Chinas Outbound Tourism. Journal of China tourism research, 4 (2), pp. 136-155• Tse, Tony M. S. (2011). China’s outbound Tourism as a way of ordering. Journal of China tourism research, 7(4), pp. 490 – 505• Xie, Yanjun and Li Miao (2009).Development of Chinas Outbound Tourism and the Characteristics of Its Tourist Flow. Journal of China Tourism Research, 5 (39, pp. 226-242• Zhang, Yan & Ma, Emily & Qu, Hailin (2012): An explorative analysis of Shanghai residents outbound travel preferences during global financial crisis, Anatolia: An International Journal of Tourism and Hospitality Research

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