2018 eu china tourism year teodora-marinska
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DAY 2 - SESSION 1 - Managing tourism destinations. Traveller and Consumer Responsibilities
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2018 eu china tourism year teodora-marinska
- 1. 2018 EU CHINA TOURISM YEAR Teodora Marinska Head of Public Affairs, European Travel Commission
- 2. 1. Introduction of European Travel Commission 2. Chinese Outbound Travel Market Trends 3. 2018 EU-China Tourism Year 4. Q&A Presentation ahead
- 6. 50% share of worldwide tourism 4% 5% 16% 25% 50% Middle East Africa Americas Asia and the Pacific Europe 615 m tourist arrivals in 2016 Source: ETC Dashboard. Tourism Economics. UNWTO +2% growth 2016 vs 2015 0 1 2 3 4 5 6 7 8 9 World Europe Asia & the Pacific 15/14 16/15 International Tourist Arrivals (% change) European Tourism Maintains Momentum
- 7. European Tourism Maintains Momentum Foreign Visits to ETC Destinations in 2016 YTD, % change year ago 13% 21% 29% 37% Northern Europe Central and Eastern Europe Western Europe Southern Europe Share Foreign Visits to ETC Destinations in 2016 (%) Source: TourMIS, Tourism Economics and UNWTO
- 8. Long-haul travel to Europe in 2016 USA (share: 5%) The upswing of the economy, a strong US Dollar and an ever- increasing disposable income and consumer confidence Outlook: China (share: 2%) Economic slowdown is not softening growth from this high potential market. Outlook: Brazil (share: 0.5%) Tight fiscal policy puts Brazil in recession. Outlook: Russia (share: 3%) Improved outlook for oil prices and an economy slowly recovering from recession. Outlook: Source: ETC Dashboard, Tourism Economics
- 9. 0.0 20,000.0 40,000.0 60,000.0 80,000.0 100,000.0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017* World Europe 0.0 20,000.0 40,000.0 60,000.0 80,000.0 100,000.0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017* 0.0 20,000.0 40,000.0 60,000.0 80,000.0 100,000.0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017* CHINAJAPANINDIA Source: ETC Dashboard, Tourism Economics International overnight arrivals from select source markets (‘000) 94 million arrivals expected worldwide in 2017 Europe’s market share is 13% 23 million arrivals expected worldwide in 2016 Europe’s market share is 20% 17 million arrivals expected worldwide in 2016 Europe’s market share is 15% China dominates Asian outbound travel market *Estimate
- 10. Chinese outbound travel to Europe is growing Source: ETC Dashboard, Tourism Economics, Long-Haul Travel Sentiment Index & Survey UNWTO Highest spender since 2012 $261* (in 2016) Europe’s share of Chinese Long-haul travel 13% Annual Average growth 2015-2021 10.2% Top European Destinations France Germany Italy United Kingdom Russian Federation Switzerland Spain The Netherlands Austria Greece Denmark *Estimate 0.0 2,000.0 4,000.0 6,000.0 8,000.0 10,000.0 12,000.0 14,000.0 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017* International Overnight Arrivals to Europe (millions) +165%
- 11. Europe is THE place for shopping …but Chinese travellers remain price conscious
- 12. Seeking authentic European experiences Look for authenticity but also… for Chinese food & local connections to China
- 13. Discovered new Chinese traveller tribes
- 14. 千里之行，始于足下 visiteurope.com.cn Industry events Competitions & Campaigns Social media A thousand mile journey begins with a single step
- 15. 2018 EU-China Tourism Year • Strengthen the cooperation between the Chinese and EU authorities in the field of tourism: unprecedented level of attention paid to the growing importance of China as an origin market • Enhance the people to people dialogue: series of events and campaigns • Increase the tourism flows between China and Europe: workshops at various international travel trade shows in Europe and China
- 16. Preparation for 2018 EU-China Tourism Year 12/07/2016 Announcement by President Junker and President Li, EU China Summit 09-10/05/2017 B2B workshop (WBT) and Europe partner destination of ITB China 03/11/2017 Second B2B matchmaking workshop (WBT) 01-02/06/2017 Confirmation – EU-China Summit 19/01/2018 Official launch in Venice: grand opening and business summit
- 17. www.ECTY2018.org
- 19. 众人拾柴火焰高 When everybody adds fuel the flames rise high Thank you for your attention! Teodora Marinska
Editor's Notes
- Dear ladies and gentleman, distinguished guests, It is a great pleasure for me to be here. On behalf of the European Travel Commission and its members, I would like to thank the team of FEST for organising this event, which we have the pleasure to co-host for a fourth consecutive year. I hope you have enjoyed the summer School so far and that you are not too tired in the end of this nice and sunny Friday afternoon.
- At the start of my presentation I would like to give you an overview of what I am going to keep you busy with in the next 15 to 20 minutes. I will start by introducing the European Travel Commission (from now on, in brief, the ETC) and explaining you WHY it is actually us presenting the EU-China Tourism Year to you today. I will then give you an overview of the current situation of the Chinese outbound travel market, and I will finish by telling you a bit more on what will happen in 2018 and how all levels of the tourism sector in Europe can participate in the initiative. I will then be very happy to take any questions you might have.
- The European Travel Commission is the umbrella organisation of the National Tourism Boards of the countries of Europe. We currently have 32 members, spanning within the European Union and beyond. The European Travel Commission was created just after the end of the WWII, with the mandate to help the post-war recovery of the European economy through the development of the tourism sector. To date, our mission has remained unchanged – we aim to increase the competitiveness of Europe as a tourism destination, through promotion in long-haul markets, knowledge gathering and sharing, and advocating the importance of travel and tourism to policy makers. Currently, ETC is active in four long-haul markets, US, Canada, Brazil and, of course, China.
- This is an overview of our members, including also our partners from the private industry, a network that is constantly expanding. One of our private associates, Welcome Chinese, is also here with us and will present later on today.
- ETC also has a long-standing partnership with the European Commission. The European Commission has been co-funding our marketing activities since 2012, helping us to promote destination Europe worldwide. We share the use of the “Europe” logo, we built the official portal VisitEurope.com together, and we have done a lot of market research on the positioning of Europe in third markets. Capitalizing on the success of our joint programme, called “Destination Europe 2020”, as well as our experience of promoting European destinations in China, ETC was designated as the body to officially implement the activities related to the 2018 EU-China Tourism Year.
- Before focusing a bit more on the Chinese outbound travel market, I would like to give you an overview of tourism in Europe generated by extra-European or long-haul markets. Europe is number 1 tourism destination worldwide, holding roughly 50% of the global market share in tourism. In 2016 alone, more that 600 million travellers visited the Old Continent, and arrivals grew more that 2%.
- While Western Europe, and the Mediterranean in particular, remain the most visited region in the world, Easter European countries account for the biggest growth in arrivals. It is true that intra-European arrivals – travelling within the boundaries of Europe – still hold the biggest part of the pie. It is however essential that Europe capitalizes on the potential of the fastest growing Asian travel markets, and China in particular.
- It is true that intra-European arrivals – travelling within the boundaries of Europe – still hold the biggest part of the pie. It is however essential that Europe capitalizes on the potential of the fastest growing Asian travel markets, and China in particular. Here is an overview of tourism arrivals to Europe from other continents, which clearly shows that while the US is still the primary source of foreign visitors, other markets are also very important.
- Although the Chinese market only represents 2% of the total international arrivals recorded in Europe, China remains one of the most significant growth markets of the future. In 2016 Europe registered 12 million overnight arrivals from this market, a figure that has been constantly growing over the past five years. Europe is a top-of-mind for Chinese travelers and the region attracts 13% of the Chinese long-haul travel every year. Growth is expected at a significant level over the next four year period, potentially at an annual rate of 10%.
- Moreover, since 2012 China leads the ranking as the world’s top spender on international tourism. Expenditure by Chinese travellers generates around 23% of tourism receipts in worldwide destinations. In 2015, spending by Chinese tourists increased by 25%, marking its 9th year of consecutive growth. European countries that benefit the most from this market are France, Germany, Switzerland, Italy and the UK.
- What experiences are Chinese travellers seeking in Europe? According to ETC-UNWTO study on the Chinese blogosphere one of the most trending topics is shopping and Europe is perceived as the place for shopping for Chinese travellers. At the same time, Chinese travellers remain price conscious and try to spend on the right items and activities.
- Secondly, a new traveller is coming our way. Chinese travellers are increasingly seeking authentic experiences during their travel to Europe. Social media analysis show that they have interest in tranquil small towns, blue sky and hope to sample local cuisine. However, they also look for connections to China both in terms of food and attractions (example: Famous Chinese poet Xu Zhimo in Cambridge).
- Chinese travel market is becoming increasingly more fragmented. While in the near future the largest group will remain the traditionalist tour group travellers, other ‘tribes’ are emerging and increasingly gaining in importance. These other groups include art and culture youth, who seek freedom and uniqueness during travelling; experience-centred travellers, who look for togetherness, hedonists who travel for pleasure and sophisticated connoisseurs looking for quality, aesthetics and deep knowledge about the destination throughout their trip. The numbers of independent FIT travellers are rising but it is important not to forget traditionalist travellers which also require more traditional marketing channels.
- As Laozi said, A thousand mile journey begins with a single step. ETC understands the importance of the Chinese source market and has produced a lot of market research on China. Out studies have focused on the market as a whole, examining what the Chinese blogosphere is saying about Europe, we have also produced an informative brochure for businesses willing to welcome Chinese travellers. Additionally, ETC promotes Europe through its consumer portal VisitEurope.com.cn, Chinese social media and WeChat. We aim to increase brand awareness of Europe as a diverse, sophisticated and welcoming travel destination. ETC opened its Operations Group in Beijing in 2012, with the aim of exploring the possibilities offered by this emerging market. We have since then established numerous partnerships with operators on the ground, and besides our extensive b2c presence through our portal and social media channels. We represent all our 32 members in China. All this, combined with our good track record working together with the European Commission, made ETC the best possible partner for the implementation of the 2018 EU-China Tourism Year.
- The EU-China Tourism Year is an initiative of the Chinese Tourism Authority – CNTA. In basic terms, this means that in 2018, their premium partner for tourism cooperation will be the European Union. The initiative is designed to increase trade in travel services between China and the Member States of the European Union by focusing on enhancing travel and tourism experiences and fostering cultural understanding. This would translate in efforts to: Promote lesser-known destinations Improve travel and tourism experiences; Provide opportunities to increase economic cooperation, and Progress on EU-China visa facilitation and air connectivity.
- The year was announced at the EU-China summit in 2016, and preparations started immediately. Here you can see a timeline of the major steeps until now. The official opening of the EU-China Tourism Year will happen in the Doge’s Palace in Venice, a symbolical venue due to its connection with the Silk Road, and one of the most popular European destinations among the Chinese travellers.
- For the purposes of the EU-China Tourism Year, ETC created a portal that serves as an online toolkit, providing knowledge, sharing information and flagging events linked to the year. The site is designed to help EU tourism businesses, authorities and all other stakeholders participating in successful commercial and cultural exchanges between the EU and China. On www.ecty2018. org you will find market reports, practical tips on doing business in China, and many other resources to help every segment of the travel industry to attract and welcome Chinese travellers better. By registering, you can also upload your resources and share expertise and experience with all.
- Besides all activities aimed at the industry, for 2018, ETC, jointly with the European Commission, is planning a series of major marketing campaigns to advertise Europe as a tourism destination to the Chinese travellers. I would like to end my presentation by showing you a sneak preview of what we are cooking at the moment, with this short video.
- Thank you very much for your attention!