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CHINESE
TRAVELLERS
OCTOBER, 2015
consultingbeijingshanghai

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?

China’s outbound tourism reveals extraordinary
growth figures and demonstrates its huge potential in 2015.

UNDERSTANDING
CHINESE TRAVELLERS

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?

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.
“

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?

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.

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?

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.
“

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.
“

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.
“

CHINA’S
INBOUND TOURISM

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?

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
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HONG KONG, HONG KONG ISLAND
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PARIS, FRANCE
Daxue Consulting, 45 Rue de Courcelles,
75008 Paris

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