Presentation given to a delegation from Sønderborg municipality that visited SII in Dalian, China in April 2012. They wanted to know about Dalian as a tourism destination. Also, They wanted to know about the latest trends in Chinese outbound tourism. Finally, they wanted to know about Sønderborg's chances of becoming a destination for Chinese tourists.
7. Who goes to Dalian?
Recognised as one of the best tourist cities in China.
Very popular with the Chinese because of its beaches,
mild climate and fresh air.
Country Number of tourists
China 34 million
Japan 500.000
South Korea 120.000
Russia 60.000
USA 40.000
Germany 20.000
Dalian Statistical bureau, 2009
8. Dalian tourism product
Sun, sand and sea
Nature - mountains, hills
Theme parks – leisure
Sports tourism: athletics, hiking, water sports
Education
Historical heritage: dark tourism: prison
Festivals – Beer, Fashion, marathon
Multicultural – Korean, Russian, Japanese Zhongshan square
Seafood
9. 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 Malaysia 4 Singapore
5 USA 5 Tokyo
6 Japan 6 Taipei
7 Thailand 7 Osaka
8 Taiwan 8 Kuala Lumpur
9 Singapore 9 Macau
10 Russia 10 Rome
However, the Chinese are very interested in Europe. Attracts around 25 % of all
Chinese outbound trips. They mainly visit Italy, France and Germany
(COTRI China Outbound Tourism Research Institute, 2011)
10. Are Chinese still following a tour
guide?
• Yes, that is still about 25% of the outbound departures, but
couples and families also make up about 25% each, and
10% do VFR
• Now the Chinese tourist is also a young wealthy well-
educated professional who wants individual experiences
• Most Chinese now travel for private purposes
• 32% of Chinese tourists’ expenditure goes towards
shopping
• They are the biggest spenders among tourists – typically
luxury goods that are heavily taxed back home – spend
many times that of a Danish, German or Dutch tourist
11. Trends
• 2012 China will overtake USA and Germany and
become the biggest of outbound travellers
• 2011: 70 million overseas trips made by Chinese
– 2012: 78 million – 2015: 100 million
• What encourages traveling: Appreciation of RMB,
expansion of middle class and less strict
procedures with visa applications
• Chinese tourists are becoming more affluent and
independent – looking for slower pace and more
meaningful experiences – in-depth experiences
• Only visit one destination on a holiday
12. Trends
• Island destinations are becoming
more popular such as phuket,
maldives, Hawaii and Bali –
relaxation is getting more important
– Honeymoons as well
• The Chinese consumer is
increasingly searching and booking
trips online – important to set up
Chinese websites in China, use Baidu
and Chinese social networks
• The outbound tourism business will
be open to joint ventures and
foreign investors. Opportunity for
Danish tour operators to influence
the travel patterns
13. Everybody wants a piece of China
• Most countries are relaxing the strict visa rules, such as USA
which now welcomes more tourist groups from China
• Most destination has been increasing the number of direct
flights and improving their services. Air France is gradually
offering Chinese passengers ground services in Chinese,
Chinese broadcasts, employing Chinese flight attendants as
translators, providing Chinese food on flights
• On the ground, Spain has put forward the “Spain Tourism
China Plan”, within which efforts are being made such as
establishing more tourism offices in China, publishing travel
guides in Chinese, and developing more products aimed at
Chinese tourists.
• Hilton and Starwood hotel groups are planning to have at
least one Chinese-speaking employee in the majority of their
hotels, and to put teapots and slippers in each room, as well
as supplying Chinese breakfast and chopsticks, all key
services for Chinese customers
14. Sønderborg opportunities
Students
Theme parks
Delegations
MICE
Niche markets
Stronger interregional cooperation
Schleswig Holstein (Vækstcentret)