China House meet-ups at NHTV Breda in May 2016.

1. JLOGO
CHINESE OUTBOUND TOURISM
MARKET
XU WENQING
25-05-2016

2. JURIXU is a business company who aims to provide services for both Chinese
and European market. With the help of JURIXU, the corporation and
communication between Chinese and European companies can be firmly
connected.
千里之行，始于足下。
“ A journey of a thousand miles must begin with a single step.”
JURIXU

11. •
•
•
Consumption as a driver to change visa policy
Culture difference is a barrier
Products and services (offer & demand)
•
•
•
CHALLENGES OF INCOMING
TOURISM IN CHINA
An overview of Chinese outbound tourism
Safety (terrorist attack & public security)
Promotion especially designed for Chinese market (voice, tone &
approach)
Competitors (welcoming destinations towards Asia, USA & Australia,
and etc.)
•

12. •
•
The scale, structure, market size, consumption formation and travel
model of Chinese outbound tourism still in a primary stage
70% outbound tourists flow to Hong Kong, Macau and Taiwan
Currently, shopping is the main project for Chinese outbound tourism•
AN OVERVIEW OF CHINESE
OUTBOUND TOURISM
In 2014, the number of outbound tourists reached 170 million
•

13. •
•
British visa has been used both for Britain and Ireland
British government is carrying out 24hours emergency visa application
method
France permits 5-year multiple entry visa
The visa application issued by German embassy can be finished within
48 hours
•
CONSUMPTION AS A DRIVER TO
CHANGE VISA POLICY
ETC (European Tourism Committee) announced to all medias that the
number of visa sections and the direct flights will be increased towards
Eastern Europe and Scandinavia area
•

14. •
•
Japan permits multiple entry visa.
The government is considering to open visa-free access
Korea has implemented the application policies of five-year multiple
entry visa more flexibly
The government is considering to open visa-free access
•
CONSUMPTION AS A DRIVER TO
CHANGE VISA POLICY
The visa application issued by Italy embassy will be finished within 36
hours
•
American and Canada permit visa extends to 10 years

15. CULTURE DIFFERENCE IS A
BARRIER

16. •
•
For our co-operators (China & Europe)
Our team (international)
Difficulties, challenges & misunderstandings
Cases from Chengdu, Japanese consumers & Italian colleagues
•
CULTURE DIFFERENCE IS A
BARRIER
For our consumers (Chinese, Australians & Japanese)
•

17. •
•
How Chinese tourists look at the whole European market?
 Design specialized products for Chinese consumers
 Satisfy Chinese consumers
Who is your right target group?
Do you think it is necessary to attract every consumer?
Take the initiative & Manage to convince your consumers
E.g. selling itineraries to your potential consumers
•
PRODUCTS AND SERVICES
(OFFER&DEMAND)
Europe (Demand > Offer)
China (Offer > Demand)
•

18. • Try to re-image the Europe impression
(Inc. new safety policies and regulations)
How to protect consumers?
What shall we do? (from the point of view of stakeholders)
•
SAFETY
Terrorist attack and public security
 Do those factors really affect the traveling decisions of Chinese
tourists?
 Chinese consumers take safety as a significant considerations for
travel.
•

19. COMPETITORS

20. •
E- commerce
How could your potential consumers find you online?
How to attract your potential consumers?
What are your selling points and highlights?
How are those selling points and highlights distinguished from others?
E.g. Australian official tourism promotion video
https://www.youtube.com/watch?v=RPuXPxdBLLM
•
PROMOTION
Tone, voice and approach regards to your target group
E.g. Young generation and/or business people
•

21. THANK YOU !