Comprehensive report on one of the emerging tourism markets of the world - China, part of the BRIC economies.It is an eye opener for one who wishes to findd out the travel trends and demographics of Chinese outbound traveller as well as major events.
2. Country Profile The People's Republic of China (PRC), has control over mainland China and the largely self-governing territories of Hong Kong (since 1997) and Macau (since 1999). - World’s most populous country -World’s fastest growing economy -World’s fourth largest country - The world’s third largest trading nation China, is now also the second most prolific consumer of oil - By 2014 the IMF expects China to account for about twelve percent of world trade.
3. China Fact Sheet UTC +8 Time Zone Renminbi (RMB) Currency Mandarin, Yue (Cantonese), Wu (Shanghainese), Minbei (Fuzhou), Minnan (Hokkien-Taiwanese), Xiang, Gan, Hakka dialects Major Languages $6000 (2008 est.) Country comparison to the world:133 $5,500 (2007 est.) $4,900 (2006 est.) GDP - per capita note: data are in 2008 US dollars 90.9% Literacy 1,338,612,968 (July 2009 est.) Country comparison to the world: 1 Population Total: 9,596,961 sq km Country comparison to the world: 4 Area Beijing Capital City China Conventional short form People’s Republic of China (PRC) Official Name
13. Outbound 2009: 50 million (estimated) Outbound 2008 : 45.8 million trips 90% inside Asia; 10% outside Asia Outbound 2007: 41 million trips China Outbound: 1995-2009
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16. Market Sensitivity vs. Business Factors Middle High Middle Brand awareness High High Middle Service Expectation High High Middle Quality Expectation High High Low Price Sensitivity Guangzhou Shanghai Beijing Factor
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18. China Outbound: When? List of Public Holidays 1 - 3 October (3 days off extended to 1 week) National Day September, lunar calendar (one day off) Mid-Autumn Festival June, varies according to lunar calendar (one day off) Dragon Boat Festival 1 May (one day off) Labour Day 5 April (one day off) Tomb Sweeping Festival Varies according to lunar calendar (3 days off extended to 1 or 2 weeks) Spring Festival (Chinese New Year) 1 January (one day off) New Year’s day
19. Short Haul to Long Haul: Significant growing interest to ‘less discovered’ European destinations; trips to S.E. Asia, Japan, Korea and Oceania still popular Group Tour to Independent Travel: More Chinese travellers are able to apply for individual visas (as long as they showcase sound financial and employment status) Multi-Country Packages to Hybrid Tours: Travellers are interested in in-depth travel rather than multi-country packages. They are keen to return to destinations enjoyed the first time . The Chinese ‘top priorities’ in life are keeping fit & healthy, professional development and spending time with family & friends. In terms of holidays, taking domestic holidays is at least ‘quite important’ for 80% and ‘extremely important’ for 9%. Foreign holidays are regarded as at least ‘quite important’ for a smaller proportion (61%) and ‘extremely important’ for 10%. China Outbound: Travel Preferences
35. Total Online Population (000's) in 2009 : 338,000 Percentage of Population Online in 2009 : 25.3% China Online Environment Mobile Internet: China has the highest mobile usage in the world (649 million users). Mobile internet users reached 155 million (up 32%) in the first half of 2009. Most Popular Web Sources : For travel information- Search engines, destination sites, hotel/accommodation sites, airline sites, tour operator sites and travel portals. For reference for planning trips- Tourism authority websites, leading travel portals and travelogues from other visitors
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37. China Outbound Travel and Tourism Market (COTTM) - Outbound B2B event - COTTM 2010: at Beijing from 28–30 April - For further details log on to www.cottm.com China Incentive and Business Travel Mart (CIBTM) - Exhibition for the global meetings and incentives industry - CIBTM 2010: at China National Convention Center, Beijing from 31 August–02 September - For further details log on to www.cibtm.com IT&CM China - Meetings and incentive travel show - Exhibitors are mainly hotel chains and destinations appealing to corporate travel buyers - IT&CM China 2010: at Shanghai Mart Expo from 07–09 April - For further details log on to www.itcmchina.com Asia Luxury Travel Mart (ALTM) - Pan -Asian event for the luxury travel industry - ALTM 2010 : at Shanghai Exhibition Centre from 14–17 June - For further details log on to www.altm.com.cn Major Travel and Tourism Events
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39. China: Forecast According to United Nations World Tourism Organisation, outbound travel from China will grow, possibly reaching 100 million outbound visits by 2020 ↓ 6.2% (CNY 2,071 bn or US$ 341.7 bn) 6.5% (CNY 707.6 bn or US$ 106.2 bn) Export earnings from international visitors and tourism goods ↑ 9.2% 0.6% Real GDP growth for Travel & Tourism economy ↑ 10.1% (83,519,000 jobs or 1 in every 9.9 jobs) 7.8% (60,841,000 jobs or 1 in every 12.8 jobs) Contribution of the Travel & Tourism economy to employment ↓ 9.7% (CNY 9,679.2 bn or US$ 1,597 bn) 9.8% (CNY 2,993.7 bn or US$ 449.3 bn) Contribution of Travel & Tourism to Gross Domestic Product (GDP) 2019 2009 10 year forecast
40. China National Tourist Office www.cnto.org National Bureau of Statistics of China www.stats.gov.cn China Travel Industry Blog http://news.future-of-travel.org China Outbound Tourism Research Institute www.china-outbound.com China Business Network www.thechinabusinessnetwork.com China Business Services and China Business Blog www.chinabusinessservices.com China Advisers Network www.china-advisers-network.com China…the future of Travel conference on bilateral tourism with China www.future-of-travel.org China Outbound Project www.china-outbound.com China Business Services www.chinabusinessservices.com International Forum on China Outbound Tourism www.outbound-tourism.cn/english/intro.asp China Travel Industry Blog http://news.future-of-travel.org China Web 2.0 Review www.cwrblog.net/ China Outbound Tourism Research Institute www.china-outbound.com ChinaContact Website www.chinacontact.org ChinaContact Tourism Advice Network http:// network.chinacontact.org Useful Links