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Country Report China

Country Report China. Country Profile. -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

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Country Report China

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  1. Country ReportChina

  2. Country Profile -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. 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).

  3. China Fact Sheet

  4. China Outbound

  5. Motivation& Needs Travel Motivation • Rising Incomes • Travelling abroad for business and education inspires them to return to the same destinations for leisure • Travel (especially to Europe) as a status symbol • Curiosity Travel Needs • Safety of a destination • Ease of getting a visa • Other factors: -Natural Scenic Beauty -Well-known landmarks -Friendly local people

  6. Purpose Of Travel Official: - Travel by people employed in government or public service upon invitation of a related organisation in the destination country Business: - Incentive travel, visiting exhibitions and inspections or technical visits Private: - Leisure is the sole purpose Private travel is in Groups or as FITs - Group: First time visitors and travel in groups, given the language barriers and unfamiliarity with the destinations. They belong to the rising middle classes - FITs: Has a high income and big purchasing power,more likely to speak other languages and are experienced travellers, can be quite demanding to their agent and supplier

  7. Purpose of Travel • Business • Paid by company/bureau • Predominantly company of male colleagues • Convenience and time • Concentrated shopping • Appreciate flexibility and attention to time management • Private • Self financed • Small groups of friends or family members • More flexibility and interest in attractions • Allocate more time for shopping Most high spending still driven by business and delegations

  8. Purpose Of Travel

  9. Purpose Of Travel

  10. Established Destinations

  11. Emerging Destinations

  12. Reasons For Popularity • Established Destinations: - politics, time, cost, cultural affinity, language, food • Emerging Destinations: -status, novelty, culture, business needs, shopping

  13. Profile • Young (20-39 years old) • Well educated (with tertiary education) • With higher income • Working professionals and semi-professionals • Top management of companies and government bureaus • Small groups on an incentive trip • Tech-savvy and fashionable (interested in cutting-edge gadgets and latest fashions) • 4:2:1 (3 generations – grandparents, parents and single child)

  14. China Outbound: 1995-2009 Outbound 2009: 50 million (estimated) Outbound 2008: 45.8 million trips 90% inside Asia; 10% outside Asia Outbound 2007: 41 million trips

  15. Source Regions Beijing & Dongbei • South China • Eastern seaboard • North East • Western China Xinan & Xibei Shanghai & Huadong Guangzhou & Huanan

  16. Characteristics Of Major Generating Regions • Northern China (Beijing and Northeast China) - Most of the official travel is from Beijing - Beijingers are engaged in politics and love socialising - Work comes second to friends and family • Eastern China (Shanghai and the Coastal Provinces Zhejiang and Jiangsu) - Regions with a history of overseas travel, resulting in relatives abroad - Wealthiest in terms of average income - Shanghainese are trendy and internationally oriented - Very price-driven, shrewd business people who drive hard bargains • South China (Guangdong Province and Neighbouring Provinces) - Guangdong benefits from its proximity to Hong Kong as the commercial gateway into China - Its capital city, Guangzhou, is a major trading and commercial centre - Consumer spending is the highest among China’s provinces - People in the south prefer higher standard of services to cheap prices

  17. Market Sensitivity vs. Business Factors

  18. Seasonality • Outbound mainly for business and official travel, hence not reliant on peak seasons • Private travel is mainly concentrated during the public holidays and school vacations - School vacations take place around Chinese New Year (4 weeks in Jan/Feb) and in summer (July and August) - Preferred destinations are domestic destinations and South East Asia - October is chosen for long haul destinations - 5 to 15 days paid holidays are available since 2008

  19. Public Holidays

  20. Short Haul to Long Haul: Significant growing interest to ‘less discovered’ European destinations; trips to South East 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

  21. China Outbound : ADS Policy • Approved Destination Status (ADS) Policy is a bilateral government agreement defining the arrangement between the Chinese Government and a foreign destination whereby Chinese tourists are permitted to undertake leisure travel in groups to that destination. Business and official travel to overseas destinations are not included. • Was first introduced in the early nineties for destinations in Southeast Asia such as Singapore, Thailand and Malaysia. • Countries without an ADS agreement are not allowed to receive tourism groups from China or to promote their destination in China for tourism and are restricted to business and official travel groups only. • More than135 different countries and territories have been granted ADS. The EU Member States, Switzerland, Norway, Iceland, USA, Canada, Australia and New Zealand are some of the major countries with ADS agreement.

  22. Accommodation Preference

  23. Information Sources

  24. China Outbound: Booking Pattern

  25. Mode Of Payment

  26. Marketing Tips • National and Regional tourism boards can use a local travel consultancy to deliver tailor-made marketing strategies before they embark on establishing their own branch. • Profitable cooperation may come through designing a joint promotion and marketing with certified international travel agencies. • Working with one of the on-line hotel reservation centres will bring the benefits of their local knowledge and market reach at minimal marketing expense. • Local media, with travel agent support, will be the most effective. Press tours are more effective when combined with familiarisation tours for travel agencies. • High profile press events and direct contact with the trade through newsletters promoting new itineraries and products is required. • Chinese place high value on famous brands. Joint promotions with famous brands have a higher chance of success. • Reach the affluent, corporate and incentive travelers with assistance from local specialist consulting companies, trade groups, clubs, associations and government bureaus.

  27. Chinese Inbound

  28. Mode Of Transport, 2008

  29. Foreign Tourists, Mode Of Transport, 2008

  30. Top Ten Source Markets, 2008

  31. Market Shape, 2008

  32. Demographics, 2008 Age Distribution

  33. Demographics, 2008 Region and Age Distribution

  34. Demographics, 2008

  35. Chinese Domestic Tourism

  36. Domestic Tourists

  37. Domestic Tourism (Receipts)

  38. Online Environment Total Online Population (000's) in 2009: 338,000 Percentage of Population Online in 2009: 25.3% 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

  39. Major Travel and Tourism Events • China International Travel Mart (CITM) • - Organised by the China National Tourism Administration (CNTA) • - Focuses on domestic and inbound tourism • - CITM 2010: at Shanghai from 18–21 November • - For further details log on to www.citm.com.cn • Beijing International Tourism Expo (BITE) • - International exhibition for business and leisure tourism • - BITE 2010: at Beijing International Exhibition Center (CIEC) from 25–27 June • For further details log on to www.bitechina.com.cn • Guangzhou International Travel Fair (GITF) • Focuses on domestic travel for the most part, it attracts mainly regional • interest and Hong Kong companies • - GITF 2010: at Guangzhou Jinhan Exhibition Centre from 25–27 March • - For further details log on to www.gitf.com.cn • World Travel Fair (WTF) • - Business expo • - WTF 2010 : at Shanghai Exhibition Center from 27–29 May • - For further details log on to www.worldtravelfair.com.cn

  40. Major Travel and Tourism Events 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

  41. Tips For Prospective International Exhibitors • To maximize your exposure, effectively market your products and reduce your costs you should focus on one or two fairs that cater to your target market and plan your visits to China around them, including follow up visits to potential clients • Prepare to invest in an eye - catching design and Chinese signs/posters • Use a local company to convert your brochures, website etc. to Chinese and employ an interpreter with travel industry experience • Invite high potential clients to lunch or dinner stressing socializing rather than business talk • Chinese are cautious with new business contacts and do not normally conclude business at fairs. They regard travel exhibitions as a place to pick up new ideas and begin a dialogue with prospective suppliers

  42. Forecast According to United Nations World Tourism Organisation, outbound travel from China will grow, possibly reaching 100 million outbound visits by 2020

  43. Useful Links 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 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

  44. References • World Travel & Tourism Council (WTTC) • European Travel Commission • The China Internet Information Centre: www.china.org.cn • China Contact • Central Intelligence Agency (CIA) • China Statistics Yearbook • The China Outbound Travel Handbook 2008

  45. Disclaimer The report is based on the information from the published sources and references mentioned and inferences drawn are from them. Stark Tourism Associates and its Parent organization, The Stark Group and the Group Companies - Stark Communications, Stark Expo, Stark World Publications are not responsible for errors/omissions that could have crept in knowingly or unwittingly.

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