Guidelines for Success in the Chinese Outbound Tourism Market

Guidelines for Success in the Chinese Outbound Tourism Market

by World Tourism Organization (UNWTO), China Tourism Academy (CTA)

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Overview

The Chinese outbound market is conspicuous for its large volume and rapid growth in both departures and expenditure. With continued growth in expenditure of Chinese outbound tourists, destinations around the world are increasingly eager to attract this market. These guidelines aim to provide essential direction on how to attract and cater for Chinese outbound tourists. It presents a general introduction of the Chinese outbound market, its behaviour and key satisfaction factors, a toolkit for destinations to welcome Chinese tourists and a set of future opportunities. The guidelines also highlight five ‘Chinese-ready’ destinations and briefly list the reasons why they are attractive to Chinese tourists.

Product Details

ISBN-13: 9789284421121
Publisher: World Tourism Organization
Publication date: 09/17/2019
Pages: 42
Product dimensions: 8.27(w) x 11.69(h) x 0.11(d)

About the Author

The World Tourism Organization (UNWTO), a United Nations specialized agency, is the leading international organization with the decisive and central role in promoting the development of responsible, sustainable and universally accessible tourism. It serves as a global forum for tourism policy issues and a practical source of tourism know-how. Its membership includes 159 countries, 6 territories, 2 permanent observers and over 500 Affiliate Members.

The World Tourism Organization (UNWTO), a United Nations specialized agency, is the leading international organization with the decisive and central role in promoting the development of responsible, sustainable and universally accessible tourism. It serves as a global forum for tourism policy issues and a practical source of tourism know-how. Its membership includes 159 countries, 6 territories, 2 permanent observers and over 500 Affiliate Members.

China Tourism Academy (National Tourism Data Center) is dedicated to tourism research, data analysis, and tourism promotion. The research mainly focuses on the basic theories, policies, and key and important issues of tourism industry development. In addition, it also participates in the design, compilation and feasibility study of China tourism industry development planning, as well as provides the relevant technical support for reviewing the tourism development planning submitted by local government, undertakes tourism statistics data collection, management, analysis and prediction, studies tourism statistics science, conducts international tourism statistics exchanges and cooperation, trains high-level talents in tourism field, and highlights international and domestic academic exchanges.

Table of Contents

Executive summary



Chapter 1 Introduction to Chinese outbound tourism

1.1 Chinese outbound tourism: rapid and steady growth

1.2 Key characteristics

1.2.1 Increase in expenditure

1.2.2 Growth of independent tours and personalized services

1.2.3 Advent of incentive, business and other travel groups

1.2.4 The impact of technology – switch from computer websites to mobile applications

1.2.5 Catchment areas of Chinese outbound tourism – richer areas with higher per capita income dominate

1.2.6 Top and emerging visited destinations

1.2.7 Increasing popularity of emerging destinations



Chapter 2 Understanding Chinese tourists

2.1 Who are the Chinese tourists?

2.1.1 Women and millennials

2.2 Outbound travel is no longer a privilege of a few

2.3 What is the Chinese tourists’ journey?

2.3.1 Step 1: The planning

2.3.2 Step 2: Booking

2.3.3 Step 3: At the destination

2.3.4 Step 4: After the trip

2.4 What is the Chinese tourists’ satisfaction level?

2.4.1 Destination image, expectation and value for money



Chapter 3 Toolkit to ‘Welcome Chinese’

3.1 General considerations

3.1.1 Overview of Chinese culture, customs, traditions

3.1.2 How to enhance the hospitality service for Chinese leisure and business travellers

3.2 Visa facilitation

3.3 ‘Dos’ and ‘Don’ts’ of welcoming Chinese tourists

3.4 Myths of the Chinese outbound tourism market and new realities

3.5 Key factors to ensure the local service and infrastructure are prepared to receive Chinese tourists

3.6 How can a destination adapt to market changes and needs

3.7 Checklist to encourage repeat visitors



Chapter 4 ‘Chinese-ready’ destinations

4.1 Australia

4.2 France

4.3 Japan

4.4 Thailand

4.5 United States of America

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