”Consumption profile of the Chinese tourists in Belgium” Dominique ANDRE- Wang Yan WBT - New...

”Consumption profile of the Chinese tourists in Belgium”

Dominique ANDRE- Wang Yan

WBT - New markets

Contents

1. Introduction

2. The Chinese tourists

3. Are travel and shopping related?

Introduction

Who we are

What we do Welcome delegations, famtrips, presstrips Press Chinese tour operators based in Europe Networking

Awex – Brussels Export BCECC Chinese Embassy Ccpit

Research

What we can do for you

Contents

1. Introduction

2. The Chinese tourists

3. Are travel and shopping related?

The Chinese tourists : why do they travel more?

Favorable government policies Visa restrictions are diminishing Government encourages people to travel, More countries sign Destination Status (ADS) agreement with China Even more…within the next five years China will implement a “National

Tourism Plan”, the start of a “huge acceleration towards becoming a leisure society”

The Yuan rises in value

Fast-emerging middle class with money Salary white collars + 14.80 % in 2011 in important towns Middle class will reach -/+100 million in 2020 (= middle class of US today)

The Chinese tourists : why do they travel more?

Status "The importance of outbound travel to increase status back home means thatthe decision to travel abroad is not just a personal leisure measure, it is also akind of investment in oneself." (Wolfgang Georg Arlt, China Outbound TourismResearch Institute)

The Chinese tourists : modes of travel

Chinese agents work with Chinese organizers abroad

The money is made by the Chinese agents mainly on shopping

commissions

For group travel, money is not made by the local hotels, tourist

attractions or restaurants, but by Shopping

The Chinese tourists : modes of travel

→ For a destination, that is not top of the mind, it’s important to

focus on :

Business tourism (delegations, meetings and incentives)

Individual travellers

the educated Chinese The affluent independent travellers looking for customized

experiences along with the comforts of home.

But, there needs to be some preparation

"The most important thing the hotels need to be thinking about is understanding and tapping into the cultural differences and ensuring they understand what's important to Chinese travellers," Gary Rosen, senior VP and head of global Operations, InterContinental Hotels Group.

The Chinese tourists : new trends

NTICS Social media platforms play an important role in attracting Chinese

Consumers (RenRen, Youku.com, Weibo(twitter) Internet : 20% of China’s travel market will be web-based and even on sites

displaying luxury goods, you have travel sections.  

The Chinese tourists : new trends

Log on to luxury … where China goes to shop

www.vipstore.comwww.xiu.comwww.shangpin.comwww.vjia.comwww.fclub.cn

The Chinese tourists : Some figures

Some figures On average, China’s 1.3 billion people

each take just 1.3 trips a year. By 2015 the figure is projected to rise to 3.3. (Reuter’s)

In 2011 more than 64 million Chinese tourists are expected to travel abroad its 7 million more than in 2010)(China Tourism Academy)

By 2015, the government expects 100 million people to travel abroad, making China the world’s biggest outbound tourism market.

The US and Russia are the only two non-Asian destinations in the top 10. Europe still has a small share

The Chinese tourists : Share of Europe

In 2010, 2.5 million Chinese travelled to Europe mainly in Western Europe (France, Italy, Germany and Great Britain), that accounts for 4 % only.

The Chinese tourists in Belgium

And Belgium?

 Source : DGSIE

Source : DGSIE

Overnight stays

2008 2009 2010 2011(01-06 )

Belgium 114.587 117.993 122.462 +22 %

Brussels 53.488 51.835 60.364 +33 %

Contents

1. Introduction

2. The Chinese tourists

3. Are travel and shopping related?

Are travel and shopping related?

"When we do survey, Chinese say they come to Europe mainly for sightseeing and they do shopping in Paris because they want to buy luxury items from the original shop "

Rolf Freitag, founder and CEO of tourism consultancy IPK International

" Chinese are travelling and buying luxury goods. It's now a question of how to brand in China "

Jens Thraenhart, president of Dragon Trail

“The challenge in China is being able to explain to 1.3 billion people what your brand is about "

GM, Van Cleef & Arpels