#BTO2011 - B[R]IC - Jing Li

An Overview of Chinese Outbound Tourism and Features of Chinese Tourists in Italy Li Jing Istituto Confucio di Pisa 01 12 2011

Ⅰ. General Introduction

Ⅱ. The Current Status of Chinese Outbound Tourism market

Ⅲ. Factors Influencing Chinese Outbound Tourism

Ⅳ. Some Outstanding Features of Chinese Tourists in Italy

Ⅴ. Problems and Challenges for Chinese Tourists in Italy

Ⅵ. Suggestions

Ⅰ. General Introduction

• Travelling in ancient China was arduous.• Tourism restarted in China in early 1950.• The rapid growth is an outcome of the recent economic reform Three main stages since 1978: 1. Inbound tourism only 2. Inbound and domestic tourism 3. Comprehensive tourism including domestic,

inbound and outbound

Ⅱ. The Current Status of Chinese Outbound tourism market

• Outbound leisure tourism made by the Chinese residents started from early 1980s, and has been growing very rapidly since late 1990s. This phenomenon has drawn wide attention from home and abroad. In the meanwhile, business travels increase steadily owing to the booming international cooperation in economy, culture and other fields.

• It is characterized by 4 major features:


1. The outbound tourism market continues to expand. • In 2010, China’s outbound market continues to maintain a

strong growth. The number of outbound tourists in 2010 is 57.39 million, an increase of 20.4%,

• The outbound tour for private purposes further strengthened its role as the major tourism pattern


2. The destinations opened to Chinese tourist increased steadily, and the visa processing time was shortened.

• Until 2010, destination for Chinese tourists reached 140 countries and regions


3. Tourism safety raised more concerns. The travel safety insurance was further regulated.

• On November 8th, 2010 the Administrative Measures for Travel Agency Liability Insurance was issued, which marked a renewal of legal basis for overseas travel insurance.


4. The consumption scale expands significantly, and the overseas payment becomes increasingly convenient.

• In 2010, the spending on overseas travel was $ 48 billion, an increase of 14%, reaching a new record high.

• And the total consumption ranked fourth in the world. • Spending on shopping accounted for 76% of total expenditure

of mainland tourists to Europe.


• Some factors which influence the growth of Chinese outbound tourism may include the following:

1. Constant economic growth and increasing income

2. Further relaxation of government control

3. Increased leisure time

4. Change of consumption

5. Improved international relationship


1. Constant economic growth and increasing income • China’s national economy has maintained a sound growth in the past two

decades.• The country’s annual GDP growth has kept around 8-10% or more.• As a result, the country’s GDP per capita is over USD $1000 as a whole,

over $5000 in some large cities and developed areas. • China’s foreign exchange reserve was up to USD$1000bn in mid-2006, • Residents have more sources of foreign exchanges.• The strong Chinese currency may encourage the Chinese people to

consume abroad.


2. Further relaxation of government control• The Chinese government has further relaxed the traditional controls over

outbound travel. • Private passport application has been made much easier without

complicated examinations and approvals• More operators are allowed to do outbound tourism business,• The limit of foreign currency brought by residents out of the country has

been lifted for a few times• Various credit cards (dual-currency credit cards[1] in particular) have

made such limits nominal.


3. Increased leisure time • China started the practice of “two days off in a week” in 1995• Began to create 3 week-long holidays annually in 1999 by

bridging weekends and public holidays. • As a result, people have more free time to enjoy, • With the introduction of paid holiday system, leisure tourism

and holidays may become gradually a part of life for more and more people in China.


4. Change of consumption • The dynamic economic reform and being open to the outside

world have changed the country’s economic system. • Three outstanding changes can be well noticed:

from “money saving” to “money spending”

from “save for others” to “enjoy themselves”

from “purchase of goods” to “seeking for personal experience and well-being”.


5. Improved international relationship• China’s relationship with the majority of countries has been

improved, and strategic partnership has been established. • A good many bilateral Year of Friendship activities have been

launched one after another. • More Chinese residents are able to go overseas for leisure and

holiday thanks to the convenience and facility provided by the host destinations.

Ⅳ. Some outstanding features of Chinese tourists in Italy

• According to a survey conducted by the Italian National Institute of Statistics:• The number of Chinese tourists visiting Italy has increased greatly in recent years. • In 2008, more than 716,500 Chinese tourists visited the country, about 1.7 percent

of all foreign tourists. • In 2009, Chinese tourists spent some 171 million euro in Italy.• In 2010, one million Chinese visited Italy.

Rome and Venice are the favorite destinations for Chinese tourists, around 40 percent of Chinese tourists visit Rome,

Source: China Daily

Ⅳ. Some features of Chinese tourists in Italy may include

1. Where are the Chinese tourists from?• As a large country both in area and population, economic and

social development remains rather imbalanced. • As a result, most outbound tourists, especially leisure

travelers, are generated from the more affluent areas: Beijing, Shanghai and Guangzhou, and from well-developed areas. Wealthy and youngsters are the mainstream.


2. When are the Chinese holidays?• In general, Chinese tourists travel to Italy during the Three

Golden Weeks (Chinese National Day, Chinese New Year, The first week of May) and the Summer holidays (July and August).

• The average time they stay in Italy is about 2.5 days in their European tour package (from 11 days to 15 days)


3. What do the Chinese tourists expect to do in Italy?• Some Chinese love Italy, fascinated by its natural beauty, its culture, history, art,

design, opera, football etc. as well as its life style (food, wine, fashion etc.)• The Chinese visitors in Italy more like to see the most famous monuments and

tourist attractions. Chinese more like to visit more cities in one trip rather than to longer stay in one place as holiday makers.

• Rome and Venice are the favorite destinations for Chinese tourists, around 40 percent of Chinese tourists visit Rome (China Daily).

• They usually take some photos in front of famous tourist attractions. Due to the tight schedule, they almost have no enough time to visit the museums.

• Shopping and sightseeing are the purpose of Chinese tourists in Italy. Shopping is one of important activities during in Italy. The average total spending on shopping starts from 1500 euro in their European tour.


4. What is the major travel mode for Chinese tourists in Italy?• Owing to the language barriers and inexperience of overseas travels,

Chinese visitors more prefer tour groups with their relatives and friends.• Package tour is the major mode for tourist in Italy. Chinese visitors more

prefer tour groups with their relatives and friends, especially for the long destinations.

• The average total cost for the European tour package (11-15 days) starts from 1500 to 2500 euro, of which about 450 euro in Italy tour. Most Chinese tourists stay in 2 or 3 stars hotels outside the city and Chinese food in Chinese restaurants are served during their stay in Europe.

V. Some Problems or difficulties for Chinese tourists in Italy

• 1. The limited knowledge of Chinese tourists about Italy.• 2. Visa application issue• 3. Hotel location• 4. Hot water• 5. Food issue• 6. Language barrier• 7. Qualified Chinese speaking tour guide needed• 8. Safety issue

VI. Some suggestions

1. Improving services for Chinese tourists and strengthen promotion efforts in China,

2. Launching an official Chinese website www.yidalinihao.com to attract more Chinese tourists to the country, providing detailed information about Italy’s great natural scenery and historical and culture heritage.

3. Providing different tourism packages in different districts or cities for Chinese tourists in Italy.

4. Calling for more signs and audio-guide in Chinese in a bid to encourage extra visitors from China.

5. Training for qualified Chinese speaking tour guides

•Thank you very much!

Education

#BTO2011 - B[R]IC - Jing Li