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CHINESE TRAVELLERS

OCTOBER, 2015

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TABLE OF CONTENTS1.0 UNDERSTANDING CHINESE TRAVELLERS

• Why is there an increasing amount of Chinese citizens travelling abroad?

• How do Chinese plan their trips abroad?

• Where do Chinese travellers like to travel and what destinations do they settle upon?

• Do Chinese tourists deserve their ‘rude’ reputation abroad?

2.0 CHINA’S INBOUND TOURISM

• Where do tourists come from and where do they go?



China’s outbound tourism reveals extraordinary growth figures and demonstrates its huge potential in 2015.



UNDERSTANDINGCHINESE TRAVELLERS



As a major developing country, China affects

the world in its own way. Progressively, Chinese

people are travelling the world and experiencing

different cultures. Along with this, a greater amount

of international tourists are travelling to China,

experiencing different cultures as well. This report

will introduce you the characteristics of the Chinese

traveller as well as China’s travellers. In 2013, 97

million Chinese traveled abroad. Today, China has

become one of the leaders in the outbound travel

sector, and Chinese as well as Japanese account

for around 50% of all Asian outbound travelers.

Why is there an increasing amount of

Chinese citizens travelling abroad?



As a result of the economic growth of China,

Chinese citizens have a higher income. The

Internet not only allows them to learn about the

world, but also makes their international trips

easier. In addition, many countries have relaxed

the visa regulations in order to attract more

Chinese travellers, with a lot of low cost airlines

being introduced in order to make outbound trips

more affordable.

China has become one of the leaders in the outbound travel sector.

“



In 2014, 67% of China’s outbound travellers made

their own travel arrangements. Out of the Chinese

citizens who travelled to the APAC region, 77% of

them arranged their own trips; 75% who travel to

Latin America made their own arrangements; 72%

in North America and 65% in Europe. When the trips

are arranged, 55% of them book a hotel through

either the computers or mobile apps, with these

numbers showing a steady growth. The younger

people (under 35) use these online channels more

than the older generation (older than 35). Certain

features are used to define what hotel is chosen,

free Wi-Fi being chosen as the most important.

How do Chinese plan

their trips abroad?



In 2014, 67% of China’s outboundtravellers madetheir own travel arrangements.

“Chinese travellers also want to know if UnionPay

cardscan be accepted and if hotels offer other

mandarin-speaking services, such as in-house

mandarin-speaking staff, travel guides and a hotel

website.

There are many places for Chinese citizens

to choose as destinations. Upon making their

decision, safety, cuisine and whether or not there

are any historical landmarks were at the forefront

of their decision-making. Although other factors are

also taken into consideration, such as the value of

money, shopping, reputation, ease of visa, weather,

accommodation, local culture, political situation,

cleanliness, and public transportation systems.



A survey conducted by the Chinese International

Travel Monitor indicates the differences between

ranks of “where they wish to travel” and “where

they actual travelled”. The top 10 dream places

Chinese citizens wish to travel are Australia,

France, New Zealand, US, Switzerland, Canada,

UK, Singapore, Hong Kong and Germany.

However, their actions tell a different story. The

top 10 places Chinese visit abroad are US, Hong

Kong, Thailand, Japan, France, UK, Italy, South

Korea, Taiwan and Malaysia.

Where do Chinese travellers like to travel

and what destinations do they settle upon?



The average annual household income of the

Chinese outbound traveller in 2013 was ¥245,729

($39,784), representing the high-income level

population in China. Chinese tourists tend to

spend ¥6,707 per day on average, excluding

accommodation. The most popular activities

Chinese citizens do when they travel abroad are

sightseeing, dining and shopping; spending 56%

of their budget on shopping, 18% on sightseeing

and 14% on dining.

Chinese touriststend to spend ¥6,707 per day on average, excluding accommodation.

“



As a growing amount of Chinese travel abroad,

reports of certain incidents were published. In

2013, a Chinese traveller wrote his name on a relief

carving in Luxor, Egypt. To prevent “ill manner”,

a regulation by the China National Tourism

Administration (NTA) authorized Chinese travel

agencies to blacklist tourists if they have acted in

uncivilized ways, such as anti-social behaviour on

public transportation, damaging private or public

property, and disrespecting local customs. The

NTA said tourism authorities will inform blacklisted

tourists and “propose correction measures”.

Do Chinese tourists deserve their ‘rude’

reputation abroad?

According to a regulation by theNTA, Chinese travellers will be blacklisted for offences.

“



In 2014, China’s citizens made 3.1 billion domestic

trips and 55.6 million outbound trips.

The reasons for this difference, relates to the

domestic trip costs, which are lower than the

outbound trips, along with the convenience of

speaking Chinese. The most popular province

for domestic travellers is Guangdong. In 2014,

297.8 million Chinese citizens travelled to

Guangdong. The second most popular province

is Sichuan, where 276.4 million trips were made

in the same year.

In 2014, China’s citizens made 3.1 billion domestic trips and 55.6 million outbound trips.

“



CHINA’S INBOUND TOURISM



Not only the Chinese travel domestically, many

people travel to China from the all over the world.

In 2014, 55.6 million people travelled to China.

The majority of these tourist are from Hong Kong,

Macau, South Korea, US, Taiwan, Malaysia, Japan

and Singapore. Inbound tourists have gradually

changed their destinations from cities like Beijing

and Shanghai to second tier cities, such as Chengdu

and Kunming. The reason why, is partly related to

the fact that big cities like Beijing and Shanghai

are far too international, just like other metropolis’

around world. Smaller cities allow international

tourists to fully experience local characteristics.

Where do tourists come from and where

do they go?



About usDaxue Consulting is a market research

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best specially tailored, high-quality,

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world; China. We leverage our unique

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