Chinese Outbound Tourism Development: Chances and Challenges

With 135 Mio. outbound trips in 2016 and almost 150 Mio. in 2019, the steady and rapid growth of the Chinese outbound tourism makes China consolidating its' position as the World's most important source markets for international tourism. So everybody involved in the tourism industry should get familiar with this market and understand Chinese tourists culture, the source markets interests, old and new target groups, traditions, expectations,  intercultural needs, booking behaviour and catchment areas of outbound travel. In order to be able to welcome Chinese guests in a right kind of way, this lecture shows do's and dont's of online and offline marketing and gives an overview of key factors how to successfully penetrate the Chinese Outbound Market and how to do online marketing by NOT simply translating webpages of destinations but instead adapting them to the appropriate design which meets the taste of the target group. Around three out of four outbound trips from China go to destinations within Asia/Pacific. Top 5 of the list are within the region, such as South Korea and Thailand.

The USA was until recently China's sixth most popular destination, to which around 3 Mio. trips have been made. Preferred top European destinations are Germany, Spain, France, Switzerland and Austria. Holidays are the reason for over 80% of Chinese Outbound trips. In former times round trips with guides were the most popular kind of holiday trip but in the last years Free Independant Travelers are a growing target group for tourism businesses. Around 75% of Chinese outbound travelers prefer to stay in hotels of 4 or 5 star category. The most important information sources used prior to a holiday trip are for 88% of travelers Internet pages of destinations, sights to see or places to stay. Therefore it is important to create the online marketing in a right kind of way, interculturally adapted to the target market.