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Chinese outbound tourism flows shifting to long-haul destinations

April 11, 2016 Statistics & Trends No Comments Email Email

Chinese outbound travellers are increasingly looking for destinations further away from Mainland China. According to the latest research by COTRI China Outbound Tourism Research Institute, published in the Spring 2016 issue of the COTRI Market Report, the Special Administrative Regions Hong Kong and Macau saw their first drop in Chinese arrival numbers in 2015. The total number of border crossings by Chinese travellers however continued to increase with double-digit growth in the same year. Leisure and business tourism to more distant and more exotic destinations is the driver behind the growth in Chinese outbound tourism – presenting new opportunities for countries and regions throughout the world.

COTRI’s director Prof. Dr. Wolfgang Georg Arlt notes that with the recent and rapid development of the Chinese outbound tourism market, we are now seeing different strategies being employed in order to properly capitalise on the changing market environment:

“For many destinations and tourism service providers, the focus is shifting from trying to attract as many Chinese tourists as possible towards trying to improve the ‘quality’ of the customers. They are targeting the ‘Second Wave’ customers who invest more time, interest and money into a service or region rather than the package tourists.”

With its fast growth and increased sophistication, the Chinese outbound tourism market is also subject to increased segmentation and changing trends. The spring 2016 issue of the COTRI Market Report highlights the growing trend of beneficial visa policies for Chinese passport holders as one of the main areas where destinations specifically cater to the Chinese market, with 52 countries and regions now offering visa-free or visa-on-arrival regimes to Chinese visitors. Meanwhile, the proportion of trips planned and booked online by Chinese customers has never been bigger, with the Chinese online travel market more competitive than ever as both domestic and international players are attempting to get their fair share of the Chinese outbound tourism pie.

COTRI Market Report combines in-depth research and global experience into one comprehensive publication, providing information on the past, present and future developments and trends of the Chinese outbound tourism market in global destinations. It also offers practical insider tips for the adaptation, implementation and realisation of a successful business strategy for the Chinese tourism source market.

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