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Expert Insights into Marketing to Chinese Outbound Tourists – COTRI Market Report Examines Distribution System and Tourism Marketing in China

May 27, 2017 Statistics & Trends No Comments Email Email

Incorporating themes”, the importance of netnography and engagement with Key Opinion Leaders (KOLs); the Spring 2017 issue of the COTRI Market Report provides up to date expert advice on marketing in the current Chinese outbound tourism landscape, among a number of other special topics and latest insights.

Focusing on both online and offline approaches to the market,the report also calls in experts from the China Business Network (CBN) to walk readers through its core tips for the offline marketing of FAM trips, covering aspects such as the invitation of tour operators, journalists, bloggers and celebrities.

In addition to analysing the current marketing landscape, the report also provides its biannual update of travel trends and patterns, taking a closer look at the impact of festival holiday periods throughout the year, as well as the phenomenon of “smog tourism”, which is covered in a dedicated chapter. Furthermore, as the market continues to mature and greater numbers of Chinese outbound tourists travel as Fully Independent Travellers (FITs) or semi-FITs, their increasingly flexible travel habits are being reflected in the growing prevalence of Online Travel Agents (OTAs).

Addressing the wider trends in the market, COTRI Director Prof. Dr. Wolfgang Georg Arlt underlines that, in spite of global political uncertainty, the fundamental push factors for Chinese outbound tourism are not changing. He explains: “More affluent Chinese are willing and able to spend more money, based on wealth rather than income, on international travel. Overcrowding, pollution and high prices will continue to turn more domestic travellers into international travellers. The segment of individual travellers keeps expanding, going abroad on partly or completely self-organised trips.”

Echoing the increasingly positive outlooks for outbound travel figures being publicised by the Chinese government –underlined by President Xi Jinping’s announcement at the 2017 Davos Economic Forum that the coming five years will see 700 million Chinese make international trips – the report forecasts that 2017 will see 148 million Chinese border crossings, representing a year-on-year growth rate of 8%. This will be built upon a mild recovery in Greater China destinations and double-digit growth in the rest of the world.

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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