Preface by Mr Zhu Shanzhong, CNTA

CNTABoosted by economic reforms and recent major events such as the 2008 Beijing Olympic Games and the 2010 Shanghai Expo, the increasingly open tourism industry in China has seen rapid growth.

China’s tourism has blossomed from a small base to becoming third in the world in inbound tourism and outbound tourism expenditure and the largest domestic tourism market. Foreign exchange earnings from inbound tourism increased 173 folds during 1978 to 2010, at an annual rate of 17.5%. Domestic tourism earnings increased 11.3 folds at an annual growth of 16.4% during 1994 to 2010. In 2011, overnight overseas tourist arrivals reached 57.58 million, up 3.44%. Foreign exchange earnings totalled US$48.5 billion, up 5.78%. Some 70.25 million outbound trips were made by Chinese travellers, up 22.42%. Domestic trips totalled 2.64 billion, up 13.2%. Total tourism income topped RMB 2.25 trillion, up 20.1%.

Having transformed into a major pillar of the national economy, tourism is playing a more and more important role in driving the economy, stimulating consumption, increasing job opportunities, facilitating the balanced development of urban and rural areas, promoting cultural exchanges, cultivating environment protection awareness and enhancing mutual understanding and friendship between China and the world.

This booklet helps promote understanding of China tourism’s latest trends . We sincerely invite you to see for yourself today’s China, and look forward to seeing even greater support to China’s tourism industry.

Zhu Shanzhong, Vice Chairman,
China National Tourism Administration (CNTA)


PATA“The travel and tourism industry in China (PRC) has become a global phenomenon with double-digit outbound tourist growth. Chinese government entities have led by example showing vision and financial commitment to building tourism infrastructure in certain economic times. Countries that wish to enjoy the job creation opportunities from receiving high spending Chinese tourists need to act accordingly rather than create barriers to entry, via ill-conceived taxation. There is a growing realisation amongst new generation PATA activists that the needs of Chinese visitors can be empathetically addressed for mutual benefit. I am consequently delighted to support this timely China Travel Trends update which insightfully recognises that the Internet and social media are essential tools for travel research and planning.”

Martin J. Craigs, CEO,
Pacific Asia Travel Association (PATA)


UNWTO“According to UNWTO forecast Tourism Towards 2030, North-East Asia will become by the year 2030 the most visited sub-region in the world and China will be leading this growth. China’s support to the development of tourism is reflected in the decision to upgrade its tourism strategy from sectoral to a state-level national strategy. China became a leading example for many countries around the world in this respect. Already the world’s fourth most visited destination, and the third most important outbound market,China is expected to become the leading international tourism destination and the fourth largest outbound market in the next decade.”

Taleb Rifai, Secretary-General,
United Nations World Tourism Organization (UNWTO)


WTTC“In May 2010 we celebrated the 20th anniversary of WTTC in Beijing, capital city of a country at the very forefront of change in Travel & Tourism. Despite the continuing challenges stemming from the global financial crisis and economic depression, China has already confirmed its promise, both as a increasingly important tourism destination for domestic and international travellers, but also – and more impressively in recent years – as the world’s fastest-growing outbound market. It is hardly surprising that the leading stakeholders in the global Travel & Tourism industry are all ensuring a growing presence in China in order to reap the benefits of this growth. We were honoured to hold our 10th Global Summit in Beijing and we look forward to a continuing close relationship with our friends and colleagues in China.”

David Scowsill, President & CEO,
World Travel & Tourism Council (WTTC)


IATA“Aviation’s centre of gravity is shifting eastward. Airlines expect to carry 877 million more passengers in 2015 than in 2010. Of these new passengers, 212 million will travel to, from or within China. To put the impact of that into perspective, by 2015 we expect that one out of every seven journeys by air will be related to China. Aviation and tourism are a force for good in our world – generating wealth both material and of the human spirit. China is preparing to reap the benefits of global connectivity by building world class infrastructure. The challenge is for the rest of the world to keep pace with the phenomenal and game changing opportunities that China’s growth is making possible.”

Tony Tyler, Director General and CEO
International Air Transport Association (IATA)


IH-RA“China is becoming an important destination for inbound tourism as the 4th largest outbound market worldwide. After participating in the symposium on legislation of the tourism law where IHRA contributed actively to the legislation of lodging in China, and through the presence of two major hotel associations working actively to promote our hospitality industry in China, we recognise that China is the destination setting an example to several public sectors worldwide for years to come.”

Dr. Ghassan Aidi, President and CEO,
International Hotels and Restaurants Association (IH-RA)


DMAI“The fast-growing China outbound travel market is changing the way of business for many destination marketing organisations around the world, including how to market to Chinese consumers and how to deliver relevant destination products and services for this market. This guide gives an in depth look at the shift of China travel trends and how DMOs can use these trends while developing and executing strategies for the various segments and different demographics in China.”

Michael D. Gehrisch, President & CEO
Destination Marketing Association International (DMAI)


HSMAI“With year-on-year growth and new destinations being explored, the Chinese traveller is now one of the most prolific. Understanding the needs of these travellers is now even more important and the hospitality industry needs to put appropriate training processes in place if they want to capture this important market. As China propels itself to one of the largest global generators of outbound travel and tourism, it is imperative for sales, marketing, and revenue management professionals in the hospitality industry to understand the dynamics of this unique market. Countries around the globe look forward to learning more about the dynamics of the Chinese traveller as they prepare to accommodate them in the future.”

Robert A. Gilbert, President & CEO,
Hospitality Sales & Marketing Association International (HSMAI)


ATME“With its growing and vast middle-class, public and private investments in transportation and tourism infrastructure, and increasing use of technology, China is clearly one of the most important markets for any travel organisation. Travel industry marketers cannot ’think’ they know China. They must make the effort to truly understand its consumers in order to successfully engage, sell, serve, and support them. This dynamic market offers great potential for the entire global travel industry, from the largest global brands to local establishments. The opportunity is there — it’s up to you to benefit from it.”

Henry H. Harteveldt, Chairman,
Association of Travel Marketing Executives (ATME)


HFTP“Technology is driving a lot of the changes that are currently being witnessed as one of the biggest story of our time. With more than half a million Internet users in China, more than anywhere else in the world, we have to understand the true impacts of technology to the hospitality industry in China, and for foreign companies looking to enter the Chinese market or wanting to attract Chinese consumers. The second edition of the China Travel Trends book is an invaluable guide to de-mystify some of these issues.”

Frank Wolfe, President & CEO,
Hospitality Finance & Technology Professionals (HFTP)


IFITT“With China growing dramatically as a major tourism destination and generator, this timely book offers great insights into the way that global organisations can engage dynamically and profitably with these markets. Technology will be naturally a critical factor for serving this emerging demand for helping the supply side to organise efficient value chains to deliver the products and services effectively. The International Federation for Information Technologies in Travel and Tourism (IFITT) is bringing together a community of the world’s experts on tourism and technology and is keen to engage with the decision and policy makers in supporting the development of Chinese tourism. In this sense we welcome this book and we will actively engage for its wide distribution.”

Professor Dimitrios Buhalis, President,
International Federation of Information Technology in Travel and Tourism (IFITT)


ETCEurope has been experiencing a growth in travel from Chinese visitors, especially during the past couple of years. Due to the complexity in marketing to Chinese consumers, as well as the difference in travel products and services required to deliver a satisfactory and relevant tourism experience for Chinese travellers, European DMOs, as well as travel suppliers, need to tailor their offerings to this emerging and fast growing market. The European Travel Commission is fully embracing this important emerging market and has launched a Chinese version of the visiteurope.com portal and its activities in the Chinese market. Recognising China as an important growth market, there is a huge opportunity for all European destinations to attract Chinese travellers. This guide provides a useful resource for travel suppliers and destinations to get to know the Chinese market.

Nicholas Hall, Acting Executive Director,
European Travel Commission (ETC)


MTCO“The six-nation Greater Mekong Sub-region – encompassing Cambodia, Laos, Myanmar, Thailand and Vietnam, as well as the Chinese provinces of Yunnan and Guangxi – is greatly impacted by the ever-increasing Chinese travel market. As responsible tourism growth is vital for developing tourism destinations in the Mekong region, it is important for tourist boards and travel suppliers in these six countries to understand the travel research, buying, and consumption behaviors of Chinese consumers, both from a tour group as well from an FIT standpoint. The mandate of the MTCO is to support sustainable tourism development by protecting the region’s culture, heritage, and its people, and to promote authentic, responsible tourism experiences. This guide is an important tool for our stakeholders to get ready for this emerging trend.”

Mason Florence, Executive Director,
Mekong Tourism Coordinating Office (MTCO)


ATTA“As we are experiencing the fast growth of the burgeoning China travel market, we are also witnessing a shift from traditional Chinese tour groups to more experiential and authentic travel. The global adventure travel trade is poised to understand the needs of the Chinese traveller on one hand, while on the other hand, new adventure travel products are being created in China itself. This concise book is an important top level guide for ATTA members to get a grasp of this important trend.”

Shannon Stowell, President,
Adventure Travel Trade Association (ATTA)


ICTP“To paraphrase President Clinton – ‘it’s China Stupid’ – and the great opportunity with China is the myriad of destinations and cultures, the hundreds of million of smart inquisitive people and a governance that is committed to green growth and quality Travel & Tourism as a key driver. We look forward to helping turn that opportunity into reality.”

Professor Geoffrey Lipman, President,
International Council of Tourism Partners (ICTP)


AH&LA“China has been the one country that has shown remarkable resilience in the face of the recent global economic problems. The size and scope of the Chinese market has much of the world trying to understand and learn ways to capture a greater share. The pent-up demand for travel and rising incomes make the Chinese outbound market most appealing to every country. In the long term, China will be the world’s number one market for inbound and outbound travelers as well as the biggest for international hotel expansion and the most dynamic driver of tourism growth around the world. This booklet provides hoteliers with a greater understanding of emerging and evolving China trends to better leverage this lucrative market.”

Joseph A. McInerney, President & CEO,
American Hotel & Lodging Association (AH&LA)


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