Keywords: China tourism, Chinese tourism, China outbound tourism,Chinese tourists, Chinese visitors,China outbound travel
(1) analysis on the current situation of China outbound tourism
Since twenty-first Century, with the rapid development of China’s national economy and the continuous improvement of people’s living standards, China outbound tourism market has strongly expanded.
China Tourism is divided into outbound tourism and domestic tourism. And the content of China outbound tourism can be subdivided into various destinations, such as European tourism, Australian tourism, American tourism, Middle East and Africa Tourism, etc. With the improvement of people’s living standards, more and more Chinese visitors choose to travel abroad for vacation. Since 2013, Chinese tourists has become the largest outbound tourism market in the world. China outbound tourism from 2014 to 2016 has maintained a small increase. Under the influence of various policy factors, China outbound tourism has become the focus of the world’s attention, and overseas tourism institutions have intensified their efforts to promote the Chinese tourists market. As a hot spot of national tourism consumption, China outbound tourism is becoming more and more obvious, and it has become an important issue for China’s foreign exchange and cooperation. The innovation of the China outbound tourism products of the major travel agencies has been greatly developed, the product subdivision is more obvious and the quality of service is more concerned. The old brand of destination products have come out of the old, and the strong landing of the emerging destinations all reflect the strong attraction of China outbound tourism market.
In 2015, the number of outbound Chinese tourists reached 9.68% in international tourists, and the total China outbound tourism consumption reached 165 billion dollars, and the proportion of outbound tourism consumption in international tourism revenue reached 11%. China outbound travel will be sustained growth, the two or three line of the city travel market is potential; choose long-term tourism of Chinese tourists outbound tourism is more frequent, arrangements for a number of annual outbound tourism accounted for more than 50.74%; with the increase of income and improve the living standards of the Chinese tourists, tourism enthusiasm gradually increased, in the tourism investment is large, 41.59% of the Chinese visitors will live above 20% of the total expenditure for tourism; China outbound tourism form more diverse and personalized requirements and differences of tourists gradually upgrade, private custom type, follow the “Master” tour group to travel, special tourism, the most attractive market; “the impact of the Internet +” for China outbound tourism is becoming more and more obvious, more than 67% Chinese visitors through the Internet search and booking travel Raiders Inquire about tourist destination information and purchase tickets. Influenced by the active regulation of the state regulatory agencies, China’s national economy has been growing slowly, and the economic operation is generally good. The recovery of the international economy is relatively mild, and the environment for the development of the tourism economy is relatively favorable.
Influenced by the steady growth of domestic economy and holidays, China’s domestic and China outbound tourism market needs vigorously, and the overall prosperity level of China tourism industry is balanced, and the integration process of regional tourism speeds up. In 2015, China tourism market has achieved a steady growth, and the entry of foreigners in the tourist market has been warming up, reaching 26 million 360 thousand people. An increase of 0.27%; HongKong, Macao ,Bulletin of inbound tourism market decline narrowed significantly, up to 102 million passengers, down 0.63%; inbound overnight tourists 55 million 620 thousand passengers, down 0.11%; China outbound tourism trips for the first time exceeded 100 million passengers mark, up to 107 million passengers, an increase of 19.49%; domestic tourism 3 billion 611 million people, growth of 10.67%. Total tourism revenue was 3 trillion and 380 billion yuan, an increase of 14.7%, of which international tourism revenue was 56 billion 900 million dollars, an increase of 10.16%.
With the widening of visa country, the adjustment of the RMB exchange rate and the increasingly open policy, the scale of Chinese tourism market has been expanding.
Chinese tourists source mainly comes from the economically developed big cities and the eastern regions. In 2015, the number of outbound Chinese visitors from 5 provinces and cities in Beijing, Guangdong, Shanghai, Zhejiang and Jiangsu provinces accounted for 72.16% of the total number of outbound Chinese visitors organized by the national travel agency. Among them, Beijing is the largest outbound tourist destination in China. The number of outbound tourists organized by travel agencies account for 29.93% of the total number of outbound Chinese visitors in that year, followed by Guangdong Province, accounting for 21.9%. The number of outbound travel agencies in Shanghai, Zhejiang and Jiangsu provinces accounted for 11.70%, 4.31% and 4.25%, respectively in the third, fourth, fifth place. In addition, Liaoning in the northeast, Hubei in Central China and Sichuan in the southwest are also the largest export provinces for outbound tourists.
In addition, with the acceleration of the development process in Western China, people’s living standard has been greatly improved, stimulating the motivation of China outbound travel, thus leading to the rapid growth of outbound Chinese visitors resources in Western China.
(2) the trend of China outbound tourism 2017-2022
China outbound tourism services have entered the digital network era.
With the continuous growth of Internet penetration rate in China, online booking and online services have begun to enter the mainstream. In 2014, China online tourism revenue reached 28500 billion yuan, accounting for about 7.7%6 of total tourism revenue in China. Tourism consumption transactions accelerated from offline to online. Tour operators have increased investment in online travel market, constantly improving their functions and services, making the online China outbound travel market faster than the growth of total tourism revenue, and the proportion is increasing year by year.
The way of tourism is more diversified.
From the way of China outbound travel, the proportion of the rapid development of the free travel industry has been increasing. China outbound tourism market is showing a trend of being customized, deep and high-end, and is changing from the sightseeing group to the free travel and the deep tour. The conditions for China outbound travel have been relaxed. At present Chinese tourist destination of 140 countries and regions, the formal implementation of the tourism opening up to 110. Since 2015, more destination countries have been simplifying visa procedures for Chinese tourists in order to attract more Chinese tourists. Convenient visa measures will be more conducive to attracting more Chinese tourists to travel abroad.
The competition between agencies will gradually transition from the current product competition to the distribution channel.
Due to the fact that most China outbound travel are not yet mature and are highly dependent on travel agencies, travel agencies will remain the main outlets for China outbound travel in the coming period. However, as China outbound tourism market matures and information technology continues to update and improve business to business enterprise, has great potential for development of new customers, online marketing of outbound China tourism product distribution channels, and will form a distribution channel to the traditional travel agency mainly outbound China tourism products and threats the challenge gradually, and the Chinese outbound tourism distribution channels form a far-reaching impact.
With the development of China tourism, the three big Chinese tourism market has been changing. The consumption tendency of tourists has changed. China has entered the period of common development of sightseeing and leisure tourism. Chinese Tourism consumption ladder type growth leads to a new pattern of multi level cooperative development in the China tourism market. As the characteristics of ladder distribution of tourism consumption become more and more obvious, the demand difference of Chinese tourists in different gradients increases gradually, and the China tourism market shows a new pattern of high, middle, low and market coordinated development. From the perspective of Chinese tourist quantity, the number of potential Chinese tourists in the high, middle and low end market is increasing gradually, showing a positive Pyramid distribution. From the perspective of consumption ability, the consumption expenditure of high, middle and low end market is decreasing gradually, and it presents an inverted Pyramid distribution. With the differentiation and development of the high, medium and low end China tourism market, the Chinese tourism formats in various markets are also quietly changing. The traditional formats are upgrading, and some emerging businesses such as cruise tourism, tax-free industry, free travel and tourism culture show are emerging.
The next 20 to 50 years will be the golden period for the development of China tourism industry. National China Tourism Bureau will be combined with the Ministry of Finance and financial institutions,China tourism enterprises, jointly set up Chinese Tourism Promotion Fund, the joint strength of the tourism investment Chinese tourism investment alliance, through market-oriented means, into a powerful capital for the development of Chinese tourism.
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