The Chinese travel market, the world's largest issuer market !
With a number of travelers out of mainland China estimated according to sources between 62 and 70 million in the first half of 2017 (stays and excursions to Hong Kong, Taiwan and Macao included), China will once again strengthen its position as the world's leading transmitter market, notably with a 14% increase in issuing flows outside Greater China
The expenditure of Chinese visitors would also show a very strong increase in the first half of 2017 (+ 19%). After a difficult 2016, France has shown remarkable resilience: tourist flows from China are progressing again, and the destination should welcome this year more than 2 million visitors and thus maintain its position as European leader, despite intensifying competition. The delicate security environment of recent months in Europe does not seem to have a significant impact on Chinese visitor flows. According to forecasts by the World Tourism Organization (WTO), the size of the Chinese transmitter market could represent 220 million potential travelers by 2020.
The main data are:
- Population: 1.349 billion people
- Growth rate in 2017: + 6.8%
- Forecast of the growth rate in 2018: + 6.5%
- GDP per capita in US Dollar: US $ 8480
Main market trends and recommendations for addressing it
The Chinese clientele is experiencing a very significant increase in volume in the markets of secondary cities and a more qualitative evolution in the most mature markets (Shanghai, Beijing and Canton)
Chinese Tourists to Europe
The majority of Chinese tourists who come to France for the first time still do so in groups (15-40 people) and discovery trips to Europe, usually from 3 to 4 countries. In recent months, there have been two very clear trends: the decrease in the number of people in the groups and the reduction in the number of countries visited. The development of individual customers and repeaters makes it possible to offer more and more thematic stays in Paris but also in the regions. The millenials (20-35 years old), ultra-connected travelers, independent, and in search of authentic experiences, constitute today 60% of Chinese tourists traveling abroad (40% for Europe). The family trip, perceived by Chinese parents as a beneficial element for the development and education of children, is becoming increasingly popular.
Shopping remains the number one expense item for Chinese travelers, although it is not necessarily the primary motivation for choosing a destination. China is already the world's largest market for MICE, especially for Incentive travel, which should still show a good growth in the coming years.
Networks and social media are specific to mainland China (Google, Facebook, Twitter and Instagram are censored) and have become essential attractions for Chinese tourists. The Wechat platform, which boasts more than 900 million users, is now the first source of information to learn about a destination. M-tourism is also essential: Chinese tourists use massively mobile devices (smartphones and tablets) to learn about destinations, book services or share their travel experiences
Working in the Chinese market requires, first and foremost, developing strong and regular relationships with TO Chinese professionals and travel agencies, media and social networks, and opinion leaders, who strongly influence individual customers.
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