Chinese tourists have caught the attention of travel agencies and hotels from every corner of the world. So what is the reason for this peaked interest in Chinese travelers? And what makes up this emerging demographic and how to attract them to your destination?
Why do you have to focus on these tourists?
Chinese travellers are a targeted group because of the number of the Chinese population and their ever-growing consumption capacities. Let us analyze these factors so we can better understand the potential of this massive market.
Chinese are large in number
As stated in the Annual Report of China Outbound Tourism Development 2009-2012, there have been 70.25 million Chinese tourists traveling abroad just in 2011, with an increase of 22%. source China National Tourism Bureau
.
According to its quantity, China’s outbound market has already been one of the biggest markets on the globe, 1.2 times the US market, and 3.5 times the Japanese market.
China has already surpassed Japan and become the No.1 outbound tourism market. According to World Travel Organization, there will be an estimated 100 million Chinese people travelling abroad by 2020.
Tourists from China are generous in consumption
According to the data in 2011, Chinese tourists have become the most generous spending tourists in London, with 203.04 pounds on a single expense, 10% higher than that of the second country. The U.S. also benefits plenty from Chinese tourists who spend on average $7,107 per person, topping the chart on average expense again. From the chart below, we can see that most of the money spent abroad by Chinese tourists is on shopping. 
Consumption of Chinese tourists
AC Nielsen and Pacific Asia Travel Association also pointed out that the expense of Chinese outbound tourists is close to ￥21,000 ($3,300)
.Who are the Chinese tourists?
You have to understand what Chinese tourists like if you want them to shell out money at your travel destination. However, it is very difficult to summarize all the information on Chinese tourists because they can be so different according to different ages, regions, and so on. It is crucial to pay close attention to their unique characteristics and major differences between them in order to cash in on this new era of travelers.
Regional Difference between Chinese travellers
Tourists from each province of China have their own characteristics, but they can be generally divided into two groups: tourists from the North of China and those from the South.
Travel habit
According to the Nielsen China Outbound Travel Monitor, most Chinese tourists are from the south. In 2008, 10% of the residents from the South of China visited a foreign country, much higher than that in the North.
, The better economic base can probably explain the higher outbound travel frequency of Chinese tourists from the south.
Another possible reason is convenience. Most travel agencies capable of outbound travel organizations are from the south.
Geographic convenience also accounts for the difference in travel frequency between tourists from the north and south. The countries close to China’s north are Russia, North Korea, and Mongolia which can’t compete with the countries neighboring China in the south in tourism like the Philippines, Vietnam, Japan, Thailand, and so on.
Chinese Consumption habit
Though the number of tourists from the north of China is smaller than that of the south, the Northerners have the advantage of spending more if they do ever travel.
According to the study released by Nielsen, 10% of the tourists from the south of China prefer to stay in 5-star hotels or vacation villas while the people who like 5-star hotels and vacation villas account for 20% of all the tourists from the north of China. Source
Purpose for traveling
Most Chinese people travel outbound for two reasons: business and/or leisure.
Amongst all the outbound tourists from China, business travelers contribute 46% and another 31% is from leisure tourism, as China news reports. And these two kinds of tourists have quite different factors that foreign industry needs to be aware of.
Business tourists
Business travelers care much more about business-related services of hotels such as
- Internet access
- 24h food delivery
- ticket booking service
- the efficiency of hotel service.
All these factors have one thing in common: to provide convenience for business people. It means convenience is more important for businessmen than normal tourists. Some detailed cultural taboos also can’t be overlooked since Chinese people can be quite superstitious. An unfortunate number like 4, representing death, is what most Chinese business tourists will like to avoid.
What’s also interesting is that Chinese business travelers care more about price and quality than leisure tourists. Since the anti-corruption campaign, business travelers have to consider their expenses more modestly to avoid any corruption scandals. via,
Leisure tourists
Compared with business tourists, leisure tourists care more about
- entertainment and recreation facilities
- TV programs in Chinese
- luggage service.
All of them are about personal entertainment and relaxation, which is what leisure tourists are looking for.
Senior Citizen Tourists
Chinese senior citizens are quite important to the tourism market because they have time, money as well as the desire to travel. Another reason for travel agencies to like them is that old tourist in China usually travel during the off-season so they can fill the slow seasons with bookings.
Expanding the Market of Chinese Senior Citizen Tourists
The average income of Chinese people is increasing. It goes the same for senior citizens.
China ranks number one in senior citizen population and with the most rapid growth in the world. By the end of 2014, there will be 200 million people over 60 years old living in China. According to the tradition of Chinese, children are expected to care for and financially support their parents for as long as possible.,
Senior tourists are spending more on travel
Because of their humble upbringing during the Mao era, most citizens over 60 are more penny-pinching. Though it doesn’t mean they are poor. Contrary to their penny-pinching ways, some senior tourists do prefer first-class tour services. What makes it even better is that the percentage of this group of senior tourists is increasing. (Source: People Daily)
Much middle age Chinese people are very willing to spend on their parents after they become rich because of the culture of filial piety. It is seen as loyal and loving to send their parents on abroad trips. These tourists are not sensitive to price but to quality.
Special needs
Many senior tourists would like to come back or recommend their friends to tours that gave the best service and make them feel cared for. So a good tour guide who can give elders extra attention can mean much more return business.
Senior Chinese tourists have special needs in accommodation different from western tourists and young Chinese tourists like beds, hot water, and so on.
China student tourists
“Study hard, play harder.” Before exams, Chinese students are the hardest working student in the world. After that, they let loose as international tourists. And Chinese parents are known for their generosity on giving money to their children to reward them for their academic achievements. With strong financial support from parents, Chinese students have formed a special market in tourism.
They like outbound tours
These young teens like outbound traveling routes, especially destinations such as Europe and Australia.
They like adventures
Special interest tours with an edge are very popular amongst China student tourists
- water travel
- natural leisure tour
- amusement park tour
- famous university tour
They are big spenders
According to a survey from China Consumer Association, after the infamous college entrance exam which it can make or break one’s education future, students spend money way more generously than others. They are especially generous in travel, restaurants and digital products.
Investment Traveling
With soaring inflated property prices in China, many people choose to invest overseas to keep the value of their money. In China citizens technically own their property but not the land because the land belongs to the communist government. The thought of being able to own a piece of land and property in a foreign country for a fairly affordable price can be a real draw to Chinese citizens. Chinese people firmly believe in owning land and properties as a way to expand their wealth. And on their leisure travels they often keep an eye out for any eye-catching properties.
Solving the Chinese Tourist’s Puzzle
Since the Reform and Opening of China’s economy, more and more Chinese citizens are traveling abroad to visit, travel and consume products around the world. Chinese tourists have already become the driving force for the tourism industry. At the same time, they are also confusing many foreign travel agencies and companies in this field because they have unique and special requests and travel habits. To solve the puzzle, you will need to understand the culture of the Chinese and the habits of their thinking. Then you can define their needs and your selling points.
After defining their needs, you will need to work out a strategy, online, offline, or both, that suits your company and attract the right Chinese tourist.
Next step: How to Attract Chinese tourists?
.
64 comments
indigo ocean travels
Indigo Oceans, Best Round Tour Operators
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ahmed shawky
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jorge
dears Marketingtochina
we are travel agency from spain doing inbound tours
any travel agent want work with us for maketing spain tours in china or russia or any place
we are welcoming to receive contact with local travel agencies and we supply him with independante passwords
regards
jorge
jayantha
hi i am operating vacation rental southern cost of sri lanka ,3 bed room villa with pool ,i would like to join with your company
Preethie Siri Dias
Dear., Sir / Madam .
Tiyagi Menara and Tours and Travels is one well established in bound
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We have a wide range of holiday packages at very attractive rates which you
ever find in Sri Lanka. Therefore we think this is the correct time to get
join hand with you and establish a good business.
Thank you,
*S.N.P.P. Dias*info srilanka ,
Olivier
We can help you to generate leads from China, if you are really a good travel agency in your country. Send us an email if you want to know more. agency@marketingtochina.com
Milad Keshtgar
Dear Colleague,
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Hope to have more cooperation from now on.
Looking forward to hearing from you.
Yours truly,
Manager of in-coming tours
Sheedee Travel Agency
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Tel:+98713-2339985-6
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Olivier
Please read this post. understand the market and after ask us if you are interested in Marketing campaign on the Chinese Market.
ISRAEL ESTIFANOS
Dear sir
Greetings!!!
Our company East African Eco Tour is a tour and travel Operator originated in Ethiopia providing different kinds of service including Traveling, Booking and Ticket Reservations inbound. Having this in your mind we would like to express our sincere gratitude to work with your Company and share your magnificent and long lasting Experience by which we’ve gone through your company profile we believe that such traveling services in Ethiopia has a very good potential opportunity on marketing Ethiopian trips with our tour and travel services. It is in this respect that we would like to extend our interest in forming a partnership with your agency: we believe our services can compliment your traveling agency in further promotion of Ethiopian tourism with adventure tours,historical tours, wildlife tours more and more tours better market potential in allover the world. At your request I can send you an introductory of our company profile in PDF format for your perusal or you may peruse our website at : eastafricaecotour.com registration number and business license proc. no.686\2010 and tourism services competence certificate c\a\c no437.
Should you be interested in this cooperation or have a question in this regards, please feel free to give me a call
Thank you very much and we hope to receive your favorably response soon.
With Best Regards,
Frewoini A.
Damian
Hi, I have a wine tour company in Argentina and Uruguay. the website is http://www.feelinguruguay.com is there anybody interested in working tougheter?
Best regards,
Damian Piñon
damavand
I am truly glad to read thus blog posts hich contains plenty of valuable data, thanks
for providing these data.
www.octabid.com
Wedding Venues in Hertfordshire is a company that helps you in arranging wedding
venues. My makeup artist and hair stylist both accepted Pay – Pal, so I
was able to pay them on my wedding day from my
mobile phone. Often the cost of the bridal and bridesmaid dresses
constitutes a significant portion of the wedding
budget.
Olivier
I suggest you to read the article before posting…
indigo ocean
Hi marketingtochina…
Indigo Oceans, Best Round Tour Operators
Indigo Ocean Travels is the, Best Round tour operators & Drivers among thousands of Travel guides & Tour operators in Sri Lanka.
Have you ever visit Sri Lanka Before or hope to visit here in your vacation? You’ll see everywhere in Sri Lanka is green. There’re lots of waterfalls, trees, mountains, fantastic beaches, friendly people, wild life, flora and fauna. Yes, you can now see how beautiful country Sri Lanka is. When people ask about Sri Lanka, people used to explain about it as “The Paradise” or as “The Pearl of Indian Ocean”.
Alex
I fail to see why the Chinese (Mainlander) is highlighted as the world’s worst tourist? Bad manners and appalling behavior exist in every society; I have lived in Hong Kong for decades and still witness taxi drivers who stop on residential streets to pee behind their taxis, once actually photographing one who stopped, opened both passenger doors to screen himself then proceeded to defecate on Barker Road – as I had imagery I called the police and the driver was prosecuted! I recently flew first class to London and endured the disgusting behaviour of an Australian who became so drunk he was given the option to either to sit down or be restrained …. it’s not the Chinese and other countries need to take a long look at their own behaviour before condemning others …
Olivier
Bonjour Tatiana,
Je vous ai envoyé un email. 😉
Kazaeva Tatiaa
Dear ladies and gentlemen!
My name is Tatiana Kazaeva and I represent passenger transportation company “Russo-Balt” based in Saint Petersburg, Russia. Our company partners with international tour operators providing bus transportation services in Russia, Finland, Sweden, Norway, Baltic countries, and Northern Europe.
Due to the growing interest among China citizens in travelling to Northern Europe, we are seeking for new partners among China tour agencies. We’re looking for companies that are either planning to organize new tours to these countries, or those that already provide tours to Northern Europe and simply wish to diversify their partnerships with transportation companies there.
We’re offering high comfort buses from various european manufacturers with varied passenger capacity. We are able to cover any routes within Russia, Finland, Sweden, Norway, Baltic countries, and Northern Europe as planned by your tour agency.
If you are interested, please do not hesitate to contact us. You can find more information on our website. We hope to hear back from you.
Best regards,
Tatiana Kazaeva
Managing Director
Russo-Balt Ltd.
Sampath
Hi there, I’m Sampath from Sri Lanka. I’m Sri Lanka tour operator.
I’m looking china travel agent for the Sri Lankan tours. it is serious.
I have Sri Lanka transport service. We have luxury Cars, Vans and buses. This is very good business opportunity. Because many china peoples like to travel Sri Lanka.I can give best travel agent rate in Sri Lanka Transport service. If you like to join with us please send me your reply via email or we chat.
We chat number: sampath0094776729405
This is short description in our service and Sri Lanka.
Choose from Sri Lankan wildlife safaris, city tours, cultural discoveries, and thrilling adventures as you plan your perfect day excursions in Sri Lanka.
Sri Lanka truly is a paradise for sightseers, Chinese wildlife enthusiasts and adventurers and it is amazing how much you can get done in a day tour, short break or excursion.
There really is not a day to miss! Choose from an exciting range of tours from the pioneering tour operator in Sri Lanka.
We offer you a virtual holiday playground chinese love it where you will have a myriad of choices from which to plan the perfect mini holiday.
With an abundance of exotic fauna and flora in a number of wildlife parks and sanctuaries, numerous lakes, rivers and reservoirs, a World Heritage rainforest, misty mountains in the central hills and the Indian Ocean all around, there is something for everyone in Sri Lanka.
Thank you
Best regards
Sampath
(Owner of sri sampath tours and travels)
Rohan A L Fernando
Hi
I am a inbound tour operator in Sri Lanka looking for and out bound China Travel Agent/Tour Operator who is interested to work together Contact Details are given below
DRIVER IN SRI LANKA TOURS
409/B, Karunasekera Mw,
Naiwala Rd, Udugampola,
Sri Lanka
Hotline: +94768744701
WhatsApp / Viber: +94768744701
Email: info@driverinsrilanka.com
Mobile: +94755174052 | +94716354183
Landline: +94332232854
Skype: DriverInSriLankaTours
Damayanthie Rupasinghe
Dear Philip,
Please Promote Sri Lank Through Queenki Tours and Travels
Who we are.
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Companies, large or small, are not abstract entities, they are people, and we mean by personalization, immediacy and access between the client and us. Available 24 hours a day, assisted by an emergency number, manned by a senior member of our staff, your clients will be secure in the knowledge that they are being looked after by people who care. We are always on the other side, serving.
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Olivier
Dear Damayanthie,
We sent you an e-mail, looking forward to discussing your project with you!
Damayanthie
Dear Mr. Oliver,
Thank you so much and I have not received any mails from you upto now.If you don.t mind anyhting could you please
forward same to me.
Yours Faithfully,
Damayanthie Rupasinghe
Queenki Tours
+94-077-3106603
Clear and Present Taker (and User)
Not a bad article as introduced to me by Simon Arnal from a TIME one. From your description of various conditions I fit in the classification of a Northern senior Chinese citizen visiting at off-peak periods on business.
Five-star hotels, top service, good views of the airstrip and the skyline, tasty food, electronics sales, newspapers of the world, nice virgin girls – these are very important requirements for the modern traveller.
Like many other Chinese I also like to sometimes look for property deals. Property is also a form of art, and as this is subject to opinion I find it a bit more interesting than collecting art or corporations. Everyone does art while for corporations, they are semi-alive like pengzai (bonsai as adopted by the Japanese) where leaf trimmings equate to downsizing, branch cuttings the closure of regional offices, fiscal injection is watering, the prospectus the diary of its growth and of course, when you take good care of it the plant would live almost as long as you do.
Okay maybe I’ll retract a little. Property is like a bigger and livelier form of art, that you collect all the same and sell later to the highest bidder – the latter everyone thinks.
I am not interested in luxury brands because other than the questionable durability and value I think they are but a waste of my money and time. Those French boutiques should thank us instead of calling us names and barking or they can remain proud but alone and abandoned if that is their calling in life.
So as China and the world are opening up to each other I think dominant Chinese tourism will be a strong force for a long time, and with the Trans Pacific Partnership signed in clockwork motion by the enigmatic leader of the free world and monumental plans like the New Silk Road reaching actualisation in a new arrangement of world power a truly exciting future awaits.
fantasticpoints.yolasite.com
Fabuleux article : pérennisez de cette façon
rug cleaners
I was curious if you ever considered changing the
structure of your site? Its very well written; I love what youve got to say.
But maybe you could a little morde in the way oof cohtent so people could
connect with it better. Youve got an awful llot oof text for only
having 1 or two pictures. Maybe you could space it out better?
Olivier
@Jerome,
We alraedy contact you without answer… from You. 🙁 so we will delete your information
@Honor
I send you an email today to you. 😉
honor
I’m very pleased to find this great site about China. I need to to thank you for your time due to this wonderful read!! Very helpfull for us
I definitely like it and i also have you book marked to check out new information in your web site, and hope to meet you in Shanghai.
Jerome
Hi I Am from Pearl Of Arabia Travel & Tourism LLC – Dubai
We are a Destination Management company Offering B2B Prices for Inbound services for destinations like Dubai & Sri Lanka , Malaysia
Are Rates are very competitive when it’s compared by other Travel Agency in UAE. Since we are DMC we seek to offer our services in whole sale prices for Groups & FIT travels to destinations such as Sri Lanka , DUBAI & Malaysia .
ROY COLAMBA ARACHCHI
I like to join with the Chinese Tourism Market.I have 16 years Experience Working With Reputed Travel Agency and now I am working as a FreeIance TOUR OPERATOR.I have been working
with French,Japanese,Belgium,England and Australian Tourists and I Would Like To Join With
The CHINESE TOURISM MARKET.I have done an Excellent Service to the tourists and I Would
Like to do that EXCELLENT SERVICE to the CHINESE TOURISTS.I am paying a special attention to CHINA and I think the largest Tourist Industry in the world is China.I concern my tourists not as a guest but as a friend. In ENGLISH or CHINESE I can handle tours.
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I would like to work with a TRAVEL AGENT or FREELANCE TOUR OPERATOR . Visit my face book on ROY COLAMBA ARACHCHI . my e mail > roy.jayantha@yahoo.com
thank you very much,
ROY COLAMBA ARACHCHI
Explorsrilanka
We are well poised to handle all sorts of services concerning Travel, Hotels and Sightseeing packages. We create unique tailor-made tours to a host of overseas destinations for your touring pleasure. Our ability and knowledge of various destinations of the world, makes travel or touring overseas with us a hassle free event.
For guests who are inbound to Sri Lanka the services and options we offer are vast, both tested and well executed holiday experiences.
As a part of our inbound services we offer quality geographical tours in Sri Lanka which we tailor-make to suit different interests / budgets.
Our inbound services:
M
ALMAW GARI
we are tour operastors in ethiopia. would like to attract tourists coming to ethiopia to see historical heritages and paerks. apprecfiate if you visit our web sie awww.afroglobaltour.com
regards
almaw
Mirjana
Dear Philip,
I was wondering about Chines tourist visiting Croatia.
Do you have any recommendations how we could promote our destination in China?
Is there any travel agencies in China which sends tourist at that part of Europe?
I would be really grateful if you could give me some guidance
Best regards,
Mirjana
MIKI
Dear Phillip
My request is do you have any information (stats) on Chinese outbound to Africa especially southen Africa and which countries they visit in order of preference. Are you able to rank the top 10 chinese outbound generating provinces. Further I am confused with the different segments of chinese outbound, even with the explanation given in the article above, help
Micky
I am a marketing executive with a Destination Markerting Organisation
Philip
please tell me more about your service.
Carita Bathman
Hi, We would love to market our cottage on the remote Flinders Island in Tasmania, Australia. You will see from the above URL that our cottage is directry opposite a bay with uninterrupted views over the beach and ocean. We are wondering how best to attract Chinese visitors to our beautiful accommodation and island. Would you be able to advice us on this matter?
Kind regards,
Carita Bathman,Palana, Flinders Island, Tasmania, Australia
Philip
Hi Carita, I’d like to know more about your business plan in details. If it’s not convenient to put it here. Please email me.
Tourism China
Very nice article. I will recommand it to our fans.
Linh Nguyen
Thanks Philip for the condense info about Chinese outbound tourist market ! That helps a lot for my school’s assignment I’m working on right now.
I’d love to hear more from your opinion and suggestion about the potential of Chinese travellers to Scandinavia market, especially in Finland ? Thanks in advance
regards,
Linh Nguyen
Nadia
Hi Philip,
I am keen to find out what you feel about the Sri Lankan market and if you have any knowledge on the Chinese outbound travel to South Asian countries such as Sri Lanka. Thanks.
Christian
That a top article, everything about china tourism is there. Thank to share !
Philip
Glad to see that! Have a nice day!
Anne Ager
Dear Philip,
Do you have any recommendations as to how we could promote the destinations Wedding Planning business here in the South of France to Chinese clients?
I am confident that there is a market, and Côte Weddings would be very happy to work with an agency in China on a commission basis. Unfortunately the web site is only in English and French at the moment, and we do not have a Chinese version. Maybe this is the next step to take!
I look forward to hearing from you.
With kindest regards,
Philip
Glad to see you comment, I have sent you email.
ephrem gino
Dear philip,
i’m a tour operator from Ethiopia
Do you have any recommendations as to how we could promote the destinations for traveling nature and African oldest culture Planning business here in Ethiopia to Chinese clients?
I am confident that there is a market, and east Africa Eco tour and travel would be very happy to work with an agency in China on a commission basis. Unfortunately the web site is only in English at the moment, and we do not have a Chinese version. Maybe this is the next step to take! please see our wesite : http://www.eastafricaecotour.com
you can email me : eastafricaecotours@gmail.com
I look forward to hearing from you.
With kindest regards,
ephrem gino
tour operator
Jonas
Under the section ” purpose for travelling” it says that 46% amongst all outbounds tourists from China are business related and 31 % leisure. Where does the rest (27 %) go? Also, I’ve read that during 2011 number for business related outbound was 90%! Could this be a correct number? Best, Jonas
Philip
Hi Jonas,
Other purpose can be education, volunteer and so on.
As the difference of percentage, I think it’s because data from different surveys are different. For example, many tourists from China travel under the name of business travel, but they will take two weeks tour in foreign countries, so they can be business tourists and also leisure tourists. And I think 90% business tourists is too crazy. It’s hard to imagine that 63 million tourists from China are for business.
Prof. Dr. Wolfgang Georg Arlt
Dear Philip,
congratulations for your comprehensive analysis! I would agree with most of what you wrote. However, as usual we have to be careful with statistics and their interpretation. One example: You cite the fact that people from South China are more often travelling abroad than from other parts of China. There is a simple reason for that: Chinese statistics count any border crossing, if only for a few hours, not just overnight stays. So for Mainland Chinese living in Shenzhen or other places close to Hong Kong and Macau it is much easier and cheaper to cross the border maybe just for a business meeting compared to somebody living far away from any border, for instance in Shanghai.
I hope we will here more insights from you, Philip!
Wolfgang Georg Arlt, Director COTRI China Outbound Tourism Research Institute (china-outbound.com)
Philip
Hi, Wolfgang,
Thank you very much for pointing this out because it’s not even mentioned in Nielsen’s report. But you know, there’s no perfect data. I’ve hesitated for a long time before adding this data. There are two reasons for me to put it
1. My point is that China is so big and Chinese tourists are so different between each province, even each city.
2. It’s true that many people travel to Hong Kong and Macau from South, especially Guangdong, but many of them are not from Guangdong but from everywhere in China. And the tourists go to Hong Kong from north have been increasing greatly. For example, in a second tire a city in the north, He Fei, the number of tourists to Hong Kong in 2011 has exceeded 100,000. It shows again how different Chinese tourists from different provinces can be.
What’s also needs to stree is that in all the reports and data from Chinese government, Chinese outbound tourists include tourists to Hong Kong and Macau. It sometimes influences the result, so I always try to avoid those data if it confuse readers. Thank you again for pointing this important fact out. Hope to hear more insight from you!
Cheer!
Philip
BALKAN TOURISM
How many Chinese tourists visit Bulgaria.
What is the future of this area.
Best regards !
Jordan Kamburov
CEO – ”BALKAN TOURISM”
PRADEEP
We are tour operator in srilanka and i am lost in the Chinese Market, so complicated.
We are arrnge transport accomantion activity all destination in srilanka we would like to work with China based travel agency
contact us please
taxiyala.lk
imperialyalasafari.com
Philip
Hi, Jordan
Thank you for your reply, China tourism bureau authorized group tour to Bulgaria in 2007. But individual tour is still pending approval. But from this year, Chinese tourists can enter Bulgaria with Schengen Visa, but it’s difficult to get the number of them and there’s no government data about that.
You will see more tourists from China in Bulgaria after the open for Schengen Visa. And the problems for attracting Chinese tourists to Bulgaria is that there’s no enough information about how to travel there like the information about hotel, interesting place, climate, accomodation, price.
Another disadvantage is that now only group tour is allowed and they usually have few options. Most of the service don’t have rose garden visit.
Those problems will be fixed later. And the feedback from most tourists been to Bulgaria before are very positive. But they focus on some special things.