According to a recent report of Business Intelligence Fung Center, the number of Chinese tourist traveling abroad is constantly growing and could be doubled in 2020 to reach 234 million of tourist, that means 100 million more than last year.
The number is growing and the tourist’s expenses too. In 2010, the number of expenses concerning the clothing, cosmetics and high tech products can reach 422 billions of dollars.
What are the main characteristics of this new tourism wave? How can you attract these new Chinese tourists?
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1) They search new experiences
It exits different types of tourism in China. Here below, you can see a chart representing the segmentation of Chinese tourists’ types.
As indicated in the chart below:
- 40% are « group’s traveler »traveling once every 2 or 3 years and age of 40 years or more.
- 35% are « semi-independent traveler »traveling many times in a year and planning some organized programs but keeping independent. Most of the time, they have between 25 and 35 years old.
- 25% are « Independent traveler »traveling by themselves and aging between 20 and 25 years old.
We have all seen those Chinese Tourist cars with travels agencies in an organized trip, however, the trend seems to be reversed. These trips are left to those who have planned themselves their own trip and traveling program. Chinese find by themselves specialized websites and platforms proposing travel tours and program for the duration of their stay.
Why this new trend?
According to the International Travel monitor Chinese report in 2014, about two third of Chinese consumers tend to travel independently. This not seems to be just the beginning of this new wave…the growth of standard living in China with the emergence of a middle class, an opening mind to the western cultures and the increase of direct flights between international destinations and China have enhanced this phenomenon.
Added to this, facilities concerning visa process. For example, in 2014, China and the United States have agreed to lengthen the visa validity short term for the business travelers, tourists and students.
Chinese tourist could visit the United States constantly for 10 years with a single and unique visa. According to a report from the business department in the United States, from 2021, the number of Chinese’s tourists could reach 7, 3 million with an economic impact at 85 billion dollars.
In this video below, we can see women sharing her own experience about traveling abroad.
2) A digitized consumer
There is a boom in the digital era in China with more than 620 million Internet user and more than 80% have a mobile device. This new trend changes the tourism shape in China with an infatuation for booking their trips on Internet mobile.
According to the Center of Network Internet and information in China, 53% of Chinese tourists traveling abroad used mobile apps to book their trips online (hotels, flight ticket, attractions ticket). Most of the tourist like to travel on their own and organizing their own travel program.
More and more websites such as Xiao Yao Dao give some travel tips.
3) How Chinese people prepare their trip?
Social Media has a huge impact on the decision making the process of Chinese for their traveling destination.
The majority of the population (80% of the population in China) is present on Social Media.
This is a tool which has a large influence on Chinese population and their opinions.
The social network has this particularity to be really “viral” and to influence Chinese behavior.
If you want to attract Chinese tourist, then you might optimize your presence on the social networks and catch the customer’s attention.
For example, Weibo can generate a lot of traffic in short timing. If you create a Weibo post on your travel agency page, it can lead to a lot of “likes”, comments and shares…etc.
As we can see in the post below from the New Zealand Airline Company, the society has launched a competition to win a complete trip with flight ticket, travel program…etc.
This post gets 2350 comments and 2711 shares.
Wechat can allow you to get a proximity with friends and others by sharing videos moments, pictures, messages and videos call. Official Wechat pages of travel agencies have their QR codes that allowing users to scan their codes and share this link with others Wechat contacts.
If you are not really aware of how to use social media in China you can contact us
4) Chinese government’s effort
The government has developed all the means to attempt changing the behavior of Chinese, to be adapted to other countries. There have been several scandals involving tourists who used public spaces as toilets or the case where a passenger has been kicked out of the aircraft because he was fighting for a life jacket.
The Chinese government appears to support its citizens to travel more abroad. It is also a way for China to leave the feeling to give more freedom to Chinese people and reducing the gap between China and the other countries on the international level.
Another subtlety that can be noticed is that China is trying to change the shape of the international stage. Countries that want to attract these “Chinese wallets” would have to be more flexible concerning international policies between China and others countries. It could affect the Chinese tourist flow abroad.
5) Traveling destinations of Chinese people are changing
Chinese people seem to increasingly turn their interest towards travels outside of China. From the first ten months of 2015, the places such as Macau, Hong Kong and Taiwan have lost market shares dropping at 8% between 2014 and 2015. However, the more international destinations are jumping up to 42% during the first 10 months, that means an increase of 15 million dollars.
For example, Thailand is really popular among Chinese tourist, because of visas facilities given and because Chinese people can usually not find the same amazing beach place like in Thailand. We can notice an increase of 93%. Japan has noticed an increase of 115% too. The list still long: Australia, New Zealand and Sri Lanka…etc.