”Consumption profile of the Chinese tourists in Belgium” Dominique ANDRE- Wang Yan WBT - New markets

Contents 1.Introduction 2.The Chinese tourists 3.Are travel and shopping related?

Introduction  Who we are  What we do  Welcome delegations, famtrips, presstrips  Press  Chinese tour operators based in Europe  Networking  Awex – Brussels Export  BCECC  Chinese Embassy  Ccpit  Research  What we can do for you

Contents 1.Introduction 2.The Chinese tourists 3.Are travel and shopping related?

The Chinese tourists : why do they travel more?  Favorable government policies  Visa restrictions are diminishing  Government encourages people to travel,  More countries sign Destination Status (ADS) agreement with China  Even more…within the next five years China will implement a “National Tourism Plan”, the start of a “huge acceleration towards becoming a leisure society”  The Yuan rises in value  Fast-emerging middle class with money  Salary white collars % in 2011 in important towns  Middle class will reach -/+100 million in 2020 (= middle class of US today)

The Chinese tourists : why do they travel more?  Status "The importance of outbound travel to increase status back home means that the decision to travel abroad is not just a personal leisure measure, it is also a kind of investment in oneself." (Wolfgang Georg Arlt, China Outbound Tourism Research Institute)

The Chinese tourists : modes of travel  Chinese agents work with Chinese organizers abroad  The money is made by the Chinese agents mainly on shopping commissions  For group travel, money is not made by the local hotels, tourist attractions or restaurants, but by Shopping

The Chinese tourists : modes of travel → For a destination, that is not top of the mind, it’s important to focus on :  Business tourism (delegations, meetings and incentives)  Individual travellers  the educated Chinese  The affluent independent travellers looking for customized experiences along with the comforts of home. But, there needs to be some preparation "The most important thing the hotels need to be thinking about is understanding and tapping into the cultural differences and ensuring they understand what's important to Chinese travellers," Gary Rosen, senior VP and head of global Operations, InterContinental Hotels Group.

The Chinese tourists : new trends  NTICS  Social media platforms play an important role in attracting Chinese Consumers (RenRen, Youku.com, Weibo(twitter)  Internet : 20% of China’s travel market will be web-based and even on sites displaying luxury goods, you have travel sections.

The Chinese tourists : new trends Log on to luxury … where China goes to shop

The Chinese tourists : Some figures  Some figures  On average, China’s 1.3 billion people each take just 1.3 trips a year. By 2015 the figure is projected to rise to 3.3. (Reuter’s)  In 2011 more than 64 million Chinese tourists are expected to travel abroad its 7 million more than in 2010)(China Tourism Academy)  By 2015, the government expects 100 million people to travel abroad, making China the world’s biggest outbound tourism market.  The US and Russia are the only two non-Asian destinations in the top 10. Europe still has a small share

The Chinese tourists : Share of Europe  In 2010, 2.5 million Chinese travelled to Europe mainly in Western Europe (France, Italy, Germany and Great Britain), that accounts for 4 % only.

The Chinese tourists in Belgium  And Belgium? Source : DGSIE Overnight stays (01-06 ) Belgium % Brussels %

Contents 1.Introduction 2.The Chinese tourists 3.Are travel and shopping related?

Are travel and shopping related?  "When we do survey, Chinese say they come to Europe mainly for sightseeing and they do shopping in Paris because they want to buy luxury items from the original shop " Rolf Freitag, founder and CEO of tourism consultancy IPK International  " Chinese are travelling and buying luxury goods. It's now a question of how to brand in China " Jens Thraenhart, president of Dragon Trail  “The challenge in China is being able to explain to 1.3 billion people what your brand is about " GM, Van Cleef & Arpels