Results Survey 1.Introduction 2.Purpose of trip 3.Shopping expenses 4.TAXFREE shopping 5.Characteristics of the travellers 6.Conclusion Contents

 Purpose of the survey : better understand the purchasing behavior of Chinese tourists in Belgium and Europe  Selected period: from December 2010 to August 2011, twice a week on average ; including the three golden weeks: - New Year’s Day - Chinese New Year - International Labour Day  Location : National Airport of Brussels in Zaventem : tourists going home  Target: Chinese travelers of Hainan Airlines  Questionnaires: two types of questionnaires completed: – Brussels Airport questionnaire (questionnaire A, not only on the purchasing behavior) – WBT questionnaire (Questionnaire B), including 3 questions for Hainan Airlines  Satisfactory answers: 486 in total: 321 for WBT, 174 for Brussels Airport  Partners: Brussels Airport, Hainan Airlines, Global Blue, WBT (Wallonia & Brussels Tourism) Introduction

1.Introduction 2.Purpose of trip 3.Shopping expenses 4.TAXFREE shopping 5.Characteristics of the travellers 6.Conclusion Contents

What is the main reason for this trip ?

1.Introduction 2.Purpose of trip 3.Shopping expenses 4.TAXFREE shopping 5.Characteristics of the travellers 6.Conclusion Contents

 Did you do some shopping at airport? Yes: 65%No: 35%  If « yes »,What did you buy? (multiple choice) Shopping at airport

 Amount spent for shopping (airport)

Shopping during the journey  Did you do some shopping in Belgium? Yes: 60%No: 40%  If « yes »,What did you buy? (multiple choice) In Belgium

Brand products consumed  Did you buy the famous brand? Yes: 56%No: 44%  If « yes », What brand did you buy (multiple choice)

 Amount spent for shopping (In Belgium)

 Die you shop in other countries / cities in Europe? Yes: 63%No: 37%  If “yes”,, in which cities? In Europe

 Amount spent for shopping (In Belgium & In Europe)

1.Introduction 2.Purpose of trip 3.Shopping expenses 4.TAXFREE shopping 5.Characteristics of the travellers 6.Conclusion Contents

TAXFREE shopping  Do you know that you can claim the VAT on your purchases ? Yes: 65% No: 31%  If “yes”, how did you know?(multiple choice) No answer: 4%  If “yes”, does the logo determine the choice of the store? Yes: 27%No: 27%Not really : 46%

 Are you well informed about the procedure TAXFREE? Yes: 60%No: 40%  If “yes”, how did you know?(multiple choice)

 Are you happy with the service TAXFREE refund at the airport? 1) With the Customs office Yes:73% No:26% Average:2% If « No » why?

2) With the counter Yes:81% No:17% Average:2% If « No » why?

1.Introduction 2.Purpose of trip 3.Shopping expenses 4.TAXFREE shopping 5.Characteristics of the travellers 6.Conclusion Contents

Characteristics of the travellers Men : 57%  Sex Women : 43%  Age

 Profession

 Which province/city are you from?

1.Introduction 2.Purpose of trip 3.Shopping expenses 4.TAXFREE shopping 5.Characteristics of the travellers 6.Conclusion Contents

Conclusion  The level of consumption of Chinese tourists in Europe is growing at a fast pace.  From January to October, the consumption of Chinese tourists in Europe has experienced an increase by 99% over the previous year.  We must take full advantage of the direct flights between China et Brussels.  We must understand as much as possible the shopping behavior and the spending habits of Chinese tourists to attact more and make them stay.

Our contact Dominique ANDRE & WANG Yan Manager New Markets – Assistant Chinese Market Wallonie- Bruxelles Tourisme 30, rue St Bernard - B Bruxelles Tel : +32 (0) Tel : +32 (0)

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