1. Successful Engagement with the Chinese Outbound Tourism Market
South East Europe Tourism – SEET 2016
Dr. Minjuan Deng-Westphal, Head of Research, COTRI
28 September 2016

2. COTRI
“COTRI is the world’s leading institute for research and consulting services related to the Chinese outbound tourism market, and cooperates with all leading international and Chinese tourism organisations.” (China Daily, March 2016) COTRI was started in 2004 as independent institute offering research and consulting by Prof. Dr. Wolfgang Georg Arlt FRGS. Offices are located in Hamburg/Germany and Beijing/China, with a global network of regional partners on all continents.
COTRI IN GERMANY
COTRI China Outbound Tourism Research Institute
West India House Eiffestraße 68
D Hamburg
COTRI IN CHINA
COTRI China Office
21th Fl, Wangjing Greenland Center B Hongtai East Street, Chaoyang District
Beijing
Knowledge partner

3. Trends on Chinese Outbound Travel Market
Arrival numbers & destination choices
Evolving traveller profiles
Policy, visa, flights connections
Global view
Europe perspective
South East Europe focus
Statistics
Analysis
Opportunities

4. Trends on Chinese Arrivals and Destination Choices (H1 2016)
Global View
Growth of border-crossing slowing down – along with the Chinese economy
Sharp drop of arrivals to Greater China (Hong Kong, Macau and Taiwan)
Thailand, Japan and South Korea, USA, Australia and New Zealand saw surge of arrivals in H1 2016
Thailand
4.9 mn
South Korea
3.82 mn
USA
1.4 mn

5. Trends on Chinese Arrivals and Destination Choices (H1 2016)
Europe Perspective
“Traditional” European destinations and Turkey suffered
Continuous growth on arrivals to Northern EU, Southern EU and South Eastern Europe – “new European destinations”
France
905,000
Germany
595,000
Switzerland
75,000
Denmark
80,000
Turkey
860,000
5,000
60,000
23,500
127,000
14,600
129,000
135,000
119,000

6. Trends on Chinese Arrivals and Destination Choices
Chinese Outbound Visitors Arrivals to SEE Countries
South East Europe Focus
Strong growth of arrivals from China
Most SEE countries continue to see more Chinese visitors in H1 2016
6,800
41,000
3,900
5,600
8,200
19,000

7. Evolving Chinese Travellers Profile
There is no “the Chinese traveller”.
Demographics
A majority of middle-aged travellers
 born after 1980 and even (almost 60%)
More children with families & 60+ citizens
Group packages vs. FITs
More package groups from 2nd & 3rd tier cities
Less countries involved
More themed and customised group tours
Rapid growth of FITs: more than 60% in 2015
Information source and booking channels
Online, online, online – Chinese social media, OTAs and the Internet
Visit purpose and interests
Visiting landmarks  experience local life style and local cuisine
Famous but oversold brands  smaller lifestyle-orientated brands, variety and regional products gaining in importance.
Accommodation
Groups: mainly 3-4* with increase of 4* and 5*
FITs: 20% interested in local accommodation and apartments, booking online
Restaurants / Dining
Groups: mostly Chinese meals with a few local cuisines
FITs: passionate in tasting local cuisines

8. Policy, Visa and Flights to SEE Countries
Countries and Regions Within China’s “One Belt One Road” Initiative
Visa convenience – 56 countries and territories allowing visa-free or visa-on-arrival
No direct flights to SEE – but transferring in Munich, Frankfurt, Vienna, Budapest

9. SWOT – SEE Countries’ Potential in Developing Chinese Market
Strengths
Novelty – “new” destinations
Affordability
Movie themes
Common grounds of (previous and current) communism regimes
Diversity of historical, cultural and natural attractions
Weakness
Inadequate knowledge of the Chinese market
Insufficient (online) market exposure in China
Lack of a strong destination brand, compounded by historical issues
Diversity and depth of current products
Difficulty obtaining visa
Lack of direct flights
Shortage in Chinese guides and restaurants O T
Opportunities
Perceived as safer destinations compared to “traditional” European destinations
China’s “One Belt, One Road” initiative
More repeat Chinese visitors, FITs
Threats
Increasing competition from other destinations on the Chinese outbound market
Slowing-down Chinese economy and weaker yuan
Uncertainty such as Europe’s terrorist attacks and refugee crisis

10. COTRI Contacts
Hamburg, Germany Prof. Dr. Wolfgang Georg Arlt FRGS Tel Mail Web Beijing, China Ms. Kate Li Tel Mail
July 6, 2016