1. China ： Outbound Tourism Continues to Grow ， ‘Her Tourism‘ Has Become Normal Yaoxing Zheng Fujian Normal University, China

2. I. Outbound Tourism Continues to Grow 1. According to statistic, it is the first time that the total outbound tourism population in Chinese market exceeded one hundred million in 2014

3. I. Outbound Tourism Continues to Grow However, it is still lag in numbers when compared to developed countries.

4. I. Outbound Tourism Continues to Grow 2. According to the statistics of the outbound market, the Chinese tourists tend to choose the nearby destinations

5. I. Outbound Tourism Continues to Grow Almost 70% of the outbound tourists are visit Hong Kong, Macau, and Taiwan.

6. I. Outbound Tourism Continues to Grow 3. According to the consumption characteristics of outbound tourists, the total consumption has reached 165 billion US dollars, and personal shopping accounts for the most part of tourism consumption

7. I. Outbound Tourism Continues to Grow When compared to the tourists from Hong Kong, Macau, Taiwan, and Japan, the tourism consumption structure of Chinese outbound tourists are imbalanced

8. II. ‘Her Tourism’ Has Become Normal According to an official report from Ctrip.com in March.2015: According to a data in Ctrip strategy community, near 80% of female customers have arranged a plan for outbound tourism in the first half of this year, the consumption environment in the destination can affect their choice, in other words, near 80% of female customers like to do personal shopping. Among the 107 million outbound tourists in 2014, the make up of female tourists are 17% higher than the male tourists. In other words, Chinese female tourist are more like to travel abroad than the male customers.

9. II. ‘Her Tourism’ Has Become Normal An investigation targets on the women live in urban area done by “Huakun Women Investigation Center” shows: if they have extra money, they are mostly likely to spend money on the tourism, which accounts for 28.23%, which is higher than health care, cultural education, beauty, entertainment, and shopping. The investigation also indicates: 70% of outbound trip decisions has made by females; 70% of them travel 1 to 2 times abroad, the younger female tourists even travel 2 to 3 times abroad.

10. II. ‘Her Tourism’ Has Become Normal I. Increasingly independent female tourists  When the female tourists travel, who is going to design the route, who is going to pay for the bill ? The ‘Where to go: the traveling wishes of female tourists report in 2014’ indicates: nearly 50% of female tourists vote for the option ‘I’m the women, I make my choice, I pay my own bill’

11. II. ‘Her Tourism’ Has Become Normal  From the way of travel, In recent years, Chinese female benefit from an increase in education degree and income. The newly issued ‘Travel Regulation’ also supports the solo travels. The ‘Where to go: the traveling wishes of female tourists report in 2014’ indicates: about 41% of female tourists would chose solo travel as their favorite traveling option.  The tourist website Tripadvisor issued an investigation about female travelers in Apr.9 th 2015 indicated: at least 43% of Chinese females prefer the solo travel, which is higher than the average number worldwide, so we can conclude that, Chinese females love the solo travel !

12. II. ‘Her Tourism’ Has Become Normal  Female tourists not only satisfy with personal shopping  What is the meaning of tourism for female ? Sightseeing ? Or satisfy with local foods ? Or change a place for personal shopping ? The answer is all of the above.  From Korean make ups, Japanese toilet lid, Australian Lanolin, to American Coach handbags … Chinese women are shopping all over the world, love to purchase is the natural instinct of women. The total tax rebate for Chinese tourists exceeded 4 billion Euros in 2015. Data from China International Travel Service in the first season shows: The trends of tourism are leaded by women in their 20s

13. The total tax rebate for Chinese tourists exceeded four billion Euros

14. II. ‘Her Tourism’ Has Become Normal  II. Female tourists not only satisfy with personal shopping  However, the female tourists are not satisfy with shopping only, according to the ‘2010 female tourism trends report’ issued by the Where To Go website, Spa tour, yoga and spa tour, local cuisine tour, amusement park tour, shopping tour, movie tour, classic sightseeing tour, and cultural tour, are the seven most recent female tourism service trends.

15. II. ‘Her Tourism’ Has Become Normal  III. Willing to spend but ‘stick to budget’ ‘Traveler: Analysis Report of Customers’ Behavior of Chinese Group Travelers in 2015’ shows 71.9 % of female like the planned traveling, and only 28.1 % like to travel without a plan. The ‘2011 female traveling trends report’ issued by the ‘where to go’ website shows, 30 % of females spend 20% of their personal expenses in the traveling, and 30 % of female traveler spend more than 5000 RMB per trip. Female travelers have most demands for economy hotel, youth hotel, and motel, more than 70% of female wish to spend the lodging budget under 300 RMB.

16. Thank you ! Remark: the outbound tourism data are come from ‘Chinese outbound tourism development annual report 2015’