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An Analysis of the Tourist Flow in Chinas Outbound Tourism

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Title: An Analysis of the Tourist Flow in Chinas Outbound Tourism


1
  • An Analysis of the Tourist Flow in Chinas
    Outbound Tourism
  • Yanjun Xie Miao Li
  • (yxie_at_dufe.edu.cn)
  • School of Tourism Hotel Management
  • Dongbei University of Finance Economics

2
Topics of My Presentation
  • A Rough historical outline of tourism development
    in China
  • Composition of outbound tourism destinations of
    China
  • Volume, direction, and concentration of outbound
    tourism of China
  • Demand characteristics and consumption
    preferences of Chinese outbound travelers
  • Constraints and incentives for outbound tourism
    of China

3
1.A Rough Outline of History of Tourism
Development in China
  • Political Hospitality1949-1978
  • Modern Tourism Industry Since 1978
  • Priority of Tourism Development since
    1978Inbound International Tourism
  • The Focus of Tourism Development in the Early
    Time Foreign Currency
  • The Pattern of Tourism Development Inbound
    International Tourism First Domestic Tourism
    Second Outbound International Last.

4
1.A Rough Outline of History of Tourism
Development in China
  • The huge accumulation of foreign currency
  • The fast growth of inbound international tourism
  • The whacking boom of domestic tourism
  • The forthcoming outbound international tourism
    wave

5
FOREIGN EXCHANGE RESERVES
6
ANNUAL VISITOR ARRIVALS 19782007
7
OUTBOUND DEPARTURES 1993-2007 (TEN THOUS.)
8
DOMESTIC TOURISTS ARRIVALS1993-2006
9
The Development course of outbound international
tourism in China
  • The first stage (starting stage) 1983 -1996,
    featuring VFR and border area travel
  • The second stage (growth stage) since 1997.

10
2.Composition of outbound tourism destinations of
China
Time course and geographical distribution
of Chinese citizens outbound destinations
11
Detailed list of outbound tourism destinations
of China
12
Detailed list of outbound tourism destinations of
China
Table? Approved outbound destinations
13
3.Volume, direction and concentration of
outbound tourism of China
  • Volume of outbound tourist flow
  • WTOs forecast(1995)
  • Average annual growth rate12.8 in 1995-2020
  • Market share 0.9 in 1995 to 6.4 in 2020
  • From 2000 to 2007 the average annual growth rate
    of Chinese outbound departures is 21 .
  • The outbound travelers to Hong Kong and Macao
    account for almost 70 of the total departures.

14
Share of Outbound Tourist Flow in 2007
3.Volume, direction and concentration of outbound
tourism of China
15
3.Volume, direction and concentration of
outbound tourism of China
  • Directions of outbound tourist flows
  • Short-distance flows to North-East Asia and
    South-East Asia, and long-haul flows to Western
    Europe
  • Japan and South Korea are the two most important
    short-distance destination countries
  • the USA and Australia are the two most important
    long-haul destination countries
  • European countries become the most popular
    long-haul destinations for Chinese outbound
    travelers in recent years.
  • The top ten outbound destinations maintain
    stable
  • 1999 Hong Kong, Macao, Thailand, Japan, Russia
    US S. Korea, Singapore, N. Korea, Australia
  • 2007 Hong Kong, Macao, Japan, S. Korea,
    Vietnam, Russia, Thailand, US Singapore,
    Malaysia

16
The top ten destinations for outbound tourism of
China

17
The Concentration degree of outbound tourist flows
  • The proportions of Chinese traveler to Japan and
    South Korea were relatively large, each of them
    was more than 10.
  • The average CR of the top three, the top five,
    the top eight and the top ten destinations were
    31.1, 45.7, 61.0 and 65.7 respectively.

18
4.Demand characteristics and consumption
preferences of outbound tourists of China
  • International tourism expenditure continues to
    increase
  • WTO amount of international expenditure reached
    US24.3 billion in 2006 increased 11.5 ranked
    6th
  • AC Nielsen Company average expenditure per
    visitor US928, US1408 specially in Europe,
    ranked No.1 in Europe.
  • Visitors to Switzerland daily spending per
    person reached 500Swiss Frac, equals that of
    three German or four Dutchman.
  • Tourist spending items 45 on shopping, 21 on
    sightseeing,18 on entertainment.

19
Chinese outbound travelers for private purpose
increase dramatically
Comparison of Chinas outbound travelers for
private purpose and official purpose (million
persons)
Source The Yearbook of China Tourism
20
Chinese outbound travelers for private purpose
increase dramatically (chart)
21
In-depth Tours and Quality Products
  • There is a trend that In-depth Tour has much more
    market potential than Sightseeing Tour
  • Demand for Quality Products Emerges

22
Free Travel Increases
  • Huge potentials of Chinese tourism market are
    increasingly recognized
  • More and more countries choose to issue
    individual tourist visa to Chinese citizens and
    simplify the application procedure
  • Some countries tend to loosen their restrictions
    on issuing tourist visa
  • Free Travel was thus a burgeoning pattern in
    those countries mentioned above.

23
5.Constrains and Incentives for Outbound Tourism
of China
  • Outbound travel policy
  • In the early time actively developing inbound
    travel, appropriately developing domestic travel
    and restrictedly developing outbound travel
  • In 2005, CNTA adjusted the above policy to
    comprehensively promoting domestic travel,
    actively developing inbound travel and
    standardizing outbound travel.

24
5.Constrains and Incentives for Outbound Tourism
of China
  • Disposable income of Chinese residents increases
    with a double-digit annual rate in recent years.
  • The increase of the value of RMB Yuan against the
    U.S. dollar.
  • A huge population base with more than 100 million
    affluent residents live in cities or towns.
  • The narrowing of the rich-poor gap is to foster
    huge middle class tourism market in China.

25
Disposable Income of Urban Residents Increases
26
Holiday System Changed
  • Before 2008
  • Two days off in a week since 1995
  • Three week-long holidays (including Spring
    Festival, May Day Holiday, and National Holiday,
    which are called Golden Weeks) since 1999
  • Public holidays 10 days all together belong to 4
    legal holidays
  • After 2008
  • Three Golden Weeks became Two
  • 4 legal holidays became 7
  • Public holidays 10 days extended to 11.

27
Conclusions
  • Outbound tourism of China shows features of late
    start, fast growth and vast potential.
  • Concentration degree of the outbound tourism
    market is not high at present stage.
  • Asian countries and regions have been the main
    destinations for outbound tourism of China.
  • Europe and Oceania are the two popular long-haul
    destinations and Africa emerges as an new
    destination in recent years.
  • Developed countries are main destination
    countries (including Japan and South Korea for
    short-distance market, and the United States and
    Australia for long-haul market).
  • Quality of products is valued In-depth tour is
    replacing sight-seeing tour Free Travel is
    much more possible in some countries.

28
Three Welcomes
  • You Are Welcome to visit the University of
    Finance Economics (DUFE www.dufe.edu.cn ),
    which is one of the best four universities
    specialized in the academic field of Economics
    and Management in China.
  • You Are Welcome to cooperate with the School of
    Tourism Hotel Management (STHM
    sthm.dufe.edu.cn) in DUFE, which was ranked the
    second in 2006 among more than 500 universities
    with tourism programs in China.
  • Your Are Welcome to visit Dalian, which was
    ranked the First Three Best Tourist Cities in
    China, by both WTO and CNTA in 2007. The modern
    coastal city is situated in the North-East China
    close to Korea and Japan.

29
Thank You All for Your Attention !
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