12 months on from the lockdown of Wuhan, we ask ‘When will Chinese tourists be back in Britain?’

This article, written by China Travel Outbound’s Managing Director, Helena Beard, appeared on the UK travel trade website, Travelmole, in January 2021.

China has successfully controlled the spread and impact of Covid-19 despite being the first country to have been affected 12 months ago. The number of recorded infections stands at just over 88,000 cases and 4,635 deaths have been recorded; incredible figures considering the population of China is more than 1.4 billion. As small outbreaks occur, entire cities are periodically locked down and the level of compliance is extremely high. Day to day life is much more normal now in China. But when can we expect to see these valuable, high spending tourists back in the UK?

The UK and the Chinese media – how is Britain perceived?

The UK hit the headlines in China at the beginning of the pandemic. While our government  discussed herd immunity, Asia scratched its collective head in confusion as to why the UK was not being locked down immediately. Our colleagues in China urged us to take the virus more seriously than our leaders, to get fit, lose weight and stock up on disposable masks, way before any of these messages hit our own news bulletins. There was then a long period where Chinese news was dominated by the situation in the USA and other countries. However, recently, the UK has been back as a ’hot topic’ on Chinese social media, Weibo, due to the new variant of the virus. 

On the plus side, the fact that the Oxford vaccine was developed here reinforces Britain’s position as the leading academic centre of the world, which will be positive for Brand Britain both in terms of international education and tourism from countries which value such things (particularly the Asian countries). Also, the emergence of various strains of the virus in other corners of the world eg South Africa and Brazil (and there are bound to be more), will lessen the significance of this individual variant and its prevalence in Britain. The news about vaccinations and the (hopefully) swift vaccinating of the British citizens provides great hope for the travel industry going forward.

However, that is not to belittle the seriousness of the current situation in the UK and the Chinese are very much aware that our country’s ‘performance’ vs Covid-19 in terms of infection rate and deaths is very poor. Whilst this continues to be the case, it is unlikely that the authorities will allow travel to and from the UK. There is currently a ban in place with no defined date when it will be lifted. This week, of course, the UK too has its own bans being implemented.

More generally, the international travel market from China is temporarily and effectively closed to all but the ‘exceptions’. Outbound tour operators are still closed and most staff have been redeployed to work in the domestic travel market (which is booming due to the pent up demand for travel). In many ways, this is good news. Those staff will return to international travel when it re-opens and, hopefully, there are not too many trade contacts who will be entirely lost to the industry.

Vaccinations in China

Beijing has begun its vaccination programme, aiming to have vaccinated all 21million+ citizens of Beijing by the end of March. Priority is being offered to students and business people who need to travel for study and work. This is a clear indication that the government of China values highly international trade and education. It has been reported that vaccinations are planned to reach 50 million people across 75 Chinese cities by Chinese New Year in mid February.

When will the Chinese start to return to the UK?

The short answer is that they will return when it is safe to do so. We do not believe that the image of Britain has been significantly damaged in China by its response to Covid-19 nor by Brexit and we are confident that there is still a high aspiration amongst Chinese people to visit the UK for all the reasons they have always longed to visit and study here (heritage, the royal family, culture, nature, education, home of the English language). But the Chinese government will decide when it is safe for people to come and that will depend entirely on how the virus is controlled, the roll out of the vaccination programme and the emergence of any new variants.

If all goes well, we can reasonably expect to see some FIT travellers returning to the UK this summer and students returning to universities in September. I think it is less likely that we will see a return of Chinese school children this summer on study tours as parents are likely to be more cautious. It is entirely possible that, during the Autumn and Winter season of 2021/22, the Asian market’s dislike of the cold British weather may be trumped by their desire to travel, creating an extraordinary peak season for this market.

It should be noted that there are other unknowns to consider. In a move that I fail to understand, VAT reclaim for international visitors to Britain was abolished on 31 Dec 20. This will doubtless make the UK somewhat less attractive than its European counterparts for all international tourists with an interest in shopping, but not least the Chinese. Perhaps this could be off set by any fall in sterling, but we don’t know how the pound is going to respond to Brexit in the longer term. And the political relationship between the UK and China is yet to play out following the US electoral result, the situation in Hong Kong, the UK’s stance regarding the treatment of Uyghur muslims, and any trade disputes.

Don’t ignore the Chinese student market

What does seem safe to say is that the USA’s relationship with China is worse than the UK’s. There is also a big issue of anti-Chinese sentiment and concerns over racist attacks in Australia. So international students, given the choice, are likely to choose Britain over America and Australia this year. In fact, 2020 (pre covid) research by New Oriental showed for the first time that the UK had moved into the top popularity spot as the most desirable destination for Chinese students, above the USA. In 2019, around 120,000 students came the Britain to study and their disposable income is five times that of a British student, so this is a segment with huge potential for UK tourism.

Read more about Chinese students and how to target them here.

Is it worth spending any money in China at the moment?

The short answer is yes, it is worth spending money on staying front of mind, on brand building, on placing reassuring messages that your attraction or destination is taking Covid seriously and is a safe and secure environment, and in maintaining relationships and loyalty with consumers, fans, followers, media and trade partners. It is not worth spending money on activity expecting to generate a short term return on investment.

We manage a number of Chinese social media accounts for our clients and these have been maintained throughout the pandemic. Despite the uncertainty, followers on Weibo for our larger accounts are still building at approximately 50% of 2019 levels. However, views are 5% up. But the most remarkable difference has been seen in engagements, where people have the time to get more involved in content and comment, like and share posts. Engagements in 2020 were a massive 45% up year on year on our travel Weibo accounts.  We are also seeing very good responses to the promotions we have been running with partners such as VisitBritain and Edinburgh Tourism Action Group.

This level of engagement and the clear desire to continue dreaming about travel, is why international destinations have continued to spend heavily on their Chinese social media accounts throughout the pandemic. Loyalty to China is also an extremely important factor in future success.

How many will come?

In terms of visitor figures, the Chinese market itself is likely to be smaller than 2019 for at least a couple of years. However, this is likely to be true of all international markets. Where the Chinese market will differ is that the ‘value’ of the market is likely to be higher, in terms of spend per visitor and environmental impact. China is one of the very few countries in the world whose economy is growing as we head into 2021. According to The Centre for Economics and Business Research, (CEBR) the Chinese economy will grow by 5.7% for the next five years. People in China still have money and they still want to travel. Fewer are likely to come, but they will travel to more diverse regions, travel differently and spend more money. They are going to be extremely valuable tourists for the UK. Students will also have spent a year learning online and saving their money. They are already an affluent segment. Next year, that affluence is likely to be even more marked.

I believe that one impact of Covid is that it has returned the tourism industry to a level playing field ie. there are opportunities for attractions, destinations, hotels which have not traditionally attracted the Chinese market to now position themselves as perfect for this market in a post Covid world. The rule book has been rewritten. It is not a foregone conclusion that, just because an attraction or hotel had a huge share of this market pre-covid, it will hold onto that share post-covid. The competition for this valuable market will be immense once it starts up again.

Marketing Britain to China

Travel and tourism businesses also need to consider another factor at play; the activities and plans of their national tourist boards. VisitBritain currently has no plans for a major advertising campaign in China for this year, nor is there a plan at this stage around the usual trade activities such as Destination Britain China. The focus for now is on the European markets, presumably to offset the impact of Brexit on Brand Britain and, perhaps understandably, to target what is seen as the ‘lower hanging fruit’ in terms of short term visitor numbers from neighbouring countries. This year, UK destinations, attractions and retailers in the Chinese market can not rely on VisitBritain’s activity to pull them through. If China was an important market to you pre-Covid, it is likely you will want to recover it post-Covid. It would be foolhardy to risk allowing the Chinese to forget you.

Chinese students in the UK: why YOU need to market to them

A record high of over 120,000 Chinese students studied in the UK in 2018-9, and they now make up the biggest single nationality amongst foreign students here. Chinese students benefit from generous allowances and are keen to enjoy the best of their host country. They’re especially eager to visit new places and they’re getting their inspiration not from UK media but from Chinese social channels.

International students have also been identified by China as a priority segment for receiving vaccines which, hopefully, will enable them to return to international universities in 2021.

So let’s look a closer look at Chinese students in higher education in the UK; who are they, and why should you be promoting your product to them?

Chinese students have lots of money to spend

Wealthy Chinese students studying abroad have annual allowances in the tens of thousands of pounds, making them a massive target for brands. Stories of Chinese students chartering private ‘planes to travel to and from university abound, and some calculations put Chinese students’ average disposable income at around £28,000.

And at a time when high-end retail is suffering, Chinese students continue to provide a rich source of shoppers for luxury outlets and gift shops at visitor attractions.

And they’re not just in London

Three out of the top ten universities by share of Chinese students are in the North, with the University of Liverpool alone hosting nearly 5,000 Chinese students in total. Nearby the University of Manchester hosts a similar number while the University of Sheffield welcomes around 3,700. Meanwhile Cardiff University is home to 3,500 Chinese students. With a national spread, all but the most remote of tourism providers can benefit in investing in activities to attract this cohort.

Chinese students like to travel 

China Travel Outbound’s research with Wonderful Copenhagen carried out in early 2020 found that more than a third of surveyed Chinese students in the UK had already been on a city break while studying here. And 25% planned to take another international city break during their time here. In fact, the average number of overseas city breaks already taken was three, with an average length of stay of 6.2 nights. 

And they will actively be looking for places to visit over Easter and the summer holidays

Limited flight capacity between the UK and China, and the possible requirement of quarantine on return to their home country, will encourage Chinese students to remain in Europe over the university holidays. So they’ll actively be looking for places to visit.

Chinese students are great advocates for your product

Studies show that Chinese students overseas continue to use Chinese social media such as Weibo, WeChat and Little Red Book rather than migrating to Instagram and Twitter. Our research with Wonderful Copenhagen found that fewer than 1 in 5 students used Instagram and fewer than 1 in 20 used Facebook. And the nature of the Chinese digital landscape and online connectedness of Chinese students and Gen Z means that those visiting are great advocates for your product, with influence far beyond these shores to their fellow netizens at home.

Chinese students can help you maintain a presence in Chinese digital channels when Chinese outbound tourists, including China’s Key Opinion Leaders, are in short supply, and help influence destination choice when outbound travel from China fully starts up again.

Chinese students often stay in the UK after graduating

Since the UK brought back the two-year post-study work visa in 2019, graduating overseas students have been allowed to stay in the UK for to work, or look for work, in any career or position of their choice for two years after completing their studies. With the chance to work overseas a big draw in studying in the UK, your chances of repeat visits, especially with visiting friends and family, make Chinese students an even more profitable prospect.

And the UK is now the number one choice for Chinese students who would like to study overseas

A July ’20 study by New Oriental Education, one of China’s largest educational firms, found that 47% of Chinese students would choose the UK to study abroad, with 37% choosing the US. This is the first time that the UK has overtaken the US as the top destination for Chinese students in this survey.

With China the single largest country of origin for international students worldwide, with over 600,00 Chinese studying overseas in 2018, the prospects for UK tourism to benefit from the patronage of Chinese students has never been brighter.

Contact us now for a no obligation chat about how we can help you attract Chinese students to your destination, visitor attraction or retail outlet today.

How can you reach this valuable audience?

We have a full range of services available to target Chinese students in the UK.

How to do business in China: the importance of guanxi

If you’ve ever made a business trip to China, you’ll have heard about guanxi. If you’re new to China and considering doing business there, you need to know about guanxi. So what is this key element of building relationships with Chinese business partners? What is the importance of guanxi?

Who you know is more important than what you know

It isn’t easy to directly translate guanxi into English but its approximate meaning is ‘social connections’ or ‘personal relationships’. Essentially it refers to the interpersonal networks of people we each build to help us succeed in our careers. And guanxi is key to being successful in business in China.

For much of Chinese history, guanxi has been the glue that has held society together. Traditional Chinese society was mostly rural and built around family and social connections, which are also emphasised in Confucianism. Essentially, it’s natural to do business with people you know. We might even characterise guanxi as ‘Who you know is more important than what you know’.

So how should you approach doing business in China, taking guanxi into account?  And can you create your own guanxi?

Creating your own guanxi

Is it possible for a non-Chinese person to create their own guanxi? Tony Evans did. Tony is Co-Founder of Bristol International College and Experio Life Ltd, a consultancy business specialising in educational travel for the youth market. With more than 30 years’ experience in education and a continent-spanning career, Tony is used to cross-border working and international collaboration. So he wasn’t phased by getting involved with the Chinese market. We spoke to Tony to hear more about his experiences.

In 2015 Tony identified untapped Chinese demand for international education. Working with a Chinese business partner in the UK, Tony selected and appointed a bilingual in-country representative. The local rep identified suitable schools and agents, arranged local introductions, and planned itineraries and every aspect of travel. Tony visited China two or three times every year, spending about 30 days annually travelling vast distances and holding many meetings in China to build relationships and establish that all-important guanxi.

The result? In 2019, 50% of Tony’s summer school students were from China – an increase from just 10% in 2016.

How to do business in China

So it is possible to create your own connections, or guanxi. But it’s a lot of work and commitment, and you need inside help.

  1. Have a trusted local partner

Work with a local partner to identify the right people to meet. The right person in China knows your market and industry, and will have the necessary connections to match you with promising business contacts.

  • Get introductions

Make sure you’re not approaching potential business partners ‘cold’. A written introduction from a trusted Chinese contact is the minimum; an inperson introduction is better.

  • Work with a local translator who is not just bilingual but bicultural

Use a translator who understands your industry jargon and can interpret cultural differences for you. Understanding cultural and linguistic nuance is vital to achieving results.

Many cross-cultural challenges in business

And tackling guanxi is just one cross-cultural challenge among many. Don’t forget:

  • Seniority is important. It’s vital that senior associates make contacts and nurture relationships. Don’t ever send someone who the Chinese might perceive as junior to a meeting
  • The Chinese don’t like to say no. Apparent agreement is often not what it seems
  • Meeting etiquette is important. What Westerners perceive as ‘small talk’ is crucial relationship-building

We can help you establish great working relationships with business partners in China. We are experts in promoting tourism brands in the Chinese market and have long-term relationships with the important Chinese media, Key Opinion Leaders (influencers) and travel trade. The travel specialists in our Beijing office have existing guanxi with many of your potential business partners – and can visit them in person to promote your product ready for when China’s 100 million plus outbound tourists start booking overseas travel again.

Contact us now for a no obligation chat about the possibilities of the Chinese outbound travel market and how we can help guanxi work for you.

Post-pandemic revenge travel takes to the skies in China’s Golden Week

Thousands of years ago China’s emperors worshipped the moon for bountiful harvests, and on 1 October Chinese people believe that the moon is at its very brightest and fullest. China’s landscapes are dotted with lanterns to light the way to good luck, and across the nation people give mooncakes, rich pastries filled with sweet-bean or lotus-seed paste, as gifts in the week-long Mid-Autumn Festival.

China’s Mid-Autumn Festival this year coincides with National Day on 1 October, creating an eight day Golden Week holiday which is widely seen as a test for China’s post-pandemic bounceback. In mid-September, online travel booking website Qunar was forecasting that the total number of domestic flights over the holiday would surpass 15 million, a ten per cent increase on 2019. Lower ticket prices, promotions and curbs on international travel are all contributing to this surge in domestic traffic.

Chinese domestic tourism reaching last year’s levels?

Mid-September had already seen the first sales figures showing tourism growth year-on-year. China’s hotel occupancy rates in the week to 12th September stood at +9% against last year; this marked the first year-on-year increase since the beginning of the pandemic. Meanwhile Alibaba-backed online travel platform Fliggy announced that hotel and airline bookings made in the week to 15th September outsold those made last year.

There is plenty of confidence in the domestic market. China’s largest mainland hotel operator  Huazhu has unveiled plans to open more than 1,600 new hotels this year and has just raised HK$6.07 billion (USD783 million) with a second listing in the Hong Kong Special Administrative Region. Hauzhu is aiming for a total of 10,000 hotels in China by 2023. And Hampton by Hilton has just signed its 500th property in China.

The Red Dragon’s economic recovery

It’s increasingly clear that there’s plenty of pent-up demand in China. Restaurants, hotels and airports are busy again. Luxury spend is bouncing back. Expenditure from China’s middle income segment is not far behind, with compact cars following luxury models in seeing sales rise to near last year’s levels.

In fact, The Organisation of Economic Cooperation and Development’s recent reforecast for China predicts that the country will experience growth of +1.7% this year. This would make it the only member of the G20 to see positive economic output in 2020. Prompt initial action against Covid-19 positioned China for a quicker recovery than many nations, and the OECD’s forecast of growth of +8% next year suggests a speeding uptick in spending.

Revenge spending and revenge travel

The recent surge in household expenditure has been characterised as “revenge spending” as Chinese people celebrate surviving the fear and death of the pandemic. Golden Week is the first real opportunity for “revenge travel” and all indications point to a population increasingly comfortable with ‘the new normal’ and willing to travel. Complaints on online forums about sold-out hotels and tourist attractions abound, and traffic analysis indicates plenty of China’s traditional Golden Week jams on major routes.

Winners of the Golden Week visitor numbers lottery so far include Sanya on China’s holiday island Hainan, with reported waits for check-in up to 40 minutes in recent days. Even in August, Sanya Phoenix International airport in Hainan was reporting arrivals up +4% year-on-year. Macau relaxed its entry requirements for mainland tourists on 23 September, just in time for Golden Week. On the mainland, weekend hotel availability is limited in many cities.

Travel in the age of coronavirus

To help meet this increasing demand, China’s Ministry of Culture and Tourism allowed tourist attractions and scenic sites to increase their capacity to 75% for Golden Week. In the age of coronavirus, this is of course combined with pre-booking, temperature checks, mask-wearing and social distancing protocols, helping both visitors and attractions to find new levels of reassurance of safety in travel.

The Chinese Outbound Tourism Research Institute compares the post-pandemic recovery to that which took place after the 2008 Wenchan earthquake in Sichuan. The Wenchan earthquake survivors showed similar inclinations towards revenge travel as they wanted experiences to bring them joy post-trauma. Elements which will help in the era of coronavirus include not just implementing anti-Covid 19 measures but effectively communicating them too.

China’s travel future

Traditionally one of the busiest times to travel in China, 782 million holidays were taken over Golden Week last year, and more than 7 million people travelled abroad. While 2020 levels may not quite reach these dizzying heights, China’s travel sector is unquestionably picking up. More than 90% of attractions are open, and so are over 75% of travel agents. While some of this is discount-driven, Chinese travellers’ increasing comfort with trip-taking bodes well for the future.

Professor Dr Wolfgang George Arlt of the Chinese Outbound Tourism Research Institute is confident that mainland China will remain the no 1 international tourism source market for many years to come. Economic and demographic developments, a growing middle class, more openness and increased ease of travel, and the easing or removal of visa restrictions will all contribute.

As Chinese tourists’ previously constrained holiday ideas take flight in the Middle Kingdom, interest in overseas destinations is rising too. While quarantine remains in force for international arrivals (including returning Chinese nationals), many tourism brands are maintaining awareness in the market through smart digital initiatives.

We can help maintain and increase your visibility to China’s travellers ready for the restart of international travel. Don’t let your competitors get ahead of you when the Chinese start booking overseas travel again. Contact us for a no obligation chat now.

China travel market update 21 September ’20

China’s domestic travel market is recovering strongly so far. Travel data analysts Forward Keys report that domestic arrivals reached 86% of 2019’s level in the second week of August, while domestic flight bookings hit 98%, with most bookings for travel in the same month.

Over 90% of China’s hotels and attractions are open. The Greater China hotel market is picking up at speed with destinations including Shanghai and Sanya, on popular tropical holiday island Hainan, showing a significant rebound in occupancy levels. And in further Chinese holiday island news, Macao has launched a promotional campaign to attract more mainland Chinese visitors to spur the recovery of the local economy.

China’s theme parks are booming [paywall] as the global restrictions on travel encourage the population to look for holiday experiences closer to home. China has around 160 large-scale theme parks ranging from international brands like Shanghai Disneyland to home-grown offerings such as Wuhan’s Happy Valley and Kunming’s Colourful Yunnan Paradise, with many more in development.

Hainan Airlines is operating charter flights from Chongqing to Manchester to bring new and returning Chinese students to the UK for the beginning of the 2020-21 academic year.

Meanwhile China’s August retail sales recorded an increase of +5% year-on-year, the first growth since the start of the Covid-19 pandemic. And China’s luxury market is thriving, partly driven by displacement of sales which would have taken place on overseas trips. Tiffany & Co reports retail sales up by +90% year-on-year in China in April and May. And new food experiences remain popular. New York’s lively burger bar brand Shake Shack opened its first outlet in Beijing in August and was met by queues around the block, despite pouring rain.

Quarantine rules remain in force for international arrivals, although it is expected that travel corridors are being negotiated with other Asian countries in preparation for Golden Week.

The Chinese Global Study Tour Phenomenon

What is a global study tour, who goes on them, and why are they so vital to the future of UK inbound Tourism?

As the world emerges from the coronavirus crisis, competition to reach the top of the desirable destination list amongst Chinese outbound tourists is going to be fierce. This autumn, the whole world will be fighting for its share of this huge and lucrative market, encouraging the Chinese to return for Golden Week, Chinese New Year, the May National Holiday and, of course, Summer 2021. 

The UK will be part of this race and I am sure we will do well, with our fantastic tourism products and strong China Welcome. However, there is one very important sector where we have very real potential to excel and surpass the competition if we just pay attention and understand the opportunity, and that is the global study tour market.

What is the global study tour market?

A global study tour is a trip abroad made by a school-aged child for the purpose of learning. There are four main categories of global study tour:

  1. The most common type of global study tour involves a group of children visiting a foreign country to learn something (usually the language) with some elements of sightseeing as part of the itinerary.
  2. ‘Camp education’ is common in the States, where students stay in a camp and confine their activities to the camp and its surrounding areas. The content is around education, with most courses offering a theme; sport, art, science, technology are all popular. Many of the summer schools favoured by high-achieving students applying to America’s best universities offer campsite programmes.
  3. A third option is the ‘School immersion’ tour, where the student has a curriculum based experience within a foreign school or university.
  4. The fourth type is aimed at students with a clear ambition to study abroad in the future. This type of study tour aims at enhancing the actual university application and is intended to give the student the best chance of success.

How big is the market and how much is worth?

Like all Chinese travel sectors, it’s big and it’s growing. According to iResearch data in 2018, the number of people who participated in a global study tour was 1.05 million, with an estimated forecast growth rate in the global study tour / camp education market of around 20%. Of course, the coronavirus will interrupt this growth in 2020. The per customer transaction ranges from around £2,300 up to £5,800 and the estimated size of the global study tour and global camp education market in China is around RMB 94.6 billion (£10.5 billion).

Size of Chinese global study tour market
Image : iResearch

Image: iResearch

The market is still relatively immature. The penetration of the study tour industry is reported to be low at around 16%, and distribution is still fragmented, with a large number of tour operators having small shares of the market. For example, New Oriental, one of the leading players in this field, has only a 1-2% market share and most of the companies in the sector are SMEs with revenues below RMB 10 million (iResearch, 2018).

The biggest growth is forecast to be seen in the primary school sector.

The expectation is that although the biggest sector of students undertaking global study tours is currently those at secondary school age, the biggest growth is forecast to be seen in the primary school sector. This reflects the population development of young children since the lifting of the one child policy in China.

Why are global study tours so popular in China?

The Chinese middle classes are looking beyond day to day work and family life, and seeking richer cultural experiences, self-improvement, culture, entertainment and, very importantly, education. Travel is an investment in the future of their children and is often undertaken as a way to educate further, and to check out possible options for future overseas high school and/or university education. Travel broadens the mind, but it also offers the practical purpose of competitive advantage on a university application form. And all this in the context of the child who is still unlikely to have many siblings and certainly no cousins to compete with for the discretionary spend of the doting grandparent. What better way to spend your money than investing in your grandchild’s education?

What is the opportunity for the UK?

The most popular places to travel to for global study tours are United Kingdom, USA, Japan, Australia, France, Singapore, Canada, New Zealand, Thailand and Switzerland (Tuniu.com, 2019 Summer Global Study Tour Trends Report). According to C Trip, South East Asia is seeing strong and rapid growth over the last two years which Zhao Yao, C Trip’s Study Tour director attributes to low prices and a proliferation of European and American teachers working in South East Asia, offering great value access to language education. South East Asia also offers the benefit of volunteer work, especially on environmental projects.

One of the most popular reasons for embarking on a global study tour is to prepare the child for a future at an overseas university…”

One of the most popular reasons for embarking on a global study tour is to prepare the child for a future at an overseas university and, it remains the case that the USA, the UK and Australia lead the way in welcoming Chinese students at their universities. And this is the real opportunity for the United Kingdom. 

According to The Guardian, in 2019, applications from Chinese students to study at UK universities increased by 30% year on year, and Chinese students are now the largest group of international students in the UK’s universities. But the opportunity is bigger still and, like many things in China, it comes down to politics.

The trade war with the USA and the poor relationship with President Trump are driving Chinese tourists and students away from America. At the same time, China’s relations with Australia are also deteriorating, with arguments over trade tariffs and anger from Beijing over Australia’s call for an independent investigation into the origination and handling of the coronavirus by China. 

Chinese people are hugely influenced by politics and the direction of their President. Any further breakdown in Sino-American and Sino-Australian relations leaves a path open for the United Kingdom to welcome more and more Chinese study groups and students to our shores.

What are the challenges?

So what does the UK need to do to maximise on this opportunity? Our team in Beijing has been speaking to two of the major players in this market and you can read the full interviews here. In summary, the agents are willing to hear from the UK and believe in the destination. They identify the most important priorities are to increase the options for study beyond the pure language courses, to focus on the promotion of our cultural heritage in order to compete with more famous attractions of the USA, to expand our promotion of the regions, universities and cities beyond London, to find ways to compete on price with the States, and to improve communication of product, benefits and tours to the Chinese travel trade, through marketing, sales missions, roadshows and trade communication.  It is also important for our top museums and attractions to create bespoke tours and products which can be offered flexibly as part of the study tours, and that they have Mandarin speaking staff who are able to deliver educational tours to the children on-site. If our attractions can make it easier for the Chinese tour operators to work with them during the summer months, and can deliver a really world-class service to these study tour groups, the demand from the Chinese travel trade is real and valuable. 

It is clear that the United Kingdom has some way to go in terms of product development and communication of our study tour offering, but the opportunity is real and ours for the taking. I hope the pause that has resulted from the Coronavirus crisis will offer our museums and attractions an opportunity to redevelop their offering, communicate with the Chinese specialist operators, and prepare for the inevitable surge in interest for Chinese study tours arriving next summer. It is an opportunity they would be foolish to ignore.

Are Chinese tourists becoming more responsible travellers?

Throughout 2019, the outbound Chinese tourism industry continued to prosper and expand, with an increasing number of worldwide travel destinations breaking into this incredibly lucrative market, offering many more reasons to fly. According to data from the China Outbound Tourism Research Institute, in 2008 there were 43.8 million overseas trips made by Chinese tourists, just ten years later in 2018 this number had skyrocketed to 149.7 million and, it is estimated that the Chinese outbound tourist market will be worth $270 billion by 2025. In addition to this, President Xi has expressed great ambitions to open the skies and promote more flights to and from China. In September 2019 he announced the much-anticipated opening of Beijing’s Daxing International Airport. This new airport will be the key to enabling international inbound and outbound travel, acting as a pivotal air traffic hub. Already, it operates over 100 routes and connects to around 112 destinations worldwide. However, in the wake of the climate movement, this ever-growing outflux of Chinese tourism has caused some concern. Not only because of the flight emissions, but also because of some assumptions that the Chinese are less concerned than some other nations about their impact on the environment. 

China has struggled with pollution in the past, but arguably the extent of this pollution has been exaggerated by the media in other parts of the world. For example, images of a heavily polluted Beijing that were shared extensively via the media throughout the earlier part of last decade. Famously, in 2014 The Daily Mail published an article claiming that the pollution in Beijing was so bad that people were having to watch the sunrise on a giant LED screen in the middle of Tiananmen Square. This article was accompanied with a grainy image of a dystopian, smog-soaked Beijing where a handful of people were watching the virtual sunrise emerge. The article went viral, and a number of other prominent news outlets including Time, CBS News, and the Huffington Post published the same story. A week later technology news website, Tech in Asia, furiously disproved this story, explaining that the sunrise was actually part of an advert for tourism in China’s Shandong Province, and had nothing to do with pollution.  

Similarly, when some media outlets have written about Chinese tourists, their environmental impact has also been a point of focus and concern, with Chinese tourists sometimes being portrayed as irresponsible. For example, there have been tales of excessive waste, with viral stories of tourist groups overfilling plates at all -you- can-eat buffets and then leaving piles of uneaten food. Other articles have complained that Chinese tourists act in an uncivilized manner and disrespect the environments that they visit. For example, there was the famous incident in 2013 of Chinese teenager, Ding Jinhao, defacing an ancient Egyptian temple, sparking outrage and a backlash against Chinese tourists for their misbehaviour abroad. Despite the fact that isolated incidents such as this do not reflect Chinese tourists as a whole, if you Google ‘Chinese tourists’ you will be met with numerous articles and videos which name Chinese tourists as ‘rude’ or ‘unruly’.

It seems the singling out of Chinese tourists by some media outlets has, at times, created an unflattering and negative stereotype of the Chinese traveller, and this includes their impact on and regard for the environment. 

In a recent Oliver Wyman survey entitled, ‘The Changing Face of the Chinese Traveller’ the author lists four common beliefs about Chinese tourists which include ‘They spend indiscriminately’ and ‘They are always in groups’. These beliefs have ignited concerns around over tourism and over-consumption. However, there is evidence to disprove these images of the Chinese traveller. In recent years the Chinese have expressed their desire to improve sustainability and reduce their impact on the planet both at home and overseas, and action is being taken in order to make these desires a reality.  

Increasing demand for sustainable tourism 

In November 2019, Gillian Tans, the chairwoman of Booking.com reported to CNBC that the demand for sustainable tourism and responsible travel alternatives was drastically increasing amongst Chinese tourists. A study conducted by Booking.com found that 79% of Chinese customers would be happy to change their selected holiday destination if they were offered an alternative that was better for the environment. Furthermore, Tans expressed how Chinese tourists are beginning to opt for alternative and more sustainable accommodation choices such as home sharing, which now accounts for 20% of Booking.com’s overall revenues. This kind of accommodation is more flexible as well as environmentally friendly, Chinese travellers can cook their own food, which will subsequently produce less waste. It also allows them share in large groups for a cheaper price, an arrangement which suits large multi generation family travel groups. These kinds of choices made by cost aware and progressively savvy Chinese travellers are setting new trends for future Chinese tourists. Furthermore, these statistics show that a growing number of tourists are veering towards making sustainable decisions when travelling. 

Shopping locally and travelling small

For a long time, the Chinese have been known for their love of shopping, with discounted fashion destinations such as Bicester Village considered to be a prime UK destination spot. In 2018 alone, the global spend by Chinese tourists came to $277.3bn, the highest in the world. However, over the past couple of years there has been a shift in terms of what Chinese tourists want to spend their money on.  Gillian Tans highlighted the growing trend amongst Chinese tourists for shopping locally and eating locally produced foods when abroad, she explained that these decisions are made as a way of knowing what kind of impact they are having on the destinations that they travel to.

This desire to ensure that they are making a positive impact on tourism in the local market reflects how travelling and shopping habits amongst some Chinese tourists are changing and becoming more environmentally motivated.

In addition to this, many young affluent Chinese travellers are now favouring other activities besides retail. There are more Free Independent Travellers (FITS) than ever before, and this category of traveller favours cultural experiences and private personalised tours that they can share across their personal social media platforms i.e. WeChat and Weibo. As a result of this, the traditional tour style of travelling in large groups on a hop on hop off tour bus trip complete with extensive shopping excursions are declining in market share. Instead, many Chinese travellers prefer tours at cultural hotpots in smaller, more intimate groups. This is highly beneficial for popular wildlife destinations such as Scotland, which is known and favourited by the Chinese for its natural beauty, as it will prevent these areas becoming too overwhelmed by large groups of tourists. Furthermore, the decrease of interest in material goods is positive in terms of reducing the carbon footprint of Chinese tourists. 

Awareness and protection of wildlife

The Chinese are quickly becoming more concerned about protecting animals and wildlife, both at home and overseas.  In 2015, Northwest China’s Qinghai Province was given approval to build the Sanjiangyuan National Park, it was one of the first provinces in China to trial the national park system. In August 2019, the first forum on national parks was held in Xining and 450 representatives from regulatory agencies, experts and scholars from China and overseas attended. They discussed topics such as construction and management of nature reserves, biodiversity protection, and the future of natural heritage sites. The aim of this is to attract people from all over the world to come and see China’s national parks in order to learn about its wildlife and experience its natural beauty in a way that will still protect biodiversity. 

There are also cultural shifts occurring in light of the actions taken by conservationists to protect wildlife. Shark fin soup, once one of the most famous Chinese delicacies, is now becoming frowned upon by many due to its wastefulness and impact on shark species. For some time, sales of shark fin soup have been decreasing, back in 2014 the Guardian had already reported a 70% drop in sales. The dish, which was often consumed during special occasions such as weddings and high-class events, was banned by the government from being served at state events in 2012 as part of an austerity campaign. Since then, a number of other factors have contributed to the reduction of this once highly successful business. For example, the awareness created by conservationists that 100 million sharks were being killed each year, leading to the decline in some shark populations by as much as 98%. Additionally, high profile celebrities have spoken out against the shark fin business, most notably former basketball star Yao Ming, whose awareness campaign on the impact of the shark fin industry has greatly influenced the decrease in consumption of this dish. Celebrity influence is China is strong, and it is very positive that high profile Chinese celebrities like Ming are using their status to influence the minds of the Chinese people, who frequently respect the celebrity opinion above others.

Overseas, a portion of Chinese tourists are beginning to take their impact on nature into consideration when making holiday decisions. Between 2016 and 2019, there was a 13 percent and 26 percent reduction in elephant rides taken and shows watched by Chinese tourists across destinations in Thailand, respectively. This was discovered by a survey conducted by the World Animal Protection (WAP) in August 2019. The survey also revealed that 77% of Chinese tourists interviewed from 15 main tourist counties in Thailand said they would rather see animals in the wild, and 84% said wild animals should live in the wild rather than in captivity. This data reflects how wildlife friendly tours are steadily becoming more favoured by Chinese tourists which is an environmentally positive development in Chinese outbound tourism. According to China Daily, WAP released survey results in May 2019 showing that more than 90% of Chinese travellers participating in overseas wildlife tours said they would reject activities that could be harmful to wildlife. Again, celebrity influence and the media are highly accountable for driving these decisions forward. The 2017 documentary, Black Elephant, by Shanghai director Zhang Chaodao has now been viewed millions of times, the film exposes the brutal cruelty and mistreatment of elephants in Thailand for the sake of tourist entertainment, and has played a role in the decline of this activity. 

The newfound interest in Antarctic vacations amongst affluent Chinese tourists in 2019 was also accompanied with awareness around the impacts of tourism on even the most remote of environments. An article published by Lifestyle Inquirer in November 2019 followed the experience of a Chinese traveller, Yu Tong, on her trip to Antarctica for her 30th birthday. Throughout the trip, the tour guides made everyone aware of the wildlife and all visitors had to disinfect their shoes and stay at least five metres away from any animals. Yu Tong came away from this adventure with more awareness and understanding of environmental protection, and consequently applied this to her day to day life. For example, she began taking public transport more often and buying less luxurious products. This kind of media angle is becoming more frequent in terms of encouraging more awareness amongst Chinese tourists regarding sustainable travel.

The positive lifestyle changes taken by Yu Tong after her trip reflect how with the right kind of education and approach from the media, Chinese tourists can share this knowledge and inspire others to make environmentally conscious decisions. 

Conclusion 

These outcomes show how progress is being made and actions are being taken amongst the Chinese to improve sustainability and reduce their carbon footprint. We know that the initiative and willingness to make a difference is already there but there are certainly improvements to be made, so how can we also help to influence further change? For certain, China is a collective society and following the lead of influencers is a huge part of Chinese consumer behaviour. Celebrities and Key Opinion Leaders (KOLs) can make a difference to trends, opinions and ultimately, action. A prime example of this is Chinese superstar, model and actress, Angelababy, who has been speaking out against the excessive trafficking and killing of Pangolins across Vietnam and China. For a long time, Pangolin meat was considered a delicacy in China and their scales were used as a medicine for chronic conditions such as cancer. Around 100,000 Pangolins are poached each year. Since 2016, Angelababy has been an ambassador for WildAid and has used her celebrity influence to put a stop to this cruel trade and raise awareness of its consequences. With a Weibo account of over 60 million followers, she is China’s equivalent to the Kardashians in terms of her status. This means that her ability to influence is extremely powerful. Since 2017, all Pangolins have been fully protected from cross-border commercial trade under international law. This would not have been achieved without the influence of Angelababy and shows how involving a high-profile celebrity in animal and environmental protection campaigns can cause a great impact and bring about drastic changes in attitude. Whilst government initiatives will always be the best way to enforce change, involving celebrity faces in future campaigns to promote sustainability will result in further positive changes in consumer attitudes and actions.

For more information about China Travel Outbound, please visit www.chinatraveloutbound.com or contact us. 

Bon Voyage! Chinese tourists are setting sail

7 million Chinese tourists are estimated to be travelling abroad during the upcoming Chinese New Year, but who’s to say they will be travelling by plane? With the rapid growth of China’s FITs who seek fulfilling and authentic travel experiences, cruise trips are gradually becoming a popular way for Chinese tourists to see the big blue world. With China’s biggest holiday on the horizon, we thought this to be a great opportunity to analyse this trend, identifying the key cruise operators providing cruise trips for Chinese travellers, where Chinese tourists take cruises, and how to accommodate them on-board.

The market has potential

It’s an exciting time for China’s cruise industry – the country’s cruise liners are beginning to realise they need to go further afield to satisfy their customers. As the industry continues to develop, it is expected to become “the largest cruise market in the world.” This will depend on whether the industry can harness the huge potential of the Chinese travel market, who made an estimated 140 million overseas trips in 2018.

It is estimated that the capacity of China’s cruise lines will decline 4.4% in 2019. The two major reasons for this are the knock-on effect of 2017’s Chinese travel ban to South Korea, and the absence of routes with diverse destinations – the majority of cruises setting sail from China’s coasts stop off in South Korea and Japan, missing out exciting Southeast Asian destinations such as the Philippines and Vietnam. This is to say, despite the demand, cruises from China simply lack the variety of destinations enjoyed by cruise trips around Europe and North America.

In response, many companies are making considerable efforts to bring Chinese holidaymakers overseas to embark on their first cruise experience. Royal Caribbean Cruises was the top ranked brand in a ‘Best Experiences’ customer satisfaction survey, conducted by brand experience agency Jack Morton, where Chinese consumers were among the 6,000 surveyed. Furthermore, the brand is among the most popular in China’s cruise industry, and in 2019, they will launch their Spectrum of the Seas cruise line that aims to provide high-quality experiences “specifically tailored to Chinese guests.” The cruise line, which will sail from Barcelona to Shanghai across a 51-night voyage, will entertain over 4,200 guests with virtual reality experiences, luxury dining offering both Chinese and Western cuisines, and the largest indoor sports and entertainment complex ever to set sail. This level of commitment to the China market by such a major brand is testament to the huge potential of the China cruise market.

Costa Group Asia, a major cruise operator in Europe and Asia, will launch its first ship designed specifically for the Chinese market in 2019. The Costa Venezia aims to provide an immersive Italian experience for Chinese travellers and its 5,100 passengers with boutique shops selling goods from luxury Italian brands, a theatre evocative of Venice’s iconic Teatro La Fenice and an atrium inspired by St. Mark’s Square. The cruise will set sail on a 53-day voyage in March 2019 covering the Mediterranean, the Middle East, Southeast Asia and East Asia.

Furthermore, Costa Cruises are evidently committed to improving their ‘China Welcome’. In 2018, the company partnered with football club Juventus to provide unique “football at sea” experiences especially for Chinese guests boarding its Costa Serena cruise liner. The experiences include the Juventus Museum decorated with trophies and club memorabilia, and a mini football academy for children to hone their skills. In addition, in 2017, Costa Serena was the first Costa Cruise to allow Chinese guests to pay using Alipay mobile payments.

Likewise, Princess Cruises, owned by the same corporation as the Costa Cruises Group, announced in December 2018 that it will introduce Alipay and WeChat Pay mobile payment systems on its North American cruises, being the first cruise liner to do this. Thus, if cruise companies want to welcome more Chinese travellers on-board, they need to show that they are making an effort to accommodate them. This is evidently paving way for competition between the major cruise companies who are acknowledging the potential of the China market and are targeting Chinese tourists with unique experiences offered only by their cruises.

Indeed, exciting, one-of-a-kind experiences like these are exactly what travel and culture hungry Chinese tourists are looking for, and could go a long way to bringing Chinese tourists away from airport terminals and back to the docks. Approximately 2.5 million Chinese outbound global travellers took cruise trips in 2017, but this is expected to rise to 8-10 million by 2025.

Venturing to the End of the Earth

Over the past few months, you may have seen a plethora of articles about a growing number of Chinese travellers embarking on cruises to Antarctica. Today, China is Antarctica’s second-largest tourism market, having welcomed 8,273 Chinese visitors in the 2017-18 season, and approximately 90% of Chinese tourists visiting Antarctica choose to travel there via cruise (only 1%  directly fly to the South Pole). Perhaps the credit lies with Ctrip who provide nearly 200 Antarctic products on their platform and over 20 ships to choose from.

However, this adventure isn’t cheap, and appeals largely to group travellers who can afford to take extended time out of work. Figures from 2018 indicate Chinese tourists spent an average of 23 days on Antarctic tours, spending between $7,000 and $16,000 USD. Nevertheless, it seems money is no object for Chinese tourists looking for unusual yet fulfilling experiences that deliver ‘face’ status – on Ctrip, most Antarctic cruises for January and February have sold out, and the agency has increased its Antarctic products by 30% this year to meet the demand. This reinforces that unique travel experiences like these are becoming increasingly more important to Chinese travellers.

River cruises are making huge waves in accommodating Chinese guests

Idyllically cruising down one of the world’s most famous rivers and taking in its beautiful scenery is a popular travel experience, and certain river cruise companies are recognising the huge potential of attracting Chinese tourists to these experiences. In 2016, Viking Cruises announced its first step in the China market by dedicating two of its Europe river ships for Chinese travellers. The ships, which both set sail in 2017 along the Rhine and Danube rivers respectively, were fully staffed with Mandarin-speakers who made up all their hotel crew, included Mandarin signage, and a cuisine designed by a ‘Master Chef China’ judge. Furthermore, each ship assigned eight Mandarin guides to groups for their ground programs.

Viking were this committed to their ‘China Welcome’ to ensure their Chinese guests’ concerns about the language barrier, transportation and food and services were eliminated, and it seems to have paid off. Both cruises are still running, with Viking dedicating 100 tours for them in 2018, and the company now expects its cruises targeting Chinese travellers to account for half of their European river cruises in the future. Chinese guests on Viking’s Mandarin-language cruises can now also join a dedicated WeChat group to receive updates and share photos taken during the trip with each other.

This shows that, if their travel needs are accommodated for, there is an innate desire among Chinese travellers to experience a variety of destinations in the luxury and comfort of cruise tours, and there is definitely huge potential for them to become one of the authentic travel experiences they crave.

Chinese tourist spending – opportunity for land and sea

Chinese tourists have a strong spending power for duty-free shops; 40% of Chinese travellers purchase duty-free goods with an average receipt of $232, higher than the $146 global average. China’s cruise industry seems to have acknowledged this, and is redeveloping its cruise terminals to match the quality of services the best airport terminals provide. Shanghai’s Wusongkou International Cruise Terminal is undergoing redevelopment to transform into a “potential tourist attraction” itself, replacing its once solitary duty-free store with a duty-free shopping complex stocking high-end goods. Furthermore, the city plans to introduce linkages between cruises, airlines, trains and buses, to not only improve convenience of travel but to encourage Chinese tourists to visit the cruise terminal for their shopping needs alone. Perhaps overseas destinations should acknowledge this redevelopment and capitalise on Chinese tourists’ spending power by looking to provide more, and better, shopping facilities at their cruise ship ports (and if they accept Chinese mobile payments, even better!).

Reeling it in

As cruise companies are becoming increasingly aware of the opportunities arising from China’s outbound tourism market, competition has ensued to ensure their ‘extra steps’ to accommodate Chinese travellers are being recognised inside-and-outside the industry. Perhaps this is why Viking Cruises’ Chinese traveller focused river cruises are the most publicised and prominent in their field – it will be interesting to monitor whether competing river cruise operators will follow suit and introduce more Mandarin-language services. Cruise companies can use all the PR they can get when it comes to the China market.

One way to promote your Chinese tourist friendly cruise trip would be through hosting an influential Chinese Key Opinion Leader, who could not only blog about the wide variety of destinations visited throughout the journey, but most importantly, describe in detail the facilities and services on the cruise that accommodate Chinese guests and where these can be improved. If an influential KOL tells their audience “this particular cruise line makes the extra effort with its Chinese guests” in a blog that reaches the home pages of China’s key travel platforms, this would no doubt put them on the radar for adventurous Chinese travellers.

If you are interested in finding out more about marketing your cruises to the Chinese, including the benefits of hosting a Chinese KOL, please feel free to contact us for a chat.

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Are Chinese tourists the new adventurers?

Chinese tourists are becoming more independent

In 2017, it is predicted 135 million Chinese tourists will travel abroad, making China the world’s largest outbound travel market. This has the potential to increase to an estimated 234 million Chinese overseas travellers by 2020. However, an ever-widening gap between Chinese tourists travelling abroad in groups, who are likely to be first-time overseas travellers opting for the comfort and convenience of organised group tours, and Chinese free and independent travellers (FITs), who are willing to venture off the beaten path to uncover unique and exciting experiences, is becoming more evident.

Reportedly, Chinese FITs make up most of the growth in Chinese outbound tourist numbers in 2017. 40% of these travellers are fully independent, another 40% are semi-independent, and the remaining 20% are tourists who rely on package holidays, but do not travel in big groups.

Switzerland is currently observing a rise in Chinese FITs. Data from Swiss Quality Hotels, Switzerland’s largest hotel chain, shows a 144.5% increase in the number of individual Chinese travellers who visited the country in January and February of 2017 compared with the same months in 2016. In addition, 12% of bookings for Swiss Quality Hotels were made on the same day of arrival, which indicates some Chinese FITs are willing to flavour their travel experience with spontaneity.

Earlier this year, Skift reported 70% of Chinese outbound travellers made their own travel arrangements or purchased travel packages for their first trip abroad, but became increasingly more confident to venture out independently for subsequent trips.

Different city, different people

As Chinese travellers become familiar with a foreign destination through multiple trips, and acclimatise to its cultural differences, they begin to venture outside the comfort zone of holiday packages and organised group travels.

This reveals the differences in travel behaviour between Chinese outbound travellers living in first-tier and second-tier cities. Residents of first-tier cities, such as Beijing and Shanghai are generally more experienced with independent travel than second-tier city residents.

China Luxury Advisors’ co-founder, Renee Hartmann, claims the majority of growth for Chinese overseas group travel comes from residents of second-tier cities, such as Chengdu and Wuhan, who are mainly first-time travellers. This is mainly due to the recent introduction of direct flights from these cities to overseas destinations. France is the most popular European destination among second-tier city residents, who account for 40% of all Chinese travellers visiting the country. Also, second-tier city residents typically spend more overseas than their first-city counterparts, showing that they take advantage of their first journey abroad.

Desire for ‘better travel experiences’

China’s perception of the importance of health and wellness is a significant factor in fuelling a desire to seek better travel experiences. According to Amrita Banta, the managing director of Shanghai-based Agility Research and Strategy, China’s affluent classes are becoming more adventurous as they increasingly adopt active and healthy lifestyles. A report conducted by the firm, which focuses on high-end consumers, found that China’s top earners ranked ‘travel experiences’ as the third-greatest incentive for travelling abroad, behind shopping for cosmetics and designer clothing.

Indeed, the lure of shopping as the primary motivator for Chinese outbound travel is diminishing in favour of unique and exciting travel experiences. Hotels.com and ISPO found the proportion of Chinese tourists who travelled for shopping decreased by two-thirds in 2016, and one-third in 2017. Instead, according to a Financial Times Confidential Research survey, the Chinese are spending more on dining, accommodation, and entertainment, a rise from 31% to 44% since 2013, to satisfy their desire to experience more from the countries they visit.

Adventure tourism is on the rise

It is estimated that over the next three years, Chinese overseas adventure, polar, and road trips will increase by 52%, 38%, and 75% respectively. New Zealand evidenced a 60% increase from 2013 to 2014 of visiting Chinese FITs, primarily for their leading skydive businesses and other renowned adventure activities. Reportedly, 14% to 19% of Chinese tourists planning on visiting New Zealand are doing so because of such extreme activities. Since New Zealand’s skydiving companies are struggling to reach the high demand, this had led to a shortage of licensed instructors. With the country’s unpredictable weather, Chinese travel agents ensure two bookings slots are made for skydives to reduce the risk of alienating Chinese visitors with sudden cancellations.

Tourism New Zealand found 71% of Chinese tourists would like to go hot air ballooning when in the country, among a list of other activities including abseiling, paragliding, and white-water rafting. This is due to younger Chinese travellers taking advantage of affordable flights and relaxed visa restrictions to experience activities which have little-to-no market in China.

Likewise, Morocco is witnessing a growth in Chinese FITs. According to the China Travel Academy, since the removal of visa restrictions last year, Morocco has attracted three-times as many Chinese tourists since May 2016.

Alaska’s vast wilderness and natural beauty has also become a popular tourist destination among young Chinese people travelling to the US for the second time, exceeding visits to Los Angeles and New York. This is emblematic of a recent surge in popularity for polar tourism among Chinese FITs. This year, Chinese tourists travelling to Antarctica accounted for 12% of an estimated 46,000 annual visitors. Father Christmas also saw a fair share of attention; Finland’s Lapland measured a 92% increase in overnight stays by Chinese visitors in 2016.

Keep it real

Evidently, Chinese FITs are clamouring for niche tourism experiences. In response, a leading Chinese tour operator has warned against attracting too many Chinese groups to overseas attractions, mainly to prevent overcrowding, but also to ensure an attraction’s authenticity is not compromised as a result.

One of the key appeals of overseas travel for Chinese tourists is the ability to share their unique experiences with friends and family back home through social media. The majority of Chinese FITs use social media and travel review sites, such as Ctrip and Mafengwo, for travel recommendations, and they depend upon user reviews to inform their own overseas travels. As a result, Chinese tourists are becoming increasingly enticed by attractions which appeal to fewer visitors than your typical tourist traps.

The Chinese outbound adventure tourism market is growing at a rapid rate. With China due to host the Winter Olympics in 2022, and with Chinese President Xi Jinping attempting to convert 300 million Chinese people to winter sports, the push for adventure tourism among Chinese travellers has never been more dramatic.

Professor Dr. Wolfgang Arlt, COTRI, told guests at the Chinese Tourism Leaders’ Dinner in London this month that the Chinese are looking for unique experiences that they cannot find in China, such as stargazing, mushroom and blueberry picking, and a slice of authentic daily life and culture. The passion among China’s FITs to seek out authentic experiences has certainly created exciting opportunities for international tour operators.

If you are involved in adventure tourism and you want to attract more Chinese visitors, please contact us for a chat.

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