CHINA - How is China outbound tourism potential viewed by its top tourism officials?

eTN, 10-5-2006

(An interview with a retired top tourism official from China)

The upcoming WTM-ChinaContact conference on bilateral tourism relations with China, is gearing up to be the most comprehensive collection of knowledge and expertise on China tourism sector ever assembled outside China.

A keynote speaker and chairperson of the session on bilateral tourism, Mrs. Shen Hui Rong, has until
recently held the position of Marketing & Communications Director General at China National Tourism Administration (CNTA) in Beijing. For over 27 years, Mrs. Shen played key roles in China rapidly developing tourism industry. She implemented China recovery program post-SARS and has negotiated tourism agreements, known as ADS, with overseas destinations. Her work in this area earned her the nickname s. ADS?

We have interviewed Mrs. Shen about China approach to outbound tourism and the role they see it playing in overall economic growth and social benefit to China. The views reflected are personal and do not represent any official body.

CC (ChinaContact): What is China outbound travel market potential?

SHR: As usual when something is big in China, the numbers mentioned are staggering. The World Tourism Organization forecasts that China will become the world fourth-largest source of outbound tourists by 2020 with more than 100 million departures each year. Outbound travel from China jumped 50-fold in 20 years. In 1997, when the first batch of ADS destinations were approved including Thailand, Singapore, Malaysia, Philippines and the Hong Kong and Macao Special Administrative Regions, only 5.32 million trips were made. The number became 16.6 million in 2002, 20.22 million in 2003 despite the SARS epidemic, 28.85 million in 2004 and 31 million in 2005. It is expected that 2006 will still see 34 million overseas trips (10% increase). China has already replaced Japan as Asia number one outbound travel market.

CC: What type of Chinese visitors will be coming to Europe in the next few years? How is the market going to be segmented?

SHR: According to the survey released in the Annual Report of China Outbound Tourism Development 2005, white collar and company managerial staff are the main source of outbound travel, making up half of the market. This is especially the case in Beijing and Shanghai. 80% outbound travellers are aged between 18-50 with high education. 45% of outbound travellers are from three-member families while couples or singles comprise 30%.

CC: How affluent are the Chinese visitors to Europe?

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