ETC-EC Chinese Travel Market Research Snapshot

Preparatory report for the2018 EU-CHINA TOURISM YEAR EUROPEAN COMMISSION Executive Agency for Small and Medium-sized Enterprises (EASME)Unit A1 COSMEContact:Valentino Izzo Research Snapshot on the Chinese Preparatory report for the2018 EU-CHINA TOURISM YEAR Executive Agency for Small and Medium-sized Enterprises (EASME) Europe Direct is a service to help you find answersto your questions about the European Union.Freephone number(*):00 800 6 7 8 9 10 11 (*)The information given is free, as are most calls (though some operators, phoneboxes or hotels may charge you). LEGAL NOTICE This document has been prepared for the European Commission however it reflects the views only of the authors, More information on the European Union is available on the Internet (http://www.europa.eu). Luxembourg: Publications Office of the European Union, 2017 ISBN978-92-9202-324-9doi:10.2826/048990EA-04-17-858-EN-N © European Union, 2017 AUTHOR OF THE STUDYKairos Future Table of Contents 1.Introduction ............................................................................................................................................ 91.1Country overview.....................................................................................................................................9 2.Economic overview of China.............................................................................................................. 102.1National economy................................................................................................................................. 10 2.2Spending power ................................................................................................................................... 112.3Online resources for further reading .................................................................................................... 13 3.Regulatory environment and travel and tourism policies............................................................... 143.1Regulatory environment of tourism ...................................................................................................... 14 3.1.1Government’s role in travel and tourism .......................................................................................... 143.1.2Passports and visa regulations ........................................................................................................ 153.1.3Holiday entitlement .......................................................................................................................... 15 4.The travel trade .................................................................................................................................... 174.1Structure of the travel trade.................................................................................................................. 17 4.2Online resources for further reading .................................................................................................... 19 5.Nature of outbound trips..................................................................................................................... 205.1Peak times in summer and around major holidays .............................................................................. 20 5.2First-time travellers still prefer group tours........................................................................................... 205.3A preference for mid-range hotels........................................................................................................ 215.4A large share of the travel budget is spent on shopping...................................................................... 215.5Millennials travel independently and seek authentic experiences ....................................................... 21 6.Recommendations for European tourism suppliers on how to do business with Chinese........ 236.1Obstacles to be aware of...................................................................................................................... 23 6.2Products to offer ................................................................................................................................... 236.2.1Find a niche...................................................................................................................................... 236.2.2Include contemporary elements in offerings .................................................................................... 246.2.3Combine authenticity with convenience........................................................................................... 246.3Channels to be visible in ...................................................................................................................... 256.3.1Before a trip: be active in online media, and build a China-adapted website.................................. 256.3.2During a trip: make it easy for vis