Chinese Tourists Spend US$229 Billion in 2015

PR63060

NUREMBERG, Germany, 14. Jan, 2016/PRNewswire=KYODO JBN/--

    - China hits 109 million outbound tourists     

    - South Korea and Thailand overtake Hong Kong as most popular

destinations     

    - Europe beats North America as most popular destination outside of Asia

    GfK's latest analyses of the Chinese market shows that China produced 109

million outbound tourists in 2015 - with retail spend of US$229 billion. This

is a key milestone in China's outbound tourism history.

    These statistics consolidate China's position as one of the top global

sources of tourists, in terms of both number of trips and money spent during

international travel. At the same time, there have been profound changes in the

behavior of the typical Chinese traveler, with Chinese Millennials firmly

established as the core drivers of China's outbound tourism spending.

    Chinese travelers looking for new destinations

    Up until 2013, Hong Kong was the preferred destination for China's outbound

tourists, driven by its cultural similarity, lower travel costs and

accessibility via short-distance travel. On top of this, Hong Kong offered a

shopping paradise, and that was a strong motivating factor for Chinese tourists

at that time.

    But since 2014, increasing numbers of China's outbound tourists have been

opting for other destinations that offer historical and cultural experiences,

as well as shopping.

    By the start of November 2015, the top five favorite destinations for

Chinese travelers (counting air and overnight visits), were South Korea

(representing a traveler increase of 112 percent since 2011), Thailand (up 263

percent), Hong Kong (up 37 percent), Japan (up 157 percent) and Taiwan (up 54

percent).

    Europe remains the most popular destination for Chinese travelling outside

of Asia, showing an increase of 97 percent in the number of air and overnight

visits in the last four years. This is followed by North America (up 151

percent) and the Middle East (up 177 percent). Africa remains the destination

least visited by Chinese tourists - but with signs that this could be changing,

as visits have risen by 306 percent rise since 2011.

    Laurens van den Oever, global head of travel and hospitality research at

GfK, comments,  "China's outbound tourists remain strategic to Hong Kong and

its businesses - but other destinations are jumping ahead in winning their

favor. Destinations such as Hong Kong need to re-evaluate China's new breed of

young and independently-minded travelers, to understand how best to attract

them and capitalize on the growth of China's outbound tourism."

    China's new set: not 'tourists', but 'travelers'

    According to GfK data, half (50 percent) of China's outbound travelers are

aged 15-29 years old - the "millennials" group - while over a third (37

percent) are aged 30-44 and 10 percent are 45-59.

    The sheer size of the millennial group within China's travelers makes this

a commercially attractive target audience for those destinations who are

looking to draw in Chinese tourists. This attraction is increased by the fact

that two thirds (66 percent) of Chinese Millennials belong to the high income

bracket. Not only that, but their financial standing is expected to increase as

their careers advance, since seven out of ten Millennials hold 'white collar'

executive or professional jobs.

    Understanding the desires that motivate this major section of China's

outbound travelers is therefore paramount.

    An annual study from GfK shows that Chinese Millennials are more ambitious

than their predecessors, aged 50 and above - and more hedonistic in their

willingness to spend money to indulge and pamper themselves. They are also

slightly less price sensitive, being the biggest purchasers of luxury goods in

Asia Pacific.

    Almost more importantly for the travel market is that Chinese Millennials

also cherish freedom more than their parents or grandparents; they want the

ability to pursue their passions and go after meaningful, adventurous and

exciting experiences. They are also technologically savvy with almost everyone

owning a smartphone and being highly involved in sharing experiences on social

media platform.

    For destinations looking to attract this lucrative group, then, the ideal

approach is to approach them not as 'tourists' but as independent travelers who

will respond to opportunities to plan personalized trips.

    For more information on GfK's travel data, please visit http://www.gfk.com

or follow GfK on Twitter: https://twitter.com/GfK

Source: Gfk