Useful guide to understanding Chinese outbound travel market launched

A new travel industry book will make it easier for businesses to understand China’s consumers, particularly their travel preferences and the latest social, economic and digital trends in a highly complex, fast-moving market.

The ‘Essential China Travel Trends Guide – 2012 Year of the Dragon Edition,’ includes articles on outbound tourism, luxury travel, tour operation, chinese consumers, customer satisfaction, internet and social media, mobile marketing, hotel regulation, hotel profitability, MICE, green tourism, aviation, human resources, and emerging cities.

The publication was published by ChinaTravelTrends.com, and produced by Dragon Trail Interactive in collaboration with COTRI and the Pacific Asia Travel Association (PATA). Its authors include experts from the China National Tourism Administration (CNTA), the China Tourism Academy, Dragon Trail, the China Outbound Tourism Research Institute, PATA China, Horwath HTL, Jones Lang LaSalle, UBM Aviation, GreenEarth.travel, Vari Arts Travel Group, TUI China, World Travel Monitor, Hurun Report, and Portfolio.

“The guide is designed to de-mystify some of the trends and issues international travel companies face when entering the Chinese market and looking to attract Chinese consumers,” said Jens Thraenhart, publisher of China Travel Trends, co-founder of Dragon Trail, and Chair of PATA China and the PATA Technology Innovation Council.

The 2012 Dragon Edition follows on from the acclaimed first edition of the ‘Essential China Travel Trends Guide – 2010 Year of the Tiger Edition’. The 2012 edition is endorsed by leading travel authorities such as CNTA, UNWTO, WTTC, PATA, IATA, IH-RA, DMAI, HSMAI, ATME, HFTP, IFITT, ETC, AH&LA, MTCO, ATTA, and ICTP.

Destination Marketing Association International (DMAI) CEO Michael Gehrisch writes in the book, “This guide gives an in depth look at the shift of China travel trends, and how DMOs and travel companies can use these trends while developing and executing strategies for the various segments and different demographics.”

In his preface of the booklet, China National Tourism Administration (CNTA) Vice Chairman Zhu Shanzhong writes, “Tourism is playing a major role in driving the national economy while enhancing friendship between China and the world. The booklet helps to promote an in-depth understanding of China’s latest tourism trends.”

According to World Tourism Organisation (UNWTO) Secretary General Taleb Rifai, “China is expected to become the leading international tourism destination and the fourth largest outbound market in the next decade. China has become a leading example for many countries around the world in upgrading its tourism.”

International Air Transport Association (IATA) CEO Tony Tyler points out that by 2015, one out of every seven journeys by air will be related to China.

The ‘Essential China Travel Trends – Dragon Edition’ e-book is available for exclusive download at www.ChinaTravelTrendsBook.com, and the print book will be available for sale via the PATA e-Store from June 1 at a special price of €20 for PATA members, as well as at tourism events worldwide. Part of the profit supports the ‘Save the Panda’ initiative. Readers are encouraged to donate via the book website.

 The new book was formally launched at the 24th Joint Meeting of the UNWTO Commission for Asia Pacific in Chiang Mai, Thailand on 4 May, which was attended by senior tourism officials and ministers from 19 Asian countries, who received a print pre-view copy.  

PATA CEO Martin Craigs said, “China is fast moving, ever changing, and very complex. Its online digital landscape is dominated by domestic social media brands that attract over 500 million Internet users. The new publication offers invaluable insights. It will help build companies’ businesses that wish to benefit from high-spending Chinese tourists.” For more information about the ‘Essential China Travel Trends Guide – 2012 Dragon Edition’, and for free e-book download, please visit www.ChinaTravelTrendsBook.com.