CHINA TRAVEL MARKETThe number of departures from Mainland China reached 122 million in 2016, making China a highly important market for suppliers of travel products around the world.

Mandarin is official language. Hundreds of dialects and minority languages.

9.6 million km² –No. 3 in the world.

LANGUAGE

SIZE

1,383 billion –No. 1 in the world. 56 recognised ethnic groups.

9.3% of total population hold regular passports.

POPULATION

PASSPORT HOLDERS

2. Beijing

3. Shenzhen

6. Chengdu

8. Tianjin

9. Wuhan

10. Chongqing

1. Shanghai

7. Nanjing

5. Hangzhou

4. Guangzhou

ECONOMYCNY 74,413 bn (CNY 53,980 per capita).

6.7%year-on-year growth

GDP

Annual disposable income per capita:

CNY 23,821(Urban: CNY 33,616)

INCOME

2.0%in 2016

Inflation

Total imports: CNY

10.49 trillionTotal exports: CNY

13.84 trillion

TRADE

6.64 CNY/USD

7.34 CNY/EUR $

CURRENCY

MENTN ’SR E RV OO LEG

The first tourism law in effect since 2013, mainly targeting

domestic tourism

Total value of the travel market to reach CNY 7 trillion by 2020 (Goal in the 13th five-year plan)

China has concluded various visa exemption agreements with 127 countries across the world.

Low refusal rates of Chinese applying for Schengen visas, which enables visiting 26 European countries

Fewer vacation days, but more public holidays

than most Europeans (5 on average)

Public holidays include New Year’s Day, Chinese

New Year, Tomb-Sweeping Day, May Day, Dragon Boat

Festival, Mid-Autumn Festival, and National Day.

REGULATORY ENVIRONMENT FOR TOURISMFigures refer to 2016, unless otherwise speci�ed.Sources: The Central People’s Government of People’s Republic of China, The National Economic and Social Development Statistic Bulletin in 2016 published by National Bureau of Statistic of China, People’s Daily (2017), CNBC (2017), CCTV.com (2017), World Bank (2017), Financial Times (2016), National Population Development Plan (2016-2030) published by State Council, CNN Travel (2013), The 13th Five-year Plan of Tourism Development published by State Council, European Commission: Visa policy (2016), International Labour Organization (2011).

OUTBOUND DEPARTURE CITIES (2016)

COUNTRY OVERVIEW

(projection)

WHERE DO CHINESE

TOURISTS GO?

EUROPE 11.5%

AMERICAS 6.2%

AFRICA 2.7%

ASIA 73.3%

MACAU 28.9%HONG KONG 34.9%

OCEANIA 2.7 %

CHINA’S OUTBOUND TOURISM

Characteristics Of outbound trips

Destination visited by outbound Chinese tourists from Mainland China (2016)

Leisure travel has an increasing share of the outbound travel market, as more people have

money to spend on 'having fun’.

Half of travellers go abroad once per year, while a quarter travel

twice yearly.

The biggest peak in outbound travel occurs in August, while March to June is low season. The golden weeks around the

Chinese New Year and the National Day are also important.

Hotels with at least 3 stars preferred by 78%. Safety and comfort are most important

when choosing accommodation abroad.

Staying 1 week at a destination is typical. Only 1% stay 1-2 days.

60% travel together with family members. Only 6% travel alone.

57.4 69.0

78.4

98.2

107.0

117.0

122.0

20.4%

20.2%

13.6%

25.2%

9.0% 9.3%

4.5%

0%

5%

10%

15%

20%

25%

30%

0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

2010 2011 2012 2013 2014 2015 2016

Volume (million) Growth rate

NUMBER OF DEPARTURES AND GROWTH RATE

1) Become visible in the planning stageMake sure profiles and product information are available on key travel platforms and social media channels.

2) Identify your China connectionChinese travellers like to follow in the footstep of famous people, especially if these happen to be Chinese.

3) Help extend travellers' comfort zoneProvide slippers and kettles in hotel rooms, offer hot water for free in restaurants and hotels, translate written information into Chinese, and enable Chinese payment solutions.

4) Facilitate online sharingHelp Chinese travellers to connect to the internet during their trips, or to capture and share memorable moments in other ways.

5) Provide a genuine and immersive local experienceChinese travellers are increasingly looking for authentic local experiences, and a chance to immerse themselves in local culture.

TIPS ON DOING BUSINESS ON THE CHINESEOUTBOUND MARKET Provincial Tourism Bureaus

China Association of Travel Services

China Tourist Hotels Association

China Tourism Automobile and Cruise Association

China Tourism Association

State Council

China National Tourism

Administration (CNTA)

Key travel authorities and leading travel groups