Further growth in the pipeline

According to the China Tourism Academy, China became the world’s largest outbound tourism market in 2012i, overtaking Germany
and the USA, with an estimated 83 million overseas trips made by Chinese citizens, rising to an astonishing 200 million by 2020. Outbound tourism has already grown by 16 per cent in the first quarter of this year to 22.6 million trips.

China became the world’s largest outbound tourism market in 2012 with an estimated 83 million overseas trips

Earlier this year, the Chinese government published its Outline for National Tourism and Leisureii, which, amongst other topics, is aimed at sparking an increase in outbound tourism by encouraging employers to promote the use of leave days and also to give Chinese workers more freedom and flexibility of where and when to travel.

New airports, new routes

China plans to build 70 new airports by 2015 and to expand its existing 100 airports. There is a continued increase in low-cost carrier activity and route expansion in Asia, many with China as a key part of their future networking planning. Air Asia, Scoot by Singapore Airlines, Jetstar (building a hub in Hong Kong), Peach by ANA, Cebu Pacific and others are all helping to build the Chinese in- and outbound flows.

Several airlines have also announced new nonstop longhaul services to China with several starting in 2013: British Airways between Chengdu and London, the Air China Beijing-New York route over the pole and Beijing-Geneva, LOT Polish Airlines with Beijing-Warsaw, plus the Delta Airlines Shanghai-Seattle route. Shanghai, already the busiest cruise city in China, has announced plans to build a third cruise terminal at Baoshan in Shanghai.

Many governments around the world are also helping to invigorate the market by relaxing visa requirements with tourist boards funding aggressive marketing campaigns. Some examples of this can be found in Chapter 10.

New York, USA
New York, USA

What hoteliers say

In the global hoteliers’ survey, 45 per cent say they have experienced an increase in Chinese guests to their property over the last year with the greatest increases coming in APAC (61 per cent), followed by 47 per cent in North America, 36 per cent in Europe and 27 per cent in Latin America.

Hoteliers still see China as a positive growth market over the next three years with one in ten expecting to see an increase of more than 50 per cent

Nearly a quarter (24 per cent) said they had experienced growth of more than 10 per cent, with this figure rising to 35 per cent in APAC.

Hoteliers still see China as a positive growth market over the next three years with one in 10 expecting to see an increase of more than 50 per cent and almost half (47 per cent) anticipating an 11-50 per cent rise.

Globally, 75 per cent of hoteliers say that Chinese travellers now account for up to five per cent of their business. A further 12 per cent estimate between six per cent to 10 per cent and one per cent reporting a figure of more than 50 per cent. In 42 per cent of hotels in APAC, more than 10 per cent of the business already comes from Chinese guests.

i http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20130428000008&cid=1102 retrieved 22nd July 2013

ii http://www.hospitalitynet.org/news/4059966.html retrieved 22nd July 2013