The main features of the Chinese tourism market in 2019

The largest tourist market in the world continues to grow unstoppably In the period from 01.-07.10.2019. during Golden Week, over 800 million Chinese traveled, of which 7,5 million traveled to ...

The world's largest tourist market continues to grow unstoppably

In the period from 01.-07.10.2019. during Golden Week, over 800 million Chinese traveled, of which 7,5 million traveled abroad.

During this year, we have witnessed a series of political events that call into question China’s relationship with a number of Western countries. Although geopolitics for the tourism industry is secondary, for Chinese tourists, political issues, from the U.S. trade dispute to the constant unrest on the streets of Hong Kong, have a major impact on deciding the destination for the next trip abroad.

North America experienced a drop in Chinese tourist arrivals of over 2019% in 10,0, and the consumption of Chinese tourists in New York decreased by 11,9%. In Canada, the situation is very similar. At the beginning of the year, they had a record number of tourists for the Chinese New Year, but the diplomatic dispute over Huawei, along with the tightening of the visa regime, resulted in minuses in the second half of the year. Hong Kong expects to lose 350.000 tourists in the coming months.

At the same time, the Chinese outbound tourism market continues its great growth, so Chinese tourists are finding equally attractive destinations in other parts of the world.

In the first quarter of 2019, the increase in the number of individual tourists from China worldwide increased by 12,7%.

Chinese millennials are planning more and more short trips to distant destinations, while Chinese tourists are generally exploring a larger number of distant destinations, according to Hotelbeds.

Europe is still the most interesting market for them, so this year three European countries - Italy, Germany and the United Kingdom - once again found themselves among the ten most popular tourist destinations for Chinese tourists during Golden Week.

The highest growth in arrivals is in southern Europe, where the Chinese are looking for new attractive destinations. Compared to 2018, in 2019 the growth in the number of Chinese tourists is as follows: Serbia 39,0%, Montenegro 44,0%, Croatia 53,0%, Cyprus 125,0%.

Although this growth is based on relatively low starting figures, the increasing availability of these locations, together with simpler visa regimes, are helping such growth. The abolition of visas for entry into Serbia and Montenegro has a huge impact, and combined with the trend of Chinese tourists to want to visit a location where there are no other Chinese, it is a complete success.

Consider also the fact that China’s outbound tourism market is the largest in the world in terms of total consumption.

It is predicted that in 2019, the total consumption will amount to 315,0 billion dollars. Alipay announced the other day that the Chinese spent more during the Golden Week 2019 than in 2018. The average amount of the bill paid via the Alipay mobile app increased by 15%, and amounted to $ 350,00. It was also published that the average consumption per trip increased from 6.050,00 to 6.700,00 USD! FITs (free independent traveler) spend the most, and in the total mass of tourists from China their share is 80%. 

This trend is very likely to continue in 2020. If you are not currently targeting the Chinese tourism market, now is the right time to build a strategy to attract "the most promising target group of tourists for the European tourism industry."

In addition, we should take advantage of the fact that Croatian-Chinese relations are extremely good at the moment, so it is really the right time to enter the Chinese tourist market.

If you are ready for the next step - to present your product in Chinese, look for more information HERE.

We have prepared acceptable price packages for you with which you can start working on the "Chinese market" project.

For services of creative translation of promotional materials into Chinese and promotion in the Chinese tourism market, send an inquiry to or call 01/20 10 122.

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