Chinese tourism market - the latest indicators and trends

Reading the tourist indicators on various world portals that deal with this topic, all the detachments report on the record arrivals of Chinese tourists. The BBC reports in its news that this season they have a rush ...

Reading the tourist indicators on various world portals that deal with this topic, all the detachments report on the record arrivals of Chinese tourists. 

The BBC reports in its news that this season they have an influx of Chinese tourists like never before, and that their consumption has increased incredibly! This probably also happened due to the fall in the value of the pound against the dollar, but the British made the best possible use of Brexit in any case, in terms of tourist demand and consumption.

Along with Chinese tourists, the arrivals of Indians grew the most by 20%, Japanese by 10% and Americans by 5%. This is really great news for British hoteliers and caterers. This is a great example of how to turn a situation that seems to have only negative connotations into smart advantages and achieve positive economic effects.

This information could not be noticed in the domestic media where we regularly encounter pessimistic lamentations and lamentations about our season that has failed. No wonder, given that most of our tourism happens on its own. It sounds ugly, but it is so.

When the First Regional Conference on the Chinese Tourism Market was held at the beginning of the year, the market generally received this information lukewarmly. Hundreds of conference attendees attended the conference more out of curiosity and less to seriously consider or take concrete steps to attract the Chinese tourism market. Even then, one of the most common questions before the conference itself was "will Chinese travel agencies be present at the conference?", And there was no interest in attending the conference in the negative answer. 

Photo: ProConcept

Explanations and presented statistics on the habits of Chinese tourists did not help much. It is still a fact that 80% of Chinese tourists travel individually, not in a group, to our hoteliers, vague and unbelievable information, so they still do not see Chinese tourists unless they are in a group of 30-40 older Chinese rushing from location to location. But it's really not Chinese outbound tourism !!!

To get you interested in this topic, try to read the following information carefully and think about why and how to bring Chinese tourists to your destination.


Chinese tourists are the biggest consumers in the world! In the last year, they have increased their consumption by 40%, and as the trend continues, statistics say that in the next year they will increase their consumption by 60% compared to the current year. Millennials are at the forefront of this trend, spending incredibly on everything new they see, on local attractions, on gastronomic delights, and even better, leading them to consumption and their parents who often take them on trips.

Millennials have drastically increased their consumption, by as much as 73% of those born in the 90s, and over 50% of those born in the 80s. In 2018, their daily consumption per person was 310,00 eur. If we compare this with the last TOMAS report for 2017, the average tourist in Croatia spent 78,77 eur per day! Do we want Chinese tourists?


What do they spend the most on? The Chinese want to experience the local, local tastes, traditions, experiences, vivid experiences. Gone are the days when they exclusively demanded their Chinese dishes. Today, as many as 69% of them consider trying local specialties their favorite pastime, 65% of them want to visit local sights, and 43% of them want to buy a real authentic local souvenir. 

The good news for hotels is that 92% of them will stay in the hotel and taste local specialties, of course if you offered them, and that they will spend money in the hotel souvenir shop, on average about 25,00 eur / day… of course, if the souvenir shop is stocked with local souvenirs and items. They will spend in the hotel on other services and facilities if offered, especially on the wellness & spa. The average daily consumption in the hotel in 2018 reached 165,00 eur / person. Who wouldn't want guests like that !?


They travel more and more, so in 2018, the average Chinese person traveling abroad traveled 3,9 times. The Chinese increased the number of days on the trip to 8,5, which is 1,5 days longer than the year before. On average, they visited three cities on the trip, one city more than the year before. Increasingly popular are combined trips, the first part business, and then the tourist part which lasts an average of 4 days. They go to the US for fun, and Germany is a destination for historical attractions. The main motivator is always leisure and something new to get to know. When they arrive at their destination they will literally turn every stone to find new information and experience something new.

Photo: ProConcept


Chinese tourists are also exploring local experiences in choosing accommodation. More and more of them want to try accommodation in a private apartment, so last year 68% of them stayed in a hotel, and 48% in private apartments for rent. Since they visit more cities on their travels, they also change the types of accommodation.

When choosing accommodation, they rely more on the reviews of previous tourists, than on the official category and stars. Despite the high spending, they really care about the value for money, so for 24% of them this information is crucial when choosing where to stay.


Everything new and all the locations where there aren’t a lot of Chinese are very popular. They want to go where they will not meet other Chinese. This is very good information for every corner of our beautiful country.

Asia is interesting for only 49% of Chinese tourists this year. 60% of Chinese tourists want to travel to new locations, to countries where they have not been before. At the top of the wish list are Europe, Africa and the Middle East. Croatia is on the short list of 5 countries in Europe that are most desirable to visit. 

With all this information in mind, it is necessary to focus, to become linguistically visible, and that means to provide information about yourself in Chinese. "What I don't know I won't buy." 

Linguistic and cultural adaptation are the basic preconditions for access to the largest tourist market in the world. Would you buy something from a website that is in a language you don’t understand? The situation is the same with potential tourists, they will make a reservation on the website of the global hotel brand and on the website whose content they understand to read, study the offer and decide to make a reservation. Many hotels in our area have their websites translated into German, French, English, Italian, and many other European languages, lately also into Slovenian, so it is really high time to include Chinese and other Asian languages ​​among these languages, such as Korean, Japanese, and even Indian.

You can find out this and other useful information and knowledge at the Second Regional Conference on the Chinese Tourism Market to be held early next year.

If you are ready for the next step, ie to present your product in Chinese, look for more information HERE. There you will find acceptable price packages with which you can start working on the "Chinese market" project.

Follow us on for more information.

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

ProConcept is the exclusive representative of IPPWORLD for Croatia and the countries of the region.

IPPWORLD Agency is your partner that offers multilingual content translations and media networking in one place for all your needs in global branding and promotion of offers for hoteliers and caterers, lifestyle and retail. More information at

Together with you, we can make your product speak the language of global tourists, all in order to generate the revenue you have planned.

Photo: ProConcept

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