China Tourism Academy: 2019 China Outbound Tourism Development Annual Report

In 2018, China's outbound tourism showed a state of growth, stability and change. The huge tourism market scale coexists with a stable structure, and tourist destinations show a trend of small characteristic rotation and continuous improvement in satisfaction. In 2018, the scale of my country's outbound tourism market grew to 149 million person-times, a year-on-year increase of 14.7% compared with 2017. my country's outbound tourists' overseas consumption exceeded US$130 billion, with a growth rate of more than 13%. Not only is the scale of China's outbound tourism increasing, but Chinese tourists' satisfaction with travel destinations is also increasing.

The stability of China's outbound tourism is mainly reflected in the destination flow and distribution structure. Under the overall stable structure, outbound destinations, source areas, outbound markets and business model innovation continue to undergo "small feature" changes. This change is not only a mark of market demand, but also a proactive change brought about by the industry's pursuit of strength and innovation. Overall, China's outbound destinations show "big tropics and small hot spots". The "tropics" are stable, and the "hot spots" are active. At the same time, the ratio of potential outbound travel power in the three major regions of the east, middle and west is about 6.2:2.5:1.3, which continues to show a convergence trend compared to the long-term three-level ladder distribution pattern of "7:2:1". Changes in the outbound travel market such as free travel and new group tours and the innovation of corresponding business models are reshaping the current Chinese outbound tourism industry from more and more "small" aspects. The report points out that many "small" are converging into "big" that cannot be ignored, which may also be the most exciting and important change in our time.

The report points out that the continued growth of China's economy, the increase in per capita disposable income, the improvement of transportation, the improvement of the visa environment and other factors have put China's outbound tourism in the best era, making the dream that once remained far away no longer distant, but now really close.

The report also emphasizes that the Chinese tourism market is showing more intense competition and more diverse dreams. In addition to the fierce competition among market players, competition among destinations is also raging, making active, friendly and meticulous the key words. Overseas tourist destinations and outbound tourism-related companies are beginning to pay more attention to and explore the travel needs of Chinese tourists, strive to help Chinese tourists realize their diverse dreams, and tailor-make intimate "Welcome China" services for Chinese tourists.

The report points out that Chinese outbound tourists are both "following the crowd" and "following their heart". "Following the crowd" means that there are many first-time outbound tourists, and group tours are still the favorite of many people. "Following their heart" means that more and more outbound tourists prefer independent travel, which is almost equal to group tours.

According to the data from the source of tourists, outbound travel organized by Beijing travel agencies is in the stage of adjustment and stability, and has shown obvious long-distance and diversified development. The structure of Shanghai's outbound tourists has undergone major changes, with group tours retreating and free travel. The Chengdu-Chongqing region is ready to go.

The report points out that the consumption characteristics of the main outbound destinations of Chinese outbound tourists are not only derived from the needs of outbound tourists themselves, but also linked to the product development and service guidance of the destinations. It is necessary to pay attention to the "double sinking" trend of sinking destinations and sinking source areas. Technology empowerment, the discovery and rise of sinking destinations and source areas have become an important symbol of this era.

The report emphasizes that while the overall satisfaction of Chinese outbound tourism destinations has improved, there is a more intense competition in satisfaction. The report points out that Chinese outbound tourism destinations have made visible efforts and the revisit rate has increased, but complaints are also on the rise, so while the destinations are working hard, they must have a clear direction, meet the needs of Chinese tourists in a more refined and effective manner, and strive to improve the experience of Chinese tourists.

China Outbound Tourism Development Annual Report 2019