“2019 Annual Report on China's Outbound Tourism Development” Released in Beijing_China Tourism Academy
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“2019 Annual Report on China's Outbound Tourism Development” Released in Beijing

2020-5-20 16:04:59       Size:[L  M  S]

On the afternoon of Aug. 1, 2019, Director Yang Jinsong from the International Institute of CTA released the "2019 Annual Report for China's Outbound Tourism Development", presenting the development trend of China's outbound tourism from the overall characteristics, market competition, the source of tourists in the competition between "free travel" and "group tour", the consumption characteristics of major destinations and the satisfaction of destinations. As an important part of the report, CTA-Ctrip Tourism Big Data Joint Lab released the “new group tour era - 2019 big data report on China’s outbound group tour”, CTA-Mafengwo Free Travel Big Data Joint Lab released the "Belt and Road - 2019 big data report on China’s outbound free travel". 

In 2018, China's outbound tourism showed a large and rising, stable and changing status. The large scale and stable structure of the tourism market coexist, and the tourism destinations show a trend of small rotation and continuous improvement of satisfaction. China's outbound tourism market grew to 149 million trips in 2018, up 14.7% from 2017. Outbound spending by Chinese tourists exceeded 130 billion USD, an increase of more than 13%. Not only is the scale of Chinese outbound tourism increasing, but the satisfaction of Chinese tourists with their 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, "small characteristics" continue to change in the outbound destinations, tourist sources, outbound markets and business model innovation. This change not only reflects the market demand, but also implies the initiative change pursued by the industry. On the whole, China's outbound destinations show "big hot belts and small hot spots". The "hot belts" are stable and the "hot spots" are active. At the same time, the ratio of potential travel between the East, Center and West is about 6.2:2.5:1.3, which continues to show convergence trend compared with the long-term three-step distribution pattern of "7:2:1". Changes on the outbound tourism market such as free travel, new group travel and innovation of corresponding business model are reshaping the current China’s outbound tourism industry from more and more "small" aspects. According to the report, many "small aspects" are converging into "big aspects", which is probably the most exciting and important change of our time.

According to the report, China's sustained economic growth, rising per capita disposable income, improved transportation, and improved visa procedure have brought China’s outbound tourism to its best era.

The report also stresses that China’s tourism market presents more fierce competition and diversified dreams. Besides the fierce competition among market players, the competition between destinations also makes “positive, friendly and subtle” become the key words. Overseas tourism destinations and enterprises engaged in outbound tourism have begun to pay more attention to and tap the needs of Chinese tourists, make efforts to help Chinese tourists realize their diverse dreams, and provide the "welcome Chinese tourists" services to them. 

The report points out China’s outbound tourists both follow the crowd and follow the heart. "Follow the crowd" is reflected in the fact that there are many outbound tourists for the first time, and group tour is still a favorite of many people. “Follow the heart" is reflected in the fact that more and more outbound tourists tend to travel freely, which is almost equal to group Tours. 

According to the analysis of the data of the tourist sources, the outbound tourism organized by Beijing travel agencies is in the stage of adjustment and stabilization, and shows obvious remotization and diversification. Major changes have taken place in the structure of outbound tourists in Shanghai. There is a large potential in outbound tourism in Chengdu and Chongqing.

The report states that the consumption at the main outbound destinations of China’s 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, and the "double sinking" trend of sinking destinations and sinking tourist sources must be paid attention to. Technology empowerment, as well as the discovery and rise of sinking destinations and tourist sources have become important symbols of this era.

The report emphasizes that China's outbound tourism destinations show more intense competition for satisfaction along with the overall improvement. China's outbound tourism destinations have made visible efforts to increase the rate of re-visits, but complaints are also on the rise. Therefore, the destinations should have a clear direction while making efforts to fully meet the needs of Chinese tourists in a more refined and effective way, and strive to improve the experience of Chinese tourists.

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