2015 China Overview Tourism Market Report


2015 China Overview Tourism Market Report highlights 2015 China tourism market status, including the overview of China’s inbound and outbound travel, traveler’s preferences as well as popular destinations both domestic and overseas.



  • The number of China’s domestic outbound tourism has been rising while the number of foreigner’s inbound tourism has remained in a steady level. Evidently, the foreign exchange of inbound tourism has kept rising, which indicates that inbound overseas tourists ‘s consumptive willingness and ability is being enhanced year-by-year.
  • Overseas tourists acquire China’s tourism information mainly from Internet. They prefer to obtain tourism information from search engines as well as the websites of airline corporations, hotels and travel agencies. About 60% of overseas tourists came to China in a self-guided way. In recent years, increasingly more overseas tourists choose to come to China in a customized way.
  • Due to the limited information channel and culture gap, overseas tourists respond entirely different before and after they come to China. The majority of concerns they have before they come to China become satisfaction. Thus, China tourism destinations should be more open to international market, make more global tourists know about China, and become the bridge of communication and information.
  • In terms of outbound tourism, Chinese are more enthusiastic to such Asia Pacific destinations as HongKong, Taiwan and Thailand. Compare to the previous years, Chinese willingness and capability in overseas consumption are promoted in these years.
  • Regarding to information channels, Chinese prefer to obtain outbound tourism information from friends and travelling guides. However, among the common used channels, Chinese are more likely to have trust in online review websites as well as the suggestions and opinions from friends and relatives.
  • Up to Q2 2015, London, Bangkok, Paris and Dubai appeared to be more popular among worldwide travelers. Asia Pacific destinations are welcomed by travelers.
  • In 2014, domestic rich people had higher frequency in conducting business trips. Almost one third of time is spent on business trips every month. However, compared to 2013, rich people have fewer number of outbound tourism in 2014. One fourth of total number of tourism made by rich people in 2014 is outbound tourism.
  • Medium to short distance traveling is welcomed by rich people. They spend 5-8 days, on average, in each trip. Their spending behavior appeared to be rational. The cost of each outbound trip was USD5500 per capita (flight tickets cost were not included).
  • In 2014, the most and second most important purposes of rich people’s outbound tourism are sight-seeing and shopping relatively. Hence, shopping, sight-seeing and experiencing local culture are major arrangements in rich people’s outbound trips.
  • On one hand, Sanya, Hongkong and Yunnan-Tibet passageway were domestic tourism priorities among Chinese rich people in recent years. On the other hand, Australia, France and Dubai were welcomed by Chinese rich people and became major outbound destinations.



  • 全球全媒体营销


  • 跨境营销与全球营销


  • 全球数字营销、社交媒体营销及移动营销


  • 全球广告&媒体购买


  • 目的地营销及品牌推广


  • 会奖会展


  • 活动与公关


  • 全球营销顾问