1 Market Research Report on Chinese Outbound Tourist City Consumption 2015 2016 Ipsos Managing Director Mick Gordon September 2016 Project Introduction In 2016 World Tourism Cities Federation WTCF and Ipsos optimized the research contents based on the content of 2015 and the travel trend in 2016 133 items are included in the questionnaire Multi methods are used to collect the data Besides using Ipsos online panel China International Travel Service Limited Head Office CYTS UTour Travel CAISSA and other members offer great help to conduct the survey among their customers 11173 valid questionnaires are collected The contents of Market Research Report on Chinese Outbound Tourist City Consumption 2015 2016 are all based on the data of this survey 2 01 Outbound Tourism has Become a Habit of Chinese Citizens and Tourism is Now Popular for All 3 4 0 2 000 4 000 6 000 8 000 10 000 12 000 14 000 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Units 10 thousand persons In 2015 the Number of Chinese Outbound Tourists Totaled 120 million 5 76 34 Chinese tourists consider that travel is an important way to improve their living quality and happiness 29 31 Chinese tourists regard travel as important as Marriage Familywealth Career development Education and Children growth sample size 11 173 6 71 4 87 3 4 71 Chinese tourists travel abroad at least one time every year The times Chinese tourists traveling abroad in a life add up to Nearly 5 Each one travels toabout 3 4 oversea cities in 2015 sample size 11 173 7 Account for about 10 of the total Most are single young people who just start or will start their job Being curious about the world and glad to explore the world through traveling around Being keen on honeymoon tourism and cruise tourism Mainstay of Chinese outbound tourists accounting for more than 70 of the total During the life period of having parents and children 上有老下 有小 Being interested in parent child family cruise tourism Tourism is the best way for them to stay with parents and show their children the world Account for about 15 of the total Having rich tourism experience and leisure time Having money and time on hand 既有 钱又有闲 Being keen on cruise tourism and family tourism Travel is their most desired thing in life sample size 11 173 02 Outbound Tourism Gradually Returns to the Nature of Tourism 8 9 32 50 23 69 19 20 18 90 18 10 16 26 16 11 14 03 13 82 13 66 11 47 11 25 11 05 10 54 Reputation Recommendated by friends Beautiful scenery Culture Holidays Famaous mountains rivers Delicious food Sea beach Shopping Historical relics Ecological environment Promotional discounts TV program Trying fantastic experience Factors Attractive to Chinese Tourists sample size 11 173 Popularity of the city is the top factor attracting Chinese outbound tourists Key factors include Word of mouth including recommendations from friends media ads etc Natural scenery including beautiful scenery famous mountains and rivers beach historical sites etc Culture and food including exotic culture delicious food etc Curiosity and promotion are also reasons why some people travel abroad 10 Dining Tasting local food is the most evident feature of Chinese tourists in dining during their travel including famous restaurants specialty cuisines and featured services Entertainment Experiencing local customs as well as relaxing themselves are the two main reasons for Chinese tourists to engage in entertainment items during outbound tourism Chinese tourists usually choose amusement parks theme parks evening parties folklore gardens bars night inns for entertainment Touring Natural scenery remains the top choice for Chinese tourist in outbound tourism with cultural and historical relics coming the next With the increaseof outbound travels Chinese tourists gradually pay more attention to the nature of tourism sample size 11 173 11 In all kinds of tourism cruise tourism takes the lead Nearly 80 of Chinese outbound tourists look forward to cruise tourism Next comes family tourism parent child tourism honeymoon tourism shopping tourism and self driving tourism 2 38 5 32 6 19 6 34 8 53 8 87 8 95 9 53 9 81 10 73 10 77 11 07 11 64 14 04 14 28 15 00 15 89 17 27 25 02 25 50 28 68 29 91 40 24 78 19 Gambling tourism Sports event tourism Hunting tourism University tourism Wine tourism Volcano tourism Bicycle tourism Exposition exhibition tourism Desert tourism Air glide Cartoon tourism Skydive Yacht tourism Balloon Hiking camping tourism Wild life reserve tourism Polar region tourism Photography tourism Self driving tourism Honeymoon tourism Shopping tourism Parent child tourism Family tourism Cruise tourism Themed Touring sample size 11 173 03 Chinese Tourists are Becoming More Rational in Overseas Consumption and Paying More Attention to Tourism Quality 12 13 Information inquiry Before travelling abroad Chinese tourists spend a lot of time to search information through multiple channels so as to