chinese tourists

CHINESE TOURISTS AND ITS DEMAND PATTERNS AND

CHARACTERISTIC

• A communist nation in East Asia• Capital city is Beijing• Dialing code + 86• ISO Code : CHIN• Currency : Renminbi• Population : 1.357 billion• President : Mr. Xi Jinping• Famous : China great wall

ABOUT CHINA

• Annual target about 950,000

China Tourism in Sri Lanka

• Over half of Chinese outbound tourists are the post – 80s

• The gender gap among Chinese outbound tourist is relatively small.

Age distribution of Chinese outbound tourists in the world

Demographic of Chinese Market

Less than 10,000 yuan

18%

30,000 yuan and above

20%10,000 -20,000 yuan39%

20,000 - 30,000 yuan24%

Marital and family status of Chinese outbound tourist in the world

Demographic of Chinese Market

Married and Childless

15%

Single20%

Married and having adult

children5%

Married and having minor children

59%

Chinese tourists by age group in Sri Lanka

Demographic of Chinese Market

18-1920-2930-3940-4950-5960 & over

• Chinese outbound tourists are the higher income groups in the world.

• In 2013 individual monthly income averaged 11,512 yuan

Individual monthly income of the Chinese Outbound tourists

Demographic of Chinese Market

5,000 - 8,000 yuan; 24.51%

Less than 5,000 yuan; 17.32%

15,000 yuan and above; 22.26%

10,000-15,000 yuan; 17.95%

8,000 - 9,999 yuan;

17.95%

• In 2011 total number of Chinese outbound tourist reached over 70 million.

• In 2010 category of outbound tourists reached about 90% of total Chinese outbound tourists.

• 46% are travelling for business.• Chinese tourists care more about◦ High speed internet access◦ 24 hours food delivery◦ Ticket booking services

Socioeconomic of Chinese Tourists

Chinese tourists in Sri Lanka by country of residence

Socioeconomic of Chinese Tourists

Internet

friends / relations

previous visit experience

travel guide books

tour operators

own intiative

business reasons

travel agency

TV/ Radio

New papers

Advertisment

trade fairs

0 10 20 30 40 50 60 70 80

Series1

• Over 70% Chinese Tourists travel abroad at least once a year.

• Active outbound tourists who go abroad several times annually accounts 36.97% of the total.

Chinse outbound travel frequencies

Cultural & Behavior of Chinese Tourists

Having been abroad only

once; 14.95%

once each year; 37.10%

Once for ev-ery 2-3 years;

10.96%

Several times each year; 36.97%

• 87.54% Chinese tourists choose travel agencies for outbound tourism.

• Considering language obstacles, Chinese tourists choose tour services.

• 94.13% of tourists purchase tourism products by travel agencies.

Cultural & Behavior of Chinese Tourists

Travel days of Chinse outbound tourists

Most Chinse tourists stay abroad for 6-8 days

Cultural & Behavior of Chinese Tourists

1-2 days1%

3-5 days37%

Over 8 days18%

6-8 days44%

Length of stay ( in nights) in Sri Lanka

Cultural & Behavior of Chinese Tourists

1-2 days8%

3-5 days30%

Over 8 days19%

6-8 days42%

Places of attraction visited by Chinese tourist in Sri Lanka

Cultural & Behavior of Chinese Tourists

Places China TouristsColombo city 80.19%Kandy 65.09%South/West Coast Beaches 41.51%Sigiriya 33.95%Dambulla 24.53%Hill country 19.81%Wildlife park 16.04% Polonnaruwa 11.32%Pinnawala Elephant Orphanage

10.38%

Anuradhapura 11.32%

• Shopping is the Chinse outbound tourists spend the most

Biggest consumptions of Chinse outbound tourists

Spending Patterns of Chinese Tourists

Shoppi

ng

Lodgin

g

Transp

ort Food

Attrac

tion t

ickets

Entert

ainment

Tippin

g0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

• The younger : 60 % are in the consumer “Sweet spot” between 25 and 45 years

• The Richer : Over 80% have annual income over 60,000 RMB.

• The More Educated : the vast majority at lease have bachelor’s degree.

• The More sophisticated travelers: fully independent tourists. Even when they aren’t fluent in foreign languages , they aren’t afraid to deal with locals on their own.

• The more connected: The internet is the main source of information for independent tourists.

Chinese Demand Patterns

• Languages• Payments• Food• Fear of adventure • Transportation Concerns of Chinse Tourists

Challenges in promoting Chinese Tourists in Sri Lanka

Transport

Lodging

Food

Touring

Shopping

Entertainment

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

Problem that Chinse tourists encounter in transportation

Challenges in promoting Chinese Tourists in Sri Lanka

No Chinese lables in transport tools

No Chinese lables on roads

No standard prices

No English lables in transport tools

No English lables on roads

42.30%

28.77%

20.47%

11.39%

6.88%

Food & Beverage• More Chinese restaurants• Instant Noodles• Chinse tea• More Chinse good menus• Chinese breakfast

Strategies to overcome the challenges

Guest services

• On-site shops selling luxury goods• In-house Mandarin – speaking staff• on-site translation services• Translated travel guides• Partnership with China Union Pay to process

payments from Chinese Guests.

Strategies to overcome the challenges

Marketing

• Translate welcome materials• Chinese language website

Strategies to overcome the challenges

Media and entertainment

• Chinese newspapers and magazines• Chinese TV programme.

Strategies to overcome the challenges

Following travel marts available in china

• Guangzhou International Travel Fair (GITF)– Guangzhou

• World Travel Fair ( WTF) – Shanghai • Beijing International Travel Mart (BITE) –

Beijing• China Xi’an Silk Road International Travel

Expo (CXSRITE) – Xian• Sichuan International Travel Expo (SCITE) -

Sichuan

Promotion done to promote Chinese Tourists

THANK YOU