HELLO CHINA

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• WHILE INTERNATIONAL TOURIST ARRIVALS HAVE EXPONENTIALLY INCREASED TO 1,2 BILlion IN 2016

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• ALSO the source markets are currently undergoing a radical change

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• Whereby North to North was the prevailing travel pattern in the past

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• outbound travel from emerging source markets is predicted to ↑ in an unstoppable way

CHINA

• has the fastest growing economy in the world
• + accounts for the largest outbound travel market worldwide (2012)

as A result of

• Increased Wealth
• higher disposable income
• simplified visa Application
• Chinese people on the move ↑ Drastically

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• By 2020, 200 million Chinese overseas trips are expected

ii.

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• After a number of turbulent periods since the foundation of the PRC in 1949
• tourism has developed to one of the most important industries over the last 20 YEARs

THIS LEAD

• to the need for THE development OF future tourism policies
• + to a strong growth of Chinese citizens on the move

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• AS welcoming chinese travellers is connected to several Advantages,
• Countries competing for thIS market Constantly ↑

EUROPE

• currently represents the 2. LArgest holiday destination OF the CHINESE TRAVELLERs
• with 12 million arrivals in 2012

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• While destinations Like the UK, France and Italy have been early hot spots

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• alpine destinations, LIKE AUT + CH, HAVE been gaining more attention over the last years

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• as Air Polution represents a serious probleM in China
• air quality + natural enviroment developed to important criteria for THE Chinese TRAVELLERS

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• In this context alpine destinations carry huge potential in the succesful attraction of this MarkeT

ADVANTAGES

• THIS MAY COME WITH SEVERAL AdVANTAGES for these destinations
• I. CHINESE TRAVELLERS are among TOuRISM BIG SPENDERs

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• ii. TRAVeL PERIODS Differ to tHose of the convential core MArkets
• → chance to prolong the tourist season

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• iii. CHINESE TOURIST MARKET = The FASTEST GROWING iN THE WORLd

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• NEVERTHELESS WELCOMING CHINESE TOURISTS MAY ALSO COME WITH SOME CHALLENGES

CHALLENGES

• i. market = LARGE combination of different segments
• SO THAT alpine destinations may no be able to equally attract all segments

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• ii. CHINESE PEOPLE perceive skiing as very dangerous
• currently only 0,4% ski
• ALSO on overseas trips sking Rather remains a one-time adventure

But, THE PRospects = PROMISING

• THE Share of young & Indipendent travellers ↑
• = more venturesome + Interested in Outdoor sport

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• also the number of Chinese on the slopes is ↑
• THIS trend is expected to grow furthermore as Beijing hosts the Olympic Winter GAMEs in 2022

III.

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• attracting the Chinese tourist wave is getting more significant than ever before

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• RECEIVING DESTINATIONS HAVE TO get prepared for the changed demand patterns
• products have to be perfectly ADapted to the different desires

according to Romano (2013),

• new products as
• Winter sports tours
• special scenery trips
• cultural tours
• = important possibilities to profit from this emerging source market

Similarly Schuckert (2017),

• States That, offering tour packages, which include
• Skiing + Hiking Adventures
• = first step in the right direction to attract this auspicious market

SIDE EFFECTS

• BUt,IF destinations are not able to deal with the new source market:
• crowding & CONGESTION
• will be negative side effects

CONCLUSIOn

• For sure the way to a Chinese-Friendly Destination = Challenging
• BUT IT WILL be WORTH IT & DEFINITIVELY PAY OFF IN THE LONG RUN

REFERENCES

• COTRI (2017)
• CTA, (2017)
• Croce, V. (2016)
• Lin, X. (2017)
• Nasolomampionona, R. F. (2014).
• Resonance Consultancy (2016)
• Romano, S. W. (2013).
• Schuckert, M. (2017).

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• Schuckert, M., Wassler, P. & Chon, K. (2016)
• The future of Chinese International Travel. Resonance Report (2016)
• The Travel & Tourism Competitiveness Report 2017 (2017)
• UNWTO (2014)
• UNWTO (2017)

thank you