Post-pandemic situation of China’s outbound tourism: How to prepare for a sustainable and successful re-start of Chinese outbound tourism

  • Date
    08 July 2021 - 08 July 2021
  • Beijing Time
    4:00 PM - 6:30 PM
  • Venue
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The EU SME Centre, EUROCHAMBRES, Empresa Pública para la Gestión del Turismo y del Deporte de Andalucía, Instituto de Promocion Exterior de Castilla-La Mancha and Turespaña are happy to invite you to participate in an online workshop on China’s Outbound Tourism market. It will take place on 8 July 2021 from 10:00-12:30 (Central European Summer Time) | 16:00-18:30 (China Standard Time).

Outbound tourism from China has grown significantly over the past 15 years due to two main forces: a steady booming economy that expanded the Chinese middle class and the government’s ease of its control over outbound mobility for leisure activities. Though, the restrictions on mobility imposed during COVID-19 pandemic have deeply disrupted these positive dynamics. The Chinese economy has been recovering faster than all other G20 countries and it is possible to conclude that the COViD-19 crisis is economically over for China as GDP growth for Q4 2020 has been +6.5% Year-on-Year. This has a positive impact on the Chinese society and their intentions to start travels abroad as soon as the availabity of visa, air connections and trust in the safety of travel and of the destinations has been re-establised.

This workshop allows SMEs operating in the HORECA industry to understand the characteristics of the post-pandemic major segments of the Chinese market as well as the challenges and opportunities of China’s post-virus outbound tourism. Our expert will share the new approaches for sustainable development and will explain how to develop a suitable product adaptation plan.

You can find the recorded webinar on Youtube:


10:00 – 10:10

Opening speech

Presentation of the Centre and the Speaker

10:10 – 10:50

Module I: Situation

─ Challenges of tourism development before and after pandemic

─ Chinese outbound tourism development until spring 2021

─ Characteristics of post-pandemic major market, segments of the Chinese outbound market by age, travel experience, place of living, mode of travel, purpose of travel, special interests.

10:50 – 11:30

Module II: Consequences: New needs and new approaches for sustainable development of dealing with Chinese outbound market.

─ Product adaptation & development.

─ New quantitative and qualitative KPIs including methods for their measurement

─ New institutional private-public partnership structures.

─ Brand building and marketing.

─ Communication and distribution channels.

11:30 – 12:10

Module III: Outlook: China outbound market in the coming years – Trends and ways to stay competitive in the market.

12:10 – 12: 30

Q&A and closing remarks

About the speakers:

Dr. Wolfgang Georg Arlt

Prof. Dr. Wolfgang Georg Arlt is the founder and director of the China Outbound Tourism Institute (COTRI), the world’s leading independent research institute for consulting, research, information, training, and quality assessment relating to the Chinese outbound tourism market.

Established in 2004, COTRI is a privately organised and independent institute registered in Hamburg, Germany, which goal is to enable private companies and public institutions all over the world to offer successfully high quality travel, tourism, and leisure services for Chinese visitors according to their specific expectations and demands.

Prof. Dr. Wolfgang Georg Arlt first visited the People’s Republic of China in 1978 and from 1991-1999, he owned Inbound Tour Operator China-Europe with offices in Beijing and Berlin.

With more than 40 years of practical and academic experience in Chinese tourism, Prof. Dr. Wolfgang Georg Arlt held for many years the position of Professor for International Tourism Management at West Coast University of Applied Sciences in Germany (Heide). He has also been a visiting professor in several international universities in China (Ningbo U, Sun Yat-sen U Guangzhou), United Kingdom (Leeds U), Australia (Curtin U), and New Zealand (Tai Poutini U).

Among his extensive professional experience, it is worth noting that Prof. Dr. Wolfgang Georg Arlt is also a Fellow of the Royal Geographical Society and Royal Asiatic Society, researcher fellow for the Japanese Society for the Promotion of Science and Member of the expert panel (Madrid) at the United Nations World Tourism Organization (UNTWO).

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