About to Take Off: The Return of Chinese Outbound Tourism

webinar| 25 May 2023

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Chinese outbound tourism to the European Union had been a growing trend until 2019. Nearly 8 million Chinese tourist arrivals to the EU were registered that year, with France, Italy, and Germany as the most popular destinations. On average, Chinese travellers to Europe stay more than 10 days and spend over €1,000. The number of nights spent in the EU by Chinese travellers had tripled between 2006 and 2016, to reach around 25 million nights per year.

However, this segment of the market has been significantly impacted by the COVID-19 pandemic, leading to a sharp decrease of Chinese outbound tourism to the EU in the past years. With the current lift off of most travel restrictions, it is expected that Chinese outbound tourism to the EU will gradually recover.

This webinar was recorded for European SMEs to get a clearer understanding of the prospects of the international travel market and preferences of Chinese travellers, as well as to help them fine-tune their marketing skills and strategies.

Module I: Situation Spring 2023

  • Development of Chinese tourism before and during pandemic
  • Opening of borders and government regulations up to March 2023
  • Changes in the demand and expectations of the different Chinese outbound tourism source market segments in the New Wave

Module II: How to react to the new needs and expectations when dealing with the Chinese outbound market

  • New quantitative and qualitative KPIs to achieve Meaningful Tourism for Chinese visitors
  • Product adaptation & product development
  • Brand building and different forms of marketing: KOLs, KOCs, Recommendation marketing
  • Communication and distribution channels

Module III: Outlook: China outbound market in the coming years
Ways to stay competitive in the market

Wolfgang Georg ArltFounder and CEO, COTRI, EU SME Centre Expert

Welcome back to Italy! A forecast for the return of Chinese tourism

  • 2022 – 2026 Winter Olympic games. Beijing passes the baton to Milan: what opportunities?
  • The evolution of interest towards mountain tourism in China: from skiing to glamping. What’s next?
  • Italy China air traffic update. Data on frequencies, routes and costs
  • Profiling and segmentation of the future Chinese FIT tourist

Francesco Boggio FerrarisICCF

Q & A session

Sign up and benefit from our entire range of free services

If you sign up today you’ll be able to

  • Access to tailored advice through our Ask-the-Expert tool
  • A library of over 200 publications
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  • A comprehensive database of service providers with contact information