Undergoing structural changes

Dai Bin said that with flourishing outbound tourism market, there are some noteworthy structural changes. For example, although Asia is still the main destination of Chinese tourists, other countries and regions also begin to receive Chinese visitors. The number of tourists visiting Europe declined but visitors to Americas, Africa and Oceania have increased.

The number of tourists on holidays began to increase, accounting for 37 percent, or a growth of 4 percentage points year-on-year. Due to convenient visa service and high cost performance, island tourism has become the main force driving the growth of holiday tourism market. With the flourish of Chinese economy and eastward shift of international tanker industry, the passenger liners have become a new tourism tool accepted by more Chinese tourists.

Shopping is still the main pattern of consumption.

According to the survey report, shopping has turned into an important impetus promoting the consumption of Chinese outbound tourists.

About one third of Chinese outbound tourists believe that shopping is the item on which they spend money most. According to data from the World Luxury Association, more than 75 percent of Chinese outbound tourists spend money repeatedly more than three times during their journeys. In the “Golden Week of National Holiday” of 2011, Chinese outbound tourists' expenditures on luxurious products equaled to the domestic market's total sales volume of three months.

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