2017年中国出境旅游和消费趋势报告（英文版）_36页-18mb

2017 Outbound Chinese Tourism and Consumption Trends Summary

Core Content

This report provides an in-depth analysis of outbound Chinese tourism trends and consumption behaviors in 2017, highlighting the growing role of mobile payments in overseas transactions and the differences in spending habits between Chinese and non-Chinese tourists.

Key Findings

• Travel Experience Over Cost: Chinese tourists prioritize the beauty and uniqueness of destinations (56%) and the safety of the location (47%) over cost, which is the fifth most important factor.
• Higher Spending Power: Chinese tourists exhibit stronger purchasing power than non-Chinese tourists. On average, they spent USD 762 on shopping, USD 486 on dining, and USD 486 on other activities, compared to non-Chinese tourists who spent more on accommodations (29%).
• Mobile Payment Adoption: 65% of Chinese tourists used mobile payments during their overseas trips, with the percentage increasing over time. Mobile payments are becoming more popular, with 28% of Chinese tourists using them now, approaching the use of cash (30%).
• Preferences for Shopping and Dining: Chinese tourists spend the most on shopping (25%), followed by hotel accommodations (19%) and dining (16%). Mobile payments are widely used in these categories.
• Travel Forms and Generational Differences: Chinese tourists prefer a variety of travel forms, including independent (49%), semi-independent (42%), and customized (25%) travel, whereas non-Chinese tourists tend to travel independently more (70%). Post-90s tourists are more adventurous, while post-70s tourists focus on comfort and beauty.
• Communication Needs: 97% of Chinese tourists prepare for internet access while traveling overseas, with 62% choosing international roaming and 50% purchasing discounted data packages.

Main Trends

1. Outbound Tourism Trends

• Frequency of Travel: Chinese tourists travel to an average of 2.1 countries or regions per year, with plans to increase to 2.7 in 2018.
• Popular Destinations: Asia, especially Hong Kong, Macao, and Taiwan, is the most popular region. Other popular destinations include Japan, Thailand, and South Korea.
• Travel Objectives: Leisure is the top priority (78%), with shopping and dining also being significant. Adventure is a growing interest, especially among the post-90s generation.
• Travel Forms: Chinese tourists prefer independent and semi-independent travel, with customized travel becoming more common for longer-distance trips.

2. Consumption Trends

• Spending Breakdown: Shopping (25%), hotel accommodations (19%), and dining (16%) are the top three categories of spending for Chinese tourists.
• Spending Differences: Chinese tourists spend significantly more on shopping than non-Chinese tourists (USD 762 vs. USD 486). Non-Chinese tourists prioritize accommodations more.
• Shopping Preferences: Duty-free shops (61%), department stores (47%), and large supermarkets (47%) are the most popular shopping locations. The post-70s generation prefers duty-free shops, while post-80s and post-90s tourists favor beauty stores and pharmacies.
• Popular Goods: "Skin care & beauty products" and "local specialties" are the top purchases. Other popular items include souvenirs, clothing, food, and bags.
• Price Considerations: Chinese tourists focus more on relative prices after discounts (41%) and product quality (39%), while non-Chinese tourists emphasize absolute prices (52%).

3. Mobile Payment Trends

• Adoption Rates: 65% of Chinese tourists used mobile payments during their most recent overseas trip, compared to only 11% of non-Chinese tourists.
• Future Expectations: 76% of Chinese tourists hope to use mobile payments for shopping in the future.
• Payment Method Importance: Payment methods accepted by local merchants are a crucial factor in Chinese tourists’ shopping decisions, with 41% considering this alongside price and quality.
• Transaction Growth: 77% of Chinese tourists spent more via mobile payments in their most recent trip than in previous years, showing a growing trend.

Key Information

• Survey Scope: The survey included 2,009 Chinese respondents from first-, second-, and third-tier cities and 613 non-Chinese tourists from the US, UK, France, South Korea, and Japan.
• Generational Insights:
  • Post-90s tourists are more adventurous and prioritize ease of visa procedures.
  • Post-80s tourists focus on food and shopping.
  • Post-70s tourists prioritize beauty and safety.
• Payment Method Preferences:
  • 62% of Chinese tourists used international roaming.
  • 50% purchased discounted data packages.
  • 38% rented global Wi-Fi.
  • 69% connected directly via mobile data packages.

Conclusion

The report underscores the growing trend of Chinese tourists traveling overseas for leisure and unique experiences, with a strong emphasis on shopping and dining. Mobile payments are increasingly becoming a preferred method of transaction, influencing both current spending and future travel plans. The adoption of mobile payment platforms by overseas merchants is seen as a potential driver for increased spending by Chinese tourists. Generational and regional differences in travel preferences and spending habits are also highlighted, providing a nuanced view of outbound Chinese tourism in 2017.