2017中国出境旅游和消费趋势报告（英文）_36页-18mb

2017 Outbound Chinese Tourism and Consumption Trends Summary

Core Content

This report presents an in-depth analysis of outbound Chinese tourism and consumption trends in 2017, focusing on travel behavior, spending patterns, and the role of mobile payments in overseas transactions. The survey was conducted jointly by Nielsen and Alipay, involving 2,009 Chinese respondents and 613 non-Chinese tourists who had traveled overseas in the past year.

Main Findings

1. Travel Priorities and Preferences

• Experience over cost: Chinese tourists prioritize the beauty and uniqueness of destinations (56%) and safety (47%) over cost, which is only the fifth most important factor.
• Travel frequency: Chinese respondents traveled to an average of 2.1 countries or regions per year, with plans to visit 2.7 in 2018.
• Age group differences:
  • Post-90s: Most adventurous, with 16% choosing adventure as their travel theme.
  • Post-80s: Focus on food (58%) and shopping (49%).
  • Post-70s: Prefer leisure (82%) and value beauty and uniqueness (61%) and safety (51%).

2. Popular Destinations

• Asia (especially Hong Kong, Macao, and Taiwan): Most popular, with 67% of Chinese tourists visiting other Asian countries and 51% visiting Hong Kong, Macao, or Taiwan.
• Europe, North America, and Australia/New Zealand: Advanced travel options, with 38% visiting Europe, 25% North America, and 20% Australia/New Zealand.
• Top 10 destinations (outside mainland China):
  1. Hong Kong SAR
  2. Japan
  3. Macao SAR
  4. Thailand
  5. South Korea
  6. United States
  7. Singapore
  8. Taiwan
  9. Australia
  10. France

3. Travel Forms and Preferences

• Independent travel: 49% of Chinese tourists prefer independent travel, while 70% of non-Chinese tourists do so.
• Customized travel: 25% of Chinese tourists prefer customized travel.
• Travel with companions: The post-90s generation is more influenced by travel companions, while the post-80s generation values tax refunds.

4. Consumption Trends

• Top spending categories: Shopping (25%), hotel accommodations (19%), and dining (16%).
• Non-Chinese tourists: Spend more on accommodations (29%), but less on shopping (15%).
• Average spending per person:
  • Chinese tourists: USD 762 on shopping, USD 3,064 on-location, USD 5,565 annually.
  • Non-Chinese tourists: USD 486 on shopping, USD 2,026 on-location, USD 2,900 annually.

5. Mobile Payment Usage

• Mobile payment adoption: 65% of Chinese tourists use mobile payments during overseas travel, compared to 11% of non-Chinese tourists.
• Mobile payment growth: The use of mobile payments is increasing, with 28% of Chinese tourists using them now, and 77% spending more via mobile payments than before.
• Preferred payment methods: Shopping, dining, and visiting tourist attractions are the main uses of mobile payments.
• Impact of payment methods: 93% of Chinese tourists would consider using mobile payments if more overseas merchants accepted them, and 91% would be more willing to spend if they could use Chinese mobile payment brands.

Key Information

• Shopping behavior:
  • Chinese tourists prefer duty-free shops (61%), department stores (47%), and large supermarkets (47%).
  • Post-70s tourists favor duty-free shops (68%).
  • Post-80s and post-90s tourists prefer beauty stores and pharmacies.
• Goods purchased:
  • Top 5 items: Skin care & beauty products, local specialties, souvenirs, clothing (especially shoes and hats), and bags/suitcases.
• Communication during travel:
  • 97% of Chinese tourists purchase data packages or prepare for internet access while overseas.
  • 62% use international roaming, 50% purchase discounted data plans, and 38% rent global Wi-Fi.
  • 81% use Wi-Fi, mostly free public hotspots (56%) or rented devices (49%).

Future Trends

• Mobile payment expansion: The adoption of Chinese mobile payment brands by overseas merchants is expected to boost spending.
• Diversification in accommodation and dining: Half of the respondents have tried homestays, indicating a trend away from traditional hotels.
• Increasing demand for unique experiences: Chinese tourists are seeking more diverse and culturally rich travel experiences, including natural scenery and theme parks.

Summary Table

Conclusion

The report highlights the growing influence of mobile payments on Chinese tourists' spending behavior overseas, alongside a shift in travel preferences towards experiential and unique destinations. It also underscores the differences in spending priorities and travel habits between Chinese and non-Chinese tourists, emphasizing the increasing purchasing power and convenience-driven behavior of Chinese travelers.