2017年中国出境旅游和消费趋势报告（英文版）_34页_16mb

2017 Outbound Chinese Tourism and Consumption Trends Summary

Core Content

This report provides an in-depth analysis of the behavior and preferences of outbound Chinese tourists in 2017, focusing on their travel trends, consumption patterns, and the role of mobile payments in their overseas spending. It is based on a survey conducted jointly by Nielsen and Alipay, involving 2,009 Chinese respondents from first-, second-, and third-tier cities, and 613 non-Chinese tourists from various countries, including the US, UK, France, South Korea, and Japan.

Key Findings

• Travel Experience Over Cost: Chinese tourists prioritize the experience of travel over cost, with 56% considering the beauty and uniqueness of a destination as their main factor, and only 34% focusing on affordability.
• Stronger Purchasing Power: Chinese tourists have stronger purchasing power than non-Chinese tourists, with an average of USD 762 spent on shopping per person, compared to USD 486 for non-Chinese tourists.
• Mobile Payment Adoption: 65% of Chinese tourists used mobile payment platforms during their overseas trips, significantly higher than the 11% for non-Chinese tourists. Mobile payments are increasingly becoming the preferred method, with 28% of Chinese tourists using them now, and 77% spending more via mobile payments in recent trips than before.
• Travel Preferences by Age Group:
  • Post-90s: Prefer adventure (16%), focus on ease of visa procedures (47%), and are more influenced by travel companions.
  • Post-80s: Focus on food (58%) and shopping (49%), and are more influenced by tax refunds.
  • Post-70s: Prefer leisure (82%), and are more influenced by shopping locations and the safety of the destination.
• Travel Destinations:
  • Asia (including Hong Kong, Macao, and Taiwan) is the most popular region, with 67% of Chinese tourists traveling there.
  • Europe and North America are considered more advanced travel options, with 38% and 25% of Chinese tourists visiting these regions respectively.
• Travel Forms:
  • Chinese tourists prefer independent travel (49%), semi-independent travel (42%), and customized travel (25%), while non-Chinese tourists tend to favor independent travel (70%).

Main Trends

1. Travel Trends

• Frequency: The average number of countries or regions visited by Chinese tourists in 2016–2017 was 2.1, with an expected increase to 2.7 in 2018.
• Preferences:
  • Chinese tourists are more likely to seek unique experiences, such as natural scenery and theme parks.
  • Non-Chinese tourists prefer historical and cultural sites.
• Travel Objectives:
  • 78% of Chinese tourists travel for leisure, with shopping, dining, and relaxation as primary activities.

2. Consumption Trends

• Top Spending Categories:
  • Shopping (25% of total expenses)
  • Hotel accommodations (19%)
  • Dining (16%)
• Spending by Destination:
  • United States and Australia saw the highest on-location spending (USD 4,462 and USD 3,541 respectively).
  • Thailand and Japan had lower average spending (USD 2,026 and USD 3,000 respectively).
• Shopping Locations:
  • Duty-free shops (61%), department stores (47%), and large supermarkets (47%) are the most popular.
  • Post-70s tourists favor duty-free shops, while post-80s and post-90s prefer beauty stores and pharmacies.
• Popular Goods Purchased:
  • Skin care & beauty products and local specialties are the top items.
  • Other popular items include souvenirs, clothing, special food items, and bags/suitcases.

3. Mobile Payment Trends

• Adoption Rates:
  • 65% of Chinese tourists used mobile payments during their most recent overseas trip.
  • 93% would consider using mobile payments if more overseas merchants accepted them.
  • 91% would be more willing to spend if Chinese mobile payment brands were accepted.
• Payment Preferences:
  • Chinese tourists are more influenced by the payment methods accepted by local merchants than by the absolute price of goods.
  • The relative price after discounts is the top factor (41%) for Chinese tourists when making shopping decisions.
• Communication Preferences:
  • 97% of Chinese tourists purchase data packages or rent Wi-Fi devices to stay connected overseas.
  • 62% use international roaming, 50% purchase discounted data plans, and 38% rent global Wi-Fi.
  • 81% use Wi-Fi, primarily free public Wi-Fi (56%) or rented local Wi-Fi (49%).

Key Insights

• Experience is the main driver for Chinese tourists, with price being a less important factor.
• Shopping is the most significant expenditure category, followed by accommodations and dining.
• Mobile payments are increasingly adopted and preferred by Chinese tourists, with Alipay playing a central role in facilitating their spending.
• Diversity in accommodation options is growing, with homestays becoming a popular alternative, especially in Japan.
• Local specialties are a major draw for Chinese tourists, influencing their dining and shopping choices.

Summary of Influencing Factors

This report highlights the evolving nature of Chinese outbound tourism, emphasizing the growing importance of mobile payment technology and the shift in consumer behavior towards experiential travel and diversified spending patterns.