As a region, Asia and the Pacific is the second most-visited in the world, welcoming 309 million international tourists in 2017, one-fourth of the world's total. Outbound travel from Asia and the Pacific has also reached new heights. Asia and the Pacific has become a vital source market for the rest of the world. In 2016, the region contributed 317 million outbound visitors who generated almost 40% of the world's tourism expenditures.

Within the region, it has been the Chinese outbound tourist market which has propelled the tourism flows from the region. It has emerged as not only the region's but the world's fastest growing source market. The number of Chinese outbound tourists grew by double digits as a percentage each year from 2002 to 2013. In 2016, there were 135 million Chinese outbound travelers, a 6% increase from 2015. In 2012, China became the world's top spender in international tourism and has remained so ever since. Tourism expenditure from China went from USD 24 billion in 2006 (3% of the world's total) to USD 261 billion in 2016 (21% of the world's international tourism spending).

With numbers like these, many destinations see the immense potential of the Chinese outbound market, but few have realized this potential. China is a vast country and the outbound travel demand, spending power and consumption preferences of Chinese tourists vary from region to region. Thus, successfully penetrating the Chinese outbound tourism market poses an interesting and unique set of challenges.

The UNWTO Workshop on Chinese Outbound Tourism will discuss the development and current state of the Chinese market and will showcase the successful practices and solutions for penetrating this dynamic market. The workshop will present solutions for how to develop tailored tourism products, how to engage with Chinese tourists, and how to facilitate travel for Chinese tourists.

REGISTRATION IS NOW CLOSE

Please note that we only have a few seats left available for the venue for those who did not have time to register. 

Kindly take into consideration that we would advise all registered participants to come 10 minutes before the beginning of the workshop. 

For any question, please contact Ms. Harmony Lamm: hlamm@unwto.org or Ms. Hyeon-Jin Lee: hjlee@unwto.org  

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Documents

• Executive Summary of Chinese Outbound Tourism Market
• Preliminary Programme
• UNWTO Presentation on Chinese Outbound Tourism Market
• Workshop Summary

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