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New Report Forecasts 228 Million Outbound Chinese Travelers Per Year by 2030

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The number of outbound trips made by Chinese citizens is expected to increase from 170 million in 2019 to reach 228 million in 2030, according to a new report.

The 200 million milestone of annual cross-border movements from China is likely to be breached in 2028 – 14 years after it reached the 100 million mark in 2014.

These data can be found at 'The China Outbound Tourism Handbook 2023: 88 Practical Ways to Prepare for the New Wave of Chinese Visitors' which is co-written by Wolfgang Georg Arlt and Gary Bowerman. It will be published as an e-book on 22 January 2023.

The Handbook introduces the developmental drivers of the first 25 years of Chinese outbound tourism since it officially began in 1997, and assesses the outlook up to 2030. The main section is divided into 88 key themes that will influence the development of Chinese outbound travel throughout 2023 and beyond.

Vital travel drivers discussed range from VFR and Business Travel to Family Trips and Student Travel. Niche segments featured include Winter Sports, Pop Culture Tourism, Self-drive & RVs, Adventure Travel and Weddings & Honeymoons. Consumer engagement strategies through Social Commerce, Mixed Reality and Metaverse Marketing, Virtual Idols and Livestreaming are covered. So, too are the latest developments in Duty-free Shopping, Chinese Brands, Camping & Glamping, Travel Fashion and Themed Hotel Staycations.

Each of the 88 segments features a quick-read summary at the beginning, a page of up-to-date commentary and three bullet-point takeaways at the end. These are directly applicable actions to help travel, tourism and hospitality businesses tailor their products and services as well as their marketing to meet the new needs and aspirations of Chinese travellers.

The China Outbound Tourism Handbook 2023 explores the dramatic changes within China over the past three years – and guides readers to view Chinese tourism through a new lens for an unfolding era of travel. It explores the emerging travel, technology, fashion, branding, retail, marketing and lifestyle trends in China during the pandemic. It discusses the diverse impacts of the Covid-Zero policy on travellers and travel businesses. The authors also provide practical advice and tips for travel industry players to enhance international travel and tourism experiences for Chinese tourists.

Two Leading China Tourism Authorities

The China Outbound Tourism Handbook 2023 is written by Prof. Dr. Wolfgang Georg Arlt and Gary Bowerman. These two leading authorities count decades of experience in the field. They regularly interact with travel industry leaders in China, Asia and worldwide. Both are in-demand speakers at international tourism conferences, and are frequently interviewed by media organisations on all continents. They write and publish widely on Chinese and Asian travel developments, and research the developing travel and lifestyle trends across China and worldwide. Editorial support and artwork are provided by Mrs. Zheng Rong.

Prof. Dr. Wolfgang Georg Arlt FRGS FRAS has for 45 years worked across the Chinese travel market. His career includes 20 years as a tenured professor of International Tourism Management and as CEO of the China Outbound Tourism Research Institute (COTRI), based in Hamburg. Providing training and consulting for companies and organisations worldwide, he recently added the Meaningful Tourism paradigm to the toolbox for the successful and sustainable development of tourism for Chinese and other source markets.

Gary Bowerman is Director of Check-in Asia, an Asia-focused travel consulting and consumer research firm, and Founder of Asia Travel Re:Set. He is an Asia Travel Analyst for Phocuswright, an Asia Consumer Trends Analyst for Mintel and a Senior Advisor to COTRI. He co-hosts The South East Asia Travel Show. Based in Kuala Lumpur, Gary works across China, Asia and globally with NTOs, hotels, OTAs, management consultancies, insurers, banks, consumer brands and market research firms. He lived in Shanghai from 2004-2010.

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