The Chinese Outbound Travel Market with Special Insight into the Image of Europe as a Destination

This title, produced by the World Tourism Organization, examines China as an outbound travel market with special insight into the image of Europe as a destination. China represents one of the fastest growing outbound travel markets in the world. This is due to rapid urbanisation, rising disposable income and relaxations of restrictions on foreign travel. Outbound trip volume has grown 22% since 2000, reaching 34.5 million in 2006. The vast majority of outbound trips (70%) are to the Chinese Special Administrative Regions (SARs) of Hong Kong and Macao though. Whilst half of the other trips are "border visitors" on day trips to Russia, Vietnam or Laos for trade/shopping, or gambling in casinos, which is illegal in China. According to the China National Tourism Administration (CNTA) Europe attracted a modest share of 6% of total Chinese outbound trips/departures in 2005. This study, provides an introduction to China, with overviews of the country and the population. Divided into a further eight chapters, it also looks at the following areas in relation to the issue of Chinese outbound tourism, including: the operating environment; an aviation overview; the outbound travel market; a profile of the Chinese outbound traveller; the organisation of Chinese outbound travel; market realities, current prospects and working with the Chinese market.