Welcome to this fortnight’s China Ready Now Round-Up.
Here are the 8 top stories I’ve been following.
- The number of Chinese tourists coming to Australia is expected to triple from a million a year last year to 3.3 million a year by 2026 (paywall), according to a report to be released today by the Australia China Business Council. Within the report is the warning that many tourism operators are not ready for this Chinese tourism boom – but of course, if you’re reading this, you’re probably on the right path!
- Meanwhile, roughly 800,000 Chinese went on a study tour abroad during the recent north hemisphere summer vacation, according to Ctrip. Ctrip saw overseas study tour bookings through their website grow 70% on 2016, with per capita spending at 26,000 yuan (just over $5000 AUD). One key reason for this trend is that spending on your child’s education is hugely important to Chinese parents – in some ways these overseas study trips are the new status symbol for Chinese parents.
- Looking at a slightly older demographic, Dragon Trail is running a webinar on Chinese millennial travelers on Wednesday (18 October) – click here to sign up. Understanding this market is so important – about 60% of China’s 128 million outbound travellers in 2015 were aged between 18 and 34. And speaking of the youth market…
- Tourism Australia has launched a dedicated, tongue-in-cheek news channel serving up good news stories from across Australia as part of a new $5 million youth campaign. TA’s press release notes that “the campaign will initially focus on four of Australia’s largest youth markets – the UK, France, Germany and Italy – before being extended to other markets next year.” They’ve also helpfully provided the following diagram of Australia’s largest youth markets. Notice the top country? I would hope that it is set to be included in the “other markets” that TA extends the campaign to in 2018.
- Since China introduced the 2-child policy (or rather, broadened it) at the start of 2016, there has been a rise in family travel, both within China and abroad. That is leading to a windfall for businesses such as Airbnb and its competitors, as more Chinese travellers choose to stay in homes, rather than hotels.
- Meanwhile, one of Airbnb’s biggest Chinese competitors, Tujia, just raised a further $300 million (paywall), valuing it at $1.5 billion.
- Are China’s Golden Weeks, the week-long holidays celebrating Chinese New Year (January/February) and National Day (October), starting to lose their lustre? While leading to a massive increase in Chinese travellers, they also lead to bottlenecks and unsatiable levels of demand at popular tourism destinations.
- Technode has an interesting piece on how China’s biggest tech giants (Alibaba, Tencent, as well as bike-sharing companies ofo and Mobike) are following Chinese travellers as they head abroad.
Do you want to take advantage of the power of China’s tech giants to attract more Chinese tourists this coming summer? Get in touch with us for a free consultation.
I hope you enjoyed this edition of the China Ready Now Round-Up. For more updates during the week on Chinese tourism trends and how to attract Chinese tourists, follow me on LinkedIn.