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1 China 2020Market Insight 20 00040 00060
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3 tistics China 2019+34%+11%+7%+16%+9%+7%+
tistics China 2019+34%+11%+7%+16%+9%+7%+4%+18%+15%+3%2019 vs 2018 China Market Insights 2019 China FastestgrowingregionIn 2018, around10 % of China’s1.4 billion inhabitanstravelledinternationally78% travelswithin Asia Pacific22% travelsto the
4 rest of the worldIn H1 2019, Chinesearr
rest of the worldIn H1 2019, Chinesearrivalsto the worldreachedto 81million, to Europé over 3 million (7.4%)Source:UNWTO International TourismHighlights2019 Edition, Oxford Economics, 2019 (percentagesharesrefersto arrivalsnot otheris stated); A
5 rrivalsto Europé in 2018 from Ctrip Chi
rrivalsto Europé in 2018 from Ctrip ChineseArrivalsto Europé in 2018 EasternEurope36,3% WesternEurope32,8% China Market Insights 2019 DenmarkSwedenNorwayFinlandThe WorldGrowth in guest nights Source: Tillväxtverket/SCB (2019), TourismDecision
6 Metrics, Oxford Economics(2019) Denmar
Metrics, Oxford Economics(2019) Denmark(17%) Sweden(26%)Shares of guest nights (2018)Chinese Travel in the Nordic China Market Insights 2019 Source: Statistics offices of each country. Refers to Chinese overnights in hotels, holiday villages, yo
7 uth hostels and campsite(i.e. not commer
uth hostels and campsite(i.e. not commercially arranged private cottage and apartment rentals) in Scandinavia 2018 20%17%DenmarkSwedenNorwayFinland 2018 Jan-Aug Guest Nights (JanAug 2018 vs JanAug 2019)Average growth Aug 2019 Chinese Travel in the
8 Nordic China Market Insights 2019 Chine
Nordic China Market Insights 2019 Chinese Travel in the Nordic SPRING (May): 2018 vsSUMMER (june-aug):2018 vs 2010AUTUMN (sept-nov):2018 vs 2010WINTER (dec-april):2017/2018 vs… Denmark Norway Sweden FinlandNorwayhas receivedthe greatestdevel
9 opmentin all seasonsOn average, spring h
opmentin all seasonsOn average, spring has hadthe strongestdevelopment, whilesummer and winterhaveincreasedslightlymorethanautumnSource: Statistics offices of each country. Refers to Chinese overnights in hotels, holiday villages, youth hostels an
10 d campsites (i.e. not commercially arran
d campsites (i.e. not commercially arranged private cottage and apartment rentals) in ScandinaviaDevelopment in seasons 2018 vs 2010 China Market Insights 2019 Chinese Travel in the Nordic SUMMER (june-aug):2019 vs 2018SPRING (May): 2019 vs2018WIN
11 TER (dec-april):2019/2018 vs 2018/2017 D
TER (dec-april):2019/2018 vs 2018/2017 Denmark Norway Sweden FinlandDenmarkhas hadthe strongestgrowthin winter2018/2019Finland has hadthe strongestgrowthin spring 2019Sweden has hadthe strongestgrowthin summer 2019Development in seasons 2019 vs 20
12 18 China Market Insights 2019 Travel Spe
18 China Market Insights 2019 Travel Spendings Shopping25 %AccommodationDining16 %Entrances14 %TransportationEntertainmentNetwork7 %Others0 %Source: Nielsen/AlipayChina remains the worlds largest spender and source market since 2012 but outbound
13 spending per capita still low due to hug
spending per capita still low due to huge population. 37 % of the worlds international tourism expenditure comes from Asia and the Pacific, up from 24 % in 2010. China Market Insights 2019 Travel SpendingsSource: Global Blue Sweden 2019.8 Top5 ta
14 x refundmarkets (JanAug)Chinese travelle
x refundmarkets (JanAug)Chinese travellerstop the list among top 5 tax refund markets in the Nordic China Market Insights 2019 Digital Payments Payment methods 2017 Outbound travellersused mobile payments in 2018 Source: Nielsen/Alipay, 2019.1.21
15 TravelFactors China Market Insights 201
TravelFactors China Market Insights 2019 Population 1,39 billionIn marketing area60 millionEconomy& IncomeConsumers have better financial status than 5 yrsago Consumers have spent more in travelling in 2018 Source: China Statistic Administration
16 / Nielsen report 2019.4.19BeijingShangha
/ Nielsen report 2019.4.19BeijingShanghaiGuangzhou National (H1 2019)GDP 6,3% CPI 5,2%PEK, SHA, CAN (H1 Income8,75% China Market Insights 2019 SAS PEKPVG Air China PEKPEKPEK China Eastern PVG Sichuan Airlines CTU Hainan Airline PEK Direct Flight
17 s to Scandinavia China Market Insights 2
s to Scandinavia China Market Insights 2019 Indirect Flights to Scandinavia Finnair PEK/PVG/HKG/CAN CKG /NKG XIYmonths) Juneyao Airline PVG Tibet Airlines TNA Qatar Airways PEK/PVG/CANflights/weekHGHDOH China Market Insights 2019 Visa Service Cent
18 ersDenmark Sweden Norway Finland TravelT
ersDenmark Sweden Norway Finland TravelTrends China Market Insights 2019 TravelTrends waysof travellingConsumptionupgrade Tourists who joined private groups to Europe in H1 2019 Average 3.2 people Tourists who booked tailormade trips to Europe in
19 H1 2019 New Group Travel Private groupto
H1 2019 New Group Travel Private grouptour Localgrouptour SemipackagetourLuxurygrouptour ThematicgrouptourSource: Ctrip/HCG Travel Group, European Travel Report H1 2019 China Market Insights 2019 TravelTrends Diversifiedthemes TravelPhotographCult
20 ure & HistoryNatureArt & FashionFamilyHi
ure & HistoryNatureArt & FashionFamilyHikingSummer campNorthernLightCruise Top 10 themes of tailormade trips to Europe Ski& Spa Source: CTA/CtripChina Outbound Report, 2019 China Market Insights 2019 Travel Trends Diversified ThemesRoad trip book
21 ings increased by 32% Top5 markets: Beij
ings increased by 32% Top5 markets: Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou41% clientsagedunder 45 yearsMost popularroadtripdestinations: New Zealand, Australia, GermanyCanada & USEmergingnichedestinations: TurkeyNorway, Georgia
22 (averagegrowth35%) Source: Zuzuche, Chin
(averagegrowth35%) Source: Zuzuche, China National Day Travel Report, 2019.9.29 China Market Insights 2019 AfricaIcelandRussiaDenmarkSaudi AribiaFinlandSwedenNorwayTurkeyMoroccoSource: Nielsen/Alipay, 2019.1.21Popular destinations among post 95s g
23 enerationTravel Trends Persona Planning
enerationTravel Trends Persona Planning and bookingUlf Lundin/imagebank.sweden.se China Market Insights 2019 Sources of InformationTopsourcesof information prior to a tripTravelportal websitee.gCtripQunarSocial media, e.g. Weibo, WechatWeb page fr
24 om tour operator or travelagencyOthertra
om tour operator or travelagencyOthertravellers’ opinions via travelblogsor rating sites, e.gTripadvisorMafengwoTourismorganisation websiteSource: China research 2016, Visit Sweden/SSIThe global travellerwith interest in travelling to Sweden(
25 n=1 188) China Market Update Mobile Gros
n=1 188) China Market Update Mobile Gross Bookings Share* (%) 2016 vs. 2021 60%26%23%24%17%86%42%35%43%27% 2016 The extraordinarily high level of mobile booking penetration in the Chinese travel market is primarily due to the prevalence of WeChat.
26 WeChat has become the go to tool that m
WeChat has become the go to tool that most people in China use for many daily tasks.Over 80% of Chinese outbound travellershaveWeChataccountsSource: Global Mobile Market Sizing, PhocuswrightOf Online Leisure/Unmanaged Business Travel Gross Bookin
27 gs by Country Chinese Social Media Lands
gs by Country Chinese Social Media LandscapeJacquede Villiers/Imagebank.sweden.se China Market Insights 2019 Major information sources 2016 2017 Chinese Social Media Landscape China Market Insights 2019 Omnimedia WeChat, QQ, AlipayTaobao Chinese S
28 ocial Media Landscape Derivative Social
ocial Media Landscape Derivative Social Media TiktokZhihuDianpingYouku Core Social Media Weibo, Little Red Book, Douban 2019 China SoMeLandscape by Kantar China Market Insights 2019 Official Account Mini Progra WeChat Search WechatPay MomentAdvert
29 ising WeChat EcosystemChinese Social Med
ising WeChat EcosystemChinese Social Media Landscape China Market Insights 2019 Chinese Social Media LandscapeShort VideosUntil 2018, short video app users reached to 500M in China. (107%)TikTok, Miaopai, Kwai, Bilibili, etcPGC, UGCVlog Tusen takk