1. The Changing Face of
Chinese Outbound Travel
Driving Change in Travel & Tourism
Peter de Jong
President and CEO
Pacific Asia Travel Association

2. China over the last 10 years…..
1997 2007
• Population 1.24 billion ==> 1.33 billion
• Urbanized 32% ==> 42%
• GDP growth 9.3% ==> 11.5%
• GDP/capita US$767 ==> US$2,420
• Travel
-Inbound 57.6 million ==> 132 million
-Outbound 5.3 million ==> 37.5 million
-Domestic 644 million ==> 1.4 billion
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3. The total China travel equation
1,394.0
125.0
34.5
Domestic Inbound Outbound
Measure (millions)
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4. 4

5. • On Monday November 5, 2007 made its stock market debut in
Shanghai….
• …and that same day became the first company in the World to
be valued at more than US$1,000bn
• Second largest company in the world, ExxonMobil is valued at
just under half that!
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6. Hong Kong and Macau remain favourite
destinations…
13.6
12.0
Hong Kong SAR Macau SAR
Destination (arrivals in millions)
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7. …with other Asian destinations also popular
Arrivals (millions)
0.0 0.2 0.4 0.6 0.8 1.0 1.2
Singapore
Thailand
Korea (ROK)
Japan
Destination
Vietnam
Malaysia
USA
Australia
Mongolia
Indonesia
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8. New destinations are making waves
Year-on-year change
0% 20% 40% 60% 80% 100% 120% 140%
Maldives
PNG
Sri Lanka
Bhutan
Destination
Cambodia
Guam
Indonesia
Lao PDR
Hawaii
Myanmar
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9. Scheduled air seat capacity from China has
grown exponentially
900,000
800,000
700,000
600,000
Seats per week
500,000
400,000
300,000
200,000
100,000
0
4Q00 4Q01 4Q02 4Q03 4Q04 4Q05 4Q06 4Q07
12 months ended
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10. China routes to Europe in 2000
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11. China routes to Europe in 2007
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12. Dynamic growth is forecast
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13. ‘Established’ destinations will have mixed
results…
Arrivals in 2009 (mns)
0 2 4 6 8 10 12 14 16 18
Hong Kong SAR
Macau SAR
Destination
Singapore
Korea (ROK)
Japan
Thailand
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14. …while ‘emerging’ destinations will drive
growth
% change
0% 20% 40% 60% 80% 100% 120%
Sri Lanka
NZ
PNG
Cambodia
Destination
Maldives
Guam
Korea (ROK)
Canada
Philippines
Pakistan
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15. Business travel is heavily influenced by
leisure activities
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16. Europe is growing as both a business and
leisure destination
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17. Relieving stress has become one of the main
motives for taking vacations
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18. Online information sources are vital
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19. Booking online is becoming more and more
important
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20. The use of premium accommodation suggests,
higher yield visitors
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21. Working with Industry to Lead an Effective
Response to Climate Change
• PATA CEO Challenge
• 29-30 April 2008, Bangkok
• Leaders of private & public
sector
• Challenge: commit to on-
going action plan
• www.pata.org/ceochallenge
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