Presentation given at Royal Danish Embassy in Beijing to Chinese tour operators as part of an event by Visitdenmark to promote Denmark as a tourism destination to Chinese. the presentation content: The development of the Chinese travel market The future potential of the Chinese travel market The Chinese tourists expectations when travelling to Scandinavia and Denmark What can the Danish tourism industry do to attract more Chinese tourists?

1. By Niels Frederik Lund
University of Surrey
27th August 2012
27th August 2012 1

2. Table of content
1. The development of the Chinese travel market
2. The future potential of the Chinese travel
market
3. The Chinese tourists expectations when
traveling to Scandinavia and Denmark
4. What can the Danish tourism industry do to
attract more Chinese tourists?
27th August 2012 2

4. Where do the Chinese tourists go?
Top Ten Destinations of Chinese Outbound Travelers Top Ten Most Popular Destination Cities
1 Hong Kong 1 Hong Kong
2 Macau 2 Bangkok
3 South Korea 3 Seoul
4 Singapore
4 Malaysia
5 Tokyo
5 USA
6 Taipei
6 Japan
7 Osaka
7 Thailand 8 Kuala Lumpur
8 Taiwan
9 Macau
9 Singapore
10 Rome
10 Russia
(Source: COTRI China Outbound Tourism Research Institute, 2011)

5. Europe is losing market shares
(Source: Traenhart, 2012, p. 35)

6. Number of outbound travelers
2014:
2012: 80 100
million Million
2011: 70
million
1999: 10 Growth per annum: 20%
million
(Source: Traenhart (ed) , 2012, p. 25)

7. Expenditure of Chinese tourists
31% of Chinese tourists’ expenditure goes towards shopping (1)
London Olympics: Outspent all other international tourists – spend an average of
USD 316.36,- per purchase (2)
Year on year increase in spending: 91% from 2010 – 2011 (3)
Projected that in 2012 every tourist will spend more than USD1000,- per trip (4)
(1) Euromonitor International (2010). Tourism flows outbound. Mexico: Siimt
(2) TN global travel industry news (2012). Chinese outspend all other international tourists in London. London: TN
(3) Traenhart, Jens (ed) (2012). Essential travel trends 2012. Beijing: China Travel Trend publication, p. 27
(4) Ibid, p. 28

8. Where do Chinese tourists go
in Europe?
Denmark and Scandinavia
Main destinations are
are second choice, often
Germany, France, and the
when other European
United Kingdom – Italy
destinations have been
and Switzerland also
visited. Scandinavia is
popular (1)
seen as one destination
(1) Corigliano, Magda Antonioli (2011): The Outbound Chinese Tourism to Italy: The New Graduates'
Generation, Journal of China Tourism Research, 7 (4), pp. 397

9. Chinese tourists to Denmark
Overnight stays:
85,110 pax
20%
Norway: 2011: 91596, increase of 34%
Sweden: 2011: 148389, increase of 33%
(Source: Scandinavian Tourist Board)

11. The new Chinese tourist
Under
Outside package 45, accustomed to
tours - customised traveling, no need
tour packages to shop for friends However:
(1) Still a queue of 150
million Chinese
waiting for their turn
Less to join tour groups
Traveling for sightseeing, more
relaxation done on entertainment, sho price
a regular basis pping and luxury conscious, scenery
accommodation
and low quality
(1) Traenhart, Jens (ed) (2012). Essential travel trends 2012. Beijing: China Travel Trend publication, p. 25

12. The Chinese youth
Reliant on smart phones and social
media – constantly in the loop
Focused on self-expression and
excitement
First time travellers
Not all that different from youth
elsewhere
(Source: Traenhart (ed), p. 71)

13. Forces that shape china’s
outbound tourism
Demography Biggest age groups is 30 – 44 with 27%
with high propensity to travel
One child policy More freedom
Education Educated women
Urbanisation 251 million living in large cities
Trade balance Balance it by outbound travel
Internet Social media – online search and booking
Financial crisis Weaker currency – lower prices
(Source: Tse, Tony M. and Hobson, Perry (2010). The Forces Shaping China's Outbound
Tourism. Journal of China tourism research. Vol. 4 (2)

15. Expectations of visiting
Scandinavia and Denmark
 Very few and vague expectations, but
definitely positive
 Little knowledge of Scandinavia in general.
Not a clear concept of what Scandinavia is
 Only know Hans Christian Andersen and The
Little Mermaid and Copenhagen
 Expect clean air, blue skies, nice scenery and The little Mermaid
people living a comfortable life in a safe
environment
 Observe the lifestyle and see as much as
possible
 Foreign food seen as unhealthy – raw and
oily with few vegetables. Are reluctant to
eat Danish food, instead eat Chinese. Also
because it is cheaper. Nyhavn, Copenhagen
 Main expectation: to get a glimpse of a
strange and foreign culture

16. Perception of Denmark
 Like to hear the history of Denmark
and Copenhagen – surprised by
Denmark’s historical achievements
 Impressed with our parliament, city
hall and the little mermaid
 Staff in restaurants and shops are
perceived as friendly
Christiansborg (Parliament)
 Price level is high, but like purchasing
luxury good - can get a tax refund
 Surprised by the hotel standard –
hotels are older and not so well-
equipped as Chinese
 Usually spend 1 - 2 nights in
Denmark, thus little time for
impressions Cityhall

18. Tour operators
Accessibility Accommodation
Price level
new flights from more budget hotels
weakening Euro
Shanghai and Beijing available
Visa Other countries
large increase in easy to combine
visas issued to with trips to other
Chinese countries

19. Marketing
Brand image Themes
an integrated coherent Give the tourism offering
image that understands themes and link nature
Chinese perceptions and with history and legends
cultural background (1) (2)
Websites
Language
with CN domains and
Sufficient information in
representation on
Chinese language
Chinese social media sites
(1) Gyimothy, Szilvia and Ren, Carina (2011). Dansk nation branding: praksis i forandring? Okonomi & Politik, 84 (4), p. 67
(2) Fountain, Joanna & Espiner, Steven and Xie, Xiaoyan (2011). A cultural framing of nature: Chinese tourists’ motivations
for, expectations of, and satisfaction with, their New Zealand tourist experience. p. 74

20. The tourist
Brochures in Chinese
More Chinese
at hotels, signs in
students to Denmark
Chinese or at least
– VFR and WOM (1)
English
Promote the Danish
100% commitment
food as safe and
and enthusiasm
organic and
from locals
international
(1) Berlingske (2012). Kinas studerende fravælger Danmark. 19. juli 2012

21. Conclusion
• Chinese outbound tourism
increasing at a rapid rate
• New wave of Chinese
tourists coming
• Visiting Denmark: Vague
expectations but a very
positive image and good
impression
• What can we do?
Accessible, clear image and
100% commitment

22. References
• Berlingske (2012). Kinas studerende fravælger Danmark. Available at:
http://www.b.dk/nationalt/kinas-studerende-fravaelger-danmark (Accessed 20.08.2012)
• China Outbound Tourism Research Institute (2011). Chinese Outbound Tourism Trends for the
Third Quarter of 2011. Heide/Beijing: COTRI China Outbound Tourism Research Institute.
• Corigliano, Magda Antonioli (2011): The Outbound Chinese Tourism to Italy: The New
Graduates' Generation. Journal of China Tourism Research, 7 (4), pp. 396-410
• COTRI (2012). Workshop at ITB Convention declares “The Second Wave of China’s Outbound
Tourism” has started. Heide: COTRI
• Euromonitor International (2010). Tourism flows outbound. Mexico: Siimt
• Fountain, Joanna & Espiner, Steven and Xie, Xiaoyan (2011). a cultural framing of nature:
Chinese tourists’ motivations for, expectations of, and satisfaction with, their New Zealand
tourist experience. Tourism Review International, 14, pp. 71–83
• Gyimothy, Szilvia and Ren, Carina (2011). Dansk nation branding: praksis i forandring?
Okonomi & Politik, 84 (4), pp. 56-68
• IP, Chrystal and Qi, Shan Shan and Leung, Rosanna and Law, Rob (2010). Which overseas
destinations do Chinese travelers like to visit? HongKong: The Hongkong Polytechnic
University
• Li, Xiang, Lai, Cheng Ting, Harrill, Rich, Kline, Sheryll, Wang, Liangyang (2011). When east
meets west: An exploratory study on Chinese outbound tourists’ travel expectations. Tourism
Management, 32, pp. 741 -749

23. References
• Li, Xiang, Lai, Chengting, Harrill, Rich, Kline, Sheryll, Wang, Liangyang (2011). When east
meets west: An exploratory study on Chinese outbound tourists’ travel expectations. Tourism
Management,32, pp. 741 -749
• Ooi, Can Seng (2007). Chinese tourists in Denmark. Copenhagen: Copenhagen Business
School
• Sparks, Beverly and Pan, Grace Wen (2009). Chinese Outbound tourists: Understanding their
attitudes, constraints and use of information sources. Tourism Management, 30, pp. 483 -
494
• TN global travel industry news (2012). Chinese outspend all other international tourists in
London. London: TN global travel industry news. Available at:
http://www.eturbonews.com/30531/chinese-outspend-all-other-international-tourists-
london (Accessed 16.08.2012)
• Traenhart, Jens (ed.) (2012). Essential travel trends 2012. Beijing: China Travel Trend
publication.
• Tse, Tony M. and Hobson, Perry (2010). The Forces Shaping China's Outbound Tourism.
Journal of China tourism research, 4 (2), pp. 136-155
• Tse, Tony M. S. (2011). China’s outbound Tourism as a way of ordering. Journal of China
tourism research, 7(4), pp. 490 – 505
• Xie, Yanjun and Li Miao (2009).Development of China's Outbound Tourism and the
Characteristics of Its Tourist Flow. Journal of China Tourism Research, 5 (39, pp. 226-242
• Zhang, Yan & Ma, Emily & Qu, Hailin (2012): An explorative analysis of Shanghai residents'
outbound travel preferences during global financial crisis, Anatolia: An International Journal
of Tourism and Hospitality Research