2020 China outbound tourism development report From China Tourism Research Institute
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The following is the 2020 China outbound tourism development report From China Tourism Research Institute recommended by recordtrend.com. And this article belongs to the classification: Travel booking, research report.
Novel coronavirus pneumonia has been reviewed in 2019. The report has systematically reviewed the outbound tourism development since the outbreak of the new crown pneumonia outbreak in 2019. It also analyzed the situation and changes in outbound tourist destinations, destinations, relevant market players and satisfaction, and responded to the focus of the industry.
The epidemic suddenly interrupted the steady development of outbound tourism
China’s outbound tourism will maintain a stable development in 2019. It is reflected in the speed of development, as well as in the structure of destination and source. In 2019, China’s outbound tourism market still maintained a growth trend, reaching 155 million person times, an increase of 3.3% compared with the same period in 2018. In 2019, the growth rate of China’s outbound tourism market will slow down. In 2019, China’s outbound tourists spend more than 133.8 billion US dollars, with a growth rate of more than 2%.
The destination structure of outbound tourism remains stable. In 2019, China’s outbound tourism destinations will still be dominated by those around Asia, and Hong Kong, Macao and Taiwan will remain the most important destinations. Generally speaking, the proportion of outbound tourists in China is higher than that of outbound tourists, but the gap is gradually narrowing. The proportion of China’s outbound tourists has been increasing since 2014.
China’s outbound tourism in the proportion of intercontinental destinations, Asia continues to occupy the first place in the intercontinental destination structure, followed by Europe, America, Oceania, Africa and other regions. Visitors to Asia and Europe have increased. In 2019, the top 15 outbound tourism destinations of China (mainland) are Macao, China, Hong Kong, Vietnam, Thailand, Japan, South Korea, Myanmar, the United States, Taiwan, Singapore, Malaysia, Russia, Cambodia, the Philippines and Australia.
In 2019, the seasonal change of China’s outbound tourism market is still obvious, with peak concentration, but its high and low peaks are different from last year. January, may and July of 2019 are the peak seasons of outbound travel, while September, October and November are the off-season of outbound travel. The peak season of outbound travel in 2018 appears in July, August and December, while the off-season appears in May, June and September.
Under the impact of the epidemic situation, the development of outbound tourism will basically stagnate in 2020. Since the outbreak of the epidemic, the General Administration of customs, the State Administration of immigration and other units have jointly issued the suggestion that individuals should not participate in inbound and outbound tourism unnecessarily, so as to reduce the cross-border flow of people. From the novel coronavirus thirty, the focus of the tourism system was “to adjust the market to ensure the supply” to “stop group, close the scene, and control the epidemic”. In January 24th, the general office of the Ministry of culture and tourism issued the urgent notice on the prevention and control of pneumonia in the new type of coronavirus infection, and the urgent notice of suspension of the business activities of the tourist enterprises. All tour groups will stop travel, and all travel agencies will suspend group and ground connection services. The entry and exit administration departments of public security organs across the country have suspended the acceptance, approval and issuance of endorsement for mainland residents to visit Hong Kong and Macao for group tour and individual tour (including Shenzhen’s “one week trip”). So far, it has not resumed the group travel of travel agencies and online tourism enterprises.
Affected by the epidemic situation, the outbound tourism market is almost at a standstill. The year-on-year growth rates of outbound tourists from January to June in 2018 and 2019 are positive, while the growth rates of outbound tourists from January to June in 2020 are both negative.
The epidemic has temporarily interrupted the development of China’s outbound tourism market, but the efforts of relevant parties have not been interrupted for a moment. The departments of culture and tourism have taken active actions to ensure the life safety and health of outbound tourists and safeguard their legitimate rights and interests. Meanwhile, they have also launched policies to support tourism enterprises, such as temporarily returning travel agency quality deposit, resuming tourism business in the province, booking and opening scenic spots, adjusting the direction of the use of tourism development funds to guide local tourism departments and tourists Associations and other industrial organizations actively coordinate and strive for favorable financial, financial, industrial, investment policies and job stability subsidies. These policies and measures directly or indirectly enhance the confidence of the main body of outbound tourism market, enhance the ability of survival and development, and are conducive to the recovery and revitalization of outbound tourism.
The long-term factors of outbound tourism market remain stable, and the development foundation of outbound tourism is still strong
In recent years, China’s economic and social development has greatly promoted the expansion of outbound tourism market. From 2010 to 2019, China’s GDP has maintained a sustained growth state, and the economy is stable. Despite the impact of novel coronavirus pneumonia in 2020, China’s national economy maintained a strong resilience and firm growth. In the first three quarters of 2020, the GDP grew by 0.7% year on year, and the growth rate turned from negative to positive, and the main economic indicators showed a positive trend. These show that the economic support for the development of outbound tourism is still strong.
It can be seen that the potential tourist capacity of each province (region, city) keeps convergence, the outbound tourism market of typical cities remains stable, and the development environment of outbound tourism, including transportation, visa, payment and language environment, is continuously optimized, which is conducive to the long-term development of outbound tourism.
Destination competition is reflected by the satisfaction of Chinese outbound tourists. In 2019, there will still be more intense satisfaction competition in destinations, which will be more obvious after the epidemic.
Under the epidemic situation, outbound destinations and relevant market entities are making efforts
On the one hand, the main outbound destinations take measures such as closing borders and cutting off traffic to prevent and control the impact of the epidemic; on the other hand, they support and help tourism enterprises, including those mainly targeting the Chinese market. At the same time, we will continue to carry out various forms of contact and promotion, and strive to maintain a more advantageous position in China’s market competition in the future. These measures, together with the epidemic prevention and control measures taken by China, have had multiple effects. Although the outbound tourism activities with China as the source of tourists have temporarily lost the basic conditions and basically stopped, the outbound destinations are also using actions to show their confidence in China’s outbound tourism market and strive to prepare for the arrival of Chinese tourists in the future.
The main body of the outbound market is also actively acting to protect tourists, preserve vitality and protect the future.
Under the epidemic situation, China’s outbound tourism enterprises responded quickly, protecting the life and health safety of tourists, safeguarding the rights and interests of tourists, and actively self-help, planning and preparing for the future. In the early stage of the outbreak, the safety guarantee mechanism was started as soon as possible, business operation was suspended and all efforts were made to fight the epidemic. We will launch free refund and reform, upgrade major disaster insurance and other measures to ensure the safety of passengers. All over the world, the tour leaders and tour guides who take the group out of China try their best to purchase epidemic prevention materials abroad, and take the means of self consignment or through airlines to bring back the epidemic protection articles produced overseas and in line with medical standards to China, thus alleviating the problem of insufficient epidemic prevention materials at that time.
At the same time, the main body of the outbound market tries its best to reduce the cost and expenses and strive to survive. In the stage of returning to work and production, we should actively cultivate our internal skills, train employees, and optimize and upgrade the service standards of various businesses. We not only strive to maintain the relationship with the destination and resource side, but also maintain the competitiveness through live broadcast, online business discussion, and product pre-sale. At the same time, actively layout emerging business markets and explore new business models. Some market players try to switch to the domestic tourism market and focus on potential business modules.
Large tourism groups, travel service industry represented by outbound travel agencies and OTA, and investors, resource providers, suppliers, distributors, agents and partners of outbound tourism industry ecosystem have actively transformed, explored the new normal of post epidemic tourism industry, and carried out a large number of effective self-help measures and mutual aid actions. These actions include measures at the capital and market levels, as well as the live delivery of goods that are widely concerned by the industry and society. It can be seen that some outbound travel agencies are making efforts “online” to aim at the new economic outlet of online popularity, launching online shopping malls and carrying goods live. Some take advantage of Hainan free trade port to arrange tourism cooperation projects. Some actively study the changes of tourists’ mental model, actively develop products, strengthen the training of employees, and hope to launch more competitive outbound tourism products.
Not afraid of wind and rain, destination satisfaction level remains stable
In recent years, the satisfaction of outbound tourism destinations has been continuously improved. Even under the impact of the epidemic in 2020, the proportion of outbound tourists with complaints is still declining. Among them, there are tolerance and understanding of outbound tourists, and efforts and efforts to enhance competitiveness of outbound destinations.
In 2019, 31.66% of outbound tourists complained and 68.34% did not. In the first half of 2020, 28.74% of the outbound tourists complained and 71.27% of the tourists did not complain. Generally speaking, Chinese tourists are more satisfied with outbound travel.
Judgment and outlook for the future: the future is still good, and action is at this time
The novel coronavirus pneumonia epidemic shows a more obvious imbalance from the current global epidemic prevention and control situation. Some of them have been effectively controlled, some are still spreading, and others are the outbreak that has been alleviated has suddenly increased. Most destinations remain generally cautious. Even if it is open to the outside world, the current administrative procedures for crossing the border will be more complicated and the security inspection will be stricter. Due to the unbalanced situation of epidemic prevention and control, which can not meet the needs of security, China currently does not open cross-border tourism including outbound tourism. On October 21, 2020, the notice of the general office of the Ministry of culture and tourism on Further Strengthening the epidemic prevention and control in autumn and winter was officially released. It is clear that the entry-exit team tourism and “air ticket + Hotel” business of travel agencies and online tourism enterprises will not be resumed.
The recovery and development of China’s outbound tourism in the future depends on the comprehensive effect of multiple factors. There are the situation of epidemic prevention and control, the change of international environment and the degree of economic prosperity, as well as the change of people’s mental model, the change of social and economic structure and the development and progress of science and technology. Among them, there are fundamental and long-term factors, as well as influencing factors and short-term factors. Various factors interweave and exert influence together.
It must be noted that China’s social and economic development trend has not changed, China’s determination and strength of opening up to the outside world have not changed, and the Chinese people’s yearning for a better life has not changed, which means that the fundamental logic of the development of outbound tourism has not changed.
The prevention and control of epidemic situation has entered into normalization, but the pressure of prevention and control of external defense input and internal defense rebound is still great. People’s life safety and health need to be put first at any time. Whether outbound tourism or inbound tourism reopens, it depends on the situation of epidemic prevention and control in the world.
According to the situation of epidemic prevention and control, it is likely to be stable and better next year. The worst is over. The best is yet to come. It is urgent for major destination countries and regions to resume opening up, but we must not take unnecessary risks when the time is not ripe. Novel coronavirus pneumonia will not be changed in the long run, but the impact of the new crown pneumonia will not change the trend of outbound tourism.
The willingness to act in the opposite direction and to act more actively
The characteristics of outbound tourists’ consumption behavior and their views on destination satisfaction still determine the competitiveness of destinations to a certain extent. Whether overseas destinations, or market entities, or other relevant parties, there is room to make a difference.
We need all parties to hold hands. Maintain close communication in relevant fields, share experiences and respond to each other’s concerns in a timely manner. From the source, destination and market entities, we should focus more on common concern and focus on the recovery and development of the market.
It includes actively and cautiously exploring the possibility of small-scale cross-border safe tourism which is easy to control. To explore and study the open conditions, these conditions can be mature joint prevention and control mechanism, mutual case “zero output” record, mutual important source and destination, sufficient reception capacity and so on.
Continuous innovation in marketing and product development. China’s domestic tourism market is accelerating its recovery, and it also shows a preference for safe and healthy products. The consumption preference of domestic tourism market may be transferred to the future outbound tourism market. Safety, health and quality will be widely concerned and valued. During this period, the growth and evolution of domestic destinations and high-end tourism products with strong competitiveness and influence will, to a certain extent, produce substitution effects, affecting the attractiveness of some outbound destinations and similar outbound tourism products. In this sense, China’s future outbound market will be more picky about destinations and tourism products, and prefer high-quality product supply. This requires market players to reasonably plan the promotion focus and corresponding product supply strategies in different stages of epidemic prevention and control in China and the world and the changes of tourists’ mental model. Focus on promoting overseas destinations with high security, satisfaction and attractiveness, as well as a series of characteristic outbound tourism products.
At the same time, the convenience of outbound tourism should be guaranteed as much as possible. Appropriate technology introduction is an important aspect to ensure the normal development of outbound tourism.
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