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2017OUTBOUND CHINESE TOURISMAND CONSUMPTION TRENDSCONTENTSINTRODUCTION 05KEY FINDINGS 06PART I: Outbound Chinese Tourism Trends 09PART II: Outbound Chinese Tourism Consumption Trends 14PART III: Outbound Chinese Tourism Mobile PaymentCurrent and Future Trends 233Along with rising levels of income, travel has become a key indicator of quality of life for the countrys rising affluent population with more and more Chinese traveling overseas for their vacations. According to statistics from the China National Tourism Administration, Chinese tourists traveled overseas on 131 million occasions in 2017, an increase of 7.0% from the previous year. Data from the International Association of Tour Managers shows that overseas travel1spending by Chinese tourists reached USD 261.1 billion in 2016, an increase of 4.5% year-on-year, and ranking first worldwide. What do Chinese tourists buy when they travel overseas? What role do mobile payments play in these overseas transactions? What are the drivers and barriers for Chinese tourists to use mobile payments while traveling overseas? In which travel scenarios have mobile payments been widely adopted? If overseas merchants adopt Chinese mobile payment brands, will it boost Chinese tourists spending? This report attempts to answer these questions.The Outbound Chinese Tourism and Consumption Trends: 2017 Survey, jointly issued by Nielsen and Alipay, provides an in-depth analysis of current consumption and payment behaviors of outbound Chinese tourists travelling overseas and assesses future trends. Specifically, this analysis focuses on the usage of mobile payment platforms by Chinese tourists. Alipay, an icon of cashless lifestyle in China, is the focus of a case study discussing the influence of mobile payment platforms on Chinese tourists spending patterns overseas.The respondents to this survey include both Chinese and non-Chinese tourists who have traveled overseas in the past year and are also planning to travel abroad within the next year. The respondents are aged 20 to 50, and are segmented hereinafter into the generational conventions used in the Chinese context: the post-70s generation (people born between 1970 and 1979), the post-80s (between 80 and 89), and the post-90s (those born between 90 and 99). 2,009 of the Chinese respondents interviewed online by Nielsen come from Chinas first-, second- and third-tier cities2. The 613 non-Chinese tourists traveling overseas3surveyed include 201 people from the United States, 111 from the United Kingdom, 100 from France, 100 from South Korea, and 101 from Japan. In-depth, face-to-face interviews were also conducted with 12 respondents who had returned to their hometowns of Shanghai and Chengdu after their overseas travels.INTRODUCTIONNote 1: The overseas travel in this survey report refers to travel taken by the residents of a country to other countries or regions outside of their home region. The overseas travel of Chinese tourists in this survey report refers to the travel of residents of Chinese mainland to other countries or regions, including to Hong Kong, Macao, and Taiwan.Note 2: Respondents hailed from first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, second-tier cities such as Tianjin, Nanjing, Hangzhou, Chengdu, Chongqing, and Qingdao, and third-tier cities such as Jilin, Zaozhuang, Taiyuan, Zhuhai, and Shaoxing.Note 3: The non-Chinese tourists traveling overseas in this survey report are residents of the country to which they are attributed, and do not include Chinese residents domiciled abroad who are not residents of that country. 5KEY FINDINGSWHEN CONSIDERING OVERSEAS TRAVEL DESTINATIONS AND TOURIST ATTRACTIONS, COST IS FAR LESS IMPORTANT THAN THE EXPERIENCE.The survey shows that for Chinese tourists who are generally well-off, tourist attractions and the travel experience are more important factors than the costs that might be incurred. 56% of the respondents expressed that the beauty and uniqueness of a given destination is their primary consideration, while 47% stated that safety of the destination would affect their travel choice. 45% said that they would consider the ease of visa procedures, and 35% felt that it is important that the locals at the destination make them feel welcomed. The question of affordability is only the fifth highest priority, with 34% of respondents expressing concern for the costs.Note 1: All spending amounts specified in this survey report are in USD. The amount spent by non-Chinese tourists is calculated using the average exchange rate for their respective countries or regions in 2017 (to CNY, Euro, Pound, Yen, and Won), i.e., CNY 1=USD 0.1480, EUR 1=USD 1.12986, GBP 1=USD 1.2886, JPY 1=USD 0.0089 and KRW 1=USD 0.0009.12365% OF CHINESE TOURISTS USED MOBILE PAYMENT PLATFORMS DURING OVERSEAS TRAVEL.According to the survey, the proportion of Chinese tourists who use mobile payment platforms is far greater than that of non-Chinese tourists. During their most recent overseas trip, 65% of Chinese tourists paid for their expenses via mobile payment, while a mere 11% of their non-Chinese counterparts used mobile payment.At present, the proportion of Chinese tourists using mobile payment (28%) is quickly approaching that of cash payments (30%). Compared with the previous two years, the proportion of cash payment has declined while the use of mobile payments has increased. Total transaction volume via mobile payments has also been on the rise: 77% of Chinese tourists spent more via mobile payments on their most recent overseas trip than on previous trips over the past two years.CHINESE AND NON-CHINESE TOURISTS EXHIBIT OBVIOUS DIFFERENCES IN THE TYPE OF SPENDING ON OVERSEAS TRIPS, WITH CHINESE TOURISTS EXHIBITING STRONGER PURCHASING POWER.The top three categories of expenses by outbound Chinese tourists are shopping (25%), hotel accommodations (19%), and dining (16%). Other categories of expenses include visits to tourist attractions, local transportation, recreation, and communications and others. Non-Chinese tourists spend the highest proportion of their travel funds on hotel accommodations (29%), dining (18%), and shopping (15%) during overseas trips. Non-Chinese tourists are more frugal in general, but will spend a greater proportion of their travel budget towards accommodations.Chinese tourists spent an average of USD 762 per person towards shopping on their most recent overseas trip, while non-Chinese tourists averaged USD 4861.6 Outbound Chinese Tourism and Consumption Trends45CHINESE TOURISTS PRIMARILY USE MOBILE PAYMENTS FOR SHOPPING, DINING AND VISITS TO TOURIST ATTRACTIONS WHEN TRAVELING OVERSEAS.Shopping is where Chinese tourists use mobile payments the most. 63% of the Chinese respondents said they have used mobile payments for shopping, and 76% hoped that they could use mobile payment for shopping during their overseas travels in the future. 62% of the Chinese respondents have used mobile payment platforms to pay for dining, and 58% to pay for visits to tourist attractions. These are the three consumption categories in which Chinese tourists most often pay by mobile payments.INCREASED ADOPTION OF MOBILE PAYMENT PLATFORMS BY OVERSEAS MERCHANTS ENCOURAGES SPENDING BY OUTBOUND CHINESE TOURISTS.The survey shows that 93% of Chinese tourists would consider using mobile payments when traveling overseas if more overseas merchants would accept mobile payments in the future, while 91% would show greater willingness to spend and shop if overseas merchants accept Chinese mobile payment brands.7PART I: OUTBOUND CHINESE TOURISM TRENDSIn recent years for Chinese tourists, overseas travel has gradually become the norm. This survey shows that the average number of countries or regions visited by the Chinese respondents in 2016-2017 was 2.1, and that the number of countries or regions they planned to visit in 2018 averaged at 2.7.Some Chinese tourists expressed that they desired to have unique experiences during their travels, such as visiting historical sites, trying local cuisine, shopping for local products, and various other unique options. Chinese tourists often make the following consideration: the total cost and time spent for overseas travel and domestic long-distance travel is about the same.IT IS NOW THE NORM FOR CHINESE RESPONDENTS TO TRAVEL OVERSEAS, WITH AN AVERAGE OF 2.1 COUNTRIES OR REGIONS TRAVELED EACH YEAR PER PERSON.Among all Chinese tourists who traveled overseas in 2017, 67% had traveled to other Asian countries or regions and 51% to Hong Kong, Macao, or Taiwan, while 38% had been to Europe, 25% to North America, and 20% to Australia/ New Zealand.Asian destinations were the most popular destinations among Chinese tourists due to numerous favorable considerations, such as simpler visa procedures, more affordable prices, and convenient transportation. Japan, Thailand, and South Korea were the top three choices, followed closely by Singapore, Malaysia, and the Maldives. Hong Kong remains the most popular option among the three Chinese regions of Hong Kong, Macao, and Taiwan.As European travel routes become better developed for Chinese tourists, nearly 40% of respondents traveled there last year, mainly to France, the United Kingdom, and to Germany.ASIA(ESPECIALLY HONG KONG, MACAO AND TAIWAN) POPULAR TOURIST DESTINATIONS; EUROPE, NORTH AMERICA, AND AUSTRALIA/NEW ZEALAND ADVANCED TRAVEL OPTIONS.2.1= THE AVERAGE NUMBER OF COUNTRIES (OR REGIONS) TRAVELED EACH YEAR PER CHINESE RESPONDENTI like the sea, but there is no sea in Chengdu, so last year I chose to travel to Hainan where I spent about CNY 20,000 in one week. My friends traveled to Thailand, and the photos they took at beach were about the same as the photos I took in Hainan, they were all beautiful. However, it only cost them just over CNY 5,000 for a weeks stay. So next time I would choose to go abroad to explore the sea. I think the water will be very beautiful there.Mr. Ke, 44, ChengduActually, the cost of overseas travel is not so expensive, sometimes overseas travel even offers a higher value for the money. As the standard of living improves and our material needs are met, people will begin to focus on their emotion-al needs. After all, we only live once, and the world is so big, so we want to meet different people, to see different things and enjoy different lifestyles. Mrs. Ding, 28, ShanghaiTravel allows me to broaden my horizons, while offering me a chance to experience other peoples lifestyles and learn about different cultures.9While non-Chinese tourists largely prefer historical landmarks and museums, 45% of Chinese tourists prefer to visit natural scenic attractions. 41% of Chinese tourists like to visit theme parks, particularly married couples born in the 1980s, who typically bring their children during holidays, as well as those born in the 1990s, who often travel with friends.HUGE DIFFERENCES BETWEEN CHINESE AND NON-CHINESE TOURISTS! CHINESE TOURISTS PREFER NATURAL SCENERY AND THEME PARKS.NON-CHINESE TOURISTS PREFER CULTURAL AND HISTORICAL ATTRACTIONS.56%47% 45 35%5 90 8070 61% 7026% 38% 18% 13% 43% 28% 27% 13% 22% 30% 14% 36% 45% 16% 12% 38% 29% 23% 10% 41% 25% 14% Natural Attractions Natural Resorts Natural Landmarks Natural Reserves Forest Parks Cultural Attractions Historical Sites Urban Landmarks Cultural/Art Museums Religious Places of Worship Man-made Attractions Theme Parks Shopping-themed Scenic Areas Zoo/ Botanical Gardens Chinese Tourists Non-Chinese Tourists Post-70s: 36% Post-80s: 43% Post-90s: 42% Sources Nielsen Tourist attractions favored by Chinese and non-Chinese tourists traveling overseas Popular tourist spots favored by Chinese tourists (par list) 1 Hong Kong Disneyland 2 Victoria Harbor 3 Ocean Park Hong Kong 4 Tsim Sha Tsui Hong Kong Japan Thailand Australia1 Tokyo Disneyland 2 Mount Fuji 3 Tokyo Tower 4 Hokkaido 1 Sydney Opera House 2 Sydney Harbour Bridge 3 Gold Coast 4 Great Barrier Reef 1 Phuket Island 2 Pattaya 3 Chiang Mai 4 Grand Palace 1 Louvre Museum 2 Notre-Dame de Paris 3 Eiel Tower 4 Arc de Triomphe 1 Disneyland 2 Times Square 3 The Statue of Liberty 4 The White House FranceThe United States Taiwan South Korea 1 Riyuetan Pool 2 Tai Bei Gu Gong 3 Ali Mountain 4 Taipei 101 1 Chejudo 2 Seoul Tower 3 Dongdaemun 4 Gyeongbokgung Palace 1 Underwater World Singapore 2 Universal Studios Singapore 3 Merlion Park 4 Singapore Botanic Gardens SingaporeSource：NielsenTOURIST ATTRACTIONS FAVORED BY CHINESE AND NON-CHINESE TOURISTS TRAVELING OVERSEAS2-3个：每年人均境外游国家近年来，对于中国旅游者而言，境外游日渐成为旅游首选并更为“常态化”。调查显示，在2016-2017年，中国受访者的年均旅游国家数量为2.1个，人均计划2018年去2.7个国家旅游，超越海外平均水平（2.0个）。 部分游客算过这么一回帐：花了同样的时间，同样的钱，所游览的人文景点，品尝的异域美食，享受到的购物体验，甚至旅途中的新奇见闻，境外游比国内游更丰富、更有品质。 亚洲及港澳台广受青睐的旅游目的地；欧州、北美及新澳旅游“进阶”不二之选 2017年内，67%的中国出境游受访者有过亚洲范围内的旅游经历，51%的受访者去过港澳台地区旅游，而以欧洲、北美和澳新为旅游目的地的受访者占比分别为38%、25%、20%。 东南亚地区以其简易的签证手续、亲民的价格以及便利的交通等优势，以67%的比例“当选”为受访者心中最受欢迎的出境游目的地；日本、泰国及韩国的受欢迎程度分列一到三位，紧随其后的分别是新加坡、马来西亚和马尔代夫。另外，香港依旧是港澳台区域最热门的旅游目的地。伴随欧洲线路的逐渐成熟，接近4成的受访者在欧洲大陆留下了他们的足迹，主要游览国家包括法国、英国及德国。中国出境游“常态化”，人均每年2-3个国家 1 Hong Kong SAR 2 Japan3 Macao SAR 4 Thailand5 South Korea 6 The United States7 Singapore 8 The Region of Taiwan9 Australia 10 FranceThe most popular destinations outside mainland China for Chinese tourists: Top 10 Hong Kong, Macao and Taiwan 51.1% Asia67.3%Africa and West Asia 6.9% Europe 37.6%North America 24.8% Australia / New Zealand 20.4% Sources：N ielsen THE MOST POPULAR DESTINATIONS OUTSIDE CHINESE MAINLAND FOR CHINESE TOURISTSSource：NielsenNote 1: Hereinafter referred to as Hong Kong and Macao.Note 2: Hereinafter referred to as Taiwan. Note 3: The Asian regions referred to in this survey report refer to the combined regions of East Asia, South Asia, and Southeast Asia, excluding the three regions of Hong Kong, Macao, and Taiwan.2-3个：每年人均境外游国家近年来，对于中国旅游者而言，境外游日渐成为旅游首选并更为“常态化”。调查显示，在2016-2017年，中国受访者的年均旅游国家数量为2.1个，人均计划2018年去2.7个国家旅游，超越海外平均水平（2.0个）。 部分游客算过这么一回帐：花了同样的时间，同样的钱，所游览的人文景点，品尝的异域美食，享受到的购物体验，甚至旅途中的新奇见闻，境外游比国内游更丰富、更有品质。 亚洲及港澳台广受青睐的旅游目的地；欧州、北美及新澳旅游“进阶”不二之选 2017年内，67%的中国出境游受访者有过亚洲范围内的旅游经历，51%的受访者去过港澳台地区旅游，而以欧洲、北美和澳新为旅游目的地的受访者占比分别为38%、25%、20%。 东南亚地区以其简易的签证手续、亲民的价格以及便利的交通等优势，以67%的比例“当选”为受访者心中最受欢迎的出境游目的地；日本、泰国及韩国的受欢迎程度分列一到三位，紧随其后的分别是新加坡、马来西亚和马尔代夫。另外，香港依旧是港澳台区域最热门的旅游目的地。伴随欧洲线路的逐渐成熟，接近4成的受访者在欧洲大陆留下了他们的足迹，主要游览国家包括法国、英国及德国。中国出境游“常态化”，人均每年2-3个国家 1 Hong Kong SAR 2 Japan3 Macao SAR 4 Thailand5 South Korea 6 The United States7 Singapore 8 The Region of Taiwan9 Australia 10 FranceThe most popular destinations outside mainland China for Chinese tourists: Top 10 Hong Kong, Macao and Taiwan 51.1% Asia67.3%Africa and West Asia 6.9% Europe 37.6%North America 24.8% Australia / New Zealand 20.4% Sources：N ielsen 1 Hong Kong SAR12 Japan3 Macao SAR14 Thailand5 South Korea6 United States7 Singapore8 Taiwan29 Australia10 France310 Outbound Chinese Tourism and Consumption Trends56%47%
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