High revisit rate of foreign tourists China’s inbound tourism steadily grows

On November 27, the China Tourism Academy released the China Inbound Tourism Development Report 2019. The report pointed out that China s inbound tourism has entered a steady growth channel, the size of the inbound tourism market has maintained steady growth, the market structure has continued to optimize, and the service quality has been recognized by tourists. New momentum for the continued development of China s inbound tourism is gathering.

Incoming income will break $ 130 billion

2015Since 2015, China s inbound tourism has continued to grow steadily. In 2018, China received 141 million inbound tourists, a year-on-year increase of 1.2%. The size of the overnight market and the market for foreigners have also expanded steadily . In 2018, China received 62.9 million overnight tourists and 30.54 million foreign tourists, an increase of 3.6% and 4.7% respectively, which is higher than the growth rate of the total number of inbound tourists. According to the China Tourism Academy forecast, China s inbound tourism will continue to grow in 2019, and inbound tourism revenue is expected to exceed 130 billion US dollars.

The report shows that Asia is China s most important source market, accounting for 60% of the foreigner s entry market, followed by Europe and North America, with 20% and 10% respectively. At present, China s main source countries of inbound tourists include: Myanmar, Vietnam, South Korea, Japan, the United States, Russia, Mongolia, Malaysia, the Philippines, Singapore, India, Canada, Thailand and Australia.

Inbound tourists have high satisfaction and loyalty to Chinese tourism. Inbound tourists generally believe that the price of travel to China is reasonable, the cost is high, and the satisfaction is high. According to a joint survey by the China Tourism Academy and Google, 42 % of foreign tourists who have visited China in the past two years said they will come to China again in the coming year, and the revisit rate of foreign tourists is high.

The trend of inbound individualization is becoming more and more obvious. While inbound tourists pay attention to freedom, they are more willing to deeply experience China s lifestyle and cultural characteristics. China Tourism Research Institute and Google previously issued the 2019 Analysis Report on the Behavior and Attitudes of Chinese Inbound Tourists , stating that culture, food and a diverse travel experience are the most prominent considerations for inbound tourists when choosing to travel to China. Exploring history and culture and visiting museums are the main forms of inbound tourists coming to China to experience cultural tours. European tourists look forward to watching Chinese performing arts projects.

The integration of tourism and cultural tourism injects new vitality

The steady growth of inbound tourism is inseparable from the continuous promotion of the Chinese government in visas, shopping tax rebates, and the application of facilitation of documents. China has implemented visa-free entry for citizens with ordinary passports in 17 countries. Hainan Province has further relaxed its visa-free entry visa policy, and cruise group tourists have implemented a visa-free policy. Twenty-three provinces (autonomous regions and municipalities) have implemented tax rebate policies for overseas tourists. These have created a better policy environment for the development of inbound tourism.

According to the report, the integrated development of cultural tourism will inject new vitality into the development of inbound tourism products and destination marketing. The integrated development of culture and tourism directly enriches tourism supply, enhances the quality of tourism services and products, increases its cultural characteristics and exotic style, and better meets the needs of inbound tourists, especially foreign tourists, who understand Chinese culture. In terms of overseas destination marketing, the report recommends that not only should traditional culture be displayed, but also contemporary Chinese stories, and the stories of contemporary Chinese people who are tender and accessible to the people in a language understood by local audiences.

The report recommends that in the development of inbound tourism products, cultural and tourism integration innovation should be increased, culture as the source of creativity and development power, and the Silk Road tourism belt, the Yangtze River International Golden Tourism Belt, the Yellow River Huaxia civilization tourism belt, and the Great Wall ecological culture National tourism belts such as tourism belts, Beijing-Hangzhou canal cultural tourism belts, Long March red memory tourism belts, maritime silk travel tourism belts, Qinghai-Tibet railway tourism belts, and ancient tea- horse road ecological cultural tourism belts are attractive to inbound tourists.

City becomes the key to inbound tourism

Gaocheng is the first stop for inbound tourists to enter China, and it is also a base for stopovers and transfers. Beijing, Shanghai, and Guangzhou remain the preferred cities for inbound tourists. For inbound tourists, the city is their main space to stay. Urban living, leisure, culture and other spaces and services provide fundamental protection for the needs of inbound tourists for living in different places. The responsibility for improving the quality of inbound tourism services and the satisfaction of inbound tourists falls more on cities. Cities have become the main body of practice to promote the sustainable development of China s inbound tourism.

Cities should become the new subject of tourism destination marketing promotion, and establish a prominent urban tourism image and brand. Classic inbound cities should further explore new product features, develop in-depth tours, increase repeat customers, and increase tourism revenue. Emerging inbound tourist cities must effectively package tourism resources, increase marketing and publicity, and improve the overall awareness and willingness of visitors.

Beijing, Shanghai, Guangzhou, Hangzhou, Chengdu, Chongqing and other cities are actively marketing to overseas tourist destinations, innovating and exploring new content and new ways. At the Beijing International Tourism Festival in 2019, Beijing launched a Meet Beijing 144 hours, we are here overseas broadcasters broadcast live themed Beijing themes, and invited overseas travellers to come to Beijing to visit Beijing for special-line entry visa exemption policies, departure tax refund policies, and Public services in Beijing. Shanghai has launched Shanghai Living Room city ​​promotion activities overseas. Through scene-type promotion methods, it provides immersive perception to potential inbound tourists at the scene and enhances the attractiveness of the city.

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