China Outbound Tourism Research Institute together with Rossetto Solutions offered an in-depth analysis of China's outbound tourism development.
In 2013, with 90 million border-crossings estimated, China will become the No. 1 global outbound tourism source market, overtaking Germany and the USA both in terms of numbers of travels and expenditure. However, Chinese tourists are not only growing in numbers; the increased importance of self-organized travels is offering niche products and lesser-known destinations a realistic chance to attract more sophisticated affluent Chinese visitors.
Among the European destinations preferred by Chinese travellers, Italy occupies a prominent portion. However, until recently the vast majority of visitors concentrated on the four major North Italian destinations Venice, Milan, Florence and Rome. Nowadays, the "Second Wave" of Chinese outbound tourism is increasingly comprised of affluent repeat-visitors. "These so-called New Chinese Tourists", says Prof. Arlt, "are looking for more intensive experiences and new destinations beyond the trodden path. They offer great opportunities also for Italian destinations and tourism services providers."
