Volunteers : Growing Up in the Forever War

Over the last decade, China has grown to become the first tourism source market in the world with USD 102 billion spend on travel abroad. While Asia and the Pacific, Europe and the Americas lead as the main destination regions for Chinese travellers, the growth in the Middle East and North Africa (MENA) region over the past decade has been impressive, yet overall flows are still modest. This study on the Chinese Outbound Travel to the Middle East and North Africa looks into Chinese travel preferences and destination choices, their perceptions of MENA countries and their travel behaviour, while providing recommendations on how to market MENA destinations in the Chinese market in view of the main travel trends of China.