Penetrating the Chinese Outbound Tourism Market: Successful Practices and Solutions

Penetrating the Chinese Outbound Tourism Market gives a background to the growth of Chinese tourism in terms of policy decisions, demographics, socio-economic evolution, catchment areas, and market trends, all of which have a strong bearing on the position that China occupies in the world today as the leading tourism outbound market. Of particular interest has been the growth of the millennial tourists who hold a pre-eminent position in Chinese outbound traffic. It includes case studies from seven destinations in Asia and Pacific and three in Europe and the Americas, all of which have successfully developed the Chinese tourism market. These examples focus on issues such as product development, market segmentation, demand and supply analysis and, most importantly, marketing and promotion.