MarketScan China 2016
The Hague, August 2016
NBTC Holland Marketing
NBTC Holland Marketing (NBTC)
NBTC is responsible for branding and marketing the Netherlands nationally
and internationally. Using the 'Holland' brand, NBTC puts the country on
the map as an attractive destination for holidays, business meetings and
conventions. We carry out marketing activities in 13 markets, under the
name of NBTC Netherlands Board of Tourism & Conventions. In
cooperation with public and private partners, we attract visitors who spend
money in Holland. We cultivate countries and regions that supply the most
visitors to the Netherlands. Based on this philosophy, NBTC is active in
Europe, North America, Asia and South America (Brazil). NBTC in China is
focusing mainly in the regions around Hangzhou, Chengdu, Xiamen,
Beijing en Sjanghai.
MarketScan China 2016
Inside knowledge of the Chinese travel market is essential in order to gain
access to this market. The MarketScan China 2016 offers relevant
information about this country and its travel market to organisations in the
travel industry and others. In this MarketScan, you will find a brief
overview of the travel market as well as an insight into trends and
developments.
This MarketScan was put
together by NBTC Research in
cooperation with NBTC China.
2
Contents MarketScan
• China in a nutshell
• Chinese travel market
• Outbound travel market
• Internet and travel
• Incoming tourism to Holland
• Holland as a vacation spot
• Image of the Dutch people
• Trends and developments
• Destination Holland: SWOT
• Holland Marketing in China
• References
• Contact
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6
7
11
13
18
19
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21
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24
China in a nutshell (1)
Population (2005 – 2014)
x million
1400
Population
The total population of China consists of around 1.37 billion
(est. july 2015). Around 31% of the population is aged 24 and
under, 48% is aged 25-54 and 21% is aged 55 years and over.
China has a multicultural diversity with major religions such as
Buddhism (18%) and Christianity (5%).
1380
(Source: National Bureau of Statistics China 2016, The World Factbook 2016)
1280
Economy
China is a major player in the world economy. In 2015 the
Chinese economy grew with almost 7%, which is a lot higher
than the world average (1.9% in 2015). China takes the second
position of countries with the highest GDP, after USA. In 2016
and 2017 the Chinese economy is expected to grow with
respectively 6.5% and 6.2%. Still higher in comparison to the
world economic growth, but lower growth rates compared to
the previous years in China. Whether China’s economy will
keep on developing successful depends on the implementation
of necessary policies and reforms. In November 2015, the
Chinese government announced a 15-years plan. They
widening the credit possibilities for examples, which seems to
have a positive influence on the Chinese economy.
(Source: IMF 2016)
1360
1340
1320
1,308
1,315
1,321
1,341
1,347
1,361
1,368
1300
1260
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Source: National bureau of statistics China 2016
Economic growth based on GDP, growth change in %
from the previous period
China
2013
2014
2015
2016
2017
7.7
7.3
6.9
6.5
6.2
Source: IMF 2016
Exchange rate euro- Yuan (2013-2016)
€ 1 = 7.38 CNY (8 august 2016)
Exchange rate
In 2014 the exchange rate of the Chinese Yuan decreased from
almost 8.5 CNY to 6.6 CNY in 2015. In this period Europe
became less expensive for the Chinese. From 2015 onwards,
the exchange rate increased to almost 7.4 in 2016. This makes
Europe a little bit more expensive to travel to.
(Source: currency-converter.net)
Source: Currency-converter.net
3
1,328
1,335
1,354
China in a nutshell (2)
Unemployment
According to the Chinese government, the unemployment rate of China is 4%.
Quite stable over the last couple of years. A lot of economics think that the real
unemployment is more than twice as high in reality, especially because of the
economic developments in the past. The difference might have to do with the
registration procedure.
(Source: National Bureau of Statistics China 2016, NBER 2016)
Chinese areas
The Chinese areas (cities) can be categorized into the following four tiers by level of
economic development.
- Tier 1 areas (cities) - Population >30 million per area, with large middle class
representation, income levels high above national average.
 Beijing, Baohai Sea area
 Shanghai, Yangzi River delta area
 Guangzhou, Pearl River delta area
- Tier 2 areas (cities) - Population >5 million per city
 31 Capital cities of all divisions of Administrative Areas,
such as Hangzhou (Zhejiang province) and Chengdu
(Sichuan province) and Wuhan (Hubei province)
- Tier 3 areas (cities) - Population 2-5 million per city
 Over 50 important cities within the provinces, such as Ningbo and
Wenzhou (Zhejiang province)
- Tier 4 areas (cities) – Population < 1 million per city
Please note that there is no official definition of the four Tier areas.
4
China in a nutshell (3)
Chinese trade
The business behavior of the Chinese trade is very different from their counterparts in Western Europe and therefore
the Chinese trade needs a different approach.
Very important concepts in the Chinese culture:
1. Guanxi, relationships between people. When doing business with the Chinese, relationships come first. Getting to
know the person means to establish mutual confidence and trust. This process often takes some time, therefore
patience is needed. Business can move with the move of a person. When a key person moves to a different
company, the business often follows him or her as Guanxi will not end immediately. Face to face talk is
recommended, for long term relationship building.
2. MianZi, face. Losing face, saving face and giving face is very important and should be taken into consideration at
all times.
3. Keqi, considerate, polite and well mannered. Proper etiquette is very important, as are humbleness and modesty.
• Try to use an established relationship or
intermediary known by both sides, to make the
first contact.
• Showing interest in working together rather
than only selling a product.
• Inviting your business partner for dinner is a
good way to establish a close relationship.
• Taking a business gift is a good idea,
especially with a first meeting and on festive
occasions (a lot of Lunar calendar festivals are
also used as moments for developing and
building relationships).
5
• Political subjects and subjects as
Tibet or civil rights are not much
appreciated
when
talking
to
government people and state
owned
companies.
In
other
business relations it is also advised
to avoid these subjects.
Chinese travel market
Chinese travel market
China is one of the fastest growing outbound travel markets in the world. In
2015, the number of outbound trips (120 million) increased with 12%
compared to 2014. The China national tourism administration forecast 200
million trips in 2020.
(Source: CNTA 2016)
The Chinese traveler is relatively inexperienced. Air travel and travelling
overseas is a new experience for many Chinese travelers.
(Source: Phocuswright 2016)
In 2015, Chinese made approximately 4 million trips in their own country.
The number of domestic trips ahs increased compared to 2014, when
approximately 3.6 billion trips were undertaken.
(Source: CNTA 2016)
The Chinese economy is growing rapidly. A lot of this growth has been
realized by exports and investments. The government is seeking ways to
create sustainable economic growth for the future. Domestic tourism is one
of the opportunities for the country. The Chinese government wrote a plan
which aims to double domestic spending on tourism by 2020, by giving the
sector (financial) support.
(Source: www.gov.cn, 2014)
6
Collective holidays
There are two ‘Golden Weeks’ which
offer the Chinese opportunities for
travel:
 Spring Festival (Chinese New
Year, late January or February,
according to the lunar calendar)
 National Day (first week in
October)
Chinese travel peak seasons
 The Golden Weeks: around Spring
Festival
many families come
together for a reunion, friends and
couples more often travel during the
first week in October.
 The summer holiday: the holiday
period around the school holidays, a
preferred travel period for families
with children.
 The
so
called
‘Silver
hair
generation’ travels all year round,
but mainly in spring, summer and
autumn.
Chinese outbound trips keeps growing
The number of outbound trips continues to grow in 2015. Compared
to 2014, the number of outbound trips increased with 12% in 2015.
Again a record in number of outbound travels. Economic growth and
the increasing openness of China to other countries contribute a lot
to this growth.
(Source: CNTA 2016)
Hong Kong and Macau most popular destinations
Hong Kong and Macao are especially among Chinese who travel
for the first time abroad. These destinations rank high due to
proximity, affordability and lack of language barriers.
(Source: CNTA 2016)
Travel motivators for independent travelers
Two thirds of the 120 million outbound trips in 2015 (80 million
trips), were made by independent travelers.
(Source: CNTA, 2016)
For around 54% of the independent travelers, natural and/or
cultural attractions are important motivators to go on a trip. Desire
to get away (53%) and learn about life in other parts of the world
(42%) are also important factors. Shopping is the fourth important
motivation for 40% of the travelers.
(Source: PhoCusWright, 2016)
7
x million
Outbound travel market (1)
160
140
120
100
80
60
40
20
0
Development outbound travel
(2008 – 2015)
46
48
2008
2009
56
2010
(Source: CNTA, 2016)
70
2011
83
2012
98
2013
(+12%)
107
2014
120
2015
Outbound travel market (2)
France, Italy, Germany and the UK are the most desired destinations
within Europe
The main competitors for Europe outside of Asia are the United States of America
(takes in place 6) and Australia (15th most popular outbound destination). Russia,
the United Kingdom, Italy, France and Germany are the European counties that
are all in the top 25 of the most visited outbound destinations.
(Source: China National Tourism Administration, 2014)
France (16%), Germany (8%), Italy (6%) and the United Kingdom (6%) are the
most popular European destinations when it comes to planning a trip in 2016.
(Source: Global, Globe Shopper Report: China Edition, April 2016)
Spending on travel
China is the world leading country with the highest spending on tourism. In 2015,
Chinese spend more than 292 billion dollar on tourism. USA and Germany take in
the second and third position with a spending of respectively 113 and 78 billion
dollars. Chinese package travelers spend on average more on their trips than
individual travelers. The average spending on trips (according to survey
Phocuswright) was $ 2.808 per trip. Travelers from bigger cities and with a higher
income spend more on travel. Travelers to Europe spend more in comparison to
other outbound destinations (for example USA).
(Source: Phocuswright, 2016)
China biggest globe shopper nation worldwide
33% of the amount spent by globe shopper nations is spent
by Chinese. Services which most Chinese are looking for
when shopping abroad are tax free shopping and the ability
to pay with China Union Pay or the Yuan.
According to the survey of Phocuswright, 22% of the total
amount spend on holidays abroad is due to shopping.
(Source: Global Blue Analytics 2016, Phocuswright 2016)
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Top five services that retailers
should offer to attract Chinese
Globe Shoppers
1. Tax Free Shopping (65%)
2. Ability to pay with China Union Pay (55%)
3. Ability to pay in my home currency (46%)
4. Staff who speak my language (39%)
5. Wi-Fi in-store (26%)
Outbound travel market (3)
Outbound travel differs per city type
Tier 1 cities lead the development of outbound travel. Inhabitants from these cities first started travelling abroad and will
continue to set the trend on this topic. Although tier 2, 3 and 4 cities are growing extremely fast due to urbanization, the
inhabitant still travel through the tier 1 cities, as tier 1 cities are the main hubs for international air connections. Furthermore,
the larger tour operators with a regional, but also (inter)national distribution network are located in the tier 1 cities. Especially in
Beijing. Outbound tourism from tier 2 cities is being stimulated by growing direct airline connections, which are expending from
tier 1 to tier 2 cities.
The main source of the forecast growth in travel demand will be the young, affluent middle class that is. This group is more
ambitious than their parents are and pamper themselves more. They want to pursue their passions and go after meaningful,
adventurous and exciting experiences. They are highly involved in sharing experiences on social media platform.₄
Besides that, the older ‘working-age empty-nesters’ is an interesting segment for outbound travel. Their children have left home
and are economically independent.
Price-conscious
regarding transport,
food and beverage,
value for money¹
Predominantly
through the 3
major cities, but
second-tier cities
are coming up¹
Big spenders on shopping¹
¹
²
³
₄
9
Source:
Source:
Source:
Source:
Mostly middle to
high income and
high education²
Young: 72% are
aged 25-44 years²
Only 25% travels alone,
others mainly in family
groups or with friends²
Safety is always a significant
concern for Chinese travellers³
UNWTO & ETC, 2012, The Chinese outbound travel market
Phocuswright: China unbounded 2016
CLSA, Chinese outbound tourism remains on track to reach 200 million by 2020, 19 January 2016
GFK, January 2016
The experienced travelers, more-over
coming from the Tier 1 cities, go
increasingly to new destinations and
look more often for experience and
lifestyle confirmation and new kicks
instead of sightseeing.
(Source: China Outbound Tourism Research Insitute,
2015)
The independent travelers are almost
always the more experienced travelers.
First time travelers are both young and
old, but almost always travel in a group.
Older travelers often use package tours.
(Source: Skift, 2014)
Outbound travel market (4)
People can travel in groups or as individuals to Holland
for
leisure
purposes.
Both
have
different visa
procedures:
 If they travel in groups, they can join an ADS group. In that
case the tour operator will arrange visa application for the ADS
visa while the traveler prepares the necessary documents.
Random interview will take place. However, as of the
introduction of the biometric information collection, everybody
needs to submit their fingerprints at the destination country’s
consulate or visa centre.
 If they travel as an individual traveller they need to apply for
a visa by presenting themselves at the Embassy/ Consulate for
an interview. For people living in cities where there are no visa
facilities, this is often very time and money consuming.
 More information (in Dutch) on the subject VISA can be
found here.
Latest developments
A biometric information collection was introduced in 2015. Schengen
visa applicants need to submit fingerprints at the destination
country’s consulates or visa centres instead of arranging it via e-mail
or through travel agents. This meant that people could only apply for
a visa for Holland in Chongqing, Guangzhou, Peking and Shanghai.
For people living in the city where there is no visa service, this
means additional costs and time.
However, new arrangements with the European Union enable
countries to add new visa centres throughout China. In additions to
the current four locations, Holland will open 11 more visa centres
this year. All in areas where many Dutch companies are active,
starting with Chengdu, Shenzhen, Hangzhou and Fuzhou before the
summer. Later this year other cities will follow: Nanjing, Jinan,
Shenyang, Changsha, Kunming, Wuhan and Xian.
By the end of 2016, there will be total 15 VISA application centers.
Approved Destination Status (ADS) regulations
With ADS, destinations may receive Chinese travelers as part
of a leisure group (not business).
 Travel and visa must be organized through CNTA approved
travel agents.
The ADS agreement with the EU, and thus with Holland, came
into effect in September 2004. There are now about 140
countries with ADS, although only around 86 have actually
started operating group tours under ADS rules, with Holland
being one of them.
Schengen countries (dark blue)
10
Internet and travel (1)
Internet usage: growing fast
About 680 million people in China were using the internet in January 2016. This
accounts for half of the total population. The number of internet users grew with 8%
compared to 2015. Although the penetration level is small compared to many other
countries in the world, China has by far the largest internet population in numbers.
(Sources: wearesocial.com 2016, CNNIC 2016)
Mobile internet usage growing rapidly as well
The number of active mobile internet users in China reached the 620 million in
December 2015. This is about 45% of the total population. The percentage of
internetusers that use mobile internet increased from 86% to 90% in 2015.
Approximately 72% of the Internet users is living in urban areas. Internet usage is
highest in economically more developed coastal areas; Beijing (77%), Shanghai
(73%) and Guangdong (72%) are leading the top.
(Sources: China Internet Network Information Center (CNNIC), 2016)
Social media popular
There are almost 653 million social media users in China. Almost 577 million are
actively using social media on their mobile. This number increased with almost 14%
in comparison to 2014. China controls the information on Internet (censorship) by
blocking information/websites from outside China and censoring information within.
Facebook and Twitter are banned in China but Chinese alternatives for these social
media giants are extremely popular. The most popular social network sites are
WeChat (Weixin), QZone and Sina Weibo.
(Sources: wearesocial.com, 2016)
Social media in China is developing in the direction of own culture and customer
demand. Many functionalities from foreign social media have been quickly developed
for Chinese social media and are getting popular within the country. One of the most
important features of Chinese social media is the ability to intergrade several popular
functions together and interaction between apps.
(Netherlands Board of Tourism and Conventions China, 2016)
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Chinese Internet users by age group (2015)
<19
years
24%
20-29 years
30%
30-39 years
40-49 years
50+
years
24%
13%
9%
(Source: China Internet Network Information Center, 2016)
Internet and travel (2)
Fastest growing ecommerce
The ecommerce in China counts for $630 billion in 2015. This is about 13% of total retail. China is the fasted growing
ecommerce country. Also the expenditure on digital travel is growing. The digital travel sales in 2015 increased with
28% to $66 billion dollar. Digital travel sales are set to rise to $131 billion in 2019.
(Sources: eMarketer 2015, McKinsey 2016)
Online travel market
The most used information sources for independent travelers when selecting their destination are Internet websites via
computer (76%), websites or applications via smartphone (50%) and personal recommendations from friends/family
(50%).
Chinese who shop online for travel purposes mostly use OTA’s (66%). Also general search engines are widely used
(43%).
Ctrip is leading in domestic tourism and close by markets. Tuniu.com, Tongcheng.com, Lvmama.com, Qunar.com are
very strong rivals of Ctrip. For trips to Europe, there is no dominant OTA.
In the recent two years, AliTrip has grown very quickly as an ecommerce platform in terms of transaction volume. On
this platform, tour operators/agents can close sales transactions.
Top 5 type of websites used for shopping travel
products
Top 5 media used for destination search by
independent travelers
1. Online travel booking websites/apps (66%)
1. Internet websites via computer (76%)
2. General search engines (43%)
2. Websites or applications via smartphone (50%)
3. Online mall (37%)
3. Personal recommendations from friends/family (50%)
4. Travel guide websites/apps (32%)
4. Personal advice from friends/family (35%)
5. Social networking websites/apps (30%)
5. Printed travel guidebooks (22%)
(Sources: Phocuswright, 2016)
12
Incoming tourism to Holland (1)
Travel motive
The main purpose for a trip to Holland is for business
travel (55%). Of all Chinese that visited Holland in
2015, 41% had a holiday motive. Four percent had
another reason.
Chinese travelers to Holland
In 2015 there were 330,000 Chinese overnight visitors in
Holland. This is an increase of 32% compared to the year
before.
(Source: CBS, 2016)
Travel motive
Development of inbound tourism from China
(incl. Hong Kong)
Other
4%
(x 1,000)
600
540
Leisure
41%
500
404
400
354
330
314
300
261
249
212
200
123
210
209
130
147
126
196
217
249
157
100
(Source: NBTC Statistics Incoming Tourism, 2014)
0
2007
2008
2009
2010
guests
(Source: CBS, 2016)
* Change in research design
13
Business
55%
2011
2012* 2013
nights
2014
2015
Incoming tourism to Holland (2)
Spending Chinese visitors in Holland (2015)
 Per person per day: € 328.(Average all incoming tourists: € 213.-)
 Per person per stay: € 1,256.(Average all incoming tourists: € 724,-)
 Total spending Chinese residents: 414 million
(Source: NBTC Statistics Incoming Tourism, 2014)
Length of stay
On average, Chinese visitors stay 5.1 nights in Holland.
(Source: NBTC Statistics Incoming Tourism, 2014)
Spread visits
Chinese visit Holland moreover during spring (April-June) and
summer (July-September).
Amsterdam main destination
During their stay in Holland, many Chinese stay in
Amsterdam, 139,000 in 2015. This is 42% of all Chinese
visitors.
22%
15%
(Source: CBS, 2015)
jan-mrt
32%
32%
Chinese overnight
guests in Dutch
cities (2015)
apr-jun
jul-sep
okt-dec
(Source: CBS, 2015)
Amsterdam
139,000 guests
Utrecht
The Hague
6,000 guests
9,000 guests
15,000 guests
Rotterdam
4 star hotels most popular
The majority of Chinese travelers stayed in a hotel during
their Holland trip, in total 98% in 2015. 3 and 4 star hotels
hosted most Chinese travelers (respectively 24% and 55% of
all Chinese travelers in Holland).
(Source: CBS, 2015)
Maastricht
2,000 guests
14
Incoming tourism to Holland (3)
Flight capacity from China to Holland increased
The flight capacity with China is increased with 10%
compared to 2014 The number of seats was approx.
620,000 on 2,155 flights in 2015.
65 direct flights per week from China to
Amsterdam
Many daily flights are being operated. KLM, China
Southern Airlines, China Eastern Airlines, Cathay
Pacific Airways and Xiamen Airlines are the airlines
that connect China with the Netherlands.
Seats (x 1,000)
1000
Departures
2.449
2.237
2.175
1.933
2.090
800
608
631
651
588
600
560
1.500
1.000
200
500
0
0
2012
2013
2014
Beijing: 14
Chengdu: 4
Shanghai: 17
Hangzhou: 3
Xiamen: 6
Guangzhou: 7
15
620
400
Note: The figures provide insight in the capacity of seats and flights, not
in the occupation. Numbers include stopping flights.
(Source: Amsterdam Airport Schiphol,
flight schedule August 2016)
2.500
2.000
2010
2011
(Source: RDC Apex, 2016)
Amsterdam
Schiphol
2.155
Hong Kong: 14
2015
Incoming tourism to Holland (5)
Shopping most popular activity
Of all Chinese visitors, 62% went shopping during
their stay in Holland. This activity was for 11% of all
visitors their most important activity during the
Holland visit. 57% of the Chinese visitors noted
walking as an activity and this was for 12% the main
acitivity. Also walking through a town/city is a popular
activity: done by 43% and the number one main
activity with 14%.
Other activities are visiting a museum (48%) and a
visit to the Red Light District in Amsterdam (42%),
although these activities are seldom the most
important activity during the Holland trip.
Top 5 undertaken activities of
Chinese in Holland 2014
Top 5 most important activity
of Chinese in Holland 2014
1. (Fun)shopping (62%)
1. Walk through a town/city (14%)
2 Walking (57%)
2. Walking (12%)
3. Visit museum (48%)
3. (Fun)shopping (11%)
4. Walk through a town/city (43%)
4. Visit bar/café (8%)
5. Visit the Red Light District (de
Wallen) in Amsterdam (42%)
5. Visit notable places/places of
interest (7%)
(Source: NBTC Statistics Incoming Tourism, 2014)
Intention to visit Holland again
probably not;
6%
maybe; 16%
Over three quarters has the intention to visit Holland again in
the future
Over half (55%) of the Chinese visitors to Holland stated that they
have the intention to return for another visit in the future. In addition
to that said 23% that they probably will come back to Holland. 16%
answered that they maybe will visit Holland again and 6% will
probably not return.
(Source: NBTC Statistics Incoming Tourism, 2014)
definitely;
55%
probably;
23%
(Source: NBTC Statistics Incoming Tourism, 2014)
16
Incoming tourism to Holland (4)
Future perspective Destination Holland 2025
Following an earlier future perspective in 2008, NBTC Holland
Marketing has published an updated outlook for the future for the
destination Holland. Stakeholders from within and outside the
industry have contributed even more to this update than to the
previous edition, through round-table discussions, via the Internet
and social media. The Future Perspective Destination Holland
2025, available as a digital magazine on www.nbtc.nl/2025 (in
Dutch), indicates the market perspective with respect to
international
visitors
and
their
spend
towards
2025.
Over 16.6 million international visitors in 2020, of which
approx. 495,000 from China
Development incoming tourism from China
With the exception of a few slumps, the number of inbound
tourists to Holland continued to increase over the last decades. In
2015 over 15 million tourists from abroad visited our country for a
holiday or for business. Inbound tourism will continue to grow in
the coming years, with an expected average growth of 2%
annually until 2018. After 2018 this growth will level off to an
average annual growth of 1%. The growth percentages are much
higher for China: 15% in the first period (2012-2018) and 9% in
the second period (2018-2025). Resulting in 495,000 inbound
visitors from China in 2020. For more information on the future of
this market, please check out the digital magazine on our website
and the report Tourism in perspective available on nbtc.nl.
(Source: NBTC, 2016)
17
Source: CBS, forecast NBTC
Holland as a vacation spot
Many Chinese associate Holland with the icons which the country is famous for
Chinese are quite positive in general. Both visitors and non-visitors associate Holland strongly with mainly tulips,
windmills and clogs. Relatively few non-visitors associate Holland with good price/quality ratio in hospitality and lots
of (window) shopping possibilities. Visitors are the least positive about the costs; many of them consider Holland
expensive and the score on ‘good price/quality ratio in hospitality’ is relatively low.
short breaks
lots of (window)
100%
shopping possibilities
90%
offers a lot to be
active\sporty
80%
offers a lot in terms of
nature (reserves)
high quality culinary
range
good price/quality ratio
in hospitality
hospitable country
family-friendly
70%
60%
expensive
50%
40%
well accessible
30%
20%
China visitors
10%
China non-visitors
surprising destination
0%
mainly tulips, windmills
and clogs
easy going
many things in close
proximity
offers a lot in terms of
architecture and design
offers a lot in terms of
art and culture
(Source: NBTC Holland image study, 2012)
18
good service
good quality
variety, diversity
more to offer than
A'dam
For more information on
this image study, visit
www.nbtc.nl for the
summary and infographic
Image of the Dutch people
Tolerant and friendly
Again, this figure shows that the Chinese people are positive about the Dutch population in general. The Dutch are
described as a tolerant, sporty, friendly and welcoming people. What is interesting to see, is that the Chinese
experience people from Holland not completely reliable.
sporty
reliable
90%
80%
enterprising
70%
pragmatic/result-oriented
60%
innovative
50%
China visitors
40%
China non-visitors
30%
internationally-oriented
open
20%
10%
0%
businesslike
tolerant
arrogant
ingenious/inventive
hospitable/welcoming
(Source: NBTC Holland image study, 2012)
19
helpful
friendly
For more information on
this image study, visit
www.nbtc.nl for the
summary and infographic.
Trends and developments
Travellers' needs will change when the market becomes more mature:
 Guided tours remain popular, although group sizes are getting smaller more and more Chinese prefer individual travel
 Growing demand for fully independent tours (FIT) and Semi-independent Travel (flight ticket and accommodation are
booked through travel agencies while the destination is explored on their own)
 The traveling population is getting younger. This results in a growing demand for group and FIT travel. Shopping is popular
among the young generation.
 Same length of travel but visiting less countries (more in-depth tours)
 Special interest groups
 With holiday travelling accessible to larger groups of people, price consciousness will grow
 Chinese people are looking for more adventurous, unique and exotic destinations, due to the influence of social media
(such as WeChat)
 Tourism Marketing Agency in China sees the Chinese travelers concern more and more about safety
Changing focus travel trade
The focus of travel trade changes from product driven to demand driven. More diversity of products are seen. Group tours
are more popular among tier 2-4 cities and areas, low budget visitors and relatively older generations. The young generation
prefers to seek for fully independent tours (FIT). Online travel agents/tour operators as well as online platforms are growing
quite fast and are taking shares from offline operators.
Theme tours
Large tour operators are putting more effort in developing tours in which the Chinese traveller only visits 2 or 3 countries at
once. Furthermore, they are developing theme tours, such as summer camp tours for children, musical tours, art tours and
shopping tours. Chinese travelers choosing this type of tours, expect to be closer to the local history, culture and customs.
(China Outbound Tourism Yearbook 2012, Ivy Alliance Tourism Consulting & China Association of Travel Services)
Other trade developments
 Tour operators acquisitions is very popular, several giant companies are growing.
 Online bookings are getting more and more integrated with content providers.
 More and more tour operators are going online and on social media.
 More and more travel agencies are specializing and focusing on a specific area of business.
 The business travel segment is being discovered by larger travel agencies, many of them are setting up MICE companies,
ventures.
 Tour operators developing new products prefer joint promotions with tourism organizations (such as NBTC) to get strong
support and back up.
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Destination Holland: SWOT
Strenghts
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Weaknesses
• Positive image of Holland and the Dutch
population
• Safe and relatively clean
• Dutch icons (tulips, etc.) are well known
• Dutch flower season is unique
• European/Dutch culture and history
• Easily accessible, many direct flights (Schiphol),
starting point for Europe
• Compact: short distances between
cities/touristic sites, short travel time
• Biometric information collection (new system
for VISA application)
• High hotel rate
• Shopping possibilities in Holland compared to
competitors
• Lack of knowledge of Chinese language and
culture
(tour
guides)
and
their
needs/demands
• Low price/quality service in hospitality
(image)
Opportunities
Threats
• Popularity of Europe still growing, market at an
early stage, influencing consumers easier than in
mature market
• Growing consumer interest in visiting less
countries during their European tour
• Future demand for longer stays in single
destinations
• Low competition in Tulip season
• Outbound travel market of China is growing
rapidly
• Popularity of social media offers extensive
communication platform.
• Competition of other continents (low cost
market in Asia is booming)
• Limited investments by Dutch travel trade in
China; may result in low interest to promote
Holland for local trade, knowledge level of
Holland will be low
• Terrorist attacks in Europe
Holland Marketing in China
Dutch
masters
Reasons to travel: Holland Passions
DISTRICTS
• City
• Traditional Dutch
Amsterdam
STORYLINES
__Dutch food & cuisine
__Van Gogh
__Flowers
__Water
Dutch
heritage
Flowers
Water
Cycling
EVENTS & MEETINGS
*
Business
meetings
*
2018 Leeuwarden
Cultural Capital
22
New Dutch
References
 Amsterdam Schiphol Airport, 2016 (www.schiphol.nl)
 CBS, 2015. Statline (www.cbs.nl)
 CIA World Factbook, 2016 (www.cia.gov)
 China Internet Network Information Center, 2015. Statistical Report on Internet Development in China
 China Outbound Tourism Research Insitute, 2015 (http://www.china-outbound.com)
 CNTA 2016 (www.cnta.gov.cn)
 CLSA, Chinese outbound tourism remains on track to reach 200 million by 2020, 19 January 2016
 Currency-converter.net
 eMarketer, 2015. Digital travel sales are booming in China and across Asia-Pacific.
 UNWTO & ETC, 2012, The Chinese outbound travel market
 GFK, Chinese tourists spend 229 billion USD in 2015, January 2016
 Global Blue Analytics, 2016
 Global, Globe Shopper Report: China Edition, April 2016
 IMF, 2016
 McKinsey, Consumer China report 2016.
 National Bureau of Statistics China 2016 (http://www.stats.gov.cn/english/)
 National Bureau of economic research (NBER) 2016.
 NBTC Holland image study 2012
 NBTC Statistics Incoming Tourism (SIT) 2014
 PhoCusWright, April 2016. China Unbouded: the rapid Rise of China’s Outbound millions
 RDC Apex (www.rdcapex.com)
 Tourism Marketing Agency in China, 2016
 UNWTO, 2016. World’s top tourism spenders
 Wearesocial 2016 (www.wearesocial.com)
23
Contact
Added value NBTC
NBTC can offer your organisation tailor-made advice, for instance:
- Local network: trade and press
- Local market opportunities, cultural expertise
- Advice on marketing, communication
- Co-marketing opportunity
Contact NBTC
For further details on the Chinese market and Holland-marketing activities in China, please contact:
Netherlands Board of Tourism and Conventions
Rm 1603, Building 3, China Overseas Plaza
No.8 Guanghua Dongli, Chaoyang District
Beijing 100020, China
T: 0086 10 59772565
E: [email protected]
24
Contact at NBTC China
Mr. Eddie Yang
Country manager China
T: +86 10 597 72 565
E: [email protected]