尼尔森-2017年中国境外旅游和消费趋势报告（英文）-2018-36页-18mb

2017 Outbound Chinese Tourism and Consumption Trends Summary

Core Content

This report presents an analysis of outbound Chinese tourism and consumption trends in 2017, based on a survey conducted by Nielsen and Alipay. It explores the travel behaviors, spending patterns, and the role of mobile payments in overseas transactions for both Chinese and non-Chinese tourists.

Key Findings

• Travel Motivation: Chinese tourists prioritize experience over cost when choosing travel destinations and attractions. Factors such as the beauty and uniqueness of a destination (56%), safety (47%), ease of visa procedures (45%), and friendliness of locals (35%) are more important than affordability (34%).

• Spending Habits: Chinese tourists spend the most on shopping (25%), followed by hotel accommodations (19%) and dining (16%). Non-Chinese tourists, on the other hand, allocate a higher proportion of their budget to accommodations (29%), dining (18%), and shopping (15%).

• Mobile Payments: 65% of Chinese tourists use mobile payment platforms during overseas travel, compared to only 11% of non-Chinese tourists. Mobile payments are widely used for shopping, dining, and visiting tourist attractions. The adoption of Chinese mobile payment brands by overseas merchants is seen as a potential driver for increased spending.

• Travel Preferences: Chinese tourists prefer independent travel (49%), semi-independent travel (42%), and customized travel (25%). Non-Chinese tourists tend to prefer independent travel more (70%).

• Demographics: The survey includes respondents aged 20–50, segmented into post-70s, post-80s, and post-90s generations. Post-90s are more adventurous, while post-70s focus on relaxation and beauty.

• Popular Destinations: Asia (especially Hong Kong, Macao, and Taiwan) is the most popular region for Chinese tourists, followed by Europe, North America, and Australia/New Zealand. The top 10 destinations include Hong Kong SAR, Japan, Macao SAR, Thailand, South Korea, United States, Singapore, Taiwan, Australia, and France.

• Shopping Behavior: Chinese tourists are more likely to spend on skin care & beauty products (55%), local specialties (55%), and souvenirs. They also prefer duty-free shops (61%), department stores (47%), and large supermarkets (47%). The post-90s are more influenced by travel companions, while post-80s focus on tax refunds and post-70s on shopping locations.

• Accommodations: Chinese tourists are increasingly using homestays (53% of post-90s), airline transit hotels, and hotels. Hotels remain the most popular choice (81%), followed by homestays (49%) and airport hotels (30%).

• Dining and Transportation: Taxis and public transportation are the primary means of transportation for Chinese tourists. Dining is the most common expense within tourist attractions, with 75% of tourists spending on food and 68% on shopping while visiting attractions.

• Mobile Communication: 97% of Chinese tourists purchase data packages or rent Wi-Fi to access the internet overseas. Wi-Fi is the most preferred method (81%), with free public Wi-Fi (56%) and renting local Wi-Fi devices (49%) being the most common.

Main Points

• Experience is the top priority for Chinese tourists, with cost being a secondary concern.
• Shopping is the most significant expenditure for Chinese tourists, followed by accommodations and dining.
• Mobile payments are widely adopted by Chinese tourists, with a growing trend toward cashless transactions.
• Travel preferences vary by age group and destination, with younger generations more open to new experiences.
• Diversity in accommodations, dining, and tourist attractions is increasing, reflecting a shift in travel choices.
• Communication and internet access are essential for Chinese tourists, who rely heavily on smart devices and mobile internet during their trips.

Key Information

• Total overseas travel occasions: 131 million in 2017.
• Overseas spending by Chinese tourists: USD 261.1 billion in 2016, up by 4.5%.
• Average spending per Chinese tourist in 2017: USD 5,565 annually, with on-location spending at USD 3,064.
• Mobile payment usage: 65% of Chinese tourists used mobile payments in 2017, with 28% using them for shopping.
• Top shopping locations: Duty-free shops, department stores, and large supermarkets.
• Popular items: Skin care & beauty products, local specialties, souvenirs, and clothing.
• Payment method influence: Chinese tourists consider payment methods accepted by local merchants as important as price.

Future Trends

• Increased mobile payment adoption among overseas merchants could lead to higher spending by Chinese tourists.
• Customized travel is becoming more popular, especially for long-distance destinations like Europe and the US.
• Smart communication devices are essential for Chinese tourists, with a preference for internet access and navigation services.