CTC News

Upscale Chinese travellers ramped up long-haul travel plans in 2011.

Sophisticated affluent travellers set their sights on distant horizons, finds CTC’s latest Global Tourism Watch report.

19 March 2012

Fluctuating consumer sentiments and a vacillating economy filled the frame on China during early 2011. According to the latest Global Tourism Watch (GTW) China 2011 summary report from the Research department of the Canadian Tourism Commission (CTC), runaway inflation spiked energy, food and housing costs, putting a real dampener on consumer confidence.

The rising cost of living caused many less well-off Chinese consumers to postpone long-haul travel plans, resulting in an increasingly wealthy and sophisticated travelling population. Those up-market travellers are taking more trips and venturing further afield. Good news for the Canada market; but that appetite for excitement is also drawing Chinese travellers to newer destinations such as Dubai and Tunisia.

Some other facts and figures:

  • British Columbia (82%) stands out from the provincial crowd for Chinese travellers likely to visit Canada over the next two years. Ontario (58%) trails in its wake, with Alberta (20%) and Quebec (18%) completing the top four.  
  • Encouragement ahead for Chinese middle-income consumers: more low-cost airlines, more direct air routes to long-haul destinations and discounted package prices online are bringing long-haul travel back within reach.
  • As relative travel novices, the Chinese tend to want to try to see and do everything. Nature’s appeal is declining compared with 2009, but local lifestyles and Aboriginal culture and events are becoming increasingly popular.
  • Interest in cuisine is growing fast in China, with food and wine festivals as well as culinary learning both taking off over the past two years.
  • Active experiences are also seeing a boom, with water- and land-based journeys, ski vacations and other winter experiences surging up the popularity charts.
  • Television travel shows reach the biggest percentage of Chinese consumers, followed by news and entertainment shows, social-networking websites, travel agents and word-of-mouth.

Harris/Decima Research conducts the Global Tourism Watchsurvey for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s Canada. Keep Exploring tourism brand. The 2011 reports look to identify shifts in each market since 2007. This survey was restricted to the cities where Canada is permitted to market under the ADS agreement: Beijing, Shanghai, Guangzhou and Shenzhen.

Read the Global Tourism Watch China 2011 summary report.


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great report very informative