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The source market of the future


One in ten international trips begin in China and it follows that one in ten tourists are Chinese. That is reason enough to address travellers from this region directly. Speaking at the ITB Berlin Convention 2015, Stephen Chun, Overseas Sales and Marketing Director of adSage, a big advertising agency in digital and display marketing, said that “the number of tourists from China visiting overseas destinations is growing.“
According to Chun, family trips are particularly popular. The majority of people travelling out of China are aged 35 and over. Close to 60 per cent are married and have children who are minors. 87 per cent use travel agencies to plan and book their trips to Europe or the USA.. The average duration of a stay exceeds six days. “They remain longer at their destinations because they are looking for ways to invest their money.”
“Travellers from China prefer routes that are popular, safe and organised”, said Chung, and added that social media channels were indispensable marketing tools for targeting the right audience. Good marketing produces results, he said: “The average Chinese tourist spends 1,000 dollars in a day, not counting the cost of travel. “Wealthier tourists spend up to 8,000 dollars a day”, said Chun. He added that in 2014 over 100 million Chinese went on trips abroad. Investing in real estate was important, as were luxury articles, since they cost up to 60 per cent more in China. In 2014 Chinese tourists spent close to 165 billion dollars abroad.    Antje Hennecke-Lückingsmeier

Foto: Stephen Chun, Overseas Sales and Marketing Director, adSage

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