Current state and future developments : preparatory report for the 2018 EU China tourism year - Study
Tourism is one of the sectors with untapped potential for generating economic growth and creating jobs. At the same time, competition from emerging destinations is increasing for the European Union (EU). To ensure faster growth, the EU must strengthen the competitiveness of its tourism sector and increase the number of travellers from key non-EU markets. Nowadays, China is indeed the growth engine of the international tourism market. Outbound travel from China has been growing fast and steadily over the past 15 years with a steep increase since 2010. It is particularly interesting for fighting... tourism seasonality in the EU as most Chinese take their holidays in October and May (golden weeks) and during the Chinese New Year celebrations (end January – early February). This is one of the reasons why, on 12 July 2016, the President of the European Commission, Jean-Claude Juncker, agreed with the Chinese Prime Minister, Li Keqiang, that 2018 will be the EU-China Tourism Year (ECTY). The report on "Tourism Flows from China to the European Union" is one of the things done in 2017 to prepare the ground for a successful ECTY. It was funded as part of the "World bridge tourism" Pilot Project supported by the European Parliament. This Pilot Project is also funding matchmaking events to help EU operators finding Chinese partners. Creating new business opportunities is quite difficult when you don't know well prospect clients and partners. This report is a rich source of information on the Chinese travel preferences when travelling abroad and Chinese travellers’ view of Europe.