Market Study for Chinese Outbound Leisure Tourism

Our client is a world-famous resort chain group. The project was aimed at investigating the market for Chinese outbound leisure tourism and design a better strategy.


Thanks to rapid urbanization, rising disposable incomes and relaxation of restrictions on foreign travel, the market for Chinese leisure tourism has been growing extremely fast.

  • There were almost 40 million outbound leisure departures in 2013 (growing at 12% per year) and the number is expected to grow even faster.
  • The outbound leisure expenditure represents a market worth about 60 Billion Euro in 2013.
  • Vast majority of Chinese travelers still prefer traveling within Asia.

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