China Market Overview

China Inbound Tourism Snapshot - Emerging Market

China represents the #1 fastest growing market for the USA. It is one with high potential and low awareness for southern destinations.

China presents a sticky challenge for U.S. travel suppliers, DMOs, and receptive tour operators, even as it adds another 2.5 million visitors a year to its total Visit USA traffic in the next five years. Unlike other inbound source markets that took decades to mature, the system in China is supported, to a substantial degree, by government pronouncements and bilateral agreements. In 2015, the U.S. and Chinese governments extension of visa lengths from one year to ten years created huge interest for MICE product to the U.S. and, earlier this year, Chinese president Xi designated 2016 "The Year of Chinese American Tourism."

On the receiving end another challenge has emerged - the inadequate supply of trained and certified Mandarin-speaking tour guides and personnel in the United States. The good news is that, even if the challenges of a doubling of the market are not adequately addressed, more parts of the U.S. stand to benefit over the next five years from a population that is already shifting away from group tours to FIT trips as more and more opt for self-drive product and exploration of non-gateway, second-tier destinations via America's highways and byways.* 
*SOURCE: 2016 Inbound International Source Markets, Tom Berrigan
 
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RESEARCH

Travel Profile -  China

 Travel South USA Region
 (12 state region)
2015 2014
(revised)
Yr/Yr % Change
 Number of Visitors 209,000 155,000 +34.8%
 Visitor Spending $505,940,800 $368,280,000 +37.4%
 Travel South Share of Market 8.8% 7.1% +23.9%
 Nights in Travel South USA Region 16 11.9 +25.6%
 States Visited 2.6 2.5 +3.8%
 Sources:  US Department of Commerce, Travel Market Insights

INTERESTING TRENDS

  • The Chinese view traveling as a prestigious experience and love sharing on social media
  • The United States is the #1 dream vacation for Chinese travelers
  • A typical Chinese traveler is willing to spend up to 19% of their take home pay on travel
  • 75% of Chinese visitors purchase 3 or more luxury goods but they will spend money on hotels and attractions and especially experiences
  • Currently, the Southern USA is primarily a group market destination – but is quickly moving towards more FIT travelers
  • The new middle-class generation speaks English and wants to experience Authentic America culture
  • Chinese typically have a shorter travel planning window compared to other international markets

IN MARKET REPRESENTATIVES

East West Marketing Corporation – Daniel Shen, President

East West Marketing Corporation is a full-service representation company with nearly 18 years of experience promoting U.S. tourism in the Chinese market.  They have established an extensive network with industry partners both in the U.S. and China, offering strategy and consulting for market entry, trade relationships, training and seminars as well as media relations and advertising support. In the past 18 years we have represented U.S. tourism companies in China including San Diego Tourism Authority, US Travel Association, Best Western Global Marketing Group, Texas Office of Economic Development, Visit Seattle, Explore Minnesota, Shop America Alliance, just to name a few.  East West Marketing Corporation maintains offices in Beijing, Shanghai, Guangzhou, and Taipei, as well as in Los Angeles.
 

MARKETING & SALES ACTIVITIES

Travel South USA has a year-round investment in research and travel trade strategies, along with earned, owned, and paid media to amplify our efforts in-market.

Commissioned research along with monthly trend reports and a comprehensive tour operator analysis is provided to state tourism offices participating in the Global Partner Program.

Travel trade strategies and tactics include sales missions, trade shows, workshops/regional training/road shows, cooperative event marketing with Brand USA, and recruitment of tour operators to Travel South USA International Showcase & Super FAM Tours. search

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 Quarterly Reporting
 Tourism Economics & Travel Market Insights Commissioned Studies
 

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 TSUSA Mission Beijing & Shanghai, China September 10-16, 2016
 Chinese Inbound Operators & NYC-based  Receptive Operators - Mission New York City, NY October 18, 2016
 International Showcase & Super FAMs Atlanta, GA & Region November 28-December 3, 2016
 Active America China Portland, Oregon April 22-25, 2017
 U.S. - China Tourism Leadership Summit Atlanta, Georgia September 2017
 East West China Mission China October 2017
 International Showcase & Super FAMs Charleston, SC & Region November 27 - December 2, 2017
 

 small_EarnedMedia.pngEarned, Owned, & Paid Media

 Travel South USA Chinese Website: www.GoUSA.cn/TravelSouth Year-Round
 Distribution of Travel South USA Inspiration Guide - View Here
 Produced by Brand USA / Miles Media
Year-Round
 Social Media Campaigns January 2017 - June 2017
 Newsletters for Travel/Trade & In-Office Training & Luncheons January 2017 - June 2017