By 2030, China Will Be the Largest Outbound Tourism Group with 126 Million Trips

Research Company
Euromonitor International released today a new
white paper providing a strategic approach on marketing to Chinese
consumers travelling outside their home market.

China is the world’s second largest consumer market, having overtaken
Japan in 2011. With the strong economic growth of China over the past
few decades, the middle class has been growing, allocating more time and
budget on travel, especially outbound tourism. This has resulted in
astronomical growth in the number of trips and expenditure taken by the

Shopping is the top priority for Chinese tourists abroad, resulting in a
positive impact across a diverse range of international retailers and
manufacturers. Several of these destinations have targeted the Chinese
traveller as a strategic priority for shopping tourism. Europe plays on
its heritage and home to a various number of fashion designer brands. In
Japan, Chinese visitors purchase a variety of everyday goods and
products across fast moving consumer goods (FMCG) such as cosmetics,
appliances and consumer health, helping offset weak domestic demand.

Retailers keen to tap into the Chinese demand should adopt a number of
measures to target Chinese visitors. Adding Mandarin-speaking staff and
approving the use of China UnionPay credit cards are essential.
Targeting marketing campaigns around national holidays such as Chinese
New Year, developing specific product ranges for the Chinese market and
visibility on Chinese online shopping portals are also effective ways of
boosting sales.

Euromonitor International expects 90 million outbound trips made by
Chinese residents in 2020, representing an impressive average growth
rate of 13 percent per annum over the past two decades. By 2030, this
number is expected to reach almost 126 million, making China the largest
outbound market overtaking the US, Germany, and the UK.

To download a free copy of this white paper, visit:

About Euromonitor International

is the world’s leading provider for global business
intelligence and strategic market analysis. We have more than 40 years
of experience publishing international market reports, business
reference books and online databases on consumer markets.


Euromonitor International
Yuka Horimoto, +81-(0)3-3436-2100 ext.
Communications Executive