Chinese Outbound Tourists’ New Most Favored Travel Destination


Japan Inbound Travelers | 2012-2015

Even though China has put on the biggest display of military on Sept. 3rd to pay tribute to the Chinese fighting hard with Japan during World War II, Japan is till the favored destination to outbound Chinese tourists. Japan National Tourism Organization published the statistics about Japan inbound tourists from 2010 to 2015. In the chart, visits from Mainland China outnumber South Korea, Taiwan, and Hong Kong. This not only shows less Chinese visit Hong Kong in the recent years, but also Japan has beat South Korea to be the most popular location.

In H1 2015, the number of tourists from mainland China to Japan reached a record of 2.179 million. Meanwhile, in H1 2015, the number of Chinese visitors to Japan bypassed the number of Japanese tourists to China for the first time, and became the largest source of Japan inbound tourism market.

How To Reach Chinese Tourists Planning Trips

With AirBnb’s decision to aim outbound Chinese tourists looking for accommodation and China’s online hotel booking market reaching 19.52 billion RMB in 2015 Q2, local online travel agents are well-equipped with services from traditional booking to journal sharing. Even Alibaba, the leading China ecommerce company, founded AliTrip last October to aggregate deals from different hotels/airlines booking agencies to battle with Ctrip and Qunar which tops China travel App downloads.

“Shangri-La Hotels and Resorts, a Hong Kong-based group running Shangri-La, Kerry and Traders brands, is one of the pioneering hotels entering AliTrip with a brand page followed by InterContinental Hotels Group, StarWood Hotels and Resorts and Marriott having all embraced this new channel for online booking.”

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Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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