L atelier chinese tourist digital tourism

Chinese Tourism – Digital communicationL’Atelier BNP Paribas – February 2013

28-30

53

26-27

PART I:

PART III:

3-9

PART V:

42

DATA ABOUT CHINESE TOURISM

EUROPE

NORTH AMERICA

PART II: FRANCE

21

New Zealand52

54-5657-58

Italy 24-25

10

Paris – Île de France

22-23

PART VI: MEA

PART VII:

66

ABOUT L’ATELIER BNP PARIBAS

PART IV:

Social Media 12-17SEO&SEM 18-20

11

Spain Belgium UK Germany 31-32Switzerland 33-38Greece 39SEO & SEM 40-41

USA 43-44Quebec 45-47

APAC 4849-51

TaiwanMaldivesJapanHong KongAustralia 59-61

62IndonesiaThailand 63South Korea 64-65

Morocco 67TunisiaUAEIsraelSouth Africa

68

70-7169

7273

Part I:DATA ABOUT CHINESE TOURISM

2013,L’Atelier BNP Paribas © | No diffusion or reproduction without authorization | www.atelier.net 4

Data about Chinese Tourists


Data about Chinese Tourists

16 million Chinese people took outbound trips in 2004

In 2005, 31 million holidaymakers came here from China. In 2009, there were 47 million

Outbound trips made by Chinese tourists will hit 82 million in 2012, up 16.7 percent year on year.

In 2013, with 90 million border-crossings estimated, China will become the No. 1 global outbound tourism source market, overtaking Germany and the USA both in terms of numbers of travels and spending.

With Chinese travel growing at an average of 20 %/year for the past decade, the yearly number of Chinese venturing overseas is expected to exceed 100 million by 2020, according to United Nations.

China's tourism revenues will reach 2.6 trillion yuan (413 billion U.S. dollars) in 2012, (+ 16.6% yoy).

Source : E-consultancy.com


World / Sources of influence

Source : E-consultancy.com

“While the finer details of a trip (where to stay, what to do, etc) are heavily influenced by social media, initial holiday planning and destination choice is most often influenced by offline sources”


Top destinations in Asia - 2013

APAC

EuropeAmericas

APAC countries and the USA are the favorite destinations for the Chinese tourists

Italy, France and Switzerland and the only attractive countries from this top10


Category Winner Country

World's Best Luxury Destination New Zealand New Zealand

World's Best Welcoming City Gstaad Switzerland

World's Best Airline United USA

World's Best Hotel Le Meurice France

World's Best Spa Resort Shanti Maurice Mauritius

World's Best Luggage Brand Moynat France

World's Best Wedding Agency Marry Caribbean USA

World's Best Airport Auckland Airport New Zealand

World's Best Golf Trips Agency Bond Street Golf UK

World's Best Private Jet Charter Agency Private Jet Journeys USA

World's Best Luxury Lifestyle Experience Crowds On Demand USA

World's Best Villas Rental Agency Villas Of Croatia Croatia

Chinese luxury perception / 2013 Luxury Travel AwardsSource : China Elite Focus Limited


Keyword of “Tourism 旅游”

On the 1st page of searching results:

Uzai – travel bookingLvmama – travel package booking17U – travel package bookingCtrip – tickets, hotel booking51766sh – Shanghai international travel agencyQunar – travel search engineHao123 – websites navigation siteAoyou – China youth travel agencyBaidu Travel channelBaidu BBSCncn – travel booking siteBaidu Baike (wiki)Sina Travel

Part II:FRANCE


France / Paris – Île de France

The average Chinese tourist in France spends roughly $1,900 on shopping, by far more than any other tourists, according to Le Figaro — which also noted that the number of Chinese tourists to France are expected to rise from 900,000 last year to 4-5 million by 2015.

Paris - Île-de-France welcomes 45 million tourists every year, 60% of who come from abroad. Tourism generates over 300,000 direct jobs. The regional council spends over 20 million Euros a year on tourism.

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France / Rendez vous en France / Weibo & WeChat

Actively engaging customers on Weibo and WeChat; very frequent posts about promos and travel info


France / French wine and culture heritage / Sina Weibo

Good social campaign but still need to improve its engagement and interaction


France / Champagne Ardenne / Sina Weibo

Less active account with fewer followers


France / Languedoc Roussilon / Sina Weibo

Good travel related content and frequent posts


France / Grasse / Sina Weibo

Not very regular post and lack of social campaign on Weibo


France /Annecy / Sina Weibo

Good usage of video on Weibo but the content of the post is not very exciting


France / SEO&SEM / Baidu / Keyword “France (法国)”

On the 1st page of searching results :

Baidu Baike (wiki)PhotoBaidu Travel for FranceBaidu BBSYesFr.com – biggest online French portalWikipediaSina French travel channelBaidu Zhidao (Q&A)


France / SEO&SEM / Baidu / Keyword of “Paris 巴黎”

On the 1st page of searching results

•Baidu Baike (wiki)•Photo•Baidu Travel for Paris•Baidu BBS•Aoyou.com – China youth travel agency•Weather of Paris•eLong – Paris travel page •Wikipedia•Xinhuanet – Paris travel page


France / SEO&SEM / Baidu / Keyword “Île de France 法兰西岛”

On the 1st page of searching results

Baidu Baike (wiki) WikipediaBaidu Zhidao (Q&A)liuxue.edu.china.com.cn - studying in FranceQuanjing.com (photo-sharing site)iCIBA translation siteTianxun.cn (air ticket search engine)Hujing.com (French-studying site)

Part III:EUROPE


Europe / Italy / Web

The design of the website is kind of old-fashioned and lack of social connexion


Europe / Italy / Sina Weibo

Good content with regular posts and social interaction


Europe / Spain / Web

Good information site with social connexions


Europe / Spain / Sina Weibo

A campaign of photo contest of “Spanish in the eyes of Chinese Tourists”

Interesting content with good usage of images and videos


Europe / Belgium / Flanders / Web

Good website with creative animation and social connexions


Europe / Belgium / Flanders / Sina Weibo

Regular posts about seasonal activities and useful travel info


2004 : 0.6% Chinese tourists came to the UK.

2012 : 18 % of Chinese visitors to Europe bothered with a British visa. However, 100 % of those considering a trip said a “single visa application” would make them more likely to visit Britain.

France receives 25-30% more visitors than Britain

Europe / United Kingdom / Web

The Chinese site is not well-localized and have some fallacious wordings


Europe / United Kingdom / Sina Weibo

James Bond mission campaign to attract Chinese people traveling those scenes appeared in the movie

Interesting content about movie, food, travel and creative social campaign


Europe / United Kingdom / Tencent Weibo

Similar content with Sina Weibo but less active


Europe / Germany / Web

Well-designed website and Blog & Weibo oriented


Europe / Germany/ Sina Weibo

Active posts about news, food, travel, movie and social events


Europe / Switzerland / Web

Good adoption of social media: RenRen& Weibo & Youku connexions


Europe / Switzerland / Sina Weibo

Interesting content with useful travel and flight info but less user interaction


Europe / Switzerland / Lucerne / Sina Weibo & Blog

Good usage of video and image with frequent posts


Europe / Switzerland / Leman / Sina Weibo

Interesting video but less frequent posts and the content is less exciting


Europe / Switzerland / Basel / Sina Weibo

Inactive account with few posts and followers


Europe / Switzerland / St. Moritz / Sina Weibo

Useful content and frequent posts but lack of social campaign


Europe / Greece / Sina Weibo

Good usage of video but the content is less interesting


Europe / SEO & SEM / Keyword of “Europe 欧洲”


Paid ads by 17U – travel packaging siteBaidu Baike (wiki)PhotosBaidu Travel WikipediaMeet99 electronic map siteBaidu BBSSina TravelTuniu – travel packaging siteYetu online theater

London University’s School of Oriental and African Studies : number of Chinese visitors to Europe would increase to 4.5 million by 2015 and to around 8.6 million by 2020.

Already in 2010, Chinese outbound travelers spent €35 billion.


Europe / SEO & SEM / Keyword of “Europe Travel 欧洲旅游”


•17U – travel package booking•Uzai - travel package booking•Shanghai international travel agency•Taige travel agency•Etripsh – travel booking site•Ctrip•HRS.cn – hotel booking•Russian airlines CN site•Photos•Sina Travel•Tuniu - travel package booking site•Beijing international travel agency•Photos

Part IV:NORTH AMERICA


North America / USA / Web

The website is not localized for Chinese travelers


North America / USA / New York / Sina Weibo

Regular posts but less exciting content


North America / Quebec / Web

Good content but lack of social connexion


North-America / Quebec / Montreal / Sina Weibo

Good usage of video and interesting content


North-America / Quebec / Sina Weibo

The content is less interesting and not regular post

Part V:APAC


New Zealand eyes Chinese tourists

Updated: 2013-01-29 15:25 ( Xinhua)

The New Zealand government's tourism agency on Tuesday unveiled targets for boosting the number of Chinese visitors and their average length of stay.by 2016 the agency was aiming to raise the proportion of "premium" Approved Destination Status (ADS) Chinese visitors from 12 percent to 30 percent of the total ADS visitors.

The agency was also aiming to increase the ratio of free independent travelers from 12 percent to 25 percent of the total Chinese visitors to New Zealand and raise the average number of days stayed in the country from six to eight.

In November last year, the Chinese mainland overtook the traditional US and British markets to become New Zealand's second-largest source of annual arrivals, with around 195,000 Chinese visiting New Zealand in the 12-month period, an increase of 38 percent year-on-year, he said.

Arrivals from China had increased steadily since 1999, when New Zealand gained ADS, which cleared the way for Chinese tour groups to visit.

Tourism New Zealand was working with 12 selected inbound tour operators and 18 China-based travel sellers to develop and market innovative packages offering longer-stay, higher-quality itineraries

APAC / New Zealand


APAC / New Zealand / Web

Interesting site with good content and social connexion


APAC / New Zealand / Sina Weibo

Active social campaign with good interaction and engagement


APAC / Taiwan / Web

facebook

Very interesting and innovative site with useful and interesting content


APAC / Maldives / Web

Western social media

The design and content of the site is less creative and exciting


APAC / Japan / Web

Very attractive site with good content and innovative features


APAC / Japan / Sina Weibo

The official account is not very active but the campaign account is more active and interesting


APAC / Japan / Tudou

The video channel is interesting and created a lot of buzz on social media


APAC / HK / Web

Good content about travel info with Sina/Tencent Weibo, WeChat connexions


APAC / HK / Tencent & Sina Weibo

WeChat connexion

Active social campaign with good interaction and engagement


APAC / Australia

635,700 Chinese tourists have visited Austrialiain the past year.

Chinese are Australia's second largest source of foreign visitors, behind New Zealand.

Chinese tourists contribute $3.8 billion to Australia's economy last year.

Tourism Research Australia : The education industry accounted for 56 % of Chinese visits, and 50% of its expenditure.

Spending time to visit family members studying in Australia, and tagging a holiday to the trip, helps explain why Chinese tourists spending 42 per cent more - about $7000 each - on each trip than other international visitors.


APAC / Australia / Web

Interesting website with good content and social connexion


APAC / Australia / Sina Weibo

Good content and social campaign with good usage of video and image


APAC / Indonesia / Web

Lack of social connexion on the site and the content is less exciting


APAC / Thailand / Web

Good content but the layout of the site is less creative and innovative


APAC / South Korea/ Web

Good content and layout with Sina Weibo connexion


APAC / South Korea/ Sina Weibo

Regular posts and interesting content

Part VI:MEA


MEA / Morocco / Web

Lack of Chinese site (10,000 Chinese tourists visit Morocco each year)


MEA / Tunisia / Web

The content is less exciting and lack of social connexion


MEA / UAE/ Web

Lack of Chinese site but active on Sina Weibo


MEA / Israel / Web

The design and content of the site is less attractive but it’s social-oriented


MEA / Israel / Sina Weibo

Regular posts with good content and social campaign


Growth in South Africa's tourism sector from its Chinese market boomed in 2012, increasing by 63.5% between January and September, making China the country's fourth-biggest overseas tourist market.

Over 96 000 Chinese tourists visited South Africa between January and September, up from the 59 187 who visited over the same period in 2011.

MEA / South Africa / Web

Good content and layout and it’s social-oriented

Part VII:ABOUT L’ATELIER BNP PARIBAS

2013, L’Atelier BNP Paribas © | No diffusion or reproduction without authorization | www.atelier.net 74

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