Report reveals outbound tourism trends

Online booking and other online services have become a mainstream trend among Chinese tourists. In 2013, revenue generated by online tourism services reached 2,850 billion yuan, which accounted for 7.7 percent of the total.

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Self-guided tours are increasingly popular among Chinese outbound tourists. Some travelers said they preferred trips that helped them learn more about new places.

Some tourism cities and organizations have come up with special travel routes appealing to tourists with different needs. The report showed that 67.98 percent of tourists thought tours based on local culture were most appealing.

Shopping tours and routes that featured hit films or TV shows were also rated as popular for visitors to Japan and South Korea. In the United States and European countries, tourists said they preferred routes that educated them about local culture and immigration, according to the report.

To get more information on destinations, 79.31 percent of tourists wanted official Chinese websites for cities or regions. A total of 53.66 percent of travelers said official Chinese Microblog and WeChat accounts would also be useful.

According to the survey, transportation was the biggest concern for tourists, followed by accommodation, dining, sightseeing, shopping and entertainment.

Regarding specific problems during trips, language was the largest, followed by financial security and cultural differences.

The report also offered suggestions based on the survey results to member cities and organizations to better their services. These include providing more accurate Chinese signs and guide explanations at tourist spots and offering more Chinese services at hotels.

Easier visa approval, streamlining and speeding up procedures will enable more Chinese outbound tourism, said the report. Chinese hope that European countries and the US to set a lower bar for their visa applications and Japan and South Korea will provide visa-free trips, visa on arrival or visa-free transit.

The report also suggested that member cities and organizations should host and attend more promotion events in China, as well as launch specific campaigns catering to Chinese tourists.

Moreover, pleasant experiences of Chinese tourists in overseas trips will result in higher revisits and positive word of mouth, the report found.