Study on Chinese outbound travel to Africa

While regions such as Europe, Asia and the Pacific, the Americas and the Middle East enjoy their fair share of the tourism cake, Africa still only accountsfor five percent of international tourist arrivals worldwide. Tourists who visit Africa from Asia represent only about 3% of the 47 million international tourists the continent receives. One of the reasons for this low traffic from Asia to Africa could be insufficient knowledge about how to tap into the growing Asian source markets. The World Tourism Organization (UNWTO) is intending to undertake a series of studies primarily to enable African destinations to better understand the Asian tourist consumers´ behaviour and needs. This will inturn serve as an effective marketing tool for attracting and increasing tourist flows from Asia to Africa. China has been the first focus of attention for a number of strategic reasons; over the last decade, China has consolidated its status as Asia's largest outbound tourism market. This is in line with UNWTO's projection that by 2020, China will become the largest tourist receiving country and the fourth largest source of outbound travel in the world with 100 million outbound travellers. Besides, China has signed bilateral agreements with a number of African countries as well as has Approved Destination Status. INDICE: Foreword Executive Summary 1 Profile of African Inbound Tourism 1.1 International Tourist Arrivals to Africa 1.2 Source Market to Africa 1.3 Analysis of the Asia-Pacific Source Market 2 Overall Characteristics and Trends of the Chinese Outbound Travel Market 2.1 Trends and Characteristics of the Chinese Outbound Travel Market 2.2 Trends and Characteristics of Chinese Outbound Travel to Africa 3 Analysis of the Chinese Outbound Traveller to Africa 3.1 Demographic Characteristics of Chinese Travellers to Africa 3.2 Leisure vs. Business Travel 3.3 Attractions in Africa Appealing to Chinese Travellers 3.4 Image of Africa among Chinese Travellers 3.5 Image of the various African Destinations among Chinese Consumers 3.6 Factors Constraining Chinese Tourists' Travel to Africa 3.7 Requirements and Expectations for Travel to Africa 3.8 TravelBehaviours of Chinese Tourists 3.9 Favourite African Destinations for ChineseTourists 4 Analysis of the Chinese Travel Agencies for Organizing Outbound Travel to Africa 4.1 The Mechanism and Structure of Chinese Outbound Travel Agencies 4.2 Analysis of the Chinese Travel Agencies Organizing Outbound Travel toAfrica 4.3 Competitiveness Analysis of Outbound Travel Products to Africa in the Chinese Market 5 Recommendations: A Market Strategy to Attract Chinese Tourists to Africa 5.1 How to Better Develop the Chinese Market for African Destinations 5.2 Cooperation Strategy with the Chinese Travel Agencies 5.3 Promotion Strategy for African Destinations in the Chinese Market 6 Overall Recommendations for African Tourism Service Suppliers and Promotion Organizations List of Tables List of Figures List of Acronyms Annexes Annex 1 The Media List with Value of Destination Promotion in Beijing, Shanghai and Guangzhou Annex 2 Questionnaire for Chinese Tour Operators and Travel Agencies Annex 3 Questionnairefor Chinese Outbound Travellers Bibliography

• ISBN: 978-92-844-1369-0
• Editorial: Organización Mundial del Turismo
• Encuadernacion: Rústica
• Páginas: 126
• Fecha Publicación: 01/12/2010
• Nº Volúmenes: 1
• Idioma: Inglés