CHINA-New Travel Trends Småland 2016 Sep 06
The Chinese visitors travel Chinese travellers accommodation behaviour 69% of Chinese visitors travel to Sweden by air* 89% Hotel 10% Youth Hostels At hotels, youth hostels, holiday villages, campsites and commercially arranged rentals in private cottages and apartments. Stays an average of* 8 nights 750 SEK Does the Chinese visitor spend per person and day* Chinese visitors commercial nights in Sweden per month, 2008-2014 as well as the changes between 2013-2014 in percentage. Jan Feb Mar Apr Maj Jun jul Aug Sep Okt Nov Dec 2008 2009 2010 2011 2012 2013 2014 20% 43% 24% -11% 2% 9% 3% 13% -5% 0% -6% 26% Sources: IBIS 2014, Tillväxtverket/Markör, Tillväxtverket/SCB (2015) * these numbers should be viewed with caution due to low base (about 60-80)
Number of guest nights in Sweden preliminary statistics by country Source: Survey of Chinese visitors to Scandinavia, Chinavia, 2013
Tour Group Travellers Age 35+ A higher propensity to travel in tour groups. 1-2 76% of tour group travellers stay between 1-2 nights in each city. 95% of tour group travellers visit several countries on their trip. The share travelling in groups is still high, only 7% travel entirely without companion. For most Chinese tourists, the feeling of being in $ good hands in a group will continue to be important. 67% of tour group travellers have a shopping itinerary. Behaviour they concentrate on the known: 61% eat Chinese food while travelling. 39% eat either local or international food. Source: Survey of Chinese visitors to Scandinavia, Chinavia, 2013
Chinese Tour Operators A few criteria when selecting the local travel trade partners: Volume (Wholesales, Retails, OTA) Brand awareness and market reputation (Retails, Tylor made, Hight End Travel Agency) Product quality (Retails,Tylor made, Hight End Travel Agency) Flexibility of adopting new products (Retails, Tylor made, Hight End Travel Agency) Influence on the market as well as the industry (Retails) 2014-01-15 5
Focus Markets Why? Better economy situation and high spending power Tier 1 Beijing Shanghai Guangzhou Tier 2 Hangzhou Chengdu Xi an Chongqing Shenzhen More experienced outbound travellers Easy access to Scandinavia by Air China, SAS and Finnair Nearby the cities with direct flights Swedish embassy/consulate are represented or visa service center is located Target audience: Curious travellers who are motivated by nature and 6 Swedish lifestyle. They could
瑞典轻体验 Soft Adventure
Sweden is not Chinese travellers top destination, compared to Western Europe or other top ranked destinations in the world. Chinese tend to have more vague concepts of the Swedish region - PEACEFUL & CAREFREE Carolina Romare/imagebank.sweden.se
Nowadays, there is a tendency for Chinese travellers to go for more landmark destinations. However, sometimes they find them HARD TO UNDERSTAND HARD TO SEE HARD TO RELAX Image from flikr Image from google Image from flikr
The ordinary life of Chinese citizens is busy and intense They always long for easy and relaxing holiday/itinerary from the hustle-andbustle city life. Image from flikr Henrik Trygg/imagebank.sweden.se
Simon Paulin/imagebank.sweden.se Therefore, it is suggested to add more relaxing and interesting elements to the whole itinerary. Thus, making the trip more balanced and satisfying.
Sweden is offering special EASY EXPERIENCES 轻体验 to Chinese travellers that differ from other in-depth travel experiences. In-depth Travel Easy Experiences Longer travel days Tiresome Adventurous Higher cost Affordable Nature-friendly Relaxing Personable
Sweden serves as an easy and relaxing getaway from a tight itinerary, thus assisting TAs to provide a more balanced schedule. Sweden offers travellers a good opportunity to really interact with nature in a closer and more engaging way. Friluftsbyn Höga Kusten/imagebank.sweden.se
Simon Paulin/imagebank.sweden.se TO LIVE AS A SWEDISH INSTEAD OF JUST AS A TRAVELLER Sweden allows travellers to really get into the Swedish culture and lifestyle via creating a more personalized experience
Our solution will allow travellers to truly engage in an easy Swedish lifestyle by doing what the locals do. Johan Willner/imagebank.sweden.se
Join a seafood safari on the west coast. Fredrik Broman/imagebank.sweden.se
Måns Fornander/imagebank.sweden.se Stay on a farm and pick berries and mushrooms and go horse-riding.
14 Simon Paulin/imagebank.sweden.se Go biking on the Island of Ven
Melker Dahlstrand/imagebank.sweden.se And enjoy the breezy air of freedom
Fully enjoy what nature has to offer Johan Willner/imagebank.sweden.se
VisitSweden, a more unique, relaxing and memorable trip to the Chinese travellers. Image by VisitSweden
Helena Wahlman/imagebank.sweden.se VisitSweden, TAs can also provide a more balanced and satisfactory itinerary & making more profits.
Purpose of Travel Trade Consortium Campaign Create new travel products for our partners Create a reason for longer stay in Sweden Create an unique selling point for our partner destinations Enhance the overall awareness of Sweden
Campaign Site End Report Skåne Campaign 2014 Slide 10
Travel Trade Fam Trips
Product Flyers End Report Skåne Campaign 2014 Slide 10
Product Manual
Scandinavian Workshop
Scandinavian Workshop The Scandinavian workshop was jointly organized with STB. Time: November 17th 21st, 2014 & 2015 Partners: Total 42 exhibitors from Sweden, Denmark, Norway and pan- Scandinavia, as well as Air China, SAS, Finnair, Emirates. Buyers: Approx. 300 tour operators and travel agents. Geographical area: Beijing, Shanghai, Guangzhou
Travel Expert Online Training Program Program Interface Program Interface
Purpose Education the trade professionals on the basic tourism knowledge of Sweden. Enhance the general knowledge of Sweden among the public. Drive fan base of VisitSweden s wechat account.
PR & Social Media
Press Coverage
Press Coverage
Press Coverage 35
Social Media
Wechat (Mobile Device based Application)
Thank You!