Tourism

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Tourism Leisure in China Ironbridge Gorge
Museum Tuesday, 4th November 2003 Jenny
Watson China-Britain Business Council
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Fast Facts

• Area 9.6 million sq km
• 2000 population 1.273 billion
• Capital Beijing (12 million)
• Government Single party communist
  dictatorship
• Ethnic Groups Han Chinese 92
• 55 minority
  nationalities 8
• Language Mandarin Chinese
  (official), numerous other
• dialects and
  minority languages
• Religions Predominantly atheist,
  but many follow
• Buddhism,
  Daoism, Confucism and Islam
• Currency Renminbi (RMB) or Yuan
• GDP per capita 1999 US 815
• 2000 US 874
• 7 sustained
  growth

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The Peoples Republic of China (PRC)
HEILONGJIANG
XINJIANG
JILIN
GANSU
NEI MENGU (INNER MONGOLIA)
LIAONING
BEIJING
TIANJIN
NINGXIA
QINGHAI
HEBEI
SHANXI

SHANDONG
XIZANG (TIBET)
SHAANXI
HENAN
JIANGSU
SICHUAN
ANHUI
HUBEI
SHANGHAI
CHONGQING
ZHEJIANG
HUNAN
JIANGXI
GUIZHOU
FUJIAN
YUNNAN
GUANGXI
GUANGDONG
TAIWAN
GUANGZHOU
HONG KONG
HAINAN
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Tourism Leisure in China

• Since 1991 Chinese citizens have been permitted
  to travel internationally for leisure purposes
• Over 16 million Chinese tourists went abroad in
  2002
• China now represents over 9 of the worldwide
  tourist market
• ( in US terms)
• The WTO forecasts 230 million tourists annually
  by 2020
• the worlds top tourist destination
• China is expected to be at the forefront of
  growth in the international tourist industry
  5.5 million new jobs and 12 GDP over 10 years

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Tourism Leisure (2)

• To date, the tourist industry nationwide
  registers
• 786.1 billion yuan of fixed assets,
• 268,000 institutions and enterprises of various
  types, 254,000 tourist facilities,
• 8,993 travel services and
• 33.35 million employees.
• Favoured destinations by Chinese include Yunnan
  Province, Hainan Island, Harbin Ice Festival,
  Thailand
• Industry regulation safety of equipment, travel
  agency price wars etc
• Big events Beijing 2008 Olympics, the 2010 World
  Fair

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Tourism Authorities in China

• China National Tourism Administration (CNTA)
• oversee national tourism development
  according to principles established in 2000 for
  the promotion of tourism in China
• Regional Provincial Tourism Administrations
• responsible for the regional application of
  the national plan and identifying projects for
  promotion within their area
• Tibet Tourism Administration
• Hong Kong Tourist Association
• State Administration for Cultural Heritage (SACH)
• Public Security Ministry
• approves private citizens overseas travel
  issue exit entry visas

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Inbound Tourism

• Who travels to China? Why? What do they want?
• In 1999, 72.79 million overseas travellers
  visited China
• 95 of foreign tourists enter on organised tours
• 1314 cities and counties are open to tourism
• Hong Kong, Taiwan and other Asian neighbours as a
  source of wealthy visitors and experience in
  entertainment leisure
• Encouraged by
• Rapidly increasing airport capacity
• developing cruise industry (Yangtze Hong Kong)
• reduced tour and hotel restrictions 01/10/03
• Infrastructure development
• Impact of Iraqi war and SARS crisis

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Destinations in China
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Developing Tourist Facilities

• The CNTA have introduced a ranking system for the
  tourist areas to promote the quality upgrading of
  tourism products
• continue to select the Top Chinese Tourist Cities
  and
• have started to formulate the standards for the
  Best Tourism Cities in collaboration with the
  World Tourism Organization.
• New areas of development
• industrial tourism
• agricultural tourism
• standardization of the national tourism resort
  areas
• national demonstration areas of eco-tourism
• national experimentation areas of poverty
  elimination by tourism
• strengthening the computer network and IT
  applications
• use of modern science and technology in tourism
  management and promotion

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Outbound Tourism

• Since 1991 Chinese citizens have been permitted
  to travel internationally for leisure purposes
  (to ADS countries)
• Previously, restricted to study and business
  purposes
• Influenced by Chinese holidays Spring Festival
• Guangdong Province accounts for 40 of all
  outbound travel
• Popular Destinations in Europe
• Germany (an ADS partner), Russia, France (no visa
  required)
• Popular Destinations elsewhere
• Hong Kong, Macao Taiwan, ROK, Thailand,
  Australia, Canada

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Authorised Destination Status (ADS)

• ADS is given to countries that fulfil certain
  conditions to enable them to receive leisure tour
  group travellers from China.
• Destinations that do not have ADS can still
  receive visitors from China - but not leisure
  tour groups, the fastest-growing element of the
  China market.
• Most ADS partners are Asian border-sharing
  countries
• Australia 1st Western country to receive ADS in
  1999
• Permanent residents of Beiijing, Shanghai and
  Guangdong can join tours of 9 people
• 22 travel agencies in Beijing, Shanghai and
  Guangdong join tours

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Where Chinese travel
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Domestic Tourism

• 90 million tourists travelled in China during the
  October golden week, contributing RMB 35bn to
  the tourist industry.
• The largest domestic tourism market in the world
• Over 47million jobs in the industry (6
  workforce)
• Approximately 500 travel agencies and tour
  operators
• Predicted to reach RMB 1.3 trillion (US 156
  billion) in revenue by 2010
• Per capita consumer expenditure of RMB 4,562 (US
  551) in 2000
• Government initiatives to encourage domestic
  consumer market
• Urban Rural, East West differences

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Chinese Holidays and Festivals

• Week- long national holidays
• Chinese New Year(Spring Festival) January
• Labour Day
  May 1st
• National Day
  October 1st
• Festivals
• Founding of the CCP
  1st July
• Army Day
  1st August
• Lantern Festival
  February
• Dragon Boat Festival
  June
• Double Ninth Festival
  October

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Cultural Heritage

• Under the State Administration for Cultural
  Heritage (SACH)
• The Badaling Great Wall has received 120 million
  tourists since 1979
• 28 sites listed as UNESCO World Heritage sites
• Architectural ruins
• Red travel spots eg. Jingang Mountains, Yanan
  (Shaanxi Province)
• China has 870 forest parks covering 7.5 million
  hectares in 31 provinces eco-tourism eg Stone
  Forest Tourist Park
• Ethnic Minority Cultures ie Yunnan Province is
  home to over 20 of the 55 minority nationalities

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World Heritage Sites

• 1987 Mount Taishan
• 1987 The Great Wall
• 1987 Ming Qing Imperial
• Palace
• 1987 Mogao Grottoes
• 1987 Terracotta Warriors
• 1987 Peking Man Site
• 1990 Mount Huangshan
• 1992 Jiuzhaigou Valley
• 1992 Huanglong Area
• 1992 Wulingyuan Area
• 1994 Mountain Resort
• 1994 The Potala Palace
• Confucius Temple
• Mansion
• Wudang Ancient Buildings

• 1996 Lushan National Park
• 1996 Leshan Giant Buddha
• 1997 Ancient City of Pingyao
• 1997 Gardens of Suzhou
• 1997 Lijiang Old Town
• 1998 The Summer Palace
• 1998 The Temple of Heaven
• 1999 Mount Wuyi
• 1999 Dazu Rock Carvings
• Dujiangyan Irrigation
• System
• 2000 Xidi Honcun, Anhui
• 2000 Longmen Grottoes
• Imperial Tombs of Ming
• Qing

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Museums

• Beijing is to invest US850 million in
  constructing, expanding and renovating a number
  of museums and memorial halls, increasing the
  number of its museums from 118 to 130 by 2008.
• Museums in Beijing have on average 200 year-round
  exhibitions, and 30 million annual visitors.
• The Municipal Government aims to incorporate
  cutting-edge technologies into new facilities
• Major projects announced in April 2003 will
  include
• 1) construction of Capital Museum, the National
  Museum and the National Art Museum
• 2) expansion of Beijing Astronomical Observatory,
  National Agricultural Museum and China Geological
  Museum.

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Leisure Entertainment

• Approx. 2000 Amusement Parks 85 losing money
• eg Beijings Ethnic Minority Culture Park
• Recent Western influx Disney Hong Kong
  Universal Shanghai
• China has approximately 200 manufacturers of
  entertainment facilities
• Safety issues State Quality and Technical
  Supervision Administration regulations
• Cities Shanghais Ferris Wheel project
• Retail, restaurant, cinema and bowling facilities

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Opportunities for UK Companies

• Demand for expertise in leisure management
• Professionalisation of leisure providers
• Construction of international standard leisure
  facilities
• Opportunities for designers, urban planners and
  developers
• Catering for increasing numbers of Chinese
  tourists
• Assisting regional governments and companies with
  market development sectoral, geographical and
  demographical
• Regional Promotion marketing advertising
• Resort Retail Park development
• Museums design and management expertise
  academic exchange
• Education Training e.g. Tourism Management
  English

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Events

• China International Tourism Fair
• The International Scenic Spot Resort Exhibition
• Dalian International Recreational Facilities
  Amusements Expo
• Conservation of Ancient Sites on the Silk Road
  Second
• International Conference on the Conservation of
  Grotto Sites
• China Sporting Goods Show

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China Britain Business CouncilBritish Embassy
Consulates in ChinaBritish Chambers of Commerce
ChinaUK Trade Investment Leisure Tourism
Unit
Sports Leisure InfrastructureThe British
CouncilBritish Construction Consultants
Bureau
UK Organisations
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CBBC - Who are we? Who do we help?

• A business-led partnership between government and
  industry
• Trade Partners UKs chosen partner for China
• Nearly 50 years experience in China
• Membership organisation over 370 corporate and
  individual members
• Aim to help any UK company with the China market
  - all industry sectors, SMEs to multinationals
  new to the market or well-established
• Network of offices 3 in the UK, 6 in China

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The Peoples Republic of China (PRC)
HEILONGJIANG
XINJIANG
JILIN
GANSU
NEI MENGU (INNER MONGOLIA)
LIAONING
Beijing
TIANJIN
NINGXIA
QINGHAI
HEBEI
SHANXI

SHANDONG
XIZANG (TIBET)
Qingdao
SHAANXI
HENAN
JIANGSU
Chengdu
HUBEI
ANHUI
Shanghai
SHANGHAI
SICHUAN
CHONGQING
Wuhan
ZHEJIANG
JIANGXI
HUNAN
GUIZHOU
FUJIAN
YUNNAN
GUANGXI
GUANGDONG
TAIWAN
GUANGZHOU
Shenzhen
HONG KONG
HAINAN
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CBBC How can we help?

• Assessing the market
• Advice on the market
• Information via our China Information Centre,
  email updates, regular briefings and the monthly
  China-Britain Trade Review
• Customised market research

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CBBC How can we help?

• Entering the market
• Trade missions, seminars, exhibitions
• Individually organised visits to China
• Bilingual China based staff to carry out
  research, source partners and arrange business
  meetings
• Launchpad Scheme - enabling you to have a member
  of staff in China dedicated to your business
  without all the bureaucracy and expense of
  setting up your own office

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CBBC How can we help?

• Maintaining a successful strategy
• The opportunity to meet senior Chinese government
  leaders and delegations visiting the UK
• Lobbying for British business interests in China
  with the British and Chinese governments
• Members workshops and networking opportunities
  with China experts
• Activities in the UK and China for specific
  industry sectors

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Other Resources

• www.cnta.com
• www.world-tourism.org
• www.sach.gov.cn
• www.ccnt.gov.cn
• www.english.ctrip.com
• www.et-china.com
• www.tibetinfor.com

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CBBC China Guide
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China-Britain Business Council Tel [phone]
5176 Fax [phone] Website www.cbbc.org