54th PATA Annual Conference – Summary of“WINDOWS ON CHINA”session

Panel: Moderator: Lorraine Hahn – CNN ‘s Talk Asia
Brian Deeson – Accor Hotels & Resorts
Mr Gu Zhaoxi – Vice-Chairman CNTA
Mr Yao Yeucan – Executive VP – China Int Travel service – Head Office
Mr Peter Wong – BBS JP – Chairman MK Corporation Ltdx Initial address by Mr Yao giving background and statistics on tremendous growth in China tourism in domestic, inbound and outbound areas and how this affects infrastructure, development and investment. 2004 – China tourism revenue US$82 billion – up 40.1% 1996 – 2004 – total tourism revenue growth on average at 12.5% - more than 1.5 times China’s GDP. TTG Asia voted China as the best tourism destination at beginning of this year. China is the biggest emerging market for outbound tourism in the world and now largest tourist generating country in Asia. By 2020 – China will be the number one tourism generating country. Peter Wong: China is experiencing double digit growth annually – averaging at 15%. Domestic travel was 840 million in 2004. Enormous opportunities for both inbound and outbound tourism . Rapid change in internal infrastructure improvements and enhancements. China Governments needs to allow more input from travel agents, hotels, and industry partners and tourism stakeholder enterprises. Most establishments are government owned. Lots of potential for destination development from hotels and other tourism partners. Mr Yao:
2003 – over 5000 hotels in China – 266 airline routes. Unique attractions and monuments – eg Great Wall, Terracotta warriors etc. Average spend for outbound Chinese travelers in Europe is US$175 per perdon per day – they are spending three times more than the Japanese in Australia. Also seeing new developments in society as Chinese are now sending their children overseas for education. Visa continues to be a barrier for Chinese to travel. Development of the cruise industry for outbound travelers as Chinese was to discover new tourism experiences. Brian Deeson:
So much opportunity in China market for inbound, outbound and domestic – very exciting market. Big growth in the 5 star market and also the 3 star market to cater for the domestic traveler. Big growth in outbound marketing – careering to the Chinese market overseas for their needs – ie Chinese breakfast. Five years ago they concentrated on the Japanese market – now this is eclipsed by the Chinese market. Lorraine Hahn – question re the recent anti Japanese protests. It was agreed by the panel that resolution is needed at Japanese leadership level to be resolve this issue to a void long term affect on the economy and that this has to be separated from the public as it is not their issue and that Japanese tourists are very welcome in China and not at risk. Mr Yao also added that tourism is a way to make friends and clear misunderstandings and is an important tool for resolving this issue.