Luring Chinese Tourists

Raju Adhikari

TRAVEL and tourism is one of the fastest growing industries in China. China is the single largest consumer market in the world and has the sixth largest share of the global gross national income. Because of its unprecedented economic growth, China has become a source of potential tourists not only for the Third World but also for the developed European and North American countries.

Revenue

Chinese expenditure on travel is currently growing at 27 per cent per year. According to a recent report issued by one U.S. tourism firm, China is the world's fastest growing tourism market in the world, with total revenue from China's tourism industry reaching more than $67.3 billion. As China's economy grows and stringent travel restrictions are relaxed, urban middle and upper class Chinese are increasingly looking beyond their borders for travel.

A growing number of Mainland Chinese are travelling overseas as their living standards keep improving and purchasing power rise. China is expected to see more than 100 million outbound travellers in 2010, making China one of the largest contributors of travellers in the world. The World Tourism Organisation has predicted that China will be the world's largest tourist market by 2020. After its accession to the World Trade Organisation (WTO), China is obliged to abide by many trade regulations of the world trade body. The travel industry is one of those Fast developing public service and advertising sectors have contributed a lot in the rapid development of tourism in China. Going overseas is no more a dream for many city dwellers in China. Big cities like Beijing, Shanghai and Guangzhou contribute more than half of all Chinese outbound travellers. In 2005, more than 20,000 travellers from Beijing alone visited different countries during the golden week holiday in October. There were 31 million Chinese travellers in 2005, compared to just 8 million in 1998.

Nepal's tourism industry accounts for 8 per cent of Nepal's gross domestic product and is the third-largest revenue generator after agriculture and industry. Nepal's tourism is dependent mostly on Indian, Europeans and U.S. tourists, who together contributed 160 million dollars to the nation's economy last year. In recent years, Nepal has started attracting Chinese tourists as well. According to the Nepal Tourism Board, a gigantic leap in the number of Chinese tourists was registered in the month of February this year (2007) as compared to last year (281 per cent). These Mainland tourists represent an enormous source of revenue for countries that can attract them over the coming decade. Even if Nepal can grasp only a portion of the outbound Chinese tourists, it will be very crucial for raising the national economy. Since Nepal became the first South Asian nation to gain Approved Destination Status from the Chinese government, it has drawn significant numbers of Chinese tourists. But due to lack of direct flights from major cities and the high ticket cost, the number of Chinese travellers was limited in the past. Now there are directs flights from two major cities - Shanghai and Guangzhou.

The increase in visitor numbers from China is a result of direct air connectivity in the recent months with the addition of new airlines between Nepal and China. But to attract more and cut travel cost through free market competition, more airlines need to operate direct flights between Nepal and China.With the vastly improved situation in the country, the rising confidence of international travel trade and consumers has paved the way for more travellers to visit Nepal. The Nepalese embassy in China has exempted visa fees for Chinese tourists. Nepal tourism authorities are training more Chinese guides, and improving accommodation to suit the needs of the Chinese tourists, which are positive signs towards attracting more Chinese tourists in the future.

But there are certain things to consider. Chinese tourists are quite different compared to conventional US and European tourists. For the Chinese, the concept of the outside world is still vague. They expect a similar environment and food in the countries they visit. Most of the Chinese tourists like to travel in groups. Good televised programmes can do wonders in preparing them to visit Nepal. Though Nepal borders China, many Chinese even do not know where Nepal lies. Chinese are most responsive to televised advertising especially on the national broadcasting and television channel. Inviting Chinese television channels to Nepal to film the different attractions and preparing promotional advertisement would greatly boost tourism.?As Nepal is a cheaper and close destination, the possibilities of visiting Nepal for a couple of days are high. Chinese are attracted by beautiful scenery and exotic lifestyles. Nepal possesses both of these. Besides, Chinese love shopping during travel. Research suggests that as much as 20% of their total travel expenses go to shopping.

Language

Chinese expect their hotels to be equipped with entertainment centres, hair salons, bowling alleys, karaoke bars and the like. Even a thermos bottle inside the hotel room to serve themselves green tea adds to their satisfaction. A Chinese restaurant is an indispensable place inside the hotel, and Chinese speaking TV channels are also necessary. Language is a major barrier for most Chinese. So Chinese speaking guides and other materials must be provided to win their trust.As a growing powerhouse, both economically and politically, China is reshaping the global travel market. If Nepal can attract more Chinese outbound travellers, it will certainly contribute to the economic prosperity of the nation.

Source: The Rising Nepal, May 3, 2007