China Travel Trends

BEIJING – A new travel industry book will make it easier for businesses to understand China"s consumers, particularly their travel preferences and the latest social, economic and digital trends in a highly complex, fast-moving market.

The "Essential China Travel Trends Guide - 2012 Year of the Dragon Edition," includes articles on Outbound Tourism, Luxury Travel, Tour Operation, Chinese Consumers, Customer Satisfaction, Internet and Social Media, Mobile Marketing, Hotel Regulation, Hotel Profitability, MICE, Green Tourism, Aviation, Human Resources, and EmergingCities.

The publication was published by ChinaTravelTrends.com, and produced by Dragon Trail Interactive (www.dragontrail.com) in collaboration with COTRI (www.china-outbound.com) and the Pacific Asia Travel Association (www.pata.org). Its authors include experts from the China National Tourism Administration (CNTA), theChinaTourismAcademy, Dragon Trail, the China Outbound Tourism Research Institute, PATA China, Horwath HTL, Jones Lang LaSalle, UBM Aviation, GreenEarth.travel, Vari Arts Travel Group, TUIChina, World Travel Monitor, Hurun Report, and Portfolio.

"The guide is designed to de-mystify some of the trends and issues international travel companies face when entering the Chinese market and looking to attract Chinese consumers,", said Jens Thraenhart, publisher of China Travel Trends, co-founder of Dragon Trail, and Chair of PATA China and the PATA Technology Innovation Council.

The 2012 Dragon Edition follows on from the acclaimed first edition of the "Essential China Travel Trends Guide - 2010 Year of the Tiger Edition". The 2012 edition is endorsed by leading travel authorities such as CNTA, UNWTO, WTTC, PATA, IATA, IH-RA, DMAI, HSMAI, ATME, HFTP, IFITT, ETC, AH&LA, MTCO, ATTA, and ICTP.

Michael Gehrisch, CEO of the Destination Marketing Association International (DMAI) writes in the book: "This guide gives an in depth look at the shift of China travel trends, and how DMOs and travel companies can use these trends while developing and executing strategies for the various segments and different demographics."

In his preface of the booklet, Mr Zhu Shanzhong, Vice Chairman of the China National Tourism Administration (CNTA), writes: "Tourism is playing a major role in driving the national economy while enhancing friendship betweenChinaand the world. The booklet helps to promote an in-depth understanding ofChina's latest tourism trends."

According to Taleb Rifai, Secretary General of the World Tourism Organization (UNWTO), "Chinais expected to become the leading international tourism destination and the fourth largest outbound market in the next decade.Chinahas become a leading example for many countries around the world in upgrading its tourism."

Tony Tyler, CEO of the International Air Transport Association (IATA) points out that by 2015, one out of every seven journeys by air will be related toChina.

The "Essential China Travel Trends - Dragon Edition" e-book is available for exclusive download at www.ChinaTravelTrendsBook.com, and the print book will be available for sale via the PATA e-Store from June 1 at a price of €25, as well as at tourism events worldwide. Part of the profit supports the "Save the Panda" initiative. Readers are encouraged to donate via the book website.

The new book was formally launched at the 24th Joint Meeting of the UNWTO Commission for Asia Pacific inChiang Mai,Thailandon May 4, which was attended by senior tourism officials and ministers from 19 Asian countries, who received a print pre-view copy.

Martin Craigs, CEO of the Pacific Asia Travel Association (PATA) said: "China is fast moving, ever changing, and very complex. Its online digital landscape is dominated by domestic social media brands that attract over 500 million Internet users. The new publication offers invaluable insights. It will help build companies' businesses that wish to benefit from high-spending Chinese tourists."

For more information about the "Essential China Travel Trends Guide - 2012 Dragon Edition", and for free e-book download, please visit www.ChinaTravelTrendsBook.com.

Issued by:

PATA Communications,
Bangkok, Thailand.
Tel: +66 2 658 2000
E-mail: [email protected]
Online newsroom: www.PATA.org/Press
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About PATA

The Pacific Asia Travel Association (PATA) is a not-for profit membership association that acts as a catalyst for the responsible development of travel and tourism within the Asia Pacific region. This year, PATA is proud to celebrate 60 dynamic years of developing responsible tourism.

In partnership with private and public sector members, PATA enhances the sustainable growth, value and quality of travel and tourism to, from and within, the region.

The Association provides leadership and counsel on an individual and collective basis to over 80 government, state and city tourism bodies; nearly 50 international airlines, airports and cruise lines and many hundreds of travel industry companies across the Asia Pacific region and beyond.

Thousands of travel professionals belong to 41 active PATA chapters worldwide and participate in a wide range of PATA and industry events. PATA"s Strategic Intelligence Centre (SIC) offers unrivalled aggregated data and insights. This included Asia Pacific inbound and outbound statistics, analyses and forecasts and in-depth reports on strategic analysis. For more information, please visit www.PATA.org

About CHINA TRAVEL TRENDS

ChinaTravelTrends.com is an English language, one-stop resource website and community focused on Outbound Tourism, Social Media and Digital Marketing in China. Chinatraveltrends.com aims at giving international travel and tourism organizations insights about the complexity of the Chinatravel market and its online landscape. China Travel Trends has an online community of nearly 1,000 tourism industry professionals interested in the Chinese travel market, organizes educational seminars in partnership with events, travel companies, and tourist boards, and publishes the "Essential Guide to China Travel Trends".

China Travel Trends is published in partnership with Dragon Trail and COTRI. For more information, please visit www.ChinaTravelTrends.com. Follow China Travel Trends on Twitter at @cnTravelTrends, on Facebook at http://www.facebook.com/ChinaTravelTrends, and LinkedIn