china inbound tourism challenges and opportunitieschina inbound tourism challenges and opportunities...
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China Inbound Tour ismChal lenges and Opportun i t ies
J a m e s Ta nC h i e f O p e r a t i n g O f f i c e r
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Wo r ld ’ s La r g e s t Tr a v e l Re s ea r ch a n d Bo o k i ngP l a t f o rm f o r C h i n a
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“ I n a r e d o c e a n o f C t r i p , Ly a n d Tu n i u , J e t b a y h a s c h o s e n t o
f o c u s e d o n t h e “ p a t h l e s s t r a v e l e d ” – p r o m o t e a l r e a d y s e c u r e d l o c a l
s e r v i c e s t o f o r e i g n v i s i t o r s ”
3 J E T B A Y
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Footpr in t
M a r k e t i n g , O p e r a t i o n s , E n g i n e e r i n g
J E T B A Y
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Market s i ze
5
128millionvisitors
2 0 1 4
J E T B A Y
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Target oppor tun i ty
6
55million
overnighters2 0 1 4
$48billionspend
J E T B A Y
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7 J E T B A Y
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Top 20 popu la r c i t i e s
8 2 0 1 4 J E T B A Y
H o n g K o n g S A RS h a n g h a i
B e i j i n gM a c a u S A R
G u a n g z h o u , G u a n g d o n g
S h e n z h e n , G u a n g d o n gS a n y a , H a i n a nX i ’ a n , S h a a n x i
H a n g z h o u , Z h e j i a n gC h e n g d u , S i c h u a n
Q i n g d a o , S h a n d o n gD a l i a n , L i a o n i n gX i a m e n , F u j i a n
Z h u h a i , G u a n g d o n gN a n j i n g , J i a n g s u
G u i l i n , G u a n g x iS u z h o u , J i a n g s u
C h o n g q i n gT i a n j i n
H a i k o u , H a i n a n
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Prob lem
“ Tr a v e l 1 . 0 ”U g l y, c l u t t e r e d
L e g a c y o f c o n f u s i n g c h o i c e sB r o k e n t o a c c e p t a b l e E n g l i s h
J E T B A Y
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10
Prob lem
“ Tr a v e l 2 . 0 ”E x p e n s i v e
I n a c t i v e r e v i e w e r sL i m i t e d s e r v i c e sN o c o n v e r s i o n
J E T B A Y
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Upon ar r i va l , tours a re “ same o ld , same o ld”
J E T B A Y
C r o w d e d r o u t e sF o r c e d s h o p p i n g
Po o r s p o k e n E n g l i s h
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But many c i t i e s ye t to be exp lored
J E T B A Y
L o w d i s c o v e r a b i l i t y o n t r a v e l s i t e sG o o d i n f r a s t r u c t u r eE d u c a t e d p o p u l a t i o n
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Many cha l lenges
J E T B A Y
E n v i r o n m e n t , f o o d s a f e t y, q u a l i t y a s s u r a n c e ,s e r v i c e g u a r a n t e e , e a s e o f l a n g u a g e ,
p a y m e n t c h a n n e l s , i n n o v a t i o n o f r o u t e s ,d e s t i n a t i o n c r e a t i v i t y, i n t e r n a t i o n a l p a r t n e r s h i p s , …
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What t rave lers say
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“ T h e g u i d e b r o u g h t u s t o t h i s r e s t a u r a n t w i t h m e d i o c r e f o o d ”
“ W h e n w e d i d n ’ t w a n t t o s h o p ( a t t h e i r d e s i g n a t e d s h o p s ) , t h e y d e m a n d e d m o r e t i p s a s c o m p e n s a t i o n”“O u r g r o u p w a s t o o
b i g f o r u s t o h e a r t h e g u i d e o u t d o o r s ”
“ ( Tr a v e l i n g i n ) C h i n a s u c k s b u t i t c o u l d h a v e b e e n b e t t e r ”
“ Wa n t e d t o , b u t d i d n ’ t k n o w w h e r e a n d h o w t o b u y a d a t a p l a n”
J E T B A Y
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2 6 m i l l i o n v i s i t o r s
15 J E T B A Y
13
11
17
20
22
26
24
22
2627 27
26 26
0
5
10
15
20
25
30
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
NUMBER OF FOREIGNERS VISITING CHINA2002 - 2014 (MILLIONS)
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U S D 4 8 b i l l i o n s p e n d
J E T B A Y
705670
746 756813
965 9741,014 1,023
1,0571,110
1,216 1,212
00
200
400
600
800
1000
1200
1400
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
AVERAGE EXPENDITURE PER PERSON2002 – 2014 (USD)
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17 key or i g ina t ion count r ies
- 2 4 6 8 10 12 14
South Korea
Japan
Russia
USA
Malaysia
Vietnam
Singapore
Mongolia
The Philippines
Australia
Canada
Germany
Thailand
India
United Kingdom
Indonesia
France
Millions of Travelers
2011 2012 2013J E T B A Y
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Government ou t reach
S a n F r a n c i s c o , C A
J E T B A Y
H a w a i i
S p o n s o r E v e n t L o c a t i o n
O n t a r i o , C a n a d a
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19 J E T B A Y
Trave l agenc ies , par tners
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20 J E T B A Y
3 key t akeaways
1L a r g e v i s i t o r n u m b e r s & s p e n d i n g p o w e r
2R e l a t i v e l y u n t a p p e d b l u e o c e a n
3C h a l l e n g e s b u t a d d r e s s e s a r e a l n e e d
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J E T B A Y
Wo r l d ’ s L a r g e s t Tr a v e l R e s e a r c h a n d B o o k i n g P l a t f o r m f o r C h i n a
j a m e s @ j e t b a y. c o mw w w. j e t b a y. c o m
21 J E T B A Y