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CHINA-New Travel Trends
Småland 2016 Sep 06
Jan Feb Mar Apr Maj Jun jul Aug Sep Okt Nov Dec
2008 2009 2010 2011 2012 2013 2014
Chinese travellers accommodation
At hotels, youth hostels, holiday villages, campsites and
commercially arranged rentals in private cottages and apartments.
20% 43% 24% -11% 2% 9% 3% 13% -5% 0% -6% 26%
Chinese visitors commercial nights in Sweden
per month, 2008-2014 as well as the changes
between 2013-2014 in percentage.
The Chinese visitors travel
behaviour
Stays an average of*
8 nights 750 SEKDoes the Chinese visitor spend
per person and day*
Sources: IBIS 2014, Tillväxtverket/Markör, Tillväxtverket/SCB (2015)
* these numbers should be viewed with caution due to low base (about 60-80)
89% Hotel 10% Youth Hostels
69%of Chinese visitors travel to
Sweden by air*
Source: Survey of Chinese visitors to Scandinavia, Chinavia, 2013
Number of guest nights in
Sweden preliminary statistics by country
A higher propensity to travel in tour groups.
76% of tour group travellers stay between 1-2 nights in each city.
95% of tour group travellers visit several countries on their trip.
The share travelling in groups is still high, only 7% travel entirely
without companion.
For most Chinese tourists, the feeling of being ‘in good hands’ in
a group will continue to be important.
67% of tour group travellers have a shopping itinerary.
Behaviour – they concentrate on the known:
61% eat Chinese food while travelling.
39% eat either local or international food.Source: Survey of Chinese visitors to Scandinavia, Chinavia, 2013
Tour Group Travellers
1-2nights
$
Age
35+
Chinese Tour Operators
2014-01-15
5
A few criteria when selecting the local travel trade
partners:
• Volume （Wholesales, Retails, OTA）
• Brand awareness and market reputation
(Retails, Tylor made, Hight End Travel Agency)
• Product quality (Retails,Tylor made, Hight End
Travel Agency)
• Flexibility of adopting new products
(Retails, Tylor made , Hight End Travel Agency)
• Influence on the market as well as the industry
(Retails)
Focus Markets
6
Tier 1
• Beijing
• Shanghai
• Guangzhou
Tier 2
• Hangzhou
• Chengdu
• Xi’an
• Chongqing
• Shenzhen
Why?
• Better economy situation and
high spending power
• More experienced outbound
travellers
• Easy access to Scandinavia
by Air China, SAS and
Finnair
• Nearby the cities with
direct flights
• Swedish embassy/consulate
are represented or visa
service center is located
Target audience:
Curious travellers who are
motivated by nature and
Swedish lifestyle. They could
be both DINKs and active
Soft Adventure 瑞典轻体验
Sweden is not Chinese travellers’ top destination, compared to
Western Europe or other top ranked destinations in the world.
Chinese tend to have more vague concepts of the Swedish region -
PEACEFUL&
CAREFREE
Carolina Romare/imagebank.sweden.se
Nowadays, there is a tendency for Chinese travellers to go for more “landmark”
destinations. However, sometimes they find them…
HARD TO
UNDERSTANDHARD TO SEE HARD TO RELAX
Image from flikr Image from flikrImage from google
They always long for easy and relaxing
holiday/itinerary from the hustle-and-
bustle city life.
The ordinary life of
Chinese citizens is busy
and intense…
Henrik Trygg/imagebank.sweden.seImage from flikr
Therefore, it is suggested to add more relaxing and interesting
elements to the whole itinerary. Thus, making the trip more balanced
and satisfying.
Simon Paulin/imagebank.sweden.se
Sweden is offering special EASY EXPERIENCES 轻体验 to Chinese travellers that
differ from other in-depth travel experiences.
In-depth Travel
Easy Experiences
Longer travel days
Tiresome
Adventurous
Higher cost
Affordable
Nature-friendly
Relaxing
Personable
Sweden serves as an easy and relaxing getaway from a tight itinerary,
thus assisting TAs to provide a more balanced schedule.
Friluftsbyn Höga Kusten/imagebank.sweden.se
Sweden offers travellers a good opportunity to really interact with nature in a
closer and more engaging way.
TO LIVE AS A SWEDISH INSTEAD OF JUST AS A TRAVELLER
Sweden allows travellers to really get into the Swedish culture and lifestyle via creating a more
personalized experience
Simon Paulin/imagebank.sweden.se
Our solution will allow travellers to truly engage
in an easy Swedish lifestyle by doing what the locals do.
Johan Willner/imagebank.sweden.se
Join a seafood safari on the west coast.
Fredrik Broman/imagebank.sweden.se
Stay on a farm and pick berries and mushrooms and go horse-riding.
Måns Fornander/imagebank.sweden.se
14
Go biking on the Island of Ven
Simon Paulin/imagebank.sweden.se
And enjoy the
breezy air of
freedom…
Melker Dahlstrand/imagebank.sweden.se
Fully enjoy what nature has to offer…
Johan Willner/imagebank.sweden.se
VisitSweden, a more unique, relaxing and memorable trip to
the Chinese travellers.
Image by VisitSweden
VisitSweden, TAs can also provide a more balanced and satisfactory
itinerary & making more profits.
Helena Wahlman/imagebank.sweden.se
Purpose of Travel Trade Consortium
Campaign
• Create new travel products for our partners
• Create a reason for longer stay in Sweden
• Create an unique selling point for our partner
destinations
• Enhance the overall awareness of Sweden
Campaign Site
End Report Skåne Campaign 2014 | Slide 10
Travel Trade Fam Trips
Product Flyers
End Report Skåne Campaign 2014 | Slide 10
Product Manual
Scandinavian Workshop
Scandinavian Workshop
The Scandinavian workshop was jointly organized with STB.
Time: November 17th – 21st, 2014 & 2015
Partners: Total 42 exhibitors from Sweden, Denmark, Norway and pan-Scandinavia, as well as Air China, SAS, Finnair, Emirates.
Buyers: Approx. 300 tour operators and travel agents.
Geographical area: Beijing, Shanghai, Guangzhou
Program Interface
Travel Expert
Online Training Program
Program Interface
Purpose
• Education the trade professionals on the basic
tourism knowledge of Sweden.
• Enhance the general knowledge of Sweden
among the public.
• Drive fan base of VisitSweden’s wechat
account.
PR & Social Media
Press Coverage
Press Coverage
35
Press Coverage
Social Media
Wechat (Mobile Device based Application)
Thank You!
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