THE CHINESE ARE COMING – AN ANALYSIS OF THE PREFERENCES OF CHINESE HOLIDAY MAKERS AT HOME AND ABROAD

We analyse the destination choice of Chinese tourists in China and abroad. Abroad, Chinese tourists prefer to travel to large and rich countries, and are little deterred by distance. Climate, coast, culture and political stability are irrelevant. Chinese tourists travel disproportionally to “approved destinations”, but this is being eroded as more countries acquire this status. The model predicts that Southeast Asian countries are harmed most by the extension of the ADS system, while North America suffers most from being excluded. Domestically, Chinese tourists prefer rich and densely population areas, but dislike cities. They value easy access by road and rail, and are attracted by nature. Cultural attractions are less important, and may even reduce tourist numbers. Although potential tourist numbers are large, tourist operators should not assume that Chinese tourists behave like other tourists.