TRACKING MULTI- DESTINATION TRAVEL IN EUROPE FROM LONG-HAUL SOURCE MARKETS

The ETC has launched a new study into multi-destination travel patterns of travellers from the US, Japan, China and India. Aimed at supporting the work of NTOs across Europe, the survey will deliver comprehensive information on the spatial movements of long-haul tourists in Europe and foster collaboration among European destinations for the promotion of pan-European tourism products. Europe continues to be acknowledged as the world’s number one tourist destination with a record gure of more than 620 million arrivals in 2016. Composed of countries which are each characterised by individual histories, landscapes and cultures, it is supported by highly competitive «ease of travel» thanks to improved air connectivity, low-cost ights and accommodation. A thematic travel approach, which allows tourists to visit different countries in a multi-destination trip, can capitalise on the bene ts that Europe has to offer and provide today’s new generation of long- haul travellers with the most effective and rewarding travel experiences.

HOW DO POTENTIAL TRAVELLERS FROM CHINA FORESEE THEIR NEXT TRIP TO EUROPE?

Europe currently attracts 12% of all Chinese outbound travel. An expanding middle class, improved air connectivity, easier visa procedures and more Chinese- friendly destinations are some of the factors set to support the surge in travel over the next few years. It is important, however, to understand that the Chinese travel market is not only growing, but also maturing and becoming more diverse. The latest issue of the ETC’s Long-Haul Travel Barometer delves into the pro le of potential visitors from the Chinese travel market. Available in the research section of http://www.etc-corporate.org, it reveals how they prioritise different aspects of travel (for example, choice of transportation, travel companion), their destination preferences, experiences sought and barriers to travelling to Europe.

NEW STUDY: CHINESE OUTBOUND TRAVEL FLOWS IN EU

Under the framework of the 2018 EU- China Tourism Year, ETC has published the study Chinese Outbound Travel Flows in the European Union with the purpose of providing an overview of the current state and future prospects of the Chinese outbound travel market.

In addition, an analysis of the opinions of Chinese internet users as expressed in social media, focussing on travel to and within Europe, provides contextual qualitative information on travel themes and tourist behaviours trending in conversations. The aim is to characterize empirically the attitudes and opinions of current and prospective Chinese travellers. ETC believes that such content would particularly strengthen knowledge of the Chinese market by sourcing real travellers’ opinions in a natural and unbiased way. The report is part of Partnerships in European Tourism (PET), an EU initiative aimed at supporting EU tourism businesses and operators wishing to expand their businesses into the Chinese and US markets.