Travel Alberta

Huge China Outbound Tourism Market offers Opportunities for Canada

It’s time to get your calculators out, because the outbound tourism market in China produces staggering statistics. Example one: Chinese consumers took 67.5 million overnight trips abroad in 2014, a 14% year-on-year rise. This kind of data can only be happy news for Canada, says the new Global Tourism Watch (GTW) China summary report by the Research department of the Canadian Tourism Commission (CTC).

More key facts and figures:

  • China is now the world’s second-largest economy, with GDP of US $9.24 trillion in 2013, according to the International Monetary Fund.
  • Chinese travellers spent US $129 billion on their international adventures in 2013, a massive 26% rise over the previous year.
  • However, the international tourism competition is fierce, with the US, New Zealand and Australia all investing heavily in tourism marketing targeted at Chinese travellers.
  • The new wave of Chinese travellers seeks out local, unique experiences that those on group tours do not have access to.
  • British Columbia (91%) and Ontario (81%) are head and shoulders above the rest of Canada’s provinces for Chinese consumers planning on a visit to Canada in the next two years.
  • The outlook for future travel is extremely positive, with 82% of Chinese consumers thinking they will travel more in the next two or three years.
  • Australia, Thailand and the US are currently the top three long-haul destinations for Chinese travellers.
  • Among those that had recently visited Canada, wildlife viewing, flightseeing, hiking and fishing were the most popular activities.
  • The majority of Chinese travellers (58%) enjoy sharing photos and videos of their vacation experiences while still on their trips.
  • The role of travel agents is diminishing in China: only 54% of consumers used them to book flights and accommodation, while 30% used agents for information only.
  • Seeing nature and beautiful scenery are Canada’s big draws for Chinese travellers.
  • Poor weather and safety concerns are the primary barriers to Chinese consumers taking a Canadian vacation.
  • Friends and family remain the most influential source of travel information and inspiration for Chinese consumers.
  • Older Chinese travellers (72%) are Canada’s biggest advocates in China, compared with 51% for the millennial generation.

TNS conducts the Global Tourism Watchsurveys for CTC. The company asks thousands of participants aged 18 and over from around the world for their views on Canada and CTC’s “Canada. Keep Exploringtourism brand. The 2014 reports better reflect current travel realities and gather more in-depth information via a substantially revised questionnaire. 

Read the Global Tourism Watch 2014 China summary report.



Canadian Tourism Commission