31 October 2012
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Winners (and Losers) from China's October Golden Week!


This year's longest public holiday in China - the October Golden Week was indeed Western retailers' "golden week" too - outbound travel total spend by Chinese travellers reached over RMB 48 billion (c. USD 7.7 billion)The Chinese card payment system Union Pay reported a 33% increase in overseas transactions. More than 450,000 travellers went abroad during Golden week, a year-on-year increase of 5.6%. 


Europe is still the top choice for long haul with multi-destination efficiency for the Chinese, totalling 42% of the market, or RMB 20 billion (c. USD 3.2 billion) spent just in Europe.


The runner-ups are the United States and Australia on spending. Resort destinations within Asia Pacific region also saw increasing numbers of Chinese tourists. Most tour agencies based in China reported 20-30% growth of trips to Europe and 15% increase for US


South Korea is a record-breaking winner this year - benefiting as an alternate destination to Japan following negative emotions over unresolved territory disputes. During golden week, more than 100,000 Chinese travelled to South Korea, 36% growth on last year with total spending of RMB 1.1 billion. This is not just on retail. The destination has a niche  and attractive product - Medical tourism, which is considered world class by the Chinese and most surgery hospitals were fully booked during this week. 


Closer to home, luxury spending in Hong Kong decreased despite the 25% rise in number of visitors. As more Chinese are buying luxury products in Europe and the US, fewer are inspired to purchase in Hong Kong. Meanwhile Japan was badly hurt by the political dispute and witnessed a wave of cancellations. 


As always, we welcome your comments, stories and questions and may even add them to our website if they are informative for a wider audience. 


Best regards and a pleasant read, 

If you have stories or questions to contribute, send them to us by email info@chinacontact.org.


Make sure to get in touch if you are attending any of the industry events where I will be speaking or attending, as it is always good to have a face to face introduction or catch up. 

Social Media and Mobile in Travel 
Summit - Asia
 (Hong Kong 20-21 November)

This new event focuses on the unique characteristics of social media and mobile marketing/ distribution in Asia and China. Research proves that to inspire travellers to buy, you need to communicate by social media and increasingly by mobile. Major Asian airlines, intermediaries and hotels are investing and achieving incredible success in this space.


Asia is different from the rest of the world. Facebook, Twitter don't dominate. You need to inspire and convert through Ren ren, Mixi, Sina Weibo, Orkut and Cyworld. You also have sell to via mobile in a region with the highest and the lowest levels of mobile internet penetration. To help you take advantage of this highly profitable trend Eyefortravel is bringing its most cutting edged marketing Conference from San Francisco to Hong Kong this November.


ChinaContact readers benefit from a 10% discount when using the code 'chinacontact' during registration.

For more details or to sign up, click here.


October News 
from around the WWWorld... 

See you at the WTM in London next week!

We are geared up for the biggest travel event in Europe -  World Travel Market, 5-8 November. 
Do get in touch with us if you would like to speak in person and get a quick "reality check" for your China market entry plan or business aspirations. The first meeting is free and carries no obligation. A special 10% discount on our consulting service packages is offered to WTM exhibitors. 


Please email info@chinacontact.org if you wish to arrange a meeting.  


Plan ahead

  • China Day in Copenhagen, 22-23 November. Organised by the European Travel Commission, this event is a must event for anyone in destination marketing based in Europe. Speakers include Christine Lu of Affinity China, Sam Flemming of CiC Data, Fritz Demopoulos co-founder of Qunar, Jens Thraenhart of Dragon Train and our very own Angelina Yue of ChinaContact.
  • Chinese New Year will fall on Sun, Feb 10 in 2013.  This is the other Golden Week where families get together and many travel abroad.
  • IT&CM China for corporate travel will be held on 17 April 2013.
  • ILTM Asia will be held on 3-6 June, 2013




Do the US Presidential elections matter to Chinese outbound tourism into the USA?


As  I was reading transcripts of the second Presidential debate it struck me  that China bashing had become the new Olympic sport. Does the small matter of who sits in the White House make a difference to the number of Chinese visitors coming to the United States? The Chinese visitors that spend big bucks on luxury goods, clothes, and even houses, whose money helps keep retail and manufacturing jobs in the US and delivers nice tax revenue to the government? 

 Click for the full post...




Technology Update
Catch Up


If you wish to meet in person please note my upcoming travel schedule:
  • 1 - 15 November: London (including WTM, 5-8 November)
  • 20-22 November: Hong Kong
  • 22-24 November: Shanghai 
  • 26-28 November: Beijing
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Online education on: 
China Outbound Tourism
Online Training by
China Outbound Tourism Academy


China Outbound and Tourism Academy (COTA) is an accredited partner of China Outbound Tourism Research Institute (COTRI) which aims to provide hospitality and tourism organisations and their employees the knowledge to familiarise themselves with the nature of China's outbound tourism and the needs and expectations of Chinese customers. COTA now brings education to you with its online platform that enables you to obtain your certification in the comfort of your home, on the go or anytime or anywhere you prefer. This knowledge is vital to companies and individuals who wish to grow their businesses and careers in this key market.
You can register online. The course fee is �98.00 per person. You can pre-book your place and qualify for a �5.00 discount by:
For multiple access discounts, or to find out more, please contact COTA by email or phone +44 1799 524190
a new associate at 
Angelina Yue joined ChinaContact at the beginning of October as Business Development Manager for Europe. She will be looking after new and existing clients and coordinating market entry implementation with our solutions teams in China. 
Angelina has recently completed her MBA from Imperial College London and has previously worked in marketing at Marriott International and Tiffany & Company.

I'd like to welcome Angelina to the team and hope that as many of you will be able to meet her. Angelina will be speaking on behalf of ChinaContact at the forthcoming China Day 2012 conference in Copenhagen, 22-23 November.
About ChinaContact
We are a full service market entry specialist for China handling selected clients in luxury tourism, hospitality and e-commerce. 

From audits and strategic reviews to implementation, recruitment and business deals - we look after you in China so you don't take a wrong turn.