Chinese business travellers want time off

LONDON – Chinese business and leisure travel are not mutually exclusive. This according to PATA’s first joint project with the Nielsen Company in China (PRC), the Chinese Outbound Tourism Monitor, which has dispelled many myths about the Chinese outbound market.



“There is a large segment of the business travel market that is influenced by leisure habits,” said PATA president and CEO Peter de Jong, speaking at the China Forum session at World Travel Market held here.



“This means that destinations and operators who focus on the business market have an opportunity to offer optional leisure activities and trip extensions,” he added.



Not surprisingly, the dominant business and leisure destinations are in Asia, but both Europe and North America have great potential to grow their share. “There exists an unrealised market, hungry for Europe’s culture and North America’s outdoors,” said de Jong.



“Chinese consumers are increasingly motivated to travel outside the mainland by latent feelings of stress and pressure brought on by work,” said de Jong. “Above all, they want to travel to relax, de-stress, and get away from life’s headaches.”



Chinese outbound trips were traditionally dominated by high-paced ‘urban shopping adventures’. The Monitor reports that there is a trend among Chinese travellers towards luxury and slower-paced outdoor recreation.