China Market
Review & Update
Bowen Gao
Sunshine Travel
Marketing & Business Development Manager
bowen@sunshineboston.com
617-695-1989
Agenda
• Sunshine Travel: Who we are and what we do
• Chinese visitors current status analysis
• Future trends and Questions
• What can we do to welcome Chinese visitors
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
SUNSHINE TRAVEL
• Found in 1989
• One of the leading receptive tour operators in New
England, top one specialized in Chinese Market
• Accommodated 23,903 out of 105,000 Chinese
travelers in 2013
• U.S and Canada east coast bus tour, private charter
group, New England day tours, Student camp and
Medical tour, Air tickets, Cruise, Visa
• Bilingual tour guides and different size of vehicles from
7-seats van to 60-seats bus
• Massachusetts Chinese Travelers Guide Book
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Chinese visitors current status analysis
• 1.8 million of B1/B2 visa Chinese travelers visit U.S in
2013
• 105,000 Chinese travelers visit Boston in 2013
• 274,439 Chinese students were studying in U.S in the
2013/14 academic year
• More than 10,000 Chinese students were studying in MA
in the 2013/2014 academic year
Data retrieve from: GBCVB
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Chinese visitors current status analysis
Age
under 18
18yrs-25yrs
41yrs-60yrs
61yrs and over
Your current work status
26yrs-40yrs
Work
Student
Unemployed
Stay home
Retired
0% 0%
4%
4%
13%
13%
42%
54%
35%
35%
Sunshine Travel demographic report - Jan.2015
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Chinese visitors current status analysis
Reason for travelling
Whom are you travelling with
Visiting friends
On Business trip
Family
Friend
Classmate
Family traveling
Shopping
Co-worker
Significant other
By yourself
Attend School
Summer Camp
Real estate inquiry
Take school placement test
0% 0%
0%
12%
4%
14%
0%
4%
14%
9%
4%
17%
67%
55%
Sunshine Travel demographic report - Jan.2015
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Chinese visitors current status analysis
How many days you like to travel
1 Day
2-3 Days
4-5 Days
6-7 Days
8-9 Days
Over 10 Days
0%
4%
4%
What kind of travel would you like
Plan your own trip
Historic
Custom
Nature
Museum
Leisure
Food, Shopping
Special Holiday
0%
12%
10%
3%
32%
8%
32%
10%
48%
16%
21%
Sunshine Travel demographic report - Jan.2015
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Chinese visitors current status analysis
Daily Hotel rate
$75-$100
$101-$150
$151-$200
$200-$250
$250 and over
Are you willing to spend extra
$50/day to upgrade your hotel
Yes
No
0%
5%
17%
39%
56%
22%
61%
Sunshine Travel demographic report - Jan.2015
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Chinese travelers like…
 Chinese travelers love shopping in particular for luxury products and big outlets
 Chinese travelers (not including students) generally not like outdoor activities but
enjoy beautiful scenery
 The older generation prefers big cities, while the younger generation is more open
to exploring smaller, lesser known areas
 Food is a major motivation for travel
 Landmarks are still a big point for first time Chinese tourists to the U.S.
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Future trends and Questions
• Policy has a great impact on tours
Anti-corruption
• decrease of official business group and high-end luxury
Jewelry & watch market
10-year business/tourist visa and 5-year student
visa with average 93% approval rate.
• stimulating FIT market and repeat traveler
• If you have one week vacation to visit China,
where will you go?
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Future trends and Questions
• Outbound travel agencies increased from
1,900 to 2,200
 1st tier: 1,000+, up to 50% among middle class
 2nd tier: 1,100, up to 40% among middle class
 3rd tier: 165, about 10% among middle class
• OTA (online travel agencies)
• Six gateway cities in 2014, three more than in
2013
Data retrieve from: NTA
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Before you answer the question
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Most common questions during NTA
• I know Chinese tourism market is booming but
how can I get them into my place……?
– We have many boutique stores in town do you
think that will attract Chinese travelers?
– It is a Victorian style town and we have a small
train that can give you the old time feeling……
– We have kayaking, zipline and a beautiful beach.
Chinese travelers can pend several days……
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Hint: What can we do to attract more Chinese visitors
• For government:
We need a parking spot for tour bus at Boston
Chinatown
Educate Chinese visitors about Boston and
Massachusetts is more than Harvard and lobster
Promote New England as ONE great destination
• For attractions, restaurant and hotels:
Chinese introduction/menus/brochures
Union pay
Social media
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Get your voice out
Major social media platform:
Major blog page:
Major video sharing sites:
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
Most important
• SUNSHINE TRAVEL is here to help
• 1 direct contact in every 4 Chinese travelers
come to Boston
• We work closely with all attractions and
always try our best to bring more business to
our partners
• We put Chinese Guide Book into Chinese
visitor’s hand
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989
12 Tyler Street, Boston, MA 02111 Tel: 617-695-1989