COTRI Products and Services Brochure

CHINA OUTBOUND TOURISM
RESEARCH INSTITUTE
Products and Services
Knowledge Partner
COTRI China Outbound Tourism Research Institute | china-outbound.com | +49 40 558 99 576
360 DEGREE China is the largest international tourism source market in the world.
Some destinations and companies are just starting to welcome this
SOLUTIONS new group of visitors, many others are already looking for ways to
attract the “Second Wave” of more sophisticated, self-organised
FOR THE Chinese travellers.
CHINESE OUTBOUND COTRI China Outbound Tourism Research Institute has since 2004 been
TOURISM MARKET helping large and small companies and organisations around the world
to achieve sustainable growth and success in the Chinese outbound
tourism market.
COTRI’s broad range of products and services covers every aspect of

your potential engagement with the market. From entry-level
information and trainings to detailed quantitative data, to market
research and communication strategy development, COTRI’s market-
leading position in research, consulting, and training provides 360
degree solutions customised to fit your needs.
COTRI is an Affiliate Member of UNWTO, a WTTC Knowledge Partner, a

a member of WTA, PATA and ETOA, and closely cooperating with ETC,
CTA, ITC and other leading international organisations. Prof. Dr.
Wolfgang Georg Arlt FRGS FRAS is a member of the Expert Committee
of WTCF.
COTRI PRODUCTS:
China Outbound Tourism

Customised offers
Accelerator Pack
CTT China Tourism Training Counselling & Monitoring
COTRI Analytics Distribution Partners
COTRI Market Report Products offered with

COTRI Partner companies
Border crossings from Mainland China in millions
CHINA’S OUTBOUND 200 180
162
TOURISM MARKET 150
115
133 137 145
83 98
57 70
100
41 43 48
29 31 34
50
10 12 17 20
0
180,000,000
Border crossings from Mainland China
- COTRI Forecast for 2019
Since 2012, China has been the world’s largest international tourism source market with regards to both the number of trips made abroad as well as the amount
spent on overseas tourism. In 2017, 145 million Chinese travellers crossed the border, with more than half of all outbound trips ending in destinations beyond
Greater China (Hong Kong, Macau, Taiwan), making Chinese outbound tourism a crucial market for the tourism industry worldwide.
The fast-changing nature of Chinese outbound travel brings new challenges and opportunities for organisations and destinations in tourism. Over the past few
years, emerging trends have contested the common preconceptions about the Chinese outbound tourism market: the increasing importance of FITs vs Package
Tours, the preferences of experienced Chinese travellers compared to those on their first trip, and the development of emerging vs traditional destinations, the
widening of the demographic scope of market segments, and many more.
COTRI China Outbound Tourism Research Institute is the world’s leading independent research institute for the Chinese outbound tourism market. COTRI has been
analysing the market since its emergence, combining modern research with decades of practical experience in Chinese outbound tourism. Drawing from its
expertise, COTRI has been supporting organisations and destinations all over the world to successfully engage with this new key market.
CTT CHINA TOURISM
TRAINING COTRI and the globally top-ranked Hong Kong Polytechnic University, School of Hotel and
Tourism Management (SHTM) have brought their expertise together to provide the
comprehensive CTT China Tourism Training online programme which offers five executive-
level specialisations for a range of key industry branches. These consist of Hospitality,
Destinations, Retail, Attractions and Transportation. The trainings are flexible, self-paced and
contain numerous professional Best Practice Examples and up-to-date information, ensuring
that learning is practically-focused, interactive and engaging. Additional benefits of the CTT
China Tourism Training programme include the following:
• Discussion forums empowering participants to address questions, exchange ideas and stay
connected with peers.
• Addresses all major questions and topics relevent to specific industry sectors.
• Industry insight of Best Pracitice Examples utilising videos, interviews, websites and other
relevent materials provided by more than 100 leading global tourism providers.
• Membership into the CTT Alumni network and SHTM Alumni Network
https://www.youtube.com/watch?v=BiqUdPKPeaU
Congratulations on your partnership with Hong Kong It has been a pleasure to learn that COTRI has developed the online
Polytechnic University. I am familiar with their online training training programme “CTT China Tourism Training” together with the Hong
courses and I'm sure that this will be a great success. Kong Polytechnic University School of Hotel and Tourism Management.
There is certainly a real need here in the Middle East region to Both organisations are active members of PATA and recognised as
upskill teams to understand how to capitalize fully on the outstanding in their respective fields. PATA will recommend to all PATA
opportunities that the Chinese market offers. members and PATA chapter members the CTT programme.
Caragh Curran, Managing Director Dr. Mario Hardy, CEO

Sustainable Tourism Consultants (Dubai) PATA Pacific Asia Travel Association
CTT CHINA TOURISM
https://www.youtube.com/watch?time_continue=1&v=ANH4DXeEtfQ
TRAINING VIDEOS
China Tourism Training - Information Building Partnerships for the Future Meeting expectations of Chinese travelers
COTRI ANALYTICS
COTRI ANALYTICS provides the most reliable data and analysis for 80 key Chinese outbound
tourism destinations every quarter of the year. Bloomberg L.P. relies on COTRI ANALYTICS since
2015.
For each destination a complete quarterly dataset is offered including:
• Arrival numbers
• Age structure
• Gender structure
• Education levels
• Residence in China
• Purpose of visit
• Organisation of travel
• Type of accommodation used
Data is provided as a comprehensive excel data sheet plus eight power point slides per
destination, which includes an executive-level analysis of the development in that quarter and
infographics for each data category.
Download Download
Sample Sample
COTRI ANALYTICS
SAMPLE
CUSTOMISED RESEARCH
AND CONSULTING OFFERS A COTRI customised offer is a tailored project designed specifically for the needs of your
organisation or company. Regardless of the nature of your goals, COTRI puts your business in
focus and provides solutions to your unique situation. This research-based service includes
components such as:
• Market Research: General trends in the Chinese tourism market, competitor analysis and
forecasts;
• Netnography, focus groups and expert interviews;
• Market strategy development and product adaptation;
• Identification of potential distribution partners and support in organising meetings.
COTRI MARKET REPORT
The COTRI Market Report is COTRI’s bi-annual publication on the state of the Chinese
outbound tourism market. Providing you with the newest market developments, the COTRI
Market Report prepares you to make informed decisions for your engagement with Chinese
travellers. The COTRI Market Report features:
• Analysis of recent trends and developments in Chinese outbound tourism;

• Special topics driving global tourism organisations’ industry strategies, such as payment
solutions, data analytics, and market segments, regional developments;
• Interviews and studies of Best practice examples of companies and destinations;
• Destination development, including details on visa regulations, connectivity and the
impact of Chinese tourists on specific destinations;
• Special features, offering a detailed analysis of relevant themes.
CHINA OUTBOUND TOURISM For organisations and companies newly concentrating on Chinese outbound tourism, the
ACCELERATOR PACK COTRI Accelerator Pack presents an all-in-one package of COTRI products and services,
designed to support and facilitate your first steps into the market, including:
• A 20-page step-by-step manual on How to enter the Chinese outbound tourism market,
with checklists and practical tips based on decades of experience;
• A list of the 50 most important Chinese tour operators, online travel agencies, social
media marketing partners and sources for contacting key Chinese opinion leaders;
• Lists of the 15 most important free online sources of information on Chinese outbound
tourism and the 10 most important tourism fairs in China with explanations;
• A one-year subscription to the COTRI Market Report;
• A one-year subscription to quarterly data of Chinese outbound tourism statistics and
analysis for a country of your choice;
• A half-hour one-to-one online consulting call with a COTRI expert.
CTW TRAINING
PROGRAMME Successful relations with the Chinese outbound tourism market often comes down to who has
the necessary skills. With the full-day face-to-face CTW Chinese Tourist Welcome Training
Programme, COTRI prepares you and your organisation or company to optimise its
engagement with Chinese travellers. Successful participants receive the CTW Quality Host
certification. Conducted by COTRI experts and COTRI-approved trainers from your region, the
CTW training combines executive-level insights in Chinese outbound tourism with local
knowledge specific to your region. All trainings contain up-to-date information, including:
• The special characteristics, needs, expectations, and behaviours of Chinese travellers;

• How best to adapt products and services for the Chinese outbound market;
• Best practice examples of how to develop sustainable and profitable engagement in
Chinese outbound tourism;
• Online and offline marketing tools and channels for better recognition by Chinese
customers.
COUNSELLING &
MONITORING What worked, what did not, and why, and how can you react to the
latest upcoming trends in your region? COTRI experts can discuss
with you your business progress, analyse obstacles you have
encountered, and prepare you to enhance your performance.
COTRI offers you:
• Monitoring activities every six months;

• Bi-annual strategy workshops with a COTRI expert, discussing
China outbound tourism business activities, strategies, and
your past and future plans in the market;
• Customised feedback and advice according to your needs.
FINDING THE RIGHT
DISTRIBUTION PARTNERS Finding the right Chinese distribution partners for your target
market can be a challenge. With its global network of partner
organisations and market analysis expertise, COTRI provides a
practical next step forward by getting you in contact with Chinese
outbound tour operators and other potential distribution partners
most suitable for your business. COTRI helps you to:
• Identify and make contact with Chinese distribution partners

based on an analysis of your products, website, and marketing
materials;
• Organise and conduct meetings with interested partners;
• Build your own network of reliable distribution partners.
FURTHER SERVICES PROVIDED
WITH PARTNERS:
ONLINE MARKETING Navigating how to market your services and products towards Chinese
tourists can be especially difficult using Chinese online channels. COTRI
cooperates with leading online marketing companies to assist you in the
promotion of your organisation or destination. COTRI and its partners build
up your online image, perform marketing campaigns, monitor Chinese
social media, and provide high-quality user experiences to Chinese
customers.
• Chinese website development and web adaptation for Chinese visitors;

• Technological innovation for your organisation: mobile development,
app distribution, and booking engine systems;
• Enhance your digital marketing and e-commerce offering and explore
search engine optimisation and marketing.
FURTHER SERVICES
PROVIDED WITH PARTNERS:
OFFLINE MARKETING Offline marketing remains a key aspect of tourism marketing,
particularly when engaging with the Chinese outbound tourism
market. COTRI, in cooperation with its strategic partners, enables your
business to utilise traditional marketing tools most suitable for the
Chinese outbound tourist source market. Offline tools available
through COTRI and its cooperative partners:
• Preparation for international tourism fairs such as ITB China;

• Organisation and implementation of FAM trips, including selecting
suitable contacts, developing itineraries, and holding feedback
workshops;
• Setting up your roadshows, from choosing suitable venues to
promoting your business.
CONTACT COTRI
sales@china-outbound.com
+49 40 558 99 576
COTRI IN GERMANY COTRI IN CHINA
COTRI China Outbound Tourism COTRI China Head Office

Research Institute Bldg B-21F, Wangjing Greenland Center
West India House Eiffestraße 68 Hongtai East Street, Chaoyang District
20537 Hamburg Beijing, 100102
Germany China
E-mail: info@china-outbound.com E-mail: li@china-outbound.com
Tel.: +49 40 558 99576 Tel.: +86 139 11510490

COTRI Products and Services Brochure

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CHINA OUTBOUND TOURISM

Products and Services

COTRI’s broad range of products and services covers every aspect of

COTRI is an Affiliate Member of UNWTO, a WTTC Knowledge Partner, a

China Outbound Tourism

CTT China Tourism Training Counselling & Monitoring

COTRI Analytics Distribution Partners

COTRI Market Report Products offered with

Caragh Curran, Managing Director Dr. Mario Hardy, CEO

For each destination a complete quarterly dataset is offered including:

• Analysis of recent trends and developments in Chinese outbound tourism;

• The special characteristics, needs, expectations, and behaviours of Chinese travellers;

• Monitoring activities every six months;

• Identify and make contact with Chinese distribution partners

• Chinese website development and web adaptation for Chinese visitors;

• Preparation for international tourism fairs such as ITB China;

+49 40 558 99 576

COTRI IN GERMANY COTRI IN CHINA

COTRI China Outbound Tourism COTRI China Head Office

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