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Why Chinese outbound tourism?

China is the biggest tourism source market in the world. 137 million Chinese crossed the border in 2016. Chinese outbound travellers move from sightseeing to experience, from brands to lifestyle. They can be attracted to new products, new places, new activities, new times of the year, bringing not only more, but a different kind of business – if they feel welcome and offered products according to their specific needs and expectations.

How can COTRI help?

COTRI offers solutions for tourism companies and organisations, and for destinations and retailers. We provide strategies and support for sustainable and successful engagement with relevant segments of the Chinese outbound market, and customised research and consulting, quantitative data and qualitative insights, training and certification, based on decades of experience and a dedicated global network.

COTRI China Outbound Tourism Research Institute is the world's leading independent research institute for information, training, quality assessment, research, and consultancy relating to the Chinese outbound tourism market.


Some of COTRI's previous and ongoing projects



Number of newly launched direct flights from mainland China

Number of countries and regions with visa-free or visa-on-arrival policies for Chinese visitors

Expenditure by Chinese outbound travellers in 2016 in billion USD

Percent increase of Chinese arrivals to Moroco in 2016 compared to the previous year