Free Upcoming Webinar

Join COTRI and Dragon Trail Interactive experts for a free webinar discussing the latest in online tools suited for the Chinese outbound travel market. Click here for further details and registration.

Chinese Tourist Welcome Online Training Available Now

The CTW China Tourist Welcome Online Training Programme is now available online for individual or group study. Click here for more information and the opportunity to sample a free demo version.

CTW Awards 2017!

Applications are now open for the Chinese Tourist Welcome (CTW) Awards. Submission is free of charge. Winners to be announced at 10:30am on Friday May 23rd at ITB China in Shanghai.

Free Webinar

Free download of 2018 EU-China Tourism Year Webinar on China’s Outbound Tourism to Europe. Click here for more information and free download:

COTRI and ITB China: Partnership

COTRI joins the list of many prestigious industry players as a partner of ITB, the B2B Travel Trade Show which will be held for the first time at the Shanghai World Expo Exhibition and Conference Center from 10 – 12 May 2017. Learn more about ITB China, and how you can participate and exhibit!

Subscribe to COTRI's Quantitative Data

COTRI's Quantitative Data help guide your strategic decisions, enables informed investment and allows you to understand your global Chinese customers with the best data available.

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 Chinese airports with direct flights to Seoul

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

Overseas luxury consumption this year in USD billion

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