China is today the main Asian source market for international tourism and will become the number 1 outbound tourism source market worldwide within the second decade of the 21^st century. The first decade saw a rise from less than 10 million to almost 50 million border crossings from Mainland China to Hong Kong, Macao and beyond. Passports and hard currency are relatively easy to obtain today and most countries of the world offer tourist visa for citizens of the People’s Republic of China. International travel is an important part of the lifestyle of the affluent part of the Chinese society.

Especially at the upper end of the market, travellers have developed beyond the hurried first-time visits and are now looking for more sophisticated offers. They are willing and able to spend more if they get high quality services–quality according to the specific Chinese customs, values, and demands. The China Outbound Tourism Quality Label (COQ Label) is established by the COTRI China Outbound Tourism Research Institute to identify companies, organisations and destinations who offer such specific quality for Chinese visitors for the benefit of Chinese tour operators and Chinese travellers and the service providers alike.

Download COQ Label Information

The COQ Label is awarded following a simple but strict procedure: firstly, a member of a company or organisation becomes a Certified China Outbound Tourism Quality Host (COQ Host). Having a host gives that company or organisation the right to be named a China Outbound Tourism Quality Label Candidate (COQ Candidate). Following is a process of self-assessment, which leads to the submission of a “Self-Analysis and Action Plan,” which is evaluated by a global team of COTRI China outbound tourism experts. The COQ Label is based on a qualitative approach, which makes it flexible, scalable, and therefore suitable to be likewise used by smaller and larger companies and organisations from different sectors of the tourism industry.

First Part: Online Training Programme- leading to obtaining a COQ Quality Host title

Second Part: Self-Analysis and Action Plan  (If successfully completed the "Online Training Programme")

The value of the COQ Label to both tourists and the tourism industry is highlighted by the fact that the scheme is endorsed by PATA (Pacific Asia Tourism Association), a non-for-profit membership association acting as a catalyst for the responsible development of the Asia Pacific travel and tourism industry.

COTRI China Outbound Tourism Research Institute is the worldwide leading independent research institute for analysis, consulting and quality assessment relating to the Chinese Outbound Tourism market. With the head office in Heide, Germany and a Chinese branch office based in Shanghai, COTRI offers a broad range of services, including market research, analysis, consulting and coaching for destinations, companies and individuals. COQ Label is one of the key offers of COTRI, forming part of the Win Chinese Tourists Solution, the first and only complete China solution for travel and tourism organisation.

The first China Outbound Tourism Quality Label holders from Europe and Australia were presented at the WTM World Travel Market in London in November 2008.

If you have any further questions, please do not hesitate to contact us via email This e-mail address is being protected from spambots. You need JavaScript enabled to view it or telephone at +49 (0) 481 - 85 55 523.