Welcoming the New Chinese Outbound Tourists
Guest relationships with Chinese visitors in the 2020s

Philip Dodd, BBC broadcaster, China Business News 2015: 'One of the Top Intellectuals in the World': "Let’s in a whiff of relevant history, looks forward to a post CoViD world driven by Chinese tourism; the book is rich in data and practical recommendations; promiscuous in its references and savvy in its observations - this is a one stop shop for the tourism professional who needs to know where we have been, where we are going - and what needs to be done. Read it at your peril - it may change your view of the market for Chinese tourists."

COTRI Analytics

COTRI Analytics, used by Bloomberg L.P. since 2015, provides the most reliable data and analysis for 80 key destinations to companies, organisations and media outlets around the world. COTRI Analytics empowers the users to deeply understand the Chinese outbound tourism market, to recognise trends and guide their investment and other business strategy decisions.

Why Chinese outbound tourism?

China remains the biggest tourism source market in the world. 170 million outbound trips started in Mainland China in 2019, at least the same number can be expected again for 2022. In the post-virus world, Chinese outbound travellers move from sightseeing to experience, from brands to lifestyle and from Disney to authentic nature and culture. They are looking for new destinations, new offers and new activities. Feeling welcome, safe and satisfied by products adapted to their specific needs and expectation will let them recommend your services to their peers for a sustainable and profitable business.

How can COTRI help?

With the end of the SARS2-CoV19 pandemic in sight, Chinese travellers are eagerly awaiting to start travelling outbound again. Tourism and hospitality service providers, destinations and retailers need to prepare for the new wave of post-virus customers from China, who have new demands and expectations. Based on decades of research, practical experience and a dedicated global network, COTRI offers sustainable and profitable solutions in customised market research, consulting, strategy development and implementation, state-of-the-art online training programmes and a wide range of quantitative data. COTRI at your service!


COTRI Weekly, published by COTRI China Outbound Tourism Research Institute, provides an exclusive topical editorial together with carefully selected online news items about China’s outbound tourism.

COTRI Weekly is and will always remain free of charge and free of advertisements, providing subscribers every Tuesday with important, new, original, and sometimes curious facts, figures, and opinions about the biggest international tourism source market – China!



Weekly video: Editorial of COTRI Weekly


Together with The Hong Kong Polytechnic University, School of Hotel and Tourism Management (SHTM), COTRI offers the updated Edition 2021 of the CTT China Tourism Training for the five main branches of the tourism industry: Hospitality, Destinations, Retail, Attractions and Transportation. The online training programme is practically focused, interactive and engaging, providing branch-specific information and Best Practice examples for the post-pandemic Chinese outbound market.
Participants receive a verified university certification by SHTM.
A CTT participant’s judgement: “Very insightful program, a must-do training if you’re aiming to make business with China The amount of information shared is of immense value. I’m positive it’ll be highly beneficial for your career.”


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The post-pandemic world needs a sustainable and successful recovery and resilience programme for the Chinese outbound tourism market: ADVANTAGE: TOURISM, the major strategy development and implementation tool developed by COTRI & Associates for National and Regional tourism authorities and international tourism service providers.


Read More A: T in the press


COTRI Analytics provides the most reliable dataset for the 80 key destinations visited by Chinese outbound travellers for the past decade and forecast for the coming years. Having been used by Bloomberg L.P. since 2015, the COTRI Analytics dataset includes quarter-by-quarter breakdowns of total numbers of arrivals, age groups, gender distribution, education level groups, residence in China according to city tier, the purpose of visit, organisation of travel and accommodation distribution according to star ratings, all in terms of percentage, Year-on-Year change and in terms of absolute numbers, with infographics and an executive analysis of the main reasons and trends provided.


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% Level of Chinese domestic flights compared to 2019

Number of countries allowing Chinese visitors in

Number of Chinese outbound trips 2019 in million

Number of CoViD-19 deaths in China 18.04.-18.12.2020

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