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A new wave of travellers from China has started which will soon bring China back to the top position as the biggest international tourism source market. The bottlenecks in China and in the host destinations have mostly disappeared, allowing the pent-up demand for business trips, honeymoons, family visits and leisure and special interest trips to be started. 

For almost 20 years COTRI has supported international service providers and destinations to cater successfully and sustainably for Chinese visitors, from the years dominated by package tours and shopping at “must-see” destinations to the new wave of visits to newly discovered destinations for new experiences and activities in smaller customised groups or as FITs.

Information – Adaptation – Success, COTRI is providing support along all steps of the way, based on continuous research, decades of experience, specialisation and long-term partnerships.


Which strategy is the right one for the New Wave of Chinese Visitors, which segments of the source market are fitting with your products and services, how to restart the engagement with the Chinese market?
China Outbound Recovery offers within a single day workshop orientation, information, insights and answers for strategy and next steps, in-house or virtual.
Morning session: Compact training focussing on changes and new opportunities.
Afternoon session: Result-oriented development of practical consequences and the roadmap for 2023 and beyond.





CTT is providing up-to-date self-administered online training sessions for the post-pandemic Chinese outbound tourism. The new opportunities and challenges resulting from changed demand, behaviour and forms of travel are presented together with best practice examples, tips and self-test.

Each session is 20 minutes long. Participants have access as well to weekly real-time Question and Answers sessions exclusively for CTT customers.

All sessions are available in English, German, French, Spanish and Italian. Other languages on demand.


19 Introduction sessions provide a full range of the knowledge and practical advice needed for the successful sustainable development of the Chinese tourism source market, the No. 1 in the world. 


More than 40 specialised sessions dig deeper into different market segments, marketing channels, industry needs, special interests etc.

Quantitative and socio-demographic data for 80 countries and destinations, 2011-2023

Customised Data sets, forecasts, additional indicators on demand

Standard and customised workshops as stand-alone or in connection with projects, events, trainings. Half day or full-day, online or offline in English, German, Italian, Spanish. Strategy, Marketing, Market Segments etc.

Contact Us:

Based on dozens of successful consulting projects all over the world, decades of
experience and scientific methods including the Meaningful Tourism paradigm, exactly the needed solution from market research to implementation.

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20th anniversary of the CTW Award! Companies and organisations showing to the world there success with the new Chinese market.

The first major event in China to restart the dialogue between Chinese and international service providers and destinations. Free entry to fair and conference!




COTRI Intelligence

The indispensable source of weekly consulting, analysis, data and news for everybody seriously interested in the post-pandemic Chinese outbound tourism market and changing Chinese consumer preferences.

Subscriptions: Free * Premium * Premium Plus

An insight-packed new handbook written specifically for tourism stakeholders, destination authorities, government officials and businesses in related sectors. It provides practical advice on every page for strategy development, product adaptation, marketing and sales to group and individual tourists. This handbook is available in Italian, Spanish, French and German versions.




Introduction into the Meaningful Tourism paradigm, followed by many Best Practice Examples helping destinations, companies and organisations to create their own concepts and strategies based on the positive experiences of successful initiatives from around the world.

An interesting and informing way to understand the development of China’s outbound tourism in past years: eBooks of issues of the COTRI MARKET REPORT, the BEST EDITORIALS of COTRI Weekly and the 2021 outlook into the future of China’s outbound tourism

A weekly personal view of Prof. Dr. Arlt to the development of China’s outbound tourism and the Chinese society. Available as LinkedIn newsletter and as part of Free and Premium subscriptions to COTRI Intelligence.

An interesting and informing way to understand the development of China’s outbound tourism in past years: eBooks of issues of the COTRI MARKET REPORT, the BEST EDITORIALS of COTRI Weekly and the 2021 outlook into the future of China’s outbound tourism



Followed by more than 20,000 LinkedIn users, the LinkedIn pages of COTRI and of Prof. Dr. Arlt offer a constant flow of comments, articles and observations.


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Timeline: Development of COTRI and China outbound tourism
1978 First visit of Prof. Dr. Wolfgang Georg Arlt to People’s Republic of China
2004 Start of COTRI with offices in Stralsund and Beijing, first CTW Award with ceremony at ITB Berlin
2004 China outbound start of strong growth after ADS sytem allows tourism visa for many countries
2006 First Chinese-language website for provincial DMO in Germany produced by COTRI
2007 Start of Chinese outbound tourism trainings by COTRI in different countries
2008 COTRI moves to Heide/Holstein
2012 China achieves status as biggest international tourism source market
2015 COTRI starts data supply to Bloomberg
2016 COTRI moves to Hamburg
2018 CTW China Tourist Welcome Award co-organised with
2020 China closes borders due to pandemic, COTRI closes Beijing office
2023 Restart China outbound tourism
2023 COTRI signs cooperation agreement with ETC European Tourism Commission
2023 Restart CTW Award in Guangzhou during GITF Conference
2023 Start COTMI weekly publication


Born 1957 in West-Berlin, M.A. Sinology FU Berlin, Mandarin courses Fu-Jen University Hsinchu/Taiwan, Cantonese courses CU Hong Kong
First visit to People’s Republic of China 1978
1986-1999 Tour operator for trips to China (1986-89) and from China (1991-1999)
2002 PhD (Dr. rer.pol.) FU Berlin
2002-2020 Professor for International Tourism Management FH Stralsund / FH Westkueste,
Guest professor in China, United Kingdom, Australia, New Zealand
Since 2004 Founder and CEO COTRI China Outbound Tourism Research Institute
Since 2021 Founder and CEO MTC Meaningful Tourism Center
Fellow Royal Geographical Society (London)
Fellow Royal Asiatic Society (London)
Research Fellow Japanese Society for the Promotion of Science (Tokyo)
Fellow International Association of China Tourism Studies (Guangzhou)
Member Expert Committee WTCF World Tourism Cities Federation (Beijing)
Secretary General for Cultural and Tourism Industry EUCNC EU-China Commission (Brussels/Beijing)

Publications include:

Arlt: China’s Outbound Tourism (2006/2011), (Routledge)
Arlt: Chinese outbound tourism in the post-SARS-CoV-2 era, in: Wen, J., Kozak, M. (eds.): Chinese Outbound Tourist Behaviour (2022), (Routledge)
Arlt: Meaningful Tourism. Best Practice Examples for a Sustainable Future (2022), (COTRI)
Arlt/Bowerman: 88 Practical Ways to Prepare for the next Wave of Chinese visitors (2023), (COTRI)
Arlt/Bowerman: The Return of Chinese Outbound Tourism (2023), (Routledge)
Editor: COTRI Intelligence (weekly publication) (COTRI)



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