Chinese tour operators are publishing new itineraries for the USA at an unusually fast rate, according to a new study. The first ever China Travel Trade Barometer, conducted by the USA’s tourism authority, the NTA showed that Chinese operators publish travel itineraries year-round, offering extra opportunities for US travel suppliers eager to tap the expanding Chinese market.
The frequency of published itineraries published by Chinese companies is unusual, according to Scott Johnson of Travel Market Insights.
“In China, tour operators are publishing year-round. Contrast that to Germany, for example, where there is usually only a summer and winter catalogue published,” Johnson said.
The Barometer, produced quarterly by NTA in partnership with Travel Market Insights and Ivy Alliance, captures input from top Chinese travel firms that sell travel to the US. The survey reports data related to travel to the US: booking trends and projections, product awareness, and travel motivators and deterrents.
The results revealed that May, June, September, and October are the months that most of China’s travel trade publish itineraries. Eighty-eight percent publish in June, with 80% publishing in the other peak months. Even during the lowest months – November and December – more than two-thirds (68%) report publishing itineraries. Nearly nine out of 10 Chinese operators rated published itineraries as either extremely important (50%) or very important (33%) to their business.
This presents a clear strategy for US operators, destinations, and suppliers, said NTA President, Lisa Simon. “China is a market with enormous potential, and this survey shows that being included in an itinerary is a key to reaching tourists. For many Chinese citizens, travel outside their country is still a new experience, and they rely on these itineraries for information and inspiration