Outbound Chinese Tourism and Consumption Trends PDF

2017
OUTBOUND CHINESE TOURISM

AND CONSUMPTION TRENDS
CONTENTS
INTRODUCTION 05
KEY FINDINGS 06
PART I:
Outbound Chinese Tourism Trends 09
PART II:
Outbound Chinese Tourism Consumption Trends 14
PART III:
Outbound Chinese Tourism Mobile Payment—Current and Future Trends 23
3
INTRODUCTION
Along with rising levels of income, travel has become a key indicator of quality of life for the country's rising
affluent population with more and more Chinese traveling overseas for their vacations. According to statistics
from the China National Tourism Administration, Chinese tourists traveled overseas on 131 million occasions
in 2017, an increase of 7.0% from the previous year. Data from the International Association of Tour Managers
shows that overseas travel[1] spending by Chinese tourists reached USD 261.1 billion in 2016, an increase of 4.5%
year-on-year, and ranking first worldwide.
What do Chinese tourists buy when they travel overseas? What role do mobile payments play in these overseas
transactions? What are the drivers and barriers for Chinese tourists to use mobile payments while traveling
overseas? In which travel scenarios have mobile payments been widely adopted? If overseas merchants adopt
Chinese mobile payment brands, will it boost Chinese tourists' spending? This report attempts to answer these
questions.
The Outbound Chinese Tourism and Consumption Trends: 2017 Survey, jointly issued by Nielsen and Alipay, provides
an in-depth analysis of current consumption and payment behaviors of outbound Chinese tourists travelling
overseas and assesses future trends. Specifically, this analysis focuses on the usage of mobile payment platforms
by Chinese tourists. Alipay, an icon of cashless lifestyle in China, is the focus of a case study discussing the
influence of mobile payment platforms on Chinese tourists' spending patterns overseas.
The respondents to this survey include both Chinese and non-Chinese tourists who have traveled overseas in
the past year and are also planning to travel abroad within the next year. The respondents are aged 20 to 50,
and are segmented hereinafter into the generational conventions used in the Chinese context: the "post-70s"
generation (people born between 1970 and 1979), the "post-80s" (between '80 and '89), and the "post-90s" (those
born between '90 and '99). 2,009 of the Chinese respondents interviewed online by Nielsen come from China's
first-, second- and third-tier cities[2]. The 613 non-Chinese tourists traveling overseas[3] surveyed include 201
people from the United States, 111 from the United Kingdom, 100 from France, 100 from South Korea, and 101
from Japan. In-depth, face-to-face interviews were also conducted with 12 respondents who had returned to their
hometowns of Shanghai and Chengdu after their overseas travels.
Note 1: The "overseas travel" in this survey report refers to travel taken by the residents of a country to other countries or regions
outside of their home region. The "overseas travel of Chinese tourists" in this survey report refers to the travel of residents of Chinese
mainland to other countries or regions, including to Hong Kong, Macao, and Taiwan.
Note 2: Respondents hailed from first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, second-tier cities such as Tianjin,
Nanjing, Hangzhou, Chengdu, Chongqing, and Qingdao, and third-tier cities such as Jilin, Zaozhuang, Taiyuan, Zhuhai, and Shaoxing.
Note 3: The "non-Chinese tourists traveling overseas" in this survey report are residents of the country to which they are attributed,
and do not include Chinese residents domiciled abroad who are not residents of that country.
5
KEY FINDINGS
WHEN CONSIDERING OVERSEAS TRAVEL DESTINATIONS AND TOURIST ATTRACTIONS,
1 "COST" IS FAR LESS IMPORTANT THAN THE "EXPERIENCE".
The survey shows that for Chinese tourists who are generally well-off, tourist attractions
and the travel experience are more important factors than the costs that might be
incurred. 56% of the respondents expressed that the beauty and uniqueness of a given
destination is their primary consideration, while 47% stated that safety of the destination
would affect their travel choice. 45% said that they would consider the ease of visa
procedures, and 35% felt that it is important that the locals at the destination make them
feel welcomed. The question of affordability is only the fifth highest priority, with 34% of
respondents expressing concern for the costs.
CHINESE AND NON-CHINESE TOURISTS EXHIBIT OBVIOUS DIFFERENCES IN THE TYPE

2 OF SPENDING ON OVERSEAS TRIPS, WITH CHINESE TOURISTS EXHIBITING STRONGER
PURCHASING POWER.
The top three categories of expenses by outbound Chinese tourists are shopping (25%),
hotel accommodations (19%), and dining (16%). Other categories of expenses include
visits to tourist attractions, local transportation, recreation, and communications and
others. Non-Chinese tourists spend the highest proportion of their travel funds on hotel
accommodations (29%), dining (18%), and shopping (15%) during overseas trips. Non-
Chinese tourists are more frugal in general, but will spend a greater proportion of their
travel budget towards accommodations.
Chinese tourists spent an average of USD 762 per person towards shopping on their most
recent overseas trip, while non-Chinese tourists averaged USD 486[1].
65% OF CHINESE TOURISTS USED MOBILE PAYMENT PLATFORMS DURING OVERSEAS

3 TRAVEL.
According to the survey, the proportion of Chinese tourists who use mobile payment
platforms is far greater than that of non-Chinese tourists. During their most recent
overseas trip, 65% of Chinese tourists paid for their expenses via mobile payment, while a
mere 11% of their non-Chinese counterparts used mobile payment.
At present, the proportion of Chinese tourists using mobile payment (28%) is quickly
approaching that of cash payments (30%). Compared with the previous two years, the
proportion of cash payment has declined while the use of mobile payments has increased.
Total transaction volume via mobile payments has also been on the rise: 77% of Chinese
tourists spent more via mobile payments on their most recent overseas trip than on
previous trips over the past two years.
Note 1: All spending amounts specified in this survey report are in USD. The amount spent by non-Chinese tourists is calculated using
the average exchange rate for their respective countries or regions in 2017 (to CNY, Euro, Pound, Yen, and Won), i.e., CNY 1=USD 0.1480,
EUR 1=USD 1.12986, GBP 1=USD 1.2886, JPY 1=USD 0.0089 and KRW 1=USD 0.0009.
6 Outbound Chinese Tourism and Consumption Trends

CHINESE TOURISTS PRIMARILY USE MOBILE PAYMENTS FOR SHOPPING, DINING AND
4 VISITS TO TOURIST ATTRACTIONS WHEN TRAVELING OVERSEAS.
Shopping is where Chinese tourists use mobile payments the most. 63% of the Chinese
respondents said they have used mobile payments for shopping, and 76% hoped
that they could use mobile payment for shopping during their overseas travels in
the future. 62% of the Chinese respondents have used mobile payment platforms
to pay for dining, and 58% to pay for visits to tourist attractions. These are the three
consumption categories in which Chinese tourists most often pay by mobile payments.
INCREASED ADOPTION OF MOBILE PAYMENT PLATFORMS BY OVERSEAS MERCHANTS

5 ENCOURAGES SPENDING BY OUTBOUND CHINESE TOURISTS.
The survey shows that 93% of Chinese tourists would consider using mobile payments
when traveling overseas if more overseas merchants would accept mobile payments
in the future, while 91% would show greater willingness to spend and shop if overseas
merchants accept Chinese mobile payment brands.
7
PART I: OUTBOUND CHINESE TOURISM
TRENDS
IT IS NOW THE NORM FOR CHINESE RESPONDENTS TO TRAVEL OVERSEAS, WITH AN AVERAGE OF 2.1
COUNTRIES OR REGIONS TRAVELED EACH YEAR PER PERSON.
2.1 = THE AVERAGE NUMBER OF COUNTRIES (OR REGIONS) TRAVELED EACH YEAR PER CHINESE RESPONDENT
In recent years for Chinese tourists, overseas travel has gradually become the norm. This survey shows that the
average number of countries or regions visited by the Chinese respondents in 2016-2017 was 2.1, and that the
number of countries or regions they planned to visit in 2018 averaged at 2.7.
Some Chinese tourists expressed that they desired to have unique experiences during their travels, such as
visiting historical sites, trying local cuisine, shopping for local products, and various other unique options.
Chinese tourists often make the following consideration: the total cost and time spent for overseas travel and
domestic long-distance travel is about the same.
"Travel allows me to broaden my horizons, while offering me a chance to experience other people's lifestyles
and learn about different cultures."
"As the standard of living improves and our material needs are met, people will begin to focus on their emotion-
al needs. After all, we only live once, and the world is so big, so we want to meet different people, to see different
things and enjoy different lifestyles."
Mrs. Ding, 28 , Shanghai
"Actually, the cost of overseas travel is not so expensive, sometimes overseas travel even offers a higher
value for the money. "
"I like the sea, but there is no sea in Chengdu, so last year I chose to travel to Hainan where I spent about CNY
20,000 in one week. My friends traveled to Thailand, and the photos they took at beach were about the same as
the photos I took in Hainan, they were all beautiful. However, it only cost them just over CNY 5,000 for a week's
stay. So next time I would choose to go abroad to explore the sea. I think the water will be very beautiful there."
Mr. Ke, 4 4 , Chengdu
ASIA(ESPECIALLY HONG KONG, MACAO AND TAIWAN)– POPULAR TOURIST DESTINATIONS;

EUROPE, NORTH AMERICA, AND AUSTRALIA/NEW ZEALAND – ADVANCED TRAVEL OPTIONS.
Among all Chinese tourists who traveled overseas in 2017, 67% had traveled to other Asian countries or regions
and 51% to Hong Kong, Macao, or Taiwan, while 38% had been to Europe, 25% to North America, and 20% to
Australia/ New Zealand.
Asian destinations were the most popular destinations among Chinese tourists due to numerous favorable
considerations, such as simpler visa procedures, more affordable prices, and convenient transportation. Japan,
Thailand, and South Korea were the top three choices, followed closely by Singapore, Malaysia, and the Maldives.
Hong Kong remains the most popular option among the three Chinese regions of Hong Kong, Macao, and Taiwan.
As European travel routes become better developed for Chinese tourists, nearly 40% of respondents traveled
there last year, mainly to France, the United Kingdom, and to Germany.
9
选
算过这么一回帐：花了同样的时间，同样的钱，
3 Macao SAR
文景点，品尝的异域美食，享受到的购物体验， 4 Thailand
游受访者有过
的新奇见闻，境外游比国内游更丰富、更有品质。
5 South Korea
Top 10 6 The United States
受访者去过港
美和澳新为旅 7 Singapore 8 The Region of Taiwan
为38%、25%、
The most popular destinations outside 9 Australia 10FOR
THE MOST POPULAR DESTINATIONS OUTSIDE CHINESE MAINLAND France
CHINESE TOURISTS
mainland China for Chinese tourists:
手续、亲民的
ong Kong SAR 2 Japan
以67%的比例
acao SAR 4 Thailand
迎的出境游目
outh Korea
Top 10 6 The United States
欢迎程度分列
ngapore 8 The Region of Taiwan
新加坡、马来
ustralia
1 Hong Kong SAR [1]
10 France
24.8% 37.6% 67.3%
2 Japan North America Europe Asia
[3]
依旧是港澳台 3 Macao SAR [1]
4 Thailand 6.9% 51.1%

5 South Korea Africa and Hong Kong,
接近4成的受访 West Asia Macao and Taiwan
6 United States
迹，主要游览 7 Singapore
24.8% 8 Taiwan[2] 37.6% 67.3% 20.4%
America Europe Asia Australia
9 Australia
10 France 6.9% 51.1% / New Zealand
Africa and Hong Kong, Source：Nielsen
West Asia Macao and Taiwan
Sources：Nielsen
HUGE DIFFERENCES BETWEEN CHINESE
20.4% AND NON-CHINESE TOURISTS!
Australia
CHINESE TOURISTS PREFER NATURAL SCENERY AND THEME PARKS.
/ New Zealand
NON-CHINESE TOURISTS PREFER CULTURAL AND HISTORICAL ATTRACTIONS.
Sources：Nielsen
While non-Chinese tourists largely prefer historical landmarks and museums, 45% of Chinese tourists prefer to
visit natural scenic attractions. 41% of Chinese tourists like to visit theme parks, particularly married couples born
in the 1980s, who typically bring their children during holidays, as well as those born in the 1990s, who often
travel with friends.
TOURIST ATTRACTIONS FAVORED BY CHINESE AND NON-CHINESE TOURISTS TRAVELING OVERSEAS

Tourist attractions favored by Chinese and non-Chinese tourists traveling overseas
Non-Chinese Tourists Chinese Tourists

Natural Attractions
Natural Resorts 26% 36%
Natural Landmarks 38% 45%
Natural Reserves 18% 16%
Forest Parks 13% 12%
Cultural Attractions
Historical Sites 43% 38%
Urban Landmarks 28% 29%
Cultural/ Art Museums 27% 23%
Religious Places of Worship 13% 10%
Man-made Attractions
Theme Parks 22% 41% Post-70s: 36%
Shopping-themed Scenic Areas 30% 25% Post-80s: 43%
Post-90s: 42%
Zoo/ Botanical Gardens 14% 14%
Source：Nielsen
Sources Nielsen
Note 1: Hereinafter referred to as Hong Kong and Macao.
Note 2: Hereinafter referred to as Taiwan. 56%
47% referred to in this
Note 3: The Asian regions 45survey report refer to the combined
35%regions of East Asia, South Asia, and Southeast Asia,
excluding the three regions of Hong5Kong, Macao, and Taiwan.
10 90 Trends
Outbound Chinese Tourism and Consumption 80
70 61% 70
Popular tourist spots favored by Chinese tourists (par list)

Sources Nielsen
Sources Nielsen
56%
56%
47%
47% 45
45 35%
35%
55
90
90 80
80
70
70 61% 70
61% 70
POPULAR TOURIST SPOTS FAVORED BY CHINESE TOURISTS (PARTIAL LIST)
Popular tourist spots favored by Chinese tourists (par list)
Hong Kong
Hong Kong
11 Disneyland
Disneyland
11 Tokyo Disneyland
Tokyo Disneyland 11 Phuket Island
Phuket Island
22 Victoria Harbor
Victoria Harbor 22 Mount Fuji
Mount Fuji 22 Pattaya
Pattaya
Hong Kong Ocean
Ocean Park
Park Hong
Hong Japan Thailand
33 Kong
Kong 33 Tokyo
Tokyo Tower
Tower 33 Chiang
Chiang Mai
Mai
44 Tsim Sha
Tsim Sha Tsui
Tsui 44 Hokkaido
Hokkaido 44 Grand
Grand Palace
Palace
Underwater
Underwater World
World
11 Chejudo
Chejudo 11 Disneyland
Disneyland 11 Singapore
Singapore
Universal Studios
Universal Studios
22 Seoul Tower
Seoul Tower The United 22 Times
Times Square
Square 22 Singapore
South Korea Singapore Singapore
3 Dongdaemun
Dongdaemun States 33
The Statue
The Statue of
of
3 Merlion Park
Merlion Park
Liberty
Liberty
Gyeongbokgung
Gyeongbokgung Singapore
Singapore Botanic
Botanic
44 Palace
Palace 44 The White
The White House
House 44 Gardens
Gardens
Sydney Opera
Sydney Opera
11 Riyuetan Pool
Riyuetan Pool 11 House
House
11 Louvre Museum
Louvre Museum
Sydney Harbour
Sydney Harbour Notre-Dame de
Notre-Dame de
22 Tai Bei
Tai Bei Gu
Gu Gong
Gong 22 Bridge 22 Paris
Taiwan Australia Bridge
France Paris
33 Ali
Ali Mountain
Mountain 33 Gold
Gold Coast
Coast 33 Eiffel
Eiffel Tower
Tower
44 Taipei 101
Taipei 101 44 Great Barrier
Great Barrier Reef
Reef 44 Arc de
Arc de Triomphe
Triomphe
Source：Nielsen
游为，费用不是
EXPERIENCE IS 出游国家的高
THE FOREMOST PRIORITY FOR 素 PRICE IS NOT A DECISIVE
CHINESE TOURISTS.
FACTOR WHEN CHOOSING TRAVEL DESTINATIONS OR TOURIST ATTRACTIONS.
游为，费用不是出游国家
When selecting travel 的高 Chinese tourists
destinations and tourist attractions, 素 care most about the beauty and
Factors Chinese tourists consider when
uniqueness of tourist attractions (56%), followed by the local environment, which includes safety (47%), ease of
visa procedures (45%) and friendliness of locals to tourists (35%). As disposable income continues to grow, cost is
choosing an overseas travel des na on (Top 5)
only the 5th biggest consideration for Chinese tourists.
For non-Chinese tourists, the beauty of tourist attractions and affordability are the first and second biggest
Factors Chinese tourists consider when
factors, respectively.
choosing
FACTORS CHINESE TOURISTSan overseas
CONSIDER travel AN
WHEN CHOOSING des na TRAVEL
OVERSEAS on (Top 5) (TOP 5)
DESTINATION
Beauty and Safety Ease of Friendliness Affordability
uniqueness visa of locals
of tourist procedures to tourists
attractions
Beauty and Safety Ease of Friendliness Affordability
56%
uniqueness 47% 45%
visa 35%
of locals 34%
of tourist procedures to tourists
attractions
56% 47% 45% 35% 34%

Factors non-Chinese tourists consider when
choosing
FACTORS NON-CHINESE anCONSIDER
TOURISTS overseas
WHEN travel
CHOOSINGdes na on
AN OVERSEAS (topDESTINATION
TRAVEL 5) (TOP 5)
Factors non-Chinese tourists consider when
choosing an overseas travel des na on (top 5)
Beauty and Affordability Safety Vacation Alignment
uniqueness time with my
of tourist constraints schedule
attractions
Beauty and Affordability Safety Vacation Alignment
uniqueness57% 50% 45%
time with my 36% Source：Nielsen
31%
of tourist constraints schedule
attractions
Compared with Chinese tourists of other age groups, the younger post-90s group tends to consider the ease
of visa procedures Sources Nielsen
consider(47%)
whenmore than safety (39%) when selecting overseas travel destinations. For the post-80s
Factors di erent genera ons of Chinese
choosing an overseas travel
tourists
generation, 57% 50% 45% 36% 31%
who are more engaged in their careers, alignment with their schedule and vacation time constraints
des na on(%)
are greater factors on their overseas travel plans compared to other generations. Meanwhile, the post-70s
generation pays Post- Post-attention
the most Post- to beauty and uniqueness of tourist attractions (61%), and safety (51%), when
k Factors
choosing their 90s
overseas
80s
travel 70s
destinations.
Sources Nielsen
Factors di erent genera ons of Chinese tourists consider when
Beauty choosing an overseas
and uniqueness travel
of tourist des na on(%)
attractions 35
53 34
55 34
61 11
Safety Post-
29
39 Post-
33
49 Post-
28
51
k Factors
90s 80s 70s
Beauty and Affordability Safety Vacation Alig
uniqueness time wit
of tourist constraints sch
attractions
57% 50% 45% 36% 3

FACTORS DIFFERENT GENERATIONS OF CHINESE TOURISTS CONSIDER
Sources Nielsen
WHENdi CHOOSING
Factors AN OVERSEAS
erent genera TRAVEL
ons of Chinese DESTINATION
tourists (%)
consider when
choosing an overseas travel des na on(%)
Post- Post- Post-

Rank Factors
90s 80s 70s
1 Beauty and uniqueness of tourist attractions 35

53 34
55 34
61
2 Safety 29
39 33
49 28
51
3 Ease of visa procedures 19

47 20
45 17
44
4 Friendliness of locals to tourists 25

33 21
37 25
33
5 Affordability 39
35 49
34 51
34
6 it with my schedule 53
33 55
35 61
31
同中国人来
7 Vacation time constraints 33
29 37
33 33
28 近的90后在境游国家
8 Recommendations from friends and relatives 47
25 45
24 44
25
不的
；而当在
9 Popularity of the country or region 20
25 20
21 18
25 80后中，旅游
es for Chinese tourists traveling overseas 、
10 Alignment with my objectives for travel 33
20 35
20 31
18 出境游的其人
Enjoying Food Shopping Romantic Adventure 70后的出境游更为
11 Distance to destination 19
19 13
20 16
17
Getaway 61%的70后优美为
12 The willingness of travel companion(s) 15
19 14
13 14
16
Introduction or recommendations from
13 15
25 14
24 14
25
55% 47% 30% 12%
travel agency/platforms
Source：Nielsen
Sources Nielsen
"FREE YOURSELF": "WHAT AND HOW TO ENJOY" DURING OVERSEAS TRAVEL.

or Chinese tourists of different generations traveling overseas
% 52%
their top priority.
%46 % 32 % 16
Chinese tourists travel overseas mainly for leisure, such as dining and shopping, with 78% choosing leisure as
The post-90s generation is the most adventurous group, with 16% choosing adventure as the theme of their
travel. The post-80s respondents are focused on "food" (58%) and "shopping" (49%), while the post-70s prefer a
relaxing travel experience, with leisure as their primary goal when traveling overseas (82%).
% 58 49
There is%a major distinction between
% the forms %33 10
of travel chosen by%Chinese tourists and non-Chinese tourists.
The survey showed that 70% of non-Chinese tourists choose to travel independently, while Chinese tourists
choose from a wide range travel of options: 49% of Chinese tourists prefer independent travel; 42% prefer semi-
independent travel; 34% of Chinese tourists prefer package travel; 25% prefer customized travel.
2% 56
Chinese%tourists tend to choose45
% different forms 23
% of travel based on 11
% their destination. 65% of Chinese tourists
visiting Japan and 56% of those visiting Taiwan choose to travelSources：Nielsen
independently, while 39% of Chinese tourists to
Australia/ New Zealand, 29% to Europe, and 28% to North America prefer customized travel.
Forms
FORMS OF TRAVEL of travel
PREFERRED preferred
BY CHINESE ANDbyNON-CHINESE
Chinese TOURISTS
and non-Chinese tourists
Chinese Non- Chinese
Tourists Tourists
Package travel 34% 13%

Semi-independent travel 42% 29%
较大差异。调查显示，接近7成的外国
的旅游形式；而中国游客的出境形式则 Independent travel 49% 70%
不同，灵活选择出游形式。去日本和去
更习惯于自助游；去欧洲、北美和澳新
，分别为29%、28%和39%。
Customized travel 25% 21%
Source：Nielsen
Sources：Nielsen
%
% 55%
55% 47%
47% 30%
30% 12%
12%
ives for Chinese tourists of different generations traveling overseas
ves for Chinese tourists of different generations traveling overseas
74%%
74 52%%
52 46%%OBJECTIVES FOR 32
46 32%% TOURISTS TRAVELING
CHINESE 1616%% OVERSEAS (TOP 5)
Objectives for Chinese tourists traveling overseas
Leisure Enjoying Food Shopping Romantic Adventure
79%%
79 58%%
58 49%%
49 33%%
33 1010%%
Getaway
78% 55% 47% 30% 12%

82%%
82 56%%
56 45%%Objectives for Chinese
45 23%% tourists of different1111%generations
23 %
traveling overseas
POST-90S
Post-90s 74% 52%
Sources：Nielsen
46 %
Sources：Nielsen 32% 16%
Forms of travel preferred by Chinese

80S
POST-Post-80s Forms of travel preferred by Chinese
79% and non-Chinese
58% 49%
tourists 33% 10%
70S
POST-Post-70s
82%
Tourists
56%Tourists
Tourists
45%Tourists 23% 11%
Package travel
Package travel 34%%
34 1313%%
Sources：Nielsen
Source：Nielsen
式
Semi-independent
TRAVELING WITH SMART
Semi-independent
travel
COMMUNICATION 42%%HAS BECOME
travel DEVICES
42 29Forms
29
of travel preferred by Chinese
% and
% THE NEW TRENDtourists
non-Chinese OUTBOUND
式
CHINESE TOURISTS.
国外有较大差异。调查显示，接近7成的外国 Chinese Non- Chinese
国外有较大差异。调查显示，接近7成的外国
助游的旅游形式；而中国游客的出境形式则
助游的旅游形式；而中国游客的出境形式则
Independent travel
Independent travel %
% 49
49 %
% 70
70
Tourists Tourists
地的不同，灵活选择出游形式。去日本和去
97% of Chinese tourists will purchase a data package or make other Package such preparations for using their smart
地的不同，灵活选择出游形式。去日本和去
travel 34% 13%
和56%更习惯于自助游；去欧洲、北美和澳新
device while overseas, inCustomized
和56%更习惯于自助游；去欧洲、北美和澳新
更高，分别为29%、28%和39%。
socializing, and navigation,
order to enjoy
Customized
travel
as well as travel %
%
exploring the local attractions,
25
25
dining %
%
2121
the many benefits of mobile internet access, such as communication,
opportunities,
Semi-independent 42% discounts.
and shopping
travel 29%
更高，分别为29%、28%和39%。出境游“怎么玩”：旅游形式
Chinese tourists most commonly chose international roaming forSources：Nielsen
中国人境外旅游形式与国外有较大差异。调查显示，接近7成的外国 mobile phone (62%) and purchasing discounted
34% chose to purchase local49
packages (50%), while 38% chose to rent global Wi-Fi,Sources：Nielsen % 70% or
游客在境外游览时会选择自助游的旅游形式；而中国游客的出境形式则 Independent travel
data plan mobile phones
更为多样，用户会根据目的地的不同，灵活选择出游形式。去日本和去
SIM cards, and 18% rented local mobile phones or SIM cards.
台湾的游客中，分别有65%和56%更习惯于自助游；去欧洲、北美和澳新
When旅游选择私人定制游的比例更高，分别为29%、28%和39%。
Customized travel 25% 21%
using mobile phones to connect to the internet, 81% of Chinese tourists used Wi-Fi, primarily choosing free
public Wi-Fi hotspots (56%) or renting local Wi-Fi devices (49%). For the post-80s and 90s generationSources：Nielsen
groups, who
are more likely to try new things, 55% and 52% of them, respectively, chose to use rented global Wi-Fi services.
Communication plans used by Chinese
Meanwhile, 69% of Chinese tourists connected to the internet directly using mobile data packages.
Communication plans used by Chinese
tourists while overseas (topCommunication
3)
tourists
COMMUNICATION PLANS USEDwhile overseas
BY CHINESE (top
TOURISTS 3) OVERSEAS (TOP
WHILE plans
3)used by Chinese
新趋势 tourists while overseas (top 3)
新趋势
62% 50% 38%
以及越来越多的通讯社交、地图导航、当智能通讯出行，成为出境游新趋势
62% 50% 38%

及越来越多的通讯社交、地图导航、当
62% 50% 38%
过手机上网实现的旅游刚需，当前97%的伴随智能手机的普及，以及越来越多的通讯社交、地图导航、当
过手机上网实现的旅游刚需，当前97%的
做好境外手机及网络的准备。开通手机
地吃喝和消费付款等需要通过手机上网实现的旅游刚需，当前97%的
做好境外手机及网络的准备。开通手机 Purchase
中国公民在境外旅游前都会做好境外手机及网络的准备。开通手机 Purchase Rent local
Purchase Purchase Rent local
套餐是最常见的准备方式，分别有62%和 Purchase
国际漫游和购买优惠通讯套餐是最常见的准备方式，分别有62%和
international Purchase
discounted Rent
portable local
Wi-Fi
international discounted portable Wi-Fi
餐是最常见的准备方式，分别有62%和
有38%的游客采用租赁境外wifi、34%的游 international
50%通过此类方式；另外并有38%的游客采用租赁境外wifi、34%的游
discounted portable
roamingWi-Fi communication devices
38%的游客采用租赁境外wifi、34%的游 roaming
客购买当地手机及手机卡、以及18%的人租赁国外手机及手机卡。 communication devices
services for packages
以及18%的人租赁国外手机及手机卡。 roaming
services for communication
packages devices
mobile phones
以及18%的人租赁国外手机及手机卡。 services for packages
mobile phones
当在国外使用手机上网时，81%的中国游客使用过wifi联网，主 How Chinese tourists connect their phones
mobile phones
要依靠公共免费wifi（56%）和租赁的境外wifi（49%）设备；而更
to the internet while overseas (top 3)
时，81%的中国游客使用过wifi联网，主 How Chinese
乐于尝试新事物的80后和90后，使用租借的境外wifi上网的比例更
tourists connect their phones
时，81%的中国游客使用过wifi联网，主
）和租赁的境外wifi（49%）设备；而更 How Chinese
高，分别为55%和52%。另外，69%的中国游客在境外会直接使用手机
HOW CHINESE TOURISTS tourists connect their phones
）和租赁的境外wifi（49%）设备；而更流量上网。
toCONNECT THEIR PHONES
the internet whileTOoverseas
THE INTERNET (topWHILE3) OVERSEAS (TOP 3)56% 49% 39%
后，使用租借的境外wifi上网的比例更
后，使用租借的境外wifi上网的比例更
to the internet while overseas (top 3)
，69%的中国游客在境外会直接使用手机 Use free public Use rented Use mobile
56% 49% 39%

，69%的中国游客在境外会直接使用手机 Wi-Fi (if any) local portable data when
56% 49% 39%

on their mobile Wi-Fi devices necessary
phones
Use free public Use rented Use mobile Sources：Nielsen

Use free(ifpublic
Wi-Fi any) Use rented
local portable Use
datamobile
when
Wi-Fi
on (if mobile
their any) local
Wi-Fiportable
devices data when
necessary
on their mobile
phones Wi-Fi devices necessary
phones Source：Nielsen
Sources：Nielsen
Sources：Nielsen 13
Average annua
on overseas t
Travel Spending
in 2017
从年均消费金额来看，中国游客的境
PART II: OUTBOUND CHINESE TOURISM

Average annual spending of Chinese tourists
on overseas travels each year per person
外旅游花费稳中有升。2017年中国境外
游人均花费3.76万，未来一年的人均预算
CONSUMPTION
＄5,565 TRENDS
达到3.86万，同比增长3%。
Travel Spending
in 2017 Travel Budget in
2018
OUTBOUND CHINESE TOURISM CONSUMPTION HAS RISEN STEADILY, WITH MARKED DISPARITIES IN
SPENDING AND TOTAL COSTS ACROSS DIFFERENT TOURIST GROUPS AND TRAVEL DESTINATIONS.
Travel Budget in
＄5,715 +3% 在旅游目的地花费方面，除去团费和
2018 In terms of average total annual spending, outbound Chinese tourism consumption has risen steadily. In 2017,
来回大交通费用，中国游客最近1次境外
outbound Chinese tourists averaged USD 5,565 per person, with estimates for 2018 average spending expected
to reach USD 5,715 – a growth of 3% year-on-year. 旅游的人均当地花费为2.07万元。
In terms of on-location spending at the travel destination, Chinese tourists spent an average of USD 3,064 per
person on their most recent overseas travels, excluding tour group costs and the major transportation costs to
在中国游客的热门境外游目的地中，长线游国家当地花费更
and from the destination. 费达到3.01万，赴澳洲旅游的游客以2.39万的当地开销紧随其
On-location spending was also found to be higher for Chinese tourists traveling to countries or regions farther
国保持了价格亲民的优势，受访游客在当地的人均支出为1.37
away from home. For example, Chinese tourists spent an average of USD 4,462 per person in the United States
线游国家当地花费更高：赴美国旅游的游客人均花为消费者的购物天堂，受访游客在当地的人均支出为2万元。
and USD 3,541 in Australia. By contrast, middle- or short-distance trips to destinations within Asia, such as
的当地开销紧随其后；而中短途的亚洲线方面，泰从游客的不同特征来看，90后和未婚的中国游客当地消费金
Thailand, have many comparative advantages in terms of costs, and Chinese tourists there spent an average of
的人均支出为1.37万，相较而言，日本和韩国素来以及80后、70后人群花费金额较高，人均约2.1万元；而随着
USD 2,026 per person, while those visiting the popular shopping destinations of Japan and South Korea spent an
均支出为2万元。
average of USD 3,000 per person. 显著：月收入8,000元以下旅行者人均目的地花费1.53万，较高
国游客当地消费金额最低，均不满2万元；已婚育以上）人均花费是普通收入旅行者（月收入4,000-8,000元）的
约2.1万元；而随着游客收入的增高，花费支出增长
AVERAGE ANNUAL SPENDING OF CHINESE TOURISTS
地花费1.53万，较高收入的旅行者（月收入15,000元 AVERAGE ON-LOCATION SPENDING OF CHINESE
Average annual
ON OVERSEAS spending
TRAVEL EACHofYEAR
Chinese tourists
PER PERSON TOURISTS
AverageONon-location
OVERSEAS TRAVEL PER PERSON
spending of Chinese
4,000-8,000元）的1.7倍。
on overseas travels each year per person
Average annual
Average annual spending
spending of Chinese
of Chinese tourists
tourists tourists
(Excluding on overseas
tour group travel
fee and costs per person
of transportation
on overseas
on overseas travels
travels each
each yearyear per person
per person to and from the destination)
(Excluding tour group fee and costs of
Travel Spending
游客的境
in 2017
Travel Spending
＄5,565 transportation to and from the destination)
中国境外
国游客的境
Travel Spending
in 2017
in 2017
＄5,565
＄5,565 On-location spending
游客的境
人均预算
年中国境外
中国境外
的人均预算
on overseas travel
per person
＄3,064
$3,064
人均预算
Travel Budget in
Travel Budget in
2018
2018
＄5,715
＄5,715 +3%
+3% United States $4,462
Travel Budget in
2018 ＄5,715 Source：Nielsen
+3%
Europe $3,754
除去团费和
Australia $3,541
去团费和
近1次境外
1次境外
去团费和
元。 ON-LOCATION SPENDING OF DIFFERENT South Korea $3,007
。
1次境外 DEMOGRAPHIC GROUPS DURING OVERSEAS TRAVEL
。的地中，长线游国家当地花费更高：赴美国旅游的游客人均花 Singapore $2,971 On-lo
地中，长线游国家当地花费更高：赴美国旅游的游客人均花 PER PERSON
On-location spending
游客以2.39万的当地开销紧随其后；而中短途的亚洲线方面，泰
of different demographic
grou
groups during overseas travel per person
客以2.39万的当地开销紧随其后；而中短途的亚洲线方面，泰
访游客在当地的人均支出为1.37万，相较而言，日本和韩国素来
地中，长线游国家当地花费更高：赴美国旅游的游客人均花 Japan $2,952
客在当地的人均支出为2万元。
游客在当地的人均支出为1.37万，相较而言，日本和韩国素来
客以2.39万的当地开销紧随其后；而中短途的亚洲线方面，泰
Post-90s
后和未婚的中国游客当地消费金额最低，均不满2万元；已婚育 Post-80s Post-70s Pos
在当地的人均支出为2万元。
游客在当地的人均支出为1.37万，相较而言，日本和韩国素来
Hong Kong $2,487
较高，人均约2.1万元；而随着游客收入的增高，花费支出增长
和未婚的中国游客当地消费金额最低，均不满2万元；已婚育
＄2,877 ＄3,160 ＄3,117
在当地的人均支出为2万元。
者人均目的地花费1.53万，较高收入的旅行者（月收入15,000元＄2
高，人均约2.1万元；而随着游客收入的增高，花费支出增长
行者（月收入4,000-8,000元）的1.7倍。 Macao $2,335
和未婚的中国游客当地消费金额最低，均不满2万元；已婚育
人均目的地花费1.53万，较高收入的旅行者（月收入15,000元
高，人均约2.1万元；而随着游客收入的增高，花费支出增长 Married with Married with Taiwan $2,027
者（月收入4,000-8,000元）的1.7倍。
nese Unmarried
no children
人均目的地花费1.53万，较高收入的旅行者（月收入15,000元 children Unm
son
者（月收入4,000-8,000元）的1.7倍。 Thailand $2,026
sseof ＄2,763 ＄3,119 ＄3,165
nation) ＄2
se Source：Nielsen Source：Nielsen
f
64
n
tion)
f In terms of different demographic groups, the post-90s and unmarried Chinese tourists spent the least, about
tion)
2 USD 2,900 per person, while married tourists and members of the post-70s and post-80s generations spent
comparatively more, amounting to about USD 3,150 per person.
14 On-location
Outbound Chinesespending of different
Tourism and demographic
Consumption Trends
groups during overseas travel per person
Post-90s Post-80s Post-70s

OUTBOUND CHINESE TOURISTS SPEND THE MOST ON SHOPPING, FOLLOWED BY
ACCOMMODATIONS AND DINING.
购物为中国游客境外游当地消费
There is a big difference in the on-location spending habits支出，其后是
of Chinese tourists 和
overseas. Non-Chinese tourists spend the most on accommodations (29%), dining (18%), and shopping (15%).
traveling
However, Chinese tourists spend 25% of total travel expenses支出on shopping,，其后是和
followed by accommodations
。外国游
(19%), and dining (16%). Other major expenses include local transportation, tourist attractions, recreation, and
communications.
当地消费支出，（29%）、（19%）、购物（15%）。而中
。外国游
Regardless of destination country or region, Chinese tourists tend to always spend the largest portion of total
客的境外游当地支出，
当地消费支出， travel expenses on shopping. 25%
，（29%）、（19%）（
（19%）、购物（15%）。而中
客的境外游当地支出，、当地交通、
， 25% 、。（19%）（
The post-90s generation of Chinese tourists are more likely to spend more money visiting tourist attractions (15%)
and on dining (17%) compared to other groups, while those born in the 70s spent more on shopping (26%) and
on comfortable accommodations (20%).
、当地交通、、支出，其后是和
。，
，
。外国游客的
当地消费支出，OVERSEAS TRAVEL EXPENSES BY （29%）、
CHINESE TOURISTS (TOP 3)
（19%）、购物（15%）。而中国游
Top 3 overseas travel expenses
客的境外游当地支出，， 25%
by Chinese tourists
（19%）（16%）；
Top 3 overseas 、当地交通、
travel expenses by 、 Chinese。tourists
25% ，
19% 。
16%
25%
Shopping 19%
Accommodations 16%
Dining
Top 3 overseas travel expenses by Chinese tourists
Shopping Accommodations Dining
25% 19% 16%
Shopping Accommodations Dining
TopOVERSEAS
3 overseas
TRAVELtravel expenses
EXPENSES by non-Chinese
BY NON-CHINESE tourists
TOURISTS (TOP 3)
Top 3 overseas
Top 3 travel
overseasexpenses bybynon-Chinese tourists
29% 29% 18%18% 15%15%
travel expenses non-Chinese tourists
29%
Accommodations Accommodations
18%
Dining Dining
15%
Shopping
Shopping
Accommodations Dining Shopping
Sources Nielsen
Sources Nielsen
Source：Nielsen
中国90 ， Sources Nielsen
（15%）（17%） 70后
游客，购物花费更高 (26%) ，
中国90 ，
（20%）。 BREAKDOWN OF ON-LOCATION SPENDING HABITS BY OUTBOUND CHINESE TOURISTS
（15%）
中国90 （17%）
， 70后
Breakdown of on-location spending habits by Chinese tourists overseas
高 (26%) ，
游客，购物花费更（17%）
（15%） 70后
客，购物花费更高 (26%) ，
（20%）。
游 Tourist Attractions
2%
Shopping
（20%）。 Breakdown of on-location spending habits6% by Chinese tourists overseas

25
25% 26%
Shopping 24%
15% 15%
14%
8% %
Breakdown
Accommodations
of on-location spending habits by Chinese tourists overseas
Dining
Post- Post- Post- 10% Post-
90s
Post-
80s
Post-
70s
Tourist Attractions 90s 80s 70s
Tourist Attractions Dining Accommodations Shopping
14%
Local Transportation
2%
19%
19% 20%
Tourist Attractions
17% 16% 16% 18%
Shopping
25%
Recreation 25%
Shopping
6% 2%
24%
8% 6%16%
Communications/ Internet
15% Charge 15%
25%
25%
Shopping
Accommodations Post-14%Post- Post- Post- Post- 24%
Post-
Others 90s 80s 70s 90s 80s 70s
15% 15%
Accommodations
14%
8%
Dining
Post- Post- Post- 10% Post- Post-
Source：Nielsen
Dining
Tourist Attractions 90s 80s
Post- Post-
Dining
70s
Post- 10% 90s
Sources Nielsen
80s
Post- Post-
Accommodations
90s 15 80s
Tourist Attractions 90s 80s 70s
14%
Local Transportation
17% Dining Accommodations
18% 19%
LocalRecreation
Transportation 16% 16%
Small- and medium 21% 21%
-sized
-sized supermarkets
supermarkets
Breakdown
Breakdown of popular
of popular shopping
shopping localoca
ons ons in different
in different
countries
countries or regions
or regions for Chinese
for Chinese tourists
tourists
Hong Hong
Kong Kong Taiwan
Taiwan Japan Japan South South
Korea Korea
CHINESE TOURISTS EXHIBIT STRONGER PURCHASING POWER THAN NON-CHINESE TOURISTS.

Duty-Free
Duty-Free ShopsShops Convenience
Convenience StoresStores Department
Department StoresStores Duty-Free
Duty-Free Shops Shops
Gi Shops
Gi Shops Pharmacies
Pharmacies Pharmacies
Pharmacies BeautyBeauty
Shops Shops
Large-Scale
Large-Scale Discount
Discount
Chinese tourists spent an average ofStores
Electronics
Electronics Stores USD 762Giper person
Gi Shops
Shops on Retail
shopping
StoresStores during their most
Retail recent trip overseas,
Pharmacies
Pharmacies
while non-Chinese tourists only spent an average of USD 486 per person.
In terms of shopping locations,Thailand
61% of Chinese Australia
Thailand
tourists
Australia
shopped in States
duty-free
UnitedUnited States shops, making this the most popular
EuropeEurope
choice, followed by department stores (47%) and large supermarkets (47%). Convenience stores, large-scale discount
Duty-Free
Duty-Free ShopsShops Duty-Free
Duty-Free ShopsShops LuxuryLuxury
StoresStores LuxuryLuxury
StoresStores
retail stores, gift shops, beauty shops, and pharmacies are also popular choices for Chinese tourists.
Large-Scale
Discount
Over two-thirds (68%) of post-70s
Convenience generation
Stores
Convenience Stores outbound
LargeLarge SupermarketsChinese
Supermarkets tourists
RetailRetail
Stores Stores chose to shop
Department
Department at duty-free shops. In
StoresStores
contrast, the post-80s and post-90s generation groups preferred shopping in beauty stores and at pharmacies.
Amounts
Amounts
AMOUNTS SPENT ON SHOPPING BY CHINESE AND NON-CHINESE TOURISTS
spent on on
spent shopping by Chinese
shopping andand
by Chinese non-
non-
Chinese tourists
Chinese traveling
tourists overseas
traveling overseas
Popular shopping loca ons for Chinese tourists traveling overseas
Chinese
Chinese Non-Chinese
Non-Chinese
tourists
tourists Duty-Free Shops
＄762
＄762
61% tourists
tourists ＄486
＄486
Source：Nielsen
Top 10 10
Large
Top most popular goods
supermarkets
most popular purchased
goods
47% by Chinese
purchased tourists
by Chinese while
tourists overseas
while overseas
Chinese tourists choose Department
different places Stores to shop in different countries or regions. In Japan for example, the
47%
popularity of department stores and pharmacies is significantly higher than the average overseas destination. The
Skin Care Clothing,
proportion of Chinese &tourists
Convenience shopping
Skin Care Local in
Stores convenience
special
Local es es
special stores
Souvenirs and gift
Souvenirs shops in TaiwanFoodis Food
Clothing, comparatively higher,
Beauty Products
& Beauty Products
32% Shoes & Hats& Hats
Shoes
while in the United States, the proportion of Chinese tourists shopping at luxury stores and discount retail stores
TOP1 TOP1 TOP2 TOP2 TOP3 TOP3 TOP4 TOP4 TOP5 TOP5
is higher than that of other overseas Luxury Stores
travel destinations.
31%
POPULAR SHOPPING 31% FOR OUTBOUND CHINESE TOURISTS
LOCATIONS
Retail Stores Pharmacy
Pharmacy
Bag Bag Watches
Popular shopping
& Suitcase
& Suitcase
&loca
& HealthHealth
Products
Products
ons forProducts
Electronic
Care Care
Chinese
Electronic tourists
Products
Arts &traveling
Cra &s Cra s
Arts overseas Watches
& Jewelry
& Jewelry
Beauty Shops 28%
TOP6
TOP6 TOP7
TOP7 TOP8
TOP8 TOP9
TOP9 TOP10
TOP10
Duty-Free Shops 61%
Gi Shops 28%
Large supermarkets 47%
Stores 47%26%
Pharmecies
Department
Small- and medium

Convenience Stores 32% 21%
-sized supermarkets
Luxury Stores 31% Source：Nielsen
Retail Stores 31%
BREAKDOWN OF POPULAR SHOPPING

Beauty LOCATIONS
Breakdown Shops 28% IN DIFFERENT
of popular shopping COUNTRIES
loca onsOR in
REGIONS FOR CHINESE TOURISTS
different
countries
Gi Shops or
28%regions for Chinese tourists
Hong Kong Taiwan26%

Pharmecies Japan South Korea
Small- and medium 21%
Duty-Free Shops -sized supermarkets
Convenience Stores Department Stores Duty-Free Shops
Gi Shops Pharmacies Pharmacies Beauty Shops

Electronics Stores Gi Shops Retail Stores Pharmacies
Breakdown of popular shopping loca ons in different
countries or regions for Chinese tourists
Hong Kong Taiwan Japan South Korea
Thailand Australia United States Europe
Duty-Free Shops Convenience Stores Department Stores Duty-Free Shops
Duty-Free
Gi Shops
Shops Duty-Free
Pharmacies Shops Luxury Stores
Pharmacies Beauty Shops Luxury Stores
Electronics Stores Gi Shops Retail Stores Pharmacies
Convenience Stores Large Supermarkets Department Stores
Retail Stores
Thailand Australia United States Europe
Duty-Free Shops Duty-Free Shops Luxury Stores Luxury Stores Source：Nielsen
Convenience Stores Large Supermarkets Department Stores
Amounts16spentOutbound
on shopping by Chinese and non-Retail Stores
Chinese Tourism and Consumption Trends
Chinese tourists traveling overseas

Amounts spent on shopping by Chinese and non-
Chinese tourists traveling overseas
Chinese Non-Chinese
tourists ＄762 tourists ＄486
MOST POPULAR GOODS PURCHASED BY OUTBOUND CHINESE TOURISTS (TOP5)
Top 10 most popular goods purchased by Chinese tourists while overseas
Skin Care
Local special es Clothing,
& Beauty Products Souvenirs Food
Shoes & Hats
TOP1 TOP2 TOP3 TOP4 TOP5

Source：Nielsen
Pharmacy
"Skin care &Bagbeauty products"&and "local specialties" are the "must-buy" goods for outbound Watches Chinese tourists.
Health Care Electronic
& Suitcase
More than half of all Chinese tourists
Products bought these two types of items. InArts
Products
& Cra s
addition to these products,
& Jewelry souvenirs,
clothing, especially shoes and hats, special food items, and bags and suitcases are also popular items for Chinese
tourists.
TOP6 TOP7 TOP8 TOP9 TOP10
NON-CHINESE TOURISTS PLACE GREATER WEIGHT ON THE ABSOLUTE PRICE OF A GOOD, WHILE
CHINESE TOURISTS PLACE MORE CONSIDERATION ON THE RELATIVE PRICE OF A GOOD OR
SERVICE AFTER DISCOUNTS. AT THE SAME TIME, CHINESE TOURISTS ALSO CONSIDER THE
PAYMENT METHODS ACCEPTED BY LOCAL MERCHANTS.
The inherent properties of the products in question, e.g. discounts, price, and quality, and the payment methods
supported by the local merchant are the biggest factors influencing Chinese tourists' spending decisions while
traveling overseas.
When traveling abroad, non-Chinese tourists are most concerned about cost, including the absolute price of
goods (52%) and their personal travel budget (43%), while other factors have a relatively limited influence. For
Chinese tourists, the absolute price of goods and their travel budget has far less influence on shopping decisions
compared to their non-Chinese counterparts. On the contrary, the relative price of goods after discount is the
biggest factor (41%) considered when Chinese tourists shop overseas. At the same time, product quality (39%) is
also a key attribute Chinese tourists consider when shopping overseas.
的
For outbound 外国游客境外游购物
Chinese tourists, the payment的methods 中国游客，后的merchants (41%)
supported by local 中国游客的 are equally important
as 更the absolute
； price and
游国地 the relative
支 price
的消费支 of the goods.
， Regardless
是中国游客境外 of which
游购物 generation
的 group the tourists
belonged (Post-90s, -80s or -70s) to, or whether they are traveling within Asia, or to farther destinations such as
Europe, the United States, or Australia/ New Zealand, the question of which payment methods local merchants
will accept is crucial to Chinese tourists when making their shopping decisions.
In addition, the post-90s group tends to be influenced more greatly by their travel companions, while a greater
proportion of post-80s
( Chinese Tourists
tourists place) more importance on tax refunds, and the post-70s tourist group is more
influenced
中国游客，by shopping locations.
外国游客境外游购物的后的中国游客的
41% 41% 40%
国地支的消费支，是中国游客境外游购物的
52% 43%
FACTORS AFFECTING TOURISTS’ OVERSEAS SHOPPING
Discounts HABITS (TOP 3)
Payment
method
Price
41%
39%
) Chinese Tourists Non-Chinese tourists
41%
41% 41% 90 40
70 % 52%
80
43%
52% 43% 35%
Payment Price
Discounts Travel Product
method Price
Budget quality
41% 90
80 70 Sources: Nielsen
Sources: Nielsen
Non-Chinese tourists Top three factors affecting tourists’
41% overseas shopping
52%
90 80 70
43%
35
% tourists’ overseas shopping decisions
Factors affecting Chinese
Travel Product
Price
Budget quality
Discount/ Special Offers 41% 17

70 Sources: Nielsen
Supported Payment 41%
Top three factors affecting tourists’
Methods
Travel Product
Price
Budget quality
90
80 70 Sources: Nielsen
Top three factors affecting tourists’
overseas shopping
FACTORS AFFECTING CHINESE TOURISTS’ OVERSEAS SHOPPING DECISIONS

Factors affecting Chinese tourists’ overseas shopping decisions
Discount/ Special Offers 41%
Supported Payment 41%

Methods
Price 40%
Product Quality 39%
Shopping Location
33% Post-70s:35%
Travel Budget
29%
Merchant’s Hospitality
27%
25%
Tax Refunds Post-80s:27%
20%
Exchange Rates
Suggestion/ Behavior of 19% Post-90s:22%

Traveling Companions
Sources: Nielsen
Source: Nielsen
TREND OF DIVERSIFICATION OF ACCOMMODATIONS, DINING, AND TOURIST ATTRACTIONS

OPTIONS FOR CHINESE TOURISTS TRAVELING OVERSEAS.
中国游客境外旅行的、、消费元势
HOTELS ARE NO LONGER THE ONLY CHOICE OF
ACCOMMODATION FOR OUTBOUND CHINESE
TOURISTS, WITH HALF OF SURVEY
不是中国游客境外旅行的一
RESPONDENTS
，
HAVING TRIED
游客民 HOMESTAYS
Chinese tourists no longer invariably choose to stay
No.1 Hotel 81%
，
in hotels, 、
expanding 、 accommodation。options to
90
49%
，
places such as homestays, inns, and guesthouses.
53%。，、 No.2 Homestay
The Post-90s
、 generation
， tourists, well-known for their
eagerness to try new experiences, are more willing to Airport Transit
try homestays,
（64%）。
（ as 53% 、 of Chinese
）
，长线
tourists in this age
No.3 Hotel 30%
group choose to 。 do so. Compared to staying at hotels,
homestays are cheaper, more personalized, have more
unique experiences, thus it has become a preferred 的地特受中国境外旅游者
No.1 Restaurant 80
% Because of the need
choice for visitors to Japan (64%).
Source: Nielsen
。在泰国，
to transfer at locations along long-distance routes （84%），
Roadside
(e.g. No.2
Snacks 60
for visitors to European,%African, and other Asian （55%）。
destinations), Chinese tourists will also opt to stay at
airport transit hotels.
Fast Food )
55%
，普通收入(月收入15,000
No.3
Restaurant ，、、、、
“ ” 15,000以上的
No.4 Café 49% 。
No.5 Dessert Shop 48% No.1 Dining

75%
境外游的额外消费比
门
99%
No.2 Shopping
68%
费，（ 76% ）、购物
Admission
18
（69%），
Outbound Chinese Tourism and Consumption Trends
(64%)
No.3
Tickets 66%
，
59%和51%。 No.4 Recreation 58%
中国游客境外旅行的、游客
、民
90
消费，
元势
53%。，、
不是中国游客境外旅行的一，，、、、
，。
游客民 90（64%）。，，长线
53%。（、，） No.1
、 Hotel 81%
，不、
是中国游客境外旅行、的一。
，、。，
90 （64%）。，长线
49
游客民，
No.2 Homestay
53%。，、（、） No.1 Hotel 81%%消费
，、、，
、 80
OUTBOUND CHINESE TOURISTS NOW ENJOY A WIDE中国游客境外旅行的。 No.1 Restaurant
。 % 、、
Airport Transit
90（64%）。，
VARIETY OF LOCAL SPECIALTIES AND DELICACIES
（、，）
，长线 No.3
No.2 Homestay
Hotel 30
49%%
53%。
The kinds of food
。
、 purchased by
、
， Chinese tourists
No.1
No.2 Roadside
Restaurant
Snacks 80%
60
Airport Transit
（64%）。
varies by travel destinations ，长线
and depends on the local Roadside
Fast Food
60
的地特 No.3
受中国境外旅游者
Hotel % 30
55
，普通收
No.1 （Restaurant
specialties. For example,
、）
in。Thailand 84%
% of 80
tourists No.2
No.3 不Snacks
是中国游客境外旅行
Restaurant % 的一，
prefer to eat specialty foods from street vendors, while 游客民。在泰国，
Fast Food
in Hong Kong, a place known
No.2
tourists prefer visiting 60
80
No.1sweets
for its desserts, 55% of
Roadside
Restaurant
Snacks
shops. %
%
No.3 ，
No.4 Café
Restaurant、 49
55
的（84%）
、%地特
（55%）。
受中国境外旅游者，，普通收
。
中国游客境外旅行的、、消费
90
元，
。在泰国，势
No.3 Fast Food
No.2 Roadside
Restaurant 55
60%%
No.4
No.5 Dessert Shop
、 49
48
53%。 Café ，普通收入(月收入15,000
，% ，
（84%）
，
（55%）。、
、
)
、、
，
、
Snacks
中国游客境外旅行的
49
、、境外游的（
No.5
（64%）。
消费 48
Dessert Shop
额外消费比
、
%
“
元 ”
）
Sources:
，长线Nielsen
势 15,000以上的
No.3 Café
No.4 Fast Food 。
55%% 门，普通收入(月收入15,000
。
)
Restaurant 99% ，、、、、
A HIGH PROPORTION OFDessert
CHINESE TOURISTS
不是中国游客境外旅行
SPEND，
的一费，境外游的额外消费比 “ ）” 、购物
（ 76% 15,000以上的
游客No.5
No.4 民 Café Shop 48 49% WHILE
% 门
80
No.1 Restaurant No.1， %Dining
81
。
75
（69%） No.1 Hotel %
MONEY WITHIN TOURIST ATTRACTIONS 99% (64%) %
，不境外游的、、。费，（ 76% ）、购
，物
TRAVELING ABROAD 是中国游客境外旅行
90
额外消费比
Shop 48%，
的一，
No.2 Roadside
60
游客
99% of Chinese
No.5
门
53%。
民Dessert
tourists
99% traveling abroad ， have spent、
（69%）
59%和51%。 Snacks No.2
， %Shopping
No.1 Dining
(64%)
No.2 Homestay
No.1 Hotel %68
75% %% 49
81
money while visiting 费、
，， tourist 、，
attractions,
、 with
（ 76% ） many
、购物。，
境外游的额外消费比 No.3 Fast Food 55 Airport Transit ，
53%。
（69%）
tourists spending money
门
（64%）。
90on
（ food、 (75%) and
，
， shopping
(64%)）
，，长线
、
59%和51%。
Restaurant No.3
No.2
%Admission
No.3
No.2 Hotel
Shopping
Tickets 66
68%
Homestay % 30
49%%
(68%). In fact, 66% of tourists
99% spend
。 more while visiting
费、
the tourist attraction ，than they do， on （ 76%
the ）、购，物
admission No.4 Café 49
%Recreation
58
Airport Transit 交
（69%）（64%）。
59%和51%。
ticket itself. Recreational facilities、and(64%)
，
short-distance
，长线 Public
No.1 71
% 的 No.4
No.3
地特
Admission
No.3
受中国境外旅游者
Hotel 66%
% 30
%
No.1 （Restaurant 80）
% are also Transportation Tickets
transportation (such as cable cars。 and shuttles)
， No.5 Dessert Shop
No.5 48
%Short-distance
。在泰国，
51
%% 高，达80%
交
common expenses that
No.2
most tourists will incur while No.2
59%和51%。
Roadside
60
with over half %
Public
No.1
Taxi
Transportation 71
% No.4
（84%）
的地特
Recreation
Transportation
受中国境外旅游者 58 ，
的地，
visiting tourist attractions,
No.1 Snacks
Restaurant
choosing to pay these extra costs.
80 of tourists
% 门
境外游的额外消费比（55%）。
Sources: Nielsen
高，达80%
交通是中国游客最 Short-distance
的境外旅游出行方
Public Fast Food
No.1 No.3 71
Roadside % 55
No.2
No.3 Taxi
Car Rental
71
34
%% No.5
99% ，普通收入(月收入15,000
（84%）
。在泰国，
Transportation) 51
% 的地，，
Transportation
No.2 Restaurant
Snacks 60
%
% 费，
（69%） “
，（ 76%、
（55%）。
” ，
）
，、购物、、倍。、
15,000以上的
高，达80% 交通是中国游客最
No.2 71
71 49
Taxi
Public
No.1 No.4 Café
Fast Food % %
No.3 Car Rental 34
% (64%)
) 。
55
的地，，普通收入(月收入15,000 （81%）
No.3
Transportation
Restaurant
% % ，，、，、、倍。
（44%）
、
59%和51%。，
“ 。 ” ，高收入（月收入15,000元以上）的 15,000以上的
No.3 Car
No.2 No.5 34
71 48
Rental
Dessert Shop
TAXIS AND PUBLIC TRANSPORTATION
Taxi
No.4 49 ARE THE
Café %% % 境外旅游的
高，达80%
育消费同升。
（月收入4,000-8,000元）的
% 的地，
倍。 No.1 Dining（81%）
， 75
% （44%）
PRIMARY MEANS OF TRANSPORTATION USED BY
境外游的额外消费比
，86%的中。 Exhibitions/
，高收入（月收入15,000元以上）的
OUTBOUND CHINESE TOURISTS 34 48
境外旅游的育消费同升
Car
No.3 No.5门 Rental
99%
Dessert Shop
% % 、
No.1
No.2
No.1 Performances
Dining 47
68
%%
Shopping （月收入4,000-8,000元）的
75
%
倍。
Public
Taxis and public transportation
境外旅游的
费，境外游的 are the
育消费同
most
额外消费比
升
common
（ 76% ）、购物、 No.1 、，86%的中
Transportation 71
%
No.2 Admission
46
means of transportation
tourists.
（69%）
门
99%
used by outbound Chinese
(64%)
，
SPA No.3
、 No.1
Bars
Exhibitions/
No.2 、Performances
Shopping
Tickets 66
47
%
68
%%
% 高，达
In Japan, a country费with， a well-developed
，86%的中，
（ 76%public
）、购物、 No.2 Taxi 、 71
% 的地，
境外旅游的（69%） 59%和51%。
transportation infrastructure,
育消费同
80% of、
升，
Chinese tourists SPA 。 No.3
No.4 SPAs/Massages
Recreation
Admission
No.3 、Bars
No.2
Tickets
34
58
46
%
66
%%
(64%)
choose to use public
、 transportation, 、 while in Thailand No.3 Car Rental 34
% Concerts/
Short-distance
30
51
，
，86%的中。 No.4
No.5 %
or other tourist destinations
SPA with less developed、public
59%和51%。
transportation systems, 81% of tourists 、 choose to use
No.3
No.4 Musicals
SPAs/Massages
Recreation
Transportation 34
%%
58 倍。
taxis. In countries
are popular, such
、or regions
No.1 Public
SPAas the
where 、
US, 44% of %
car rental services
。
71
Chinese tourists
、
No.5
交通是中国游客最
No.4
Concerts/
Sporting
No.5 Musicals
Events
Short-distance
%%
% 22
30
51
Sources: Nielsen
Transportation
Transportation
choose to use car rental services. 境外旅游的育消费同升，
22
高，达80% 交通是中国游客最
No.5 Sporting Events
71
No.2 Taxi
Public %
No.1 Transportation 71。
%
%
的地，
，86%的中
，，
（81%）
（44%）
、。，高收入（月收入15,000元以上）的
No.3
No.2
Car Rental
Taxi 34
71%% 、
高，达80%
的地，
、（81%）（月收入4,000-8,000元）的
倍。，（44%）
SPA 、
SPENDING ONNo.3
CULTURAL,
Car Rental RECREATION AND
34%
。 Exhibitions/
No.1
，高收入（月收入15,000元以上）的
% 47
（月收入4,000-8,000元）的
Performances
SPORTING EVENTS WHILE TRAVELING OVERSEAS HAS 倍。。
INCREASED境外旅游的育消费同升 No.2
No.1
Bars
Exhibitions/
Performances
46
47%%
The reasons for tourists traveling outside China are
no longer limited to sightseeing
，86%的中 the
and experiencing No.3 SPAs/Massages 34%
境外旅游的育消费同
local cuisine. 86% of Chinese tourists
升
、have tried to No.2 Bars 46%
experience more of 、the local life and、local customs by Concerts/
SPA
visiting exhibitions,
，86%的中
、
attending musical performances,
No.4
No.3 Musicals
SPAs/Massages 30
34%%
、
watching sporting events, or relaxing at a local bar or
、、。
spa. Younger tourists have a greater tendency
SPA
to try
、
No.5
No.4
Concerts/
Sporting Events
Musicals
22
30%%
these cultural and recreational activities.
。 No.5 Sporting Events

22%
Source: Nielsen
19
A MAP OF POPULAR COUNTRIES OR REGIONS FOR TRAVEL AND CONSUMPTION BY CHINESE TOURISTS.
A SHOPPER’S PARADISE, WITH MANY THEME PARKS

HONG Recreation (83%) and shopping (50%) are the main reasons given by Chinese mainland
tourists traveling to Hong Kong. 62% of Chinese tourists tend to visit theme parks, such
KONG as Hong Kong Disneyland and Ocean Park Hong Kong. Hong Kong is an ideal travel
SAR destination for families with children. The per capita consumption of Chinese mainland
tourists during their most recent trip to Hong Kong averaged more than USD 2,487 (not
including tour group fees and costs of transportation to and from the destinations),
greater than that of Macao and Taiwan, and the per capita shopping expenditures of
Chinese mainland tourists reached USD 693. Compared to spending habits in other
destination countries or regions, Chinese mainland visitors buy skin care products and
cosmetics (68%), electronics, watches, jewelry, and handbags from duty-free stores,
electronics stores, and gift shops more frequently in Hong Kong.
A GREAT HOLIDAY DESTINATION AND A FOODIE'S PARADISE

Taiwan has attracted many Chinese mainland tourists with its natural beauty and strong
cultural atmosphere. Sun Moon Lake, Alishan National Scenic Area, and Chihsingtan Beach
TAIWAN are the top three scenic spots for tourists. The most popular cultural attractions are the
Taipei National Palace Museum and Taipei 101. In addition to visiting these attractions,
trying out local food (51%) is another common reason for Chinese mainland tourists to
travel to Taiwan, and the many snacks at the local night markets, in particular. In terms
of accommodations, 52% of tourists visiting Taiwan choose homestays, a much higher
proportion than other overseas destinations. Moreover, Taiwan's expansive network of
convenience stores has also become a common shopping location for tourists.
THE PERFECT PLACE FOR RELAXING, SHOPPING, AND DINING

In Japan, Chinese tourists often visit scenic spots, shop in department stores, or search
for delicious food along the streets and alleys. Mount Fuji and Hokkaido are common
JAPAN destinations chosen by Chinese tourists for their natural beauty and scenic attractions,
and man-made attractions such as Tokyo Disneyland and Tokyo Tower are also quite
popular. Chinese tourists visiting Japan demonstrate a variety of consumption patterns.
Most of them like to eat local specialties and travel via public transport. More than 60%
of the tourists choose to live in a homestay or hostel. Compared with other tourist
destinations, there is a higher proportion of recreational expenditures among tourists.
Chinese tourists go shopping more often while visiting Japan than any other country or
region, with 43% shopping in pharmacies. Electronics and household appliances are also
popular purchases.
EXCELLENT VALUE FOR OVERSEAS TRAVEL

Thailand is popular among Chinese tourists of all ages due to its relatively low costs.
Compared with other destinations, Chinese tourists prefer to visit Thailand for rest and
THAILAND relaxation, to visit temples, and spend a lot on dining and performances within tourist
areas. Other noteworthy areas of consumption by tourists include the local street food
(over 80% of tourists), while an even greater proportion of tourists have enjoyed local spas
or massages. Shopping destinations for Chinese tourists visiting Thailand mainly consist
of duty-free stores and convenience stores where they mostly purchase local specialty
goods, skin care products, and food.

AN ADVANCED TOURIST DESTINATION
Chinese tourists who travel to the US also travel overseas more frequently than the
UNITED average Chinese tourist, and local consumption per capita for Chinese tourists (USD 4,462)
STATES is the highest among all the most top overseas travel destinations. Chinese tourists prefer
to visit man-made attractions when visiting the US, including the Statue of Liberty, Times
Square, and Disneyland. Meanwhile, the proportion of Chinese tourists spending at outlet
malls (42%), luxury stores (40%) and electronics stores (24%) is higher than those visiting
other countries or regions.
A LAND OF UNRIVALED ADVENTURE

From its famous cultural attractions to its unrivaled and untamed natural beauty, Australia
is a popular destination for overseas travel. In addition to landmark buildings like the
AUSTRALIA Sydney Opera House and Sydney Harbour Bridge, Australia's unique natural scenery
is also very popular. Though many come here for relaxation, or for food and shopping,
a desire for adventure (16%) is one of the unique draws of the country for Chinese
tourists. In Australia, Chinese tourists spend a higher proportion on dining than other
regions. Because of Australia's distinguished coffee culture, Chinese tourists spend a
relatively large amount in cafés. In terms of accommodations, most Chinese tourists stay
in traditional hotels. As for shopping, the proportion of the Chinese tourists who shop
in duty-free shops (70%) and luxury stores (38%) is higher than the average, and local
specialties (67%) are particularly appealing to Chinese tourists.
DIVERSIFIED TRAVEL OPTIONS

Chinese tourists traveling to Europe spend an average of USD 3,754 per person, excluding
tour group fees and costs of transportation to and from the destination. Europe's
EUROPE numerous historical and cultural attractions, such as the Louvre Museum, the Notre-Dame
de Paris, and the Eiffel Tower, attract many Chinese tourists. The number of Chinese
tourists who visit for educational activities and exchanges (15%), medical care (9%), and
sporting events (7%) are all significantly higher than those of other tourist destinations.
Chinese tourists' spending on recreational activities in Europe is also higher than the
average, with many tourists watching football matches and other sporting events. Chinese
tourists traveling Europe also prefer to shop in the local luxury shops.
21
PART III: OUTBOUND CHINESE TOURISM
MOBILE PAYMENT—CURRENT AND FUTURE
TRENDS
65% OF OUTBOUND CHINESE TOURISTS PAID USING MOBILE PAYMENTS.
When traveling abroad, most Chinese tourists use more than one payment method; it is normal for Chinese
tourists to employ multiple payment methods together while traveling overseas.
Aside from the traditional methods of payment like cash and credit cards, more and more Chinese tourists are
also using mobile payment platforms during their travels abroad. In fact, 65% of Chinese tourists used mobile
payments on their most recent overseas trip.
The penetration of mobile， payment during overseas travel by Chinese tourists far exceeded。that of their non-
1 ， 1% （）， 1%
Chinese
（ counterpart,
）。 with only 11% of non-Chinese tourists using mobile payment.
，，。 1
的境外旅游中 65%
， 10% 。
THE PENETRATION OF MOBILE PAYMENT DURING OVERSEAS TRAVEL BY CHINESE TOURISTS (%)
Usage rate of various payment methods by Chinese tourists traveling overseas (%)
90% 82% 65%
Cash Bank Card Mobile The penetration of

Payment Payment Payment mobile payment
during overseas
travel by non-
Chinese tourists: 11%
Usage rate of various payment methods by different generations of
Chinese tourists traveling overseas (%)
Post-90s Post-80s Post-70s
88% 90% 92% 79% 83% 85% 71% 68%

55%
Cash Payment Bank Card Payment Mobile Payment

Sources: Nielsen Source：Nielsen
At present, younger generations of tourists are using mobile payment platforms frequently during overseas
——71%的90 68%的80 ， 70
travel: 71% of the post-90s
55% 70 and 68% of the post-80s。have used mobile payments while traveling overseas,
，， : 70% （ 2 ）
compared to 55% of the post-70s generation.
（ 1 ）的49% 。
According，to the survey, the penetration of mobile payment during overseas travel by Chinese
（77%），（50%）， tourists is higher in
Hong Kong (77%) than in other popular tourist destinations,
。 where the proportion of tourists using such methods
is not as high.
:方、
，。
，，
。，
， 23
， “
”。
MOBILE PAYMENT: FAST, CONVENIENT, AND A BETTER WAY TO KEEP TRACK OF SPENDING.
Tourists traveling overseas feel that the primary advantages of mobile payment are speed and convenience.
Mobile payment eliminates the hassle of dealing with change, frees tourists from worrying about the
safety of their wallets, and makes paying for anything as simple as taking out their mobile phones. Also,
many tourists find that they can better track their spending by using some of the value-added services
and features of mobile payment platforms, such as the direct conversion of their spending overseas into
Chinese Yuan.
中国游客境外旅游时，移动支付方式的使用次数接近现金支付的使用次数
中国游客的境外移动支付次数比例接近现金支付次数比例；而外国游客使用移动支付次数比例不足1成
THE NUMBER OF MOBILE PAYMENT TRANSACTIONS IS QUICKLY APPROACHING THAT OF CASH
在中国游客最近1次的境外旅行中，就单人消费使用各类支付方式的次数而言，每100次消费支付过程，有42次为银
行卡支付、30次为现金支付、28次为移动支付。
TRANSACTIONS FOR OUTBOUND CHINESE TOURISTS, WHILE NON-CHINESE TOURISTS USE MOBILE
对外国境外旅游者来说，移动支付的使用次数显得微不足道，100次消费支付中仅4次是通过移动支付的方式实现。
PAYMENT FOR LESS THAN 10% OF ALL THEIR TRANSACTIONS.

年轻一代境外游更高频使用移动支付增益其无现金消费
调查显示，不同年龄段的中国游客，使用无现金支付消费(即用银行卡或移动支付)的次数基本相同:每10次消费支付
During the most recent overseas trip, the Chinese tourists surveyed indicated that out of every 10 payments, 4.2
过程中约7次为无现金支付。然而对更年轻的中国境外旅行者来说，移动支付对其无现金消费的增益性更为突显：每10
were bank card payments, 3.0 were cash payments, and 2.8 were mobile payments.
次消费支付，90后平均使用3.3次移动支付，3.7次银行卡支付；70后平均使用2.3次移动支付，4.9次银行卡支付。
However, for non-Chinese tourists traveling overseas, the use of this method was quite low—only 5 in every 100
中国游客在不同热门境外旅游国家或地区中，对各类支付方式的使用次数比例围绕均值略有浮动。在泰国，受当地
payments were made using a mobile payment platform.
丰富的旅游娱乐项目及结算习惯影响，中国游客使用现金消费的次数比例更高；在更接近国内支付环境的香港和新加坡，
中国游客用移动支付的次数比例相对更高；而发达国家或地区，如美国、澳大利亚、日本、韩国和台湾，信用卡结算习
惯和环境更为成熟，中国游客使用银行卡支付的次数比例相对更高。
USAGE RATE OF VARIOUS PAYMENT METHODS BY CHINESE AND NON-CHINESE TOURISTS TRAVELING OVERSEAS
Usage rate of various payment methods by Chinese and non-
30% 44%
Cash Cash
Payment Payment
Non-
42% Chinese
Tourists
Chinese 52%
Bank Card Tourists Bank Card
Payment Payment
28% 5%
Mobile Mobile
Payment Payment
Source：Nielsen
Sources: Nielsen
THE YOUNGERAverage times of usage of each payment method for Chinese tourists
GENERATIONS USE MOBILE PAYMENTS MORE FREQUENTLY WHILE TRAVELING
of various age demographics in their last trip
OVERSEAS.
Cash of differentBank
According to this survey, Chinese tourists age groups Mobile
Card use cashless payment methods (bank cards
Payment Payment Payment
or mobile payment platforms) at almost the same rate: about seven in ten payments are cashless. For younger
Chinese tourists traveling overseas, mobile payments make up a greater proportion of cashless payments
Post-90s 30% 37% 33%
than that of other age groups: for every ten payments, the post-90s generation made an average of 3.3 mobile
payments and 3.7 bank card payments, while the post-70s generation of tourists made an average of 2.3 mobile
payments and 4.9 bank card payments.
Post-80s 30% 41% 28%
Post-70s 28% 49% 23%
Sources: Nielsen

30% 44%
Cash Cash
Payment Payment
Payment behavior of Chinese tourists in other popular overseas

Non- destinations was found to vary, but generally
42% Chinese
hovered around the average. In Thailand which traditionally has
Tourists
a strong local cash economy and an abundance
Chinese 52%
Bank engage
of vendors, Chinese tourists Card Tourists
in cash transactions more Bank Cardwhich are more
frequently. In environments
Payment
closely connected to Chinese mainland's banking and payment systems, such as Hong Payment
Kong, Chinese tourists
use mobile payments more frequently. In more developed countries or regions, such as in the United States,
Australia, Japan, and South Korea, where use of credit or bank cards is more common, Chinese tourists use bank
cards more frequently.
28% 5%
Mobile Mobile
Payment Payment
BREAKDOWN OF VARIOUS PAYMENT METHODS AND HOW FREQUENTLY EACH IS USED BY DIFFERENT GENERATIONS
Sources: Nielsen
OF CHINESE TOURISTS TRAVELING OVERSEAS (%)
Average times of usage of each payment method for Chinese tourists
of various age demographics in their last trip
Cash Bank Card Mobile

Payment Payment Payment
Post-90s 30% 37% 33%
Post-80s 30% 41% 28%
Post-70s 28% 49% 23%

Source：Nielsen
Sources: Nielsen
中国游客境外使用移动支付消费的次数比例与金额持续提升
THE FREQUENCY OF TRANSACTIONS AND TOTAL AMOUNT SPENT VIA MOBILE PAYMENT
在最近1次的境外旅游中，中国游客每10次消费支付中，有2.8次为移动支付；在此之前的过去2年内，该次数值为2.3次。
其中，90后与高收入人群境外旅游的移动支付使用次数比例提升幅度更为明显:90后人群从2.5次增加到3.3次，月收入
15k以上人群从2.5次提升至3.4次。
PLATFORMS BY OUTBOUND CHINESE TOURISTS CONTINUE TO INCREASE.
而在中国游客热门境外旅游国家或地区中，香港和澳门近2年内游客使用移动支付的次数比例增幅较为突出。
Trends in the share of various payment methods

During their most recent overseas trip, Chinese tourists made an
usedaverage 2.8
by Chinese mobile
tourists payments
traveling for
overseas (%)every 10
transactions while in past two years, this number was 2.3. Meanwhile the number of cash payments dropped from
Compared with past two years
3.3 on average for every 10 transactions in the past two years to 3 on their most recent overseas trip. There was
30%
a particularly significant increase in the use of mobile payments by + 5%from 2.5 to28%
the post-90s generation, 3.3.
Among the most popular overseas destinations for Chinese tourists, Hong Kong and Macao in particular have
Increase
seen significant increases in mobile payments over the past two years.
At the same time, the total amount spent by most Chinese tourists via mobile
中国游客境外使用移动支付消费的次数比例与金额持续提升 Decline phones while overseas has
increased over the last two years: 77% of Chinese tourists said that they spent more money using mobile
在最近1次的境外旅游中，中国游客每10次消费支付中，有2.8次为移动支付；在此之前的过去2年内，该次数值为2.3次。 Cash Payment Mobile Payment
payment on their most recent overseas trip than they had on overseas trips two years ago.
其中，90后与高收入人群境外旅游的移动支付使用次数比例提升幅度更为明显:90后人群从2.5次增加到3.3次，月收入
15k以上人群从2.5次提升至3.4次。 The posi ve percentages represent the difference
compared with past two years
而在中国游客热门境外旅游国家或地区中，香港和澳门近2年内游客使用移动支付的次数比例增幅较为突出。
TRENDS IN THE SHARE OF VARIOUS PAYMENT TRENDS OF TOTAL EXPENSES PAID USING MOBILE
Trends in the share of various payment methods
METHODS USED BY CHINESE TOURISTS TRAVELING
used by Chinese tourists traveling overseas (%)
PAYMENT BY CHINESE TOURISTS TRAVELING
OVERSEAS OVERSEAS
Trends of total expenses paid using mobile payment
pla orms by Chinese tourists traveling overseas
Compared with past two years
3.0 + 5% 2.8
77% of Chinese tourists paid
Increase
77% more in overseas travel spending
via mobile payment pla orms
than they did two years ago
Decline
Cash Payment Mobile Payment

The posi ve percentages represent the difference
compared with past two years
Source：Nielsen Source：Nielsen
Trends of total expenses paid using mobile payment

pla orms by Chinese tourists traveling overseas
77% of Chinese tourists paid 25
77% more in overseas travel spending

via mobile payment pla orms
than they did two years ago
THE HABIT OF USING MOBILE PAYMENT IN THE DOMESTIC MARKET, THE SPEED AND
CONVENIENCE OF USE, THE INFLUENCE OF MOBILE PAYMENT BRANDS, AND THE ADDITIONAL
BENEFITS AND REWARDS, ARE ALL KEY FACTORS THAT HAVE LED CHINESE TOURISTS TO USE
MOBILE PAYMENT WHILE TRAVELING OVERSEAS.
Thanks to the widespread use of mobile payments across China, Chinese people are increasingly accustomed to
living a "cashless life". Whether dining out, shopping or using any kind of transportation, people actively choose
mobile payment as the preferred method of payment. The advantages are also apparent when traveling abroad:
mobile payment is quick and easy; there is no need to calculate change, no need to exchange foreign currencies.
A majority of Chinese respondents (64%) expressed "convenience, speed, and familiarity" as the primary reason
for choosing mobile payment while traveling overseas.
Feeling proud when seeing Chinese brands (48%), not needing to exchange foreign currencies and favorable
exchange rates (43%), discounts on purchases (36%), marketing promotions (24%) and recommendations (21%)
are all popular reasons to use mobile payment platforms and also encourage increased adoption by Chinese
tourists while traveling overseas.
The reasons for the use of mobile payments by outbound Chinese tourists vary little across different income
or age groups. For Chinese tourists to Europe, the favorable exchange rate is the number one reason (50% of
respondents) for using mobile payments when traveling overseas, due to the high EUR-CNY exchange rate. Close
behind (49% of respondents) are the feelings of pride and familiarity when seeing Chinese brands overseas.
Reasons
Reasons for using mobile payments
REASONSfor
Reasons
Reasons FORusing
for
for USINGmobile
using
using mobile
mobile
payments
MOBILE PAYMENT
payments
payments
Reasons
Reasons for using mobile
for using mobile payments
payments
Convenience,
Convenience, speed,
speed, and
and familiarity
familiarity 64%
Convenience,
Convenience, speed,
speed, and
and familiarity
familiarity 64%
Convenience,
Convenience, speed, and familiarity
speed, and familiarity 64%
64%
FFeelings of pride when seeing 64%
FFeelings
eelings
eelings
of
of
of
pride
pride
pride
when
when
when
seeing
seeing
seeing 48%
FFeelings
eelings of Chinese
of pride
pride when
Chinese brands
seeing
brands 48%
when
Chinese
Chinese seeing
brands
brands 48%
48%
No
No need to
need to exchange Chinese
Chinese
exchange foreign
foreign brands
brands
currencies,
currencies, 48%
No
No
No
need
need
need
to
to
to
exchange
exchange
discounted
exchange
discounted
foreign
foreign currencies,
currencies,
exchange
foreign rates
currencies,
exchange rates
43%
43%
No need to exchange
discounted
discountedforeign currencies,
exchange
exchange rates
rates 43%
43%
discounted
discounted exchange rates
exchange rates 43%
Discounts
Discounts
Discounts
on
on
on
purchases
purchases
purchases 36%
36%
Discounts
Discounts on on purchases
on purchases
purchases 36%
36%
Discounts 36%
Marke ng
Marke ng promo
promo ons
ons 24%
Marke
Marke ng
ng promo
promo ons
ons 24%
Marke ng promo ons
Marke ng promo ons 24%
24%
Recommenda
Recommenda ons
ons 24%
Recommenda
Recommenda ons
ons 21%
by shop clerks or others
by
by Recommenda
shop clerks
Recommenda
shop clerks or
or ons
others
ons
others 21%
21%
by
by shop
shop clerks
clerks or
or others
others
by shop clerks or others
21%
21% Source：Nielsen
84% 84% of
of of Chinese
Chinese tourists
tourists feel
feel
84%
ACCUSTOMED TOChinese
84%there
that of MOBILE
of Chinese
are
tourists
tourists
more
feel
PAYMENTS,
feel
overseas CONVENIENT
84%there
that
that
that
Chinese
there
there
merchants
tourists
are
of Chinese
are
are
feel
more
more
more
supporting
overseas
tourists feel
overseas
overseas
mobile
that
that there
merchants
there
merchants are
are more
supporting
more
supportingoverseas
mobile
overseas
mobile
merchants
“In payments
China,
merchants
payments supporting
than
I seldom two
bring
than two mobile
years
anything
supporting ago
mobile
years with me when I go out, but I must have my mobile phone around. All my pay-
ago
merchants
payments
payments
ments can be
supporting
than
than
made
two
two mobile
years
years
through digital
ago
ago
wallet on my mobile phone. Just scan and it’s done.”
payments
payments thanthan two
two years
years agoago Mr. Zhang, 35, Shanghai
“When traveling, we often need to buy some small items. When paying, I often have to look for small bills or get
38%
38% of
a pile of loose
of
of
Chinese
change
Chinese
Chinese
tourists
in return. Wewho
tourists
tourists
can use mobile payment at some overseas convenience store chains, such as
who
who
38%
38%
38%did not
7-11. We
did not of
of use
Chinese
of use
only need mobile
to
Chinesescan
mobile
Chinese
tourists
the
payment
tourists
who
payment
code,
tourists
who
and it’s very convenient and fast.”
who Mr. Li, 31, Chengdu
did
did not
not use
use mobile payment
attribute
attribute
did it to mobile
itit to payment
non-acceptance
non-acceptance
did not
not use
attribute
“My attribute
mobileby
use
it tomobile
mobile payment
non-acceptance
payment
toisnon-acceptance
by local
phone merchants
always in my hand. Whenever I want to pay, I would just show my QR code or scan a code. If
by local
attribute
attribute it
it to merchants
to non-acceptance
local merchants
non-acceptance
the internetby local
connectionmerchants
is good, the entire process can be finished very quickly.”
by local merchants Ms. Wang, 22, Chengdu
by local merchants
Reasons
Reasons for
for Chinese
Chinese tourists
tourists not
not using
using mobile
mobile
Reasons
Reasons for
for Chinese
Chinese tourists
tourists not
not using
using mobile
mobile
26 payments
Chinese
payments while overseas
Outbound Chinese Tourism and Consumption Trends
Reasons for tourists
while not using
overseas mobile
Reasons for Chinese
payments
payments tourists
while
while not using
overseas
overseas mobile
payments
payments while
while overseas
overseas
I’m
I’m used to paying with credit cards
I’m used
used to
to paying
paying with
with credit
credit cards
cards
FEELINGS OF PRIDE WHEN SEEING CHINESE BRANDS
"I feel warm when seeing Alipay and Wechat Pay, things we are familiar with in Chengdu, available overseas. It’s
amazing that they offer services overseas."
Ms. Deng, 32, Chengdu
"Chinese mobile payments will become more popular. Seeing the logo of Alipay or WeChat Pay and knowing that
they are accepted in some stores abroad, we feel very comfortable. I am very proud of Chinese innovation and feel
that the world is accepting it."
Ms. Yang, 30, Shanghai
USING MOBILE PAYMENT ALLOWS FOR ADDITIONAL OFFERS AND FAVORABLE EXCHANGE RATES
Respondents also found that Alipay has launched a number of promotional offers to customers outside of
Chinese mainland, such as their "Taiwanese Delicacies for CNY 1.00" campaign, their "Bundled Discounts" event,
their "e-Coupons for Instant Rebate" event, along with other promotions.
There's a common feeling among Chinese tourists that the exchange rates applied when using bank cards abroad
is always higher than what they should be. After trying out mobile payments, many people were surprised to
learn that the exchange rate displayed is generally quite close to the most favorable exchange rate for the day.
They calculated the difference and consider this equivalent to a promotional discount.
“When using mobile payments overseas, I can

always get additional discounts.”
Ms. Yang, 30, Shanghai
“The favorable exchange rate when using mobile payments basically means I am saving money.”
Ms. Xiang, 25, Chengdu
"I've made a comparison between different methods of payments. I found that using a credit card abroad means
that you might have to go through two currency conversions from renminbi to dollars while being charged a
processing fee. The money saved via using Alipay is just like a discount, which makes me feel comfortable buying
more. "
Ms. Ding, 28 , Shanghai
27
BETTER SECURITY WHEN USING MOBILE PAYMENT
Shopping is an important part of overseas travel, particularly for Chinese tourists. Chinese tourists often like
to visit duty-free shops, department stores, luxury boutiques, and tend to purchase mostly clothing, shoes,
handbags, and other accessories and consumer goods. The amount spent on these goods is often relatively
high. Tourists are always very cautious when paying and are reluctant to make payments in large quantities of
cash. Some tourists say it might happen that they cannot receive transaction notifications via SMS if they do not
have international roaming for their mobile phones when they pay with bank card. Then they will be particularly
worried about having their account hacked or incurring duplicate transactions from a vendor. Sometimes
rejection of card payment might leave them in embarrassment. Customers who choose to pay via mobile
payment can complete the transaction by inputting a password or fingerprint after they scan to pay. They hold
their phones and have control over the transaction during the whole process, thus feeling more secure.
“This time when I went to Hong Kong and bought perfume for my friend, I paid with my credit card. There was
supposed to be an SMS notification soon afterwards. But it was delayed and I was worried that I might have been
charged twice. Later, when I bought skin care products in the pharmacy, I used my mobile phone to pay. The phone
never left my hand, and I authenticated the payment with my fingerprint, which is a unique form of identification
for me.”
Mr. Zhang, 35, Shanghai
USING MOBILE PAYMENT IS MORE CONVENIENT FOR TAX REFUNDS
“I used Alipay for a tax refund. When I arrived at the airport, I found that I can use Alipay to obtain tax refunds
directly after scanning the QR code. After passing through security checks, you could see two refund options:
cash or Alipay. I chose Alipay for the convenience. Also, I didn’t want a cash refund since I’ve no idea whether I
would have a chance to use the South Korean Won again. So basically, Alipay can convert Korean Won to Chinese
Yuan immediately, so I think it is convenient to use Alipay for such a tax refund.”
Ms. Wang, 22, Chengdu
“It was more convenient to get a tax refund with Alipay at the Galerie Lafayette, which offered customers two
ways to obtain a tax refund: by cash or through credit card. For Chinese customers accustomed to using Alipay,
a Chinese staff of Lafayette is there to help them use Alipay. After filling out a form, you just need to put the
customs form into the box without waiting in a long line. It is possible to miss the plane because of waiting for the
refund, so sometimes I choose to give up the money. Doing the tax refund this way is much faster.”
ONE OF THE MAJOR OBSTACLES FOR CHINESE TOURISTS TO USE MOBILE PAYMENT OVERSEAS
IS LACK OF ACCEPTANCE FROM LOCAL MERCHANTS.
Over the past few years, Chinese companies have been expanding mobile payment services worldwide. 84% of
Chinese tourists felt that merchants overseas had increased their support for mobile payments compared with
two years ago, while the remaining 16% believed that there was no significant difference. However, there were
still nearly 40% of Chinese tourists who felt that only a small portion of local merchants they encountered during
their last overseas trip supported mobile payment methods.
At the same time, 38% of respondents who did not use mobile payments while traveling overseas expressed that
this was due to the lack of acceptance for mobile payment by merchants in their destination countries or regions.
Furthermore, some Chinese tourists believed that local merchants' operation of mobile payment solutions needs
to be improved.

Convenience, speed, and familiarity 64%
Discounts on purchases 36%
Feelings of pride when seeing
Marke ng promo ons 24% brands
Chinese 48%
Recommenda ons
No need
by shopto exchange
clerks or othersforeign
21%currencies,
discounted exchange rates 43%
84% of Chinese tourists feel Discounts on purchases 36%

that there are more overseas
merchants supporting mobile
payments than two years ago Marke ng promo ons 24%
Recommenda ons
by shop clerks or others 21%
38% of Chinese tourists who
did not use mobile payment
attribute it to non-acceptance
by local merchants
84% of Chinese tourists feel
that there are more overseas
merchants
MOBILE PAYMENT SERVICES AT SOME supporting
MERCHANTS mobile
OVERSEAS NEED TO BE IMPROVED
payments than two years ago
Reasons for Chinese tourists not using mobile
"When shopping at Mannings convenience store in
payments Hong
while Kong, I saw many Alipay and WeChat Pay logos
overseas
advertised in the store. It seemed like there were discounts for mobile payments, so I presented my QR code at the
checkout counter,I’m
butused to payingwas
the cashier withnot
credit cardswith the procedure of mobile payments. In the end, I had to
familiar
or local currency
give up that purchase as I didn’t have enough cash." 55%
38% of Chinese
The merchants I visit do not tourists who Mr. Zhang, 35, Shanghai
support mobile payments
did not use mobile payment 38%
"I saw mobile paymentIlogos
didn’thung
knowattribute
in theuse
I can it to non-acceptance
giftmobile
shop, so I decided to pay by mobile payment. But it took quite
a long time for the payments
cashier towhile byoverseas
traveling
complete the transaction, 20% not as quick as it would be in China. I don’t
local merchants
certainly
know whether it was because the network was unstable or the cashier was unfamiliar with the procedure. Other
No discount for mobile payments
16%
customers were still queuing to pay, and I felt a bit embarrassed."
Ms. Xie, 29, Shanghai
Reasons for
REASONS FOR CHINESE TOURISTS NOTChinese touristsPAYMENTS
USING MOBILE not usingWHILE
mobile
OVERSEAS
payments while overseas
I’m used to paying with credit cards

or local currency 55%
The merchants I visit do not
support mobile payments 38%
I didn’t know I can use mobile
payments while traveling overseas 20%
No discount for mobile payments
16% Source：Nielsen
SOME MERCHANTS OVERSEAS HAVE NOT ADOPTED CHINESE MOBILE PAYMENT SYSTEMS
"When we are traveling overseas, we have asked many merchants whether we could use Alipay or WeChat Pay,
but the answers were always ‘no’. I think the tourist attractions overseas must not be very advanced, because they
don’t support Alipay or WeChat Pay."
Ms. Xiang, 25, Chengdu
"I found that many stores do not support mobile payments, especially restaurants. I like to try the food and
snacks in different countries or regions, but only some cafés support mobile payments. "
Ms. Xie, 29, Shanghai
29
WHILE TRAVELING OVERSEAS, SHOPPING IS THE MOST COMMON ACTIVITY IN WHICH CHINESE
TOURISTS USE MOBILE PAYMENT, FOLLOWED BY AT DINING AND TOURIST ATTRACTIONS.
For Chinese tourists, mobile payment is used to pay for many of their international travel expenses. Shopping
accounts for most of the spending for Chinese tourists, and it is also where mobile payments are most commonly
employed—63% of Chinese tourists have used mobile payments to pay for their shopping expenses. In addition,
62% of Chinese tourists have used mobile payments to pay for dining, while 58% of Chinese tourists have used
mobile payment methods for tourist attraction expenses.
Shopping, dining, and tourist attraction expenses are the three most common activities for which Chinese tourists
prefer to use mobile payment platforms.
SHOPPING
Duty-free shops, large supermarkets and department stores are the most common places where Chinese tourists
use mobile payments while traveling overseas. Other places where mobile payment is commonly used by Chinese
tourists include beauty shops, luxury shops, and gift shops.
The most popular goods purchased by Chinese tourists using mobile payments include skin care products, local
specialty products, souvenirs, clothing, shoes and accessories.
DINING
62% of Chinese tourists used mobile payments to pay for their dinning expenditure, including restaurants, fast food
restaurants and cafés. Some Chinese tourists have even used mobile payment platforms to pay for street food.
USAGE RATE OF MOBILE PAYMENTS BY CHINESE

Usage rate TOURISTS
of mobile FOR SHOPPING
payments ANDtourists
by Chinese DINING WHILE
for OVERSEAS
shopping and dining while overseas
63% 62%
Usage ratio by consumer scenario (Top 3)

Duty-Free Shops 25% Shopping Restaurant 33%Dining
Fast Food
Large Supermarkets 24% 24% Source：Nielsen
Restaurants
Department Stores 18% Café 23%
12% Dessert shop 20%
11% Roadside snacks 12%

Usage rate of mobile payments by Chinese tourists on tourist
attractions and accommodations while overseas
58% 52%
Extra spending at
tourist attractions 47% Hotel 34%
Admission tickets 31% Homestay 21%
Transit
12%
shopping and dining while overseas
TOURIST ATTRACTIONS
shopping
62%by Chinese tourists for
63%Usage rate of mobile payments
and
58% of Chinese tourists traveling overseas have paid for dining while
their tourist overseasexpenditure using mobile
attractions
payment. Thanks to the convenience of using mobile payment platforms, a higher proportion of Chinese tourists
have used this method to pay for their admission tickets at tourist attractions. And they have also used mobile
payment to pay for their meals, tickets to performances, and
Usage ratio by costs ofscenario
consumer local transportation
(Top 3) within the tourist
attractions.
Duty-Free Shops 25% Restaurant 33%
ACCOMMODATIONS
52% Chinese tourists 63%
Large Supermarkets 24%
traveling overseas 62%
have paid their accommodation
Fast Food
24%
Restaurantsexpenditure using mobile payment
platforms while traveling overseas. Some tourists have paid for hotel bills, for homestays or for transit
accommodations by using mobile payment.
USAGE RATE OF MOBILE 11% PAYMENTS BY ratio
Usage CHINESE TOURISTS
by consumer ON TOURIST
Roadside scenario
snacks (Top 3) ATTRACTIONS
12%
AND
Duty-Free Shops 25% ACCOMMODATIONS WHILE OVERSEAS
Restaurant 33%
Usage rate of mobile payments by Chinese tourists on tourist
Fast Food
Large Supermarkets 24% attractions and accommodations24% while overseas
Restaurants
58Usage
11% Roadside snacks 12%
52by%Chinese tourists on tourist
% rate of mobile payments
attractions and accommodations while overseas

47%Tourist Attractions Accommodations
Extra spending at
tourist attractions Hotel 34%
58%
Admission tickets 31% 52% Homestay 21% Source：Nielsen
Transit
12%
TRANSPORTATION Accommodations
场景： 48% of Chinese tourists traveling overseas have paid for their transportation expenditure using mobile payments.
Usage rate of mobile payments by Chinese tourists for
RECREATION
在境外当地交通消费场景中，打车（26%）是中国 Usage ratio by consumer scenario (Top 3)
transportation and recreation while overseas
应用移动支付较多的场景。 In terms of overseas recreation,
Extra spending at Chinese tourists use mobile payment to enjoy exhibitions, performances,
tourist attractions 47% Hotel 34%
sporting events, bars, and spas.
场景： Admission tickets 31% Homestay 21%
在境外文娱场景中，中国游客在观看展览、演出、
Transit
USAGE RATE OF MOBILE PAYMENTS BY CHINESE TOURISTS
赛事以及酒吧、SPA休闲等消费中使用移动支付。 FOR
12%TRANSPORTATION Accommodations
景：
境外当地交通消费场景中，打车（26%）是中国
48 AND RECREATION WHILE OVERSEAS
47
%Usage rate of mobile payments%by Chinese tourists for
transportation and recreation while overseas
用移动支付较多的场景。
景：
境外文娱场景中，中国游客在观看展览、演出、 Usage ratio by consumer scenario (Top 3)
事以及酒吧、SPA休闲等消费中使用移动支付。 Taxi 26% Bars 21%
48%
Bus & Subway 16%
47% Exhibitions &
Performances
16%
Car Rental 12% SPA 13%
Concerts 12%
Sports event 5%
Taxi 26% Local Transportation Bars 21%
Recreation
Exhibitions & Source：Nielsen
Bus & Subway 16% Performances
16%
Car Rental 12% SPA 13%
Concerts 12%
31
Sports event 5%
CHINESE TOURISTS EXPECT TO USE MOBILE PAYMENT MOST FOR SHOPPING, DINING, AND
ACCOMMODATIONS.
While traveling overseas, Chinese tourists expect mobile payment platforms to be supported by merchants when
paying for shopping, dining and accommodation expenses. The proportion of Chinese tourists who expressed a
wish to use mobile payment for these different categories of expenses are 76%, 46%, and 40%, respectively. It is
no coincidence that these three areas are also the largest areas of spending for Chinese tourists.
When traveling overseas, the shopping situations where Chinese tourists expect mobile payments to be
supported the most are duty-free shops, large supermarkets, convenience stores, department stores, and other
outlets.
Beyond these three use cases, many Chinese tourists also hope to use mobile payments when visiting tourist
attractions, particularly when visiting nature reserves and theme parks, more so than cultural attractions. There
中国游客境外旅游最期望应用移动支付的场景，集中在消费支出占比最高的购物、餐饮和住宿上
are also many tourists who hope that they can use mobile payments more extensively for local transportation,
当谈到去境外旅行时最期望在哪些场景使用移动支付的方式，中国游客的回答集中在购物、餐饮和
recreation, and airport tax refunds.
住宿场景上；对三个场景应用移动支付方式有需求的中国游客比例分别为76%、46%和40%。事实上，
购物、餐饮和住宿正是中国游客境外旅游消费最高的三类支出。
中国游客对境外旅游支持用移动支付结算消费呼声较高的购物场景是免税店店、超市、便利店、百
“It would be nice if I could use my mobile phone for tax refunds, especially when I have spent a lot of money.
货商场等。"Apart from chain stores, I really want to use mobile payment in popular local shops while I’m traveling overseas. I
在三大期望应用场景之后，也有较多中国游客希望在景区使用移动支付，其中对自然景区和主题公
can already use mobile payment when shopping for clothing and bags, gift, etc."
园类景区的期望高于人文景区。另外还有游客表示希望可以在当地交通、文娱体验以及机场退税等方 Ms. Yang, 30, Shanghai
面广泛使用移动支付的方式。
"Aside from taxis, it would be very convenient for tourists who drive on their own if mobile payment platforms
were accepted in places such as petrol stations and car parks." Ms. Ding, 28 , Shanghai
The scenarios in which Chinese tourists most anticipate support

of mobile
THE SCENARIOS IN WHICH CHINESE TOURISTS payment
MOST (topSUPPORT
ANTICIPATE 3) OF MOBILE PAYMENT (TOP 3)
76% 46% 40%

Shopping Dining Accommodations
Source：Nielsen
At the same time, many Chinese tourists hope that the process of paying for their expenses overseas can become
a similar process to that of paying for their daily expenses at home, including the placement of mobile payment
platform brand logos and reminders from store clerks about mobile payment options and other relevant
promotional campaigns.
"The logos of mobile payment brands should be displayed clearly. Generally, consumers will be more likely to
notice the logo at the checkout counter or at the door.
“I will quickly compare different kinds of promotions and choose the best one before I pay. And I usually pay
more attention to the ease of qualifying for the promotions. I hope there will be attractive promotions offered
when using mobile payment.” Ms. Yang, 30, Shanghai
“It would be better if the cashier could remind me of mobile payment options before l pay the bill.”

OVERSEAS MERCHANTS ADOPTION OF CHINESE MOBILE PAYMENT PLATFORMS "CATALYZES"
GROWTH OF SPENDING BY OUTBOUND CHINESE TOURISTS.
According to survey results, 93% of Chinese tourists said that they will consider mobile payment as a possible
payment method if more overseas merchants support it.
91% of the same Chinese tourists said 93%的中国游客表示，如果有更多的国外商户支持使用中国移动支付品牌，
调查数据显示， that this might increase their desire to purchase more goods or services.
他们愿意更多地使用移动支付来结算消费。
同时，91%的中国游客表示，这也会提升他们的消费和购物意愿。
93%
of respondents consider
mobile payment as a possible 图片
payment method
调查数据显示， 93%的中国游客表示，如果有更多的国外商户支持使用中国移动支付品牌，
他们愿意更多地使用移动支付来结算消费。
91%
同时，91%的中国游客表示，这也会提升他们的消费和购物意愿。
Usage ratio of Alipay by Chinese tourists in
various overseas travel scenarios of respondents say this might increase
图片
93%
of respondents consider
their desire to spend and shop
46%
mobile payment as a possible 38% 35% 图片
payment method
Shopping Tourist Dining

Attractions
91%
of respondents say this might increase
32%图片 23% 17% their desire to spend and shop
Source：Nielsen
Accommodations Transportation Recreation
"On the last day of our trip, I planned to take a taxi to the airport after lunch. My friend and I could only afford a
simple lunch after setting aside enough cash for the transportation later. Luckily, I saw a mobile payment sign at
the counter. I immediately asked the cashier if we could use mobile payment. After she said yes, we immediately
changed our order to a big meal without being concerned about our cash. I was satisfied with our trip, and we
had a perfect payment process. We would have missed out a delicious meal if mobile payment had not been
supported. It would have been a major regret." Ms. Zhu, 33, Shanghai
"When I visited Thailand, there was one day when water sports were arranged. I knew I would be in the water
that day, so I did not carry anything with me except for my mobile phone in a waterproof case. Later I found that
I wanted to try many different activities in the area, but I hadIfno cashiswith
Alipay me and
accepted bydid not want overseas…
a merchant to go through the
trouble to get my wallet. Luckily, when the coach was recommending the water sports activities, he also mentioned
94% 92% 91%
that mobile payments were available. It was very convenient to scan the QR code. I would not have been able to
have as much fun that day without the availability of of tourists
mobile payment."
would Ms. Zeng,
of tourists would 32, Chengdu
of tourists might
consider choosing consider using this buy more goods at
"As it was my first time visiting Taiwan, I carried a lotAlipay asand
of cash onetwo
of credit cards
merchant
with me. In Taiwan, I this
did not use
the payment
mobile payments because I had enough cash after withdrawing from the ATM twice during the trip. . On my last day
methods
in Taiwan, when I was buying gifts, I was told I would be offered a discount if I used mobile payment and that saved
9 yuan for each day’s first payment. That sounded pretty good. In the end, I bought 20 bags of pineapple cakes."
Mr. Li, 31, Chengdu
33
CASE STUDY: ALIPAY
As a major Chinese mobile payment brand, Alipay is widely used by Chinese for their daily payment needs as well as
for other financial needs. Among the Chinese tourists sampled by this survey, over 99% of respondents have the Alipay
app installed on their phones. Do Chinese tourists use Alipay to make payments while traveling overseas? Under
what circumstances do Chinese tourists use Alipay? How does Alipay influence Chinese tourists' spending behavior?
We have used Alipay as a case study in order to better understand current consumption trends and the challenges
Chinese mobile payment brands face as they expand their services for Chinese travelers.
ALIPAY COVERS SHOPPING, TOURIST ATTRACTIONS, Usage

DINING, ACCOMMODATIONS, TRANSPORTATION,
ratio of Alipay by Chinese tourists in
RECREATION, AND MANY OTHER USE CASES OVERSEAS. various overseas travel scenarios
On their most recent trip abroad, 63% of Chinese tourists said that they used Alipay. Specifically, they had used
Alipay to pay for shopping, sightseeing, accommodations, dining, transportation and recreation.
46%
Among those surveyed, 46% said that they used Alipay to pay for shopping. This is one of Alipay's most widely-
38% 35%
used applications. Respondents used Alipay to pay for transactions in duty-free shops, department stores, large
supermarkets, convenience stores and gift stores.
Usage ratio of Alipay by Chinese tourists in Shopping Tourist Dining
USAGE various
RATIO OF ALIPAYtravel
overseas BY CHINESE TOURISTS IN VARIOUS OVERSEAS
scenarios AttractionsTRAVEL SCENARIOS
46% 38% 35% 32% 23% 17%

Shopping Tourist Dining Accommodations Transportation Recreation
Attractions Source：Nielsen
THE POST-80S AND POST-90S GROUPS ARE THE MAIN DEMOGRAPHICS USING ALIPAY FOR THEIR EXPENSES
OVERSEAS
32% 23% 17%
As mentioned above, 63% of Chinese tourists used Alipay to process their overseas travel expenses. The post-80s
and post-90s generation groups were the main drivers of this consumption trend, with utilization rates of 65%
and 67%, respectively.
Accommodations Transportation Recreation
57% of Chinese tourists surveyed used Alipay overseas over the last two years, which indicates that a growing
number of Chinese tourists are using Alipay while traveling overseas.
ALIPAY HELPS ENHANCE THE WILLINGNESS OF CHINESE TOURISTS TO SPEND WHILE OVERSEAS
Though new to overseas markets, Chinese mobile payment brands have gained momentum and popularity
among Chinese tourists. Taking Alipay as an example, according to survey results, 94% of Chinese tourists said
that if vendors and merchants in their destination regions offer the option to use Alipay, they Ifwould
Alipayconsider
is accepted by a merchant overseas…
using it as a payment method.
As with the growing use of mobile payment, when Chinese tourists were asked whether or not overseas 94% 92% 91%
merchants accepting Alipay would affect their spending behavior, 92% of respondents ofsaid that they
tourists wouldwould give
of tourists would of tourists might
greater consideration to merchants who accept Alipay, and 91% of respondents saidconsider
that they might be more
choosing consider using this buy more goods at
willing to spend more money on goods and services if Alipay was accepted. Alipay as one of merchant this
the payment
IF ALIPAY IS ACCEPTEDIf BY A MERCHANT
Alipay is acceptedOVERSEAS…
by a merchant overseas…
methods
94% 94%
of tourists 92%
would consider choosing 91%methods
Alipay as one of the payment
of tourists would of tourists would of tourists might
92% of touristschoosing
consider would consider shoppingusing
consider at thisthis
merchant
buy more goods at
Alipay as one of merchant this
91% ofthe
tourists might buy more goods at this merchant
payment
methods Source：Nielsen
THE HABIT OF USING MOBILE PAYMENT, THE CONVENIENCE, AND THE DISCOUNTS GAINED WHEN USING
ALIPAY ARE KEY REASONS WHY ALIPAY IS SO POPULAR AMONG OUTBOUND CHINESE TOURISTS.
For Chinese tourists, paying with a mobile phone is already second nature. Some respondents said that when
making their overseas travel payments, they will subconsciously take out their phones, only to realize later that
the merchant does not support it..

While traveling overseas, many Chinese tourists asked the merchants whether or not they supported mobile
payments: 49% of Chinese tourists said that they would ask the merchant whether they supported mobile
payments most of the time, 34% said they only asked occasionally, and only 17% said that they would not ask
whether the merchants supported mobile payments.
"I have tried to use Alipay at the checkout many times without thinking about whether it is supported or not when
shopping."
"When shopping overseas at a supermarket, I would ask if Alipay is accepted. However, I would pay directly with
my phone in a duty-free shop because I know that Alipay is available there." Ms. Wang, 22, Chengdu
"In China, I am accustomed to using Alipay, and I feel a bit annoyed when I want to use Alipay overseas but realize
that I cannot." Ms. Deng, 32, Chengdu
Alipay is focused on providing Chinese tourists with greater convenience and discounts while traveling overseas.
Most Chinese tourists found Alipay's services and promotions attractive. 59% of the users of Alipay said that using
Alipay overseas was very convenient and very similar to its use in China. Some respondents also said that Alipay
offers discounts for outbound tourists, and that using it saves the hassle of exchanging physical money, with
added benefits such as favorable exchange rates.
Alipay also offers users a reassuring familiarity with its brand logo, helping Chinese customers feel more at home
even while traveling overseas. 50% of Alipay customers said that seeing the Alipay logo makes them feel familiar
and proud while traveling overseas.
"I am used to making payments with Alipay in Shanghai, so it feels familiar when I see Alipay logo overseas. It was
familiar for me when I saw its logo on the taxi. I also saw Alipay’s logo on the sign of payment methods, and I asked
the taxi driver if he would accept this method of payment. He said yes. It felt good to be able to pay this way. "
Ms. Shi, 32, Shanghai
"Alipay is a Chinese innovation. When I see its logo abroad, I feel at home. I have also seen OFO bikes. I was so
surprised when I saw OFO bikes in Thailand. I instantly tried to unlock the bike with Alipay. It worked, and it’s so
amazing! I got this feeling of empowerment, like we’ve really become global citizens."
"Whenever I see Alipay’s logo, I will just use that to pay, no questions asked. But if I don’t see the logo, I will ask
whether or not I can use it." Ms. Xiang, 25, Chengdu
"If I can pay with Alipay, it will be my preferred payment method since it is a Chinese brand. There is no reason in
particular, but I feel comfortable when I see Chinese brands overseas." Ms. Wang, 22, Chengdu
CHALLENGES: INCREASE ACCEPTANCE AMONG OVERSEAS MERCHANTS AND IMPROVE THE PAYMENT
EXPERIENCE FOR CHINESE TOURISTS
Chinese mobile payment brands have gradually gone global, and mobile payments have offered increasingly
impressive solutions for Chinese tourists' needs. Many Chinese mobile payment brands, including Alipay, have
undergone a variety of efforts and conducted numerous campaigns to expand coverage and improve the
payment experience. The results speak for themselves.
However, China's mobile payment brands are still facing numerous challenges, such as limited merchant
coverage, and need to improve the payment service experience for Chinese tourists.
35
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive
understanding of what consumers want and buy. Nielsen’s Watch segment provides media and advertising
clients with Total Audience measurement services for all devices on which content — video, audio and text — is
consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only
global view of retail performance measurement. By integrating information from its Watch and Buy segments and
other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an
S&P 500 company, has operations in more than 100 countries, covering more than 90% of the world’s population.
Find more information: www.nielsen.com
RESEARCH METHOD AND STATEMENT

The Outbound Chinese Tourism and Consumption Trends: 2017 Survey is a specialized survey conducted by
Nielsen on the overseas spending and payment behavior of tourists from the Chinese mainland, the United
States, the United Kingdom, France, Japan and South Korea, as well as the trends affecting their potential future
behavior.
In December 2017, Nielsen conducted an extensive quantitative online survey with 2,009 residents from Chinese
mainland and 613 non-Chinese residents as its research subjects, all of whom had travelled overseas in the past
12 months and plan to travel overseas in the next 12 months. In terms of the respondents from the Chinese
mainland, to guarantee the representativeness of the samples, the survey took random samples from residents
aged 20-50 (referred to as the “post-70s,” “post-80s” and “post-90s” generations) in first-tier cities such as Beijing,
Shanghai, Guangzhou, and Shenzhen, second-tier cities such as Tianjin, Nanjing, Hangzhou, Chengdu, Chongqing,
and Qingdao, and third-tier cities such as Jilin, Zaozhuang, Taiyuan, Zhuhai, and Shaoxing. The non-Chinese
respondents in the survey were tourists from representative developed countries or regions (excluding Chinese
nationals who were residing in those countries or regions). The data of non-Chinese tourists in the report was the
sum of the statistical data of tourists from the countries or regions after weighing, which showed related values
revealing a significant difference compared with the data of Chinese tourists.
Nielsen also invited 12 tourists who had returned to Shanghai or Chengdu from their travel overseas for face-to-
face in-depth qualitative interviews where they were asked about their feelings and experiences before and after
their travels.
This survey on Chinese tourists' overseas spending and payment was a one-for-one in-depth online survey
by Nielsen, commissioned by Alipay. The results of the survey do not necessarily reflect the opinions of the
commissioning party. All data collected and presented was based on the basic conditions of the populations and
was only intended to be used for the purpose of this survey. Nielsen Consumer Finance Research Team designed
this survey and based its opinions on it in an attempt to provide a reference material for the general market,
the industry, and the general public. Nielsen shall not bear any responsibilities or liability for the data and the
opinions contained herein.

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2017

OUTBOUND CHINESE TOURISM

CHINESE AND NON-CHINESE TOURISTS EXHIBIT OBVIOUS DIFFERENCES IN THE TYPE

65% OF CHINESE TOURISTS USED MOBILE PAYMENT PLATFORMS DURING OVERSEAS

6 Outbound Chinese Tourism and Consumption Trends

INCREASED ADOPTION OF MOBILE PAYMENT PLATFORMS BY OVERSEAS MERCHANTS

ASIA(ESPECIALLY HONG KONG, MACAO AND TAIWAN)– POPULAR TOURIST DESTINATIONS;

依旧是港澳台 3 Macao SAR [1]

4 Thailand 6.9% 51.1%

TOURIST ATTRACTIONS FAVORED BY CHINESE AND NON-CHINESE TOURISTS TRAVELING OVERSEAS

Non-Chinese Tourists Chinese Tourists

Religious Places of Worship 13% 10%

Popular tourist spots favored by Chinese tourists (par list)

56% 47% 45% 35% 34%

57% 50% 45% 36% 3

Post- Post- Post-

1 Beauty and uniqueness of tourist attractions 35

3 Ease of visa procedures 19

4 Friendliness of locals to tourists 25

"FREE YOURSELF": "WHAT AND HOW TO ENJOY" DURING OVERSEAS TRAVEL.

Package travel 34% 13%

78% 55% 47% 30% 12%

Forms of travel preferred by Chinese

62% 50% 38%

56% 49% 39%

56% 49% 39%

Use free public Use rented Use mobile Sources：Nielsen

PART II: OUTBOUND CHINESE TOURISM

Post-90s Post-80s Post-70s

（20%）。 Breakdown of on-location spending habits6% by Chinese tourists overseas

CHINESE TOURISTS EXHIBIT STRONGER PURCHASING POWER THAN NON-CHINESE TOURISTS.

Small- and medium

BREAKDOWN OF POPULAR SHOPPING

Hong Kong Taiwan26%

Gi Shops Pharmacies Pharmacies Beauty Shops

Thailand Australia United States Europe

Duty-Free Shops Duty-Free Shops Luxury Stores Luxury Stores Source：Nielsen

Chinese tourists traveling overseas

TOP1 TOP2 TOP3 TOP4 TOP5

Discount/ Special Oﬀers 41% 17

FACTORS AFFECTING CHINESE TOURISTS’ OVERSEAS SHOPPING DECISIONS

Discount/ Special Oﬀers 41%

Supported Payment 41%

Product Quality 39%

Suggestion/ Behavior of 19% Post-90s:22%

TREND OF DIVERSIFICATION OF ACCOMMODATIONS, DINING, AND TOURIST ATTRACTIONS

No.5 Dessert Shop 48% No.1 Dining

。 No.5 Sporting Events

A SHOPPER’S PARADISE, WITH MANY THEME PARKS

A GREAT HOLIDAY DESTINATION AND A FOODIE'S PARADISE

THE PERFECT PLACE FOR RELAXING, SHOPPING, AND DINING

EXCELLENT VALUE FOR OVERSEAS TRAVEL

20 Outbound Chinese Tourism and Consumption Trends

A LAND OF UNRIVALED ADVENTURE

DIVERSIFIED TRAVEL OPTIONS

90% 82% 65%

Cash Bank Card Mobile The penetration of

88% 90% 92% 79% 83% 85% 71% 68%

Cash Payment Bank Card Payment Mobile Payment

PAYMENT FOR LESS THAN 10% OF ALL THEIR TRANSACTIONS.

Post-70s 28% 49% 23%

24 Outbound Chinese Tourism and Consumption Trends

Payment behavior of Chinese tourists in other popular overseas