The Chinese market has been acknowledged as one of the key emerging leisure markets in the world. This paper provides an overview of the China outbound travel market, and combines the findings from latest attitudinal studies on Chinese tourists.

Behaviour and attitudes of Chinese tourists

Rene BosClient Services, ACNielsen China, China

Grace Wen PanGriffith University, Australia

INTRODUCTION

China is a huge country, with a population of 1,312, 311,000 people – about a quarter of the world's total population (China Population and Information Center, 2006). China's economy is big too. It has already become the fourth-largest global e

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