The project is co-funded by European Union
and by National Funds of Greece & Albania
under the IPA Cross-Border PROGRAMME
"Greece - Albania 2007-2013"


New Tourist Markets Profile

•   According to the WTO(2003) Chinese outbound tourism will grow to 100 million by 2020.
•   Though they don ‘s spend as much as Germans and Americans because of there size Chinese outbound tourists are expected to be the first in spending in the relevant list.
•   The peak periods for Chinese travelers are the Golden weeks, the Chinese  public holidays: at Chinese New Year, in the first week of May and in the first week of October.
•   There is no single profile of the Chinese long haul travelers.
•   Chinese long haul travelers have a common characteristic: They want to experience new places, see fundamental monuments of other cultures, witness different lifestyles.
•   The long separation of China from the western societies is the reason that they now want to visit mostly the West.
•   Basic destinations: USA, Scandinavian countries, Paris, London, Germany, Australia.   
•   Long haul travelers generated from China can be separated in five categories

  • Self challengers
  • Family connections
  • Sightseers
  • Ready to Leave
  • Close to Home

•   Self Challengers: 22 % of Chinese long haul market
•   Family connections: 13% of Chinese long haul market
•   Sightseers: 18 % of Chinese long haul market
•   Ready to leave: 25 % of Chinese long haul market
•   Close to Home: 22% of Chinese long haul market
•   Their common parameter of the four first categories is that they want to visit places of historical and cultural magnitude.
•   Some of them travel because they define their lives through travelling and others are more tourists than travelers avoiding getting to know local culture deeply.
•   They have higher than average household income and they have an internationally recognized credit card.
•   The adventurous and younger travelers have a better command in English and they tend to travel alone in contrast to the sightseers who travel  with groups.

Only Close to Home travelers do not feel comfortable to travel far away from China so they prefer destinations in Asia.

•    Japan’s travel industry is forecasted to recover after the earthquake last year.
•    According to WTTC Japan is the third largest Travel and Tourism economy.
•    Outbound Tourism is being helped by the fact that the Yen is stronger than the other leading currencies.
•    In 2009 the income generated by travel and tourism: JPY 22.5 trillion.
•    18.8 to 19 million the outbound travelers from Japan in 2012
•    According to JTB foundation this number could reach 20 million in 2014.
•    The outbound Japanese travelers can be separated to various market segments.
•    Honeymooners: Custom recently adopted by Japanese society. The duration of is usually six to seven days. The destination is chosen based on the romance of the destination but also based on the status of the family.
•    Young female office workers: They are knows as well as O.L: Office Ladies. They are the second largest group of Japanese outbound tourism. In their majority they are single . The reason is that Japanese women face social pressure after marriage as they are supposed to stay at home and take care of their house and bring up their children. This is why they tend to travel abroad before getting married. Sometimes they also tend to go to English speaking countries and study English for six months or one year. They do that in order to escape from the monotonous pace of life in Japan  
•    Students travelers: There is a trend according to which families encourage their children to travel.  Japanese students are getting advantage of this fact and they travel far from Japan. There is the perception of Japanese families that their children have to travel because they think that this way they can be more Internationalized and know the world better. Sometimes they study abroad (eg. United Kingdom) so they combine travel with studies.
•    Fool-mooners: A recent phenomenon that was created by the fact that the Japanese Economy flourished. Businessmen after reaching managerial positions or when reaching retirement they want to satisfy their wifes as they have been “married to their jobs” for many years and around their fifties it is time to tell them thank you. In the beginning the destination was in Japan but they finally became part of the Japanese outbound tourism market. They tend to be more luxurious because of their high expenditure capability
•    Senior citizens: Another recent trend that is as well linked to the flourishing economy. Because of the change of the trends in Japanese society nuclear families are preferred so the grandparents are not bringing up their grandchildren. This is why they have plenty of time and of course money in order to travel and discover the world. Usually they take their grand children with them because they like travelling with close family members.

•   Modern Russia is a young state as it is the  state structure to replace the U.S.S.R. The long isolation from the West and the financial flourish  and the increase in the prosperity of a part of the population is driving Russians to explore the West and especially Europe.
•   Russia is one of the most rapidly growing outbound generating travel markets.
•   Only 15% of the total of 142 million Russians have ever been outside Russia.  This statistic makes clear that there is a great opportunity to attract those people.
•   According to UNWTO, Russia is the ninth biggest outbound travel market in the world in expenditure, generating US$ 22.3 billion in spending abroad and 34.4 million outbound trips in 2007.
•   The Russian outbound travel market is not a homogenized one. This is because the Russian society is a non homogenized society in terms of financial prosperity and this is being reflected in the national outbound market segments.
•   The Russian outbound travelers prefer sunny destinations in order to experience what does not exist in Russia: Warm weather and a proper summer. So beach and sunny destinations are very popular. They are also attracted to cultural, historical and religious sights. A recent trend is also Ecclesiastic Tourism so countries like Greece have advantages because of Orthodoxy. President Puttin is visiting Agio Oros in Mount Athos in Chalkidike very often.
•   The segments that can be identified are the following five:
•   The Rapidly emerging middle classes: They are quite moderate. Even though their expenditure capacity is rising they are very  susceptible to marketing and promotions and destinations that offer visa free access. They usually make one or two trips per year.  They prefer sun and beach destinations.
•   Funky Young Professionals: They are aged between 20-30 years old and usually work for big companies. They are cosmopolitan and Western focused. They understand the value of money.
•   The upper income Group: Family oriented and a bit older than the Funky Professionals. Value for money is an important criteria for them as well before choosing a destination.
•   The Ultra Rich: They take several trips per year. Usually they don t book through tour operators. They do not work but have investments. Very lucky to be at the right place on the right timing. This travel segment is not homogenized as well as some like to show off their luxury and their wealth and others just enjoy life and their wealth quietly in the background. There is the need though according to Natalie Tours ( the largest Russian Tour Operator in Greece) to build five star all services hotels in order to attract especially this segment.
•   The Golden Youth( the offspring of Ultra-Rich): They are just enjoying life spending the money of their parents. Usually educated abroad and most likely in a UK university. They tend to travel for fun but not for long. Mostly to see friends around Europe even if it is just for a weekend. They use their connections to secure employment but they always use the parents income especially when studying.

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