This article reports on an interview with Mr. Josef Stockinger, director of the Austrian National Tourist Office in Beijing. It is the second in a three part series, and follows last week’s post.

The typical modes of travel popular among Chinese tourists today is knowledge indispensible for anyone in the tourism sphere, and very revealing.

Chinese Tourists’ Preferred Modes of Travel

The first is group travel, mostly trips in the flavor of 10 days and 8 countries. These are largely first-time Europe trips or life-time trips, and are incredibly cheap trips, where money is made on shopping commissions. There are some countries that are always included on these trips’ itineraries: Italy, Switzerland, and France. Then there is the golden triangle of European cities: Prague, Budapest, and Vienna. Few trips are mono-destination trips.

Then there is delegation travel, which is business tourism, requiring formal invitations. These tourists have characteristic shopping preferences. They love picking up foreign produced brand names, rather than the products that are produced in China. Image is what counts. As stark evidence of this fact, there is a factory in Italy in Prato, where 50,000 Chinese are employed making un-China (!) origin brand name products.

In Mr. Stockinger’s estimation, most European countries don’t have the budgets for building image. Rather it’s celebrities that create impressions. Figures such as David Beckham do much more than PR campaigns to promote their countries.

Tourism Line-Up of the Countries of Europe

In the conglomerate of Europe, each country has its unique tourism image and rank. Number one among tourism destinations is France, renowned for its products of fashion, perfumes, wine, and romance. Second reigns Italy, famed for fashion. Third is Germany, known for cars, and for the chance for intrepid tourists to step onto the autobhnen. Fourth is Switzerland, known for watches and chocolate. (Belgian chocolate is in another, non-competitive category, being more refined.) Switzerland additionally adds appeal by accepting the Schengen visa and having royalty, which is good for gossip. Austria is about the number five destination. It’s image is based on music, Swarovski crystals (though originally of Bohemian origin), Princess Sissi, and the Sound of Music. Britain earns points for attracting many Chinese students.

A strong influence on tourism is the price of visas. This has a very significant impact on the travel choices of price-conscious Chinese tourists.

We invite you to look up this blog next week to read about the third type of Chinese tourism.

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