2016，中國人去哪旅行？

相比其它國家，中國的游客是出行次數(shù)最多、消費最高，也是對全球旅游業(yè)影響最大的群體。2015年，中國游客的旅游花銷達(dá)到1940億美元，比上一年度凈增300億美元。2015年中國的出境旅游人數(shù)已達(dá)1.2億，位居全球第一。簡而言之，中國經(jīng)濟進(jìn)入增長放緩的新常態(tài)，中國旅游業(yè)的發(fā)展卻并未放緩。

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hinese travelers take more trips than any other demographic， they spend more money than any other group in the world and they have the largest impact on international tourism. They spent US$194 billion in 2015-US$30 billion more than in 2014 - and they accounted for 120 million overseas travelers in 2015， more than any other country in the world. Simply put， Chinese travel isn't slowing down.

（為了解2016年中國游客出境旅游的趨勢和目的地，紐約的咨詢公司Resonance Consultancy發(fā)布了《2016年中國國際旅游趨勢報告》。該報告分析了在中國年輕游客中人氣較高的窮游網(wǎng)（Qyer.com，類似于TripAdvisor）上94，000個出行地的120萬份點評。窮游網(wǎng)的正面點評，亞洲無疑是中國游客最熱門的出行地，其次為歐洲、南亞和北美。然而有趨勢顯示變化即將來臨。

To help make sense of the future of Chinese international travel and gain insight into where they are traveling in 2016， Resonance Consultancy， New York， published a report， 2016 The Future of Chinese International Travel， which analyzes 1.2 million reviews of 94，000 attractions around the world on Qyer.com - a TripAdvisor-like site popular with young independent Chinese travelers. Asia is predictably the most popular region to visit， according to positive reviews on Qyer.com， followed by Europe， Southeast Asia and North America to round out the top four. But there are already signs of change now.）

試水周邊出境游

Treading Local Waters

香港在2014年接待了4700萬大陸游客，該數(shù)字是香港人口總數(shù)的六倍多。得益于免消費稅和銷售正品的優(yōu)勢，近兩年來香港吸引了無數(shù)大陸游客赴港消費。然而，中國一家從事證券經(jīng)紀(jì)和投資的頂級集團(tuán)——里昂證券的一份報告顯示，未來大陸赴港消費的情形不再樂觀。

中國大陸赴港游客人數(shù)在2015年急劇下滑。據(jù)香港與大陸媒體報道，缺乏新的旅游景點、容納能力不足、對大陸游客的敵意態(tài)度以及大陸進(jìn)口關(guān)稅降低是造成該局面的部分原因。赴港大陸游客人數(shù)在2010年至2014年保持了16%-26%的增長后，2015年1月至11月間出現(xiàn)了2%的下跌。而與此同時，中國大陸游客赴澳大利亞、日本與泰國的人數(shù)卻在不斷攀升。

2015年1月至11月間，赴澳大利亞旅游的中國大陸游客達(dá)100多萬人次，較2014年同期增長21.6%，成為澳大利亞的第二大旅游客源國。該國旅游官方網(wǎng)站的數(shù)據(jù)顯示，2014年9月至2015年9月期間，中國游客在澳消費52億美元，而兩年前這一數(shù)字僅為25億美元。在旅游消費方面，中國是澳大利亞最重要的旅游客源國，其旅游消費總額為緊隨其后的英國的兩倍之多。

2014年至2015年，赴日旅游的中國游客人數(shù)從240萬飆升至500萬，實現(xiàn)了翻倍增長。里昂證券預(yù)計該數(shù)字將在2020年再次翻倍，達(dá)到1140萬。華爾街日報將日本列為2015年最受中國人青睞的旅游地；邀請了4300名用戶參與的旅游族（TravelZoo）亞太旅游趨勢調(diào)查顯示，近40%的中國人將日本列為出境游的首選地。

2014年至2015年，赴日旅游的中國游客人數(shù)從240萬飆升至500萬，實現(xiàn)了翻倍增長。里昂證券預(yù)計該數(shù)字將在2020年再次翻倍，達(dá)到1140萬。華爾街日報將日本列為2015年最受中國人青睞的旅游地；邀請了4300名用戶參與的旅游族（TravelZoo）亞太旅游趨勢調(diào)查顯示，近40%的中國人將日本列為出境游的首選地。

日元相對疲軟是吸引中國游客赴日的因素之一，而日本政府放寬簽證政策以鼓勵外國游客赴日旅游則是主要原因。2015年1月，日本放寬對中國高收入游客的多次入境簽證發(fā)放條件，將之前的三年有效期多次入境放寬至五年。澳大利亞也實行了類似簽證優(yōu)惠政策，并增加了航線座位數(shù)。

在過去的五年內(nèi)，中國游客赴泰國旅游人數(shù)的年增長率為47.7%，而這一時段內(nèi)其他國家赴泰旅游人數(shù)的年增長率僅為7.6%。

Resonance Consultancy公司的研究顯示，亞洲仍然是中國人毋庸置疑的出行首選地。2014年，大陸游客赴港澳臺旅游人數(shù)占出境人數(shù)的70.4%。如果再加上亞洲其他國家，這一比例將達(dá)到近九成。這只是中國人境外旅游的開端，隨著旅游經(jīng)歷日漸豐富，中國游客將越過大洋，投入歐洲的懷抱。

Hong Kong welcomed 47 million mainland Chinese visitors in 2014， more than six times Hong Kong's own population. Canceling the sales tax and Hong Kong's reputation for selling authentic goods helps explain why so many Chinese have visited Hong Kong over the past two years. But based on a report by the top Chinese brokerage and investment group CLSA， the projections for future travel to Hong Kong is not good.

Inbound Chinese tourist numbers to Hong Kong declined dramatically in 2015. A lack of new attractions， capacity constraints， attitudes about mainlanders， and a reduction on import tariffs in China are among the reasons for the slowdown reported by both Hong Kong and Chinese media. Chinese tourists， who account for almost 80% of the tourist flow into Hong Kong， saw a 2% drop between January and November 2015 compared with the 16% to 26% annual growth rates between 2010 and 2014. Meanwhile， Chinese tourists to Australia， Japan and Thailand are increasing.

Mainland Chinese travelers make up the second-largest source of inbound arrivals in Australia， with more than 1 million arrivals between January-November 2015. This resulted in an increase of 21.6% over the same period in 2014. Chinese tourists spent US$5.2 billion in Australia from September 2014 to September 2015， compared with the US$2.5 billion two years earlier， according to Tourism Australia. China is Australia's most important source of inbound tourism and their consumption is more than double the second most important region， the U.K.

Chinese tourists visiting Japan in 2015 doubled over 2014， from 2.4 million to 5 million； The CLSA predicts the number will double again by 2020 to 11.4 million. The Wall Street Journal listed Japan as the destination most preferred by Chinese tourists in 2015， and out of the more than 4，300 respondents to a TravelZoo Asia Pacific survey， nearly 40% listed Japan as their most sought after global destination.

The weaker yen has helped attract Chinese visitors to Japan， and changes to visa regulations by the Japanese government also plays a critical role. A January 2015 policy change now allows high-income Chinese visitors multiple-entry visas. These visas are valid for up to five years， instead of three years， under the previous rule. Australia has also seen similar visa policy concessions and growth in airline-seating capacity.

In Thailand， the number of Chinese tourists has increased at an annual rate of 47.7% over the past five years； the growth rate of non-Chinese tourists during the same period is a mere 7.6%.

As Resonance's report shows， Asian countries remain a preference in the Chinese market. In 2014， Hong Kong， Macao and Taiwan accounted for 70.4% of the outbound tourists. By adding the rest of Asia， the figure jumps to nearly 90%. Chinese travelers have yet to really scratch the surface of international travel， but as they acquire more travel experience， they will go further beyond local waters – straight into Europe's arms.

魅力法國

The French Connection

Resonance Consultancy公司的數(shù)據(jù)還顯示，法國在中國游客旅游目的地中排在第三等級，共收到40，316條正面點評。據(jù)《中國游客境外旅游調(diào)查報告》顯示，法國是2015年中國游客境外旅游愿望清單中排名第一的歐洲國家，也是最受中國人歡迎的歐洲國家。

法國不僅能讓中國游客站在埃菲爾鐵塔前自拍，還提供更便捷的簽證程序。自2014年1月起，中國公民赴法國旅游簽證的辦理時間從十二天縮短至兩天。2015年第一季度，法國政府向中國公民發(fā)放簽證數(shù)較上季度增長56%，比上一年同期增長50%。此外，自2015年初，法國開始為中國公民提供48小時快速出簽服務(wù)，發(fā)放一年至五年多次往返簽證。

為幫助中國游客申請簽證，法國在中國內(nèi)地15座暫未建立歐盟成員國駐華大使館或領(lǐng)事館的城市設(shè)立簽證中心。中法還將啟動一項實習(xí)生計劃，將中國赴法國留學(xué)人數(shù)從三萬多名增加到五萬多名。正是這一系列政策和推動舉措吸引了如此多的中國人競相奔赴法國這一歐洲文化藝術(shù)中心。

據(jù)福布斯調(diào)查報告顯示，不單是法國，其他歐洲國家也敞開大門歡迎中國游客。與去年同期相比，2015年前三季度，西班牙和挪威的海外游客人數(shù)增長超過60%；克羅地亞的這一數(shù)字為56%，奧地利為49%，芬蘭為44%。盡管亞洲仍然是中國人出境旅游的首選地，世界其他國家正拭目以待，期望在2016年或未來能吸引更多中國游客到來。

France is the third ranking global destination among Chinese travelers， with 40，316 positive reviews， according to Resonance's report. France was the highest-ranking European country on Chinese travelers' wish list in 2015， and it is also considered the most popular European nation among them， according to the Chinese International Travel Monitor.

But France offers more than just opportunities for selfies in front of the Eiffel Tower； it also offers a more convenient visa appliation procedure. In January 2014 the visa application procedure for Chinese tourists was reduced from 12 days to two days. During the first quarter of 2015 the French government issued 56% more visas to Chinese nationals， resulting in a 50% increase in Chinese visitors to France year over year. France has also begun to offer 48-hour express visas for Chinese nationals in early 2015， allowing multiple entries valid for up to five years.

France has set up visa centers in 15 Chinese cities that do not have embassies or consulates for EU nations in order to assist Chinese in applying for visas within the Chinese mainland. These policies and advancements - including a new internship program aimed at increasing the number of Chinese students in France from 30，000 to 50，000 - is one of the reasons why so many Chinese desire to visit the cultural capital of Europe.

And it is not the only European nation welcoming Chinese tourists， according to Forbes. Spain and Norway attracted more than 60% more visitors year over year during the first three quarters of 2015； Croatia had 56% more， Austria 49% more and Finland 44% more than the previous year. While Asia is still the leading region for Chinese travelers， and other countries and regions are trying to attract more Chinese tourists in 2016 and beyond.

（《酒店精品》認(rèn)為，在中國游客如潮水般涌向國外旅游目的地的時代，深度精品游必將成為中國出境旅游的下一個趨勢。

It is Hotel Elite's opinion that Chinese travellers are flocking in foreign tourist destinations， and that in-depth and high-end personalised travel will certainly be the next big trend. ）