The Chinavia Research Package

Chinavia
Chinavia, the title of a Scandinavian cooperation pilot project, targets what is fast becoming the world’s largest source market for tourists, namely China.
Tirsdag, maj 28, 2013

By: 

Ditte Hedegaard

Chinavia, the title of a Scandinavian cooperation pilot project, targets what is fast becoming the world’s largest source market for tourists, namely China. The pilot project was initiated in 2012 in acknowledgement of the rapid growth in Chinese bednights and huge potential of the travel industry’s number one growth segment, yet also as a consequence of the relatively small share of Chinese bednights in Scandinavian cities as compared to other European city destinations.

The Chinavia pilot project was developed and managed by Wonderful Copenhagen in cooperation with the Scandinavian project partners, Göteborg & co, Stockholm Visitors Board and Helsinki Tourism & Congress Bureau.

The project was managed according to a three-track project design involving a 1)research track, 2) strategy track and 3) funding track. The main delivery of the first track is a Research Package, including a total of five reports that each contributes to a more comprehensive understanding of the Chinese outbound travel market. This package probes a larger, strategic roll-out and lays the groundwork for the coming Chinavia II project, which aims to develop China-ready Scandinavian destinations.

The Chinavia Research Package is available here and includes the following reports:

  1. Review of China’s Outbound Travel Market: A desk report of existing knowledge and research on the Chinese outbound travel market, outlining the main market perspectives for Scandinavian city tourism. Consider, for example, that 25 million Chinese will travel for the 1st time every year for the next 10 years.
  2. Survey of Chinese visitors to Scandinavia: A survey profiling the Chinese visitors to Scandinavia and identifying their main travel motivations and experiences while here. The results show that Chinese visitors have great affection for Scandinavia at large and the individual destinations as well, yet they also experience the Scandinavian destinations as inaccessible and inconvenient due to lack of Chinese information and service.
  3. Explorative Web StudyA mapping of the Chinese internet landscape, providing a snapshot of Scandinavian online presence in China. The study clearly demonstrates that Scandinavian destinations are largely invisible in China’s vastly different online landscape.
  4. Best European Practice Study: A survey of marketing activities of European cities towards the Chinese market, identifying best practice and benchmarking Scandinavian city efforts against those of other European cities.
  5. European Market Study: A statistical benchmark analysis of Chinese market growth potential to the European and specifically Scandinavian tourism industry (by Claus Sager, Tourismdesign).

Del denne side

For more information about Chinavia, contact:

Signe Jungersted, Project Manager

Tlf: 3355 7417, e-mail sij@woco.dk