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: