Real insights from Chinese travelers

Episode n.2 - Silver Travelers

Nov. 21, 2017

China’s population is aging, and by 2025, 20% of the country will be over 60. These senior citizens – or “silver travelers” – are also a fast-growing outbound tourism market. Find out how they book their travel, where they are going, and what appeals to them most about international travel.

Real insights from Chinese travelers

Episode n.1 - Free independent travelers

Nov. 06, 2017

Independent travelers make up 40% of the Chinese outbound tourism market and are responsible for almost all of the increase in Chinese travel overseas in 2017. Learn why the FIT (free independent travel) segment is growing as the package tour market stagnates, who these travelers are, and where they are going.

  • Nov. 21, 2017

  • Nov. 06, 2017

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The Chinese outbound tourism market changes very fast, and often in unpredictable ways. The China Outbound Travel Pulse video series aims to help viewers expand and update their knowledge, with fresh and engaging first-hand information and candid insights into current trends. We measure the pulse of the Chinese outbound travel market through interviews with real Chinese travelers, research into trending online topics, and expert analysis to understand what it all means for the travel and tourism industries.


Dragon Trail Interactive oversees the management of all research activities, including video interviews, animation and video production.

China Outbound Tourism Research Institute provides analysis of the data and background information expanding and explaining the discussions in the video interviews, as well as updates on the latest market statistics.

Dragon Trail Interactive is an award-winning travel technology and digital marketing agency helping travel organizations reach and connect with China’s affluent consumers. Founded in 2009 by industry veterans, Dragon Trail Interactive has been one of the first digital marketing agencies to recognize the significance of the Chinese outbound travel market to international destinations and the tremendous potential of Chinese social media as a way to tap into that market. Some of Dragon Trail Interactive current clients include: Hertz, Destination Canada, Preferred Hotels, Universal Studios, Norwegian Cruise Lines, Leading Hotels and Virgin Australia Airlines.

COTRI China Outbound Tourism Research Institute is the world’s leading independent research institute for consulting, research, information, training, and quality assessment relating to the Chinese outbound tourism market. COTRI is a privately organised, independent institute registered in Germany. In addition to the head office in Hamburg, Germany, COTRI has a Chinese office based in Beijing and more than 20 COTRI Country Partners located in countries around the world, providing local services in more than 50 countries. COTRI was established in 2004 by its director Prof. Dr. Wolfgang Georg Arlt, a sinologist and professor for international tourism management with more than 35 years of practical and academic experience in Chinese tourism.


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