In 2013, China became the world’s largest outbound travel market with approx. 97 million Chinese outbound travelers. This means that nearly one in ten international tourist worldwide is now Chinese. Despite the fact that still only a small proportion of these Chinese travelers reach Europe, Copenhagen has seen double-digit growth rates in Chinese bednights over the past years.
The Chinavia program (China + Scandinavia = Chinavia) was designed to further advance this market development not only in Copenhagen, but in Scandinavia.
Making Scandinavia China Ready is a big task – and we have only just begun. At the same time, it is a task that is paramount the future of Scandinavian tourism industry. China is already the world’s largest outbound travel market, but only around 5 pct. of the Chinese population owns a passport. In the coming years, increased Chinese wealth, longer holidays and increasing travel experience offer every reason to believe that the number of Chinese outbound travelers will continue to grow. As the world prepares, competition becomes fierce. Therefore, Scandinavia and Copenhagen need to be at the forefront of this competition.