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.
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.
A 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.