国外度假酒店及中国合作方案.doc

Eden Viaggi Operating Programs
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I. Status Analysis of Chinese Outbound Tourism (P3-8)
II.Team Superiority (P9)
III.Planning for Eden China (p10-11)
IV.Investment Budget for Eden China (P12-13)
V. Outline of Cooperation (P14)
VI.Cooperation Details Required to Support (P15)

Status Analysis of Chinese outbound tourism

I.Chinese outbound tourism development
With the continuous development of Chinese economy, Chinese outbound tourism develops rapidly. Only in 2008, there were 46,000,000 outbound tourists. China has become one of the largest tourist countries in the world. Up to now, as Chinese outbound tour destination expanding, the number of tourists increasing, tourism product enriching and the way of business changing, the countries and regions that opened up to Chinese tourists have reached a total of 137, among which there are 96 in use. It is predicted that the number of Chinese outbound tourists will be more than 100,000,000 every year.

The table above is the statistics for the number of Chinese outbound tourists from 1993 to 2009. The data of the years 1993 to 2008 is from China National Tourism Administration and the data 50,000,000 of the year 2009 is on the views of experts in 2009 Shanghai World tourism resources Expo which just ended in early April. From this table, we can see that Hong Kong and Macao still dominated Chinese tourism and the Asia-Pacific region is the tour area Chinese tourist most concentrated. However, as the growth of Chinese new wealthy class, more and more people choose to travel to Europe. A recent survey about Chinese most popular outbound tour countries shows that Europe ranked in the first place by 27.4%.

II.Distribution of Chinese outbound tourists
China is a vast territory of the country，the economic and social development is very uneven in the 31 provinces (autonomous regions and municipalities). The country's economic output is relatively concentrated in the three major regional economic zones.
i.The Bohai Sea economic zone, From Beijing and Tianjin extending to Hebei, Shandong Peninsula, Liaodong Peninsula;
ii.Yangtze River Delta Economic Zone, Shanghai, Jiangsu Province and Zhejiang Province (Hangzhou);
iii.Pearl River Delta Economic Zone, mainly Guangdong Province
The majority of the top 10 economic and comprehensive developed provinces and cities are all in the three major economic zones. Besides, the three major economic zones are also a relatively developed outbound tour regions. Three major international ports Beijing, Shanghai (Hangzhou), and Guangzhou are the central cities of the three economic zones, around which it forms several main outbound tour regions. Only in Shanghai FGIS, are there 9,568,060 outbound tourists inspected in 2008.

III.Characteristics of Chinese outbound tourists
At present, Chinese outbound tourism market is in a pyramid structure. The tourists are generally the wealthy people who are in the upper part of the pyramid. While the outbound tourism market itself is still in a pyramid structure in accordance with people’s consumption level. The majority are the mass consumer. The outbound tourists are from all over the country. Every year there are a considerable number of people who travel abroad for the first time entering this market. With the development of outbound tourism market, and ADS increasing, the cost to travel to those countries near China and opened for long time (such as Thailand, Singapore, Malaysia, Hong Kong, Macau, South Korea) is almost the same with that of the long-term domestic travel. More and more working-class and silver families are likely to travel abroad. The consumers in the middle of the pyramid are relatively composed by the people from the three developed outbound tour regions and capital cities, white-collars, working-class and experienced travel seniors. To a considerable portion of them, this may be their second or third outbound tour. They are further and further away from the trip. The consumers located in the upper part of the pyramid are mostly composed by the people from the three developed outbound tour regions, white-collars, the rich class and mature travel seniors. They treat outbound tour as their life content. They are concerned about the new ADS, more enthusiastic about intercontinental travel, their footprints reached as far as Europe, Africa and South America.
On the whole, Chinese outbound tourists are growing more and more.
i.It was summed up that Chinese outbound tourists are characterized by the long run strings, a multi-country walk and unbalanced cost - relatively savings in accommodations and board lines, but amazingly willing to spend much money on luxury goods. However, this state is changing now. What we should concern now is as below,
A. Free tour, more and more people, especially the young white-collars are yearn for traveling around the world in a "Ticket + Hotel" style.
B. Deeply our, casual tour in Beijing, Shanghai, and European-style multi-national march gradually lost its temptation. The new choice is the experience of Europe one-country tour, two-country tour, museums, churches, streets, towns, etc. in details.
C.Tour enjoyment, high consumption people have already begun to enter the resort hotel market and cruise market to enjoy their vacation in luxury hotel or cruise quietly, no morning call, no here and there to see spots, just enjoying themselves.
ii.Different demands for tours are deserving of attention. Over the years, the competitiveness of outbound tourism is mainly in ADS whose prices are about one thousand on average. People who choose to travel to the new opening south America, Europe and Africa are the high consumption people. They are experienced tourists and they can afford dozens of thousand charges for intercontinental tours. And they are full of expectations to distant destinations, but critical to it.
Tourists’ different demands are not only in price. More importantly, they need personalized tour products from diversification requirements. Outbound islands tour market becomes heat. Tourists’ footprints extended from Asia Phuket, Bali and Langkawi islands to the Pacific, the Indian Ocean islands and the Aegean islands. The Mediterranean and the Caribbean cruise tour, the European golf tour, small town tour, romantic tour, art tour and a trip to the World Heritage, to the Golden Hall in Vienna to listen to New Year Concert and going into the seabed of Australia's Great Barrier Reef is becoming more and more fashionable to Chinese tourists.
iii.Chinese outbound tourists who are in the upper part of the pyramid travel not only to look at the outside world, but to deeply experience the history, culture and customs in foreign countries. Such a change reflected in particular in the European tour circuit, the 15-day tour of 10 countries has gradually replaced by 2-3 lines even with only one line. Dr. Pan Wenbo, deputy director of China Nelson consumer research says that Chinese consumers become more sophisticated, the idea of outbound tour becomes more fashionable and rational. More and more Chinese tourists begin to slow down when they travel and they pay more attention to the full leisure, depth of experience and the places-choosing to visit.
In 2008 Japan is the only tour place that there are more than 100,000 tourists for a view. A survey showed that the Japanese market benefited from the quality of refined products. Take one travel agency as an example; the Japanese archipelagos are combined to 16 tour lines according to different regions, content and the selling point. Flowers and hot spring tour in spring and autumn, Old Streets tour in Jianghu period, Hokkaido romantic and beautiful ocean resort in Okinawa, the majority of these products are run in 5 days. More sub-products and more diversified product portfolio becomes a trend of outbound tourism market.
IV.Products from low to high
Compared to previous years, Chinese outbound tourism market has started to divide. There is much difference in choosing travel destinations and products and price is no longer the primary factor. High-end market ( "luxury travel" or " gorgeous travel") stand out and form a certain scale. There is a certain basis to the emergence of this market. "Wealth Report 2009" issued April 15, 2009 in Shanghai shows that the number of tens of millions of the wealthy has reached 825,000, including 51,000 billionaires at present. Data show that with the exception of Hong Kong, Macao and Taiwan, 48% of the wealthy are concentrated in Beijing, Guangdong, Shanghai and Zhejiang (Hangzhou). Beijing, 143,000 tens of millions of the wealthy, ranked the first. Guangdong, 137,000, ranked the second. Shanghai 116,000, ranked the third. Zhejiang (Hangzhou), 110,000, ranked fourth. Calculated by nationwide population, for every 6 in 1 million are tens of millionaires. In Beijing, for every 88 in 1 million are tens of millionaires; every 54 in 10 million are billionaires. In Shanghai, for every 62 in 1 million are tens of millionaires; every 38 in 10 million are billionaires. Guangdong Province, despite ranking second, but a population of 94.49 million, much more than that of Beijing and Shanghai, for every 1 million, only 14 is tens of millionaires; for every 10 million, 8 are billionaires. In Zhejiang Province, 22 in 1 million are tens of millionaires; every 12 in 10 million are billionaires. Report of the National Research Institute has also investigated the number of the tens of millionaires in 14 cities, in which the wealthiest city is Beijing; the second to fifth are Shanghai, Guangzhou, Hangzhou and Shenzhen. Beijing also has largest number of billionaires. The Second to fifth are Shanghai, Guangzhou, Shenzhen and Hangzhou. Report Institute of another survey shows that the leisure life of the wealthy becomes more diverse. Tourism, swimming and golf are most popular. A wealthy interviewed said they were busier in their work, in order to reduce the pressure; they would concern more casual way of life. Enjoying a longer holiday is a huge change in their life. And they enjoyed 65 % holiday than that of last year. The wealthy who have 20 days holiday takes 36%, but 19% last year. Only 2% of the wealthy has no holiday. This group began to focus on outbound tourism. They pursue professional, specialized and personalized experience. Most of them choose long-range tourist destination, famous resort and special forms of tour. It is different with other consumer goods. Here "luxury travel" we mentioned is more reflected in the individual tour products and services. Of course the cost is very high. Although this market is not the mainstream for Chinese outbound tourism, but it is a growing trend and it plays an important role model in the