出境旅游价格指数与客源市场分析 China Outbound Tourism Price Index & Analysis of Tourist Source Market 王新军博士 WANG Xinjun Ph.D 艾威联合旅游顾问机构 Ivy Alliance Tourism Consulting 9, 2017 Beijing
出境旅游人次 ( 百万 ) Number of Departures (in millions) 中国出境旅行市场发展 Chinese Outbound Travel Booming Market 140 120 100 80 60 40 20 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016e
中国出境旅游价格指数 (OPI) CHINA OUNTBOUND-TOURISM PRICE INDEX (OPI) 出境旅游价格综合指数 (OPI) 是反映中国公民赴全球各目的地旅游产品及其价格变化的指标体系 通过对全国主要客源城市的众多有代表性的出境旅游运营商及其旅游产品进行月度检测, 以大数据采集和分析为基础, 按照出境旅游客流的目的地空间流向 产品类型和客源地进行分类比较研究, 通过研发和设计反映市场变化的数学模型, 以抽象化的指数系统反映出境旅游市场价格的总体情况 OPI 指数的发布对适时了解和把握中国出境旅游市场总体情况和产品价格结构变化具有重要意义
中国出境旅游价格综合指数 China Outbound-Tourism Price Index 2016 年 1-12 月出境旅游价格综合指数 China Outbound-Tourism 2015 年 7 Price 月出境旅游价格指数 Index (.(OPI) 2016-Dec. 2016) 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 40.0% 30.0% 20.0% 10.0% 0.0% -10.0% -20.0% 0.0 Feb Mar Apr May Jun Jul Aug Sept National -30.0% Outbound-Tourism Price Index Month over Month Growth Rate Chinese outbound tourism seasonality: Peaks during two Golden week holidays and summer months; The greatly increased demands pushed up the outbound tour prices during Chinese New Year
各大洲出境游价格指数 Outbound-Tourism Index of Different Regions 各大洲目的地旅游价格指数 2016 China Outbound-Tourism Price Index of Different Regions 2016 160 150 140 130 120 110 100 90 80 Feb Mar Apr May Jun JUL Aug Sept National Asia Europe Americas Oceania Middle East & Africa Island Destinations
亚洲出境游价格指数 Asia Outbound-Tourism Price Index 亚洲目的地旅游价格指数 (2016) China Outbound-Tourism Price Index of Asian Destinations 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National
欧洲出境旅游价格指数 Europe Outbound-Tourism Price Index 欧洲目的地旅游价格指数 (2016) China Outbound Travel Price Index of European Destinations 2016 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National
美洲出境游价格指数 Americas Outbound-Tourism Price index 美洲目的地旅游价格指数 (2016) China Outbound Travel Price Index of Americas Destinations 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National
大洋洲出境游价格指数 Europe Outbound-Tourism Price Index 大洋洲目的地旅游价格指数 (2016) China Outbound Travel Price Index of Oceania Destinations 2016 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National
中东非洲出境游价格指数 Middle East & Africa Outbound-Tourism Price Index 中东非洲目的地旅游价格指数 (2016) China Outbound Travel Price Index of Middle East & Africa Destinations 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National
海岛目的地出境游价格指数 Island Destination Outbound-Tourism Price Index 海岛目的地旅游价格指数 2016 China Outbound Travel Price Index of Island Destinations 2016 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National
亚洲主要目的地价格指数 OPI of Major Asian Destination Countries 亚洲目的地国家旅游价格指数 2016 China Outbound -Tourism Price Index of Major Asian Countries 180 160 140 120 100 80 60 South Korea Japan Singapore Malaysia Thailand 40 Feb Mar Apr May Jun JUL Aug Sept National
Average Daily Price of Full Packaged Group Tours (RMB yuan) 亚洲目的地国家旅游产品日均价格 2016 Average Daily Price of Outbound Tour Products to Major Asian Countries 东亚国家 East Asian Countries 1800 1600 1400 1200 1000 800 600 400 200 0 Feb Mar Apr May Jun Jul Aug Sept National South Korea Japan
Average Daily Price of Full Packaged Group Tours (RMB yuan) 亚洲目的地国家旅游产品日均价格 2016 Average Daily Price of Outbound Tour Products to Major Asian Countries 东南亚国家 Southeast Asian Countries 1800 1600 1400 1200 1000 800 600 400 200 0 Feb Mar Apr May Jun Jul Aug Sept National Singapore Malaysia Thailand
欧洲主要目的地国家出境游价格指数 OPI of Major European Countries 欧洲部分目的地国家旅游价格指数 2016 China Outbound -Tourism Price Index of Some European Countries 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National France Germany UK Russia
欧洲部分目的地国家旅游产品日均价格 2016 Average Daily Price of Outbound Tour Products to Some European Countries Average Daily Price of Full Packaged Group Tours (RMB yuan) 3000 2500 2000 1500 1000 500 0 Feb Mar Apr May Jun Jul Aug Sept National France Germany UK
美洲主要目的地国家出境游价格指数 OPI of Americas Countreis 美洲主要目的地国家旅游价格指数 2016 China Outbound -Tourism Price Index of Major Americas Countries 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National U.S Canada
Average Daily Price of Full Packaged Group Tours (RMB yuan) 美洲主要目的地国家出境旅游产品日均价格 2016 Average Daily Price of Outbound Tour Products to Major American Countries 3000 2500 2000 1500 1000 500 0 Feb Mar Apr May Jun Jul Aug Sept National U.S Canada
大洋洲主要目的地国家出境游价格指数 OPI of Major Oceania Countries 大洋洲主要目的地国家旅游价格指数 2016 China Outbound -Tourism Price Index of Major Oceania Countries 180 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National Austrilia New Zealand
大洋洲主要目的地国家旅游产品日均价格 2016 Average Daily Price of Outbound Tour Products to Major Oceania Countries Average Daily Price of Full Packaged Group Tours (RMB yuan) 3500 3000 2500 2000 1500 1000 500 0 Feb Mar Apr May Jun Jul Aug Sept National Austrilia New Zealand
中东非洲要目的地国家出境游价格指数 OPI of Major Middle East & African Countries 中东非洲主要目的地国家旅游价格指数 2016 China Outbound -Tourism Price Index of Major Middle East & African Countries 160 140 120 100 80 60 40 Feb Mar Apr May Jun JUL Aug Sept National South Africa UAE Egypt
中东非洲主要目的地国家出境旅游产品日均价格 2016 Average Daily Price of Outbound Tour Products to Major Middle East & African Countries Average Daily Price of Full Packaged Group Tours (RMB yuan) 3000 2500 2000 1500 1000 500 0 Feb Mar Apr May Jun Jul Aug Sept National South Africa UAE Egypt
主要海岛目的地出境游价格指数 OPI of Major Island Destination Countries 部分海岛目的地旅游价格指数 2016 China Outbound -Tourism Price Index of Major Island Destinations 180 160 140 120 100 80 60 Bali Phuket Maldives Saipan Guam Mauritius 40 Feb Mar Apr May Jun JUL Aug Sept National
部分近程海岛目的地旅游产品日均价格 Average Daily Price of Outbound Tour Products to Major Short-haul Island Destinations Average Daily Price of Full Packaged Group Tours (RMB yuan) 2500 2000 1500 1000 500 0 Feb Mar Apr May Jun Jul Aug Sept National Bali Phuket Guam Saipan
部分中远程海岛目的地旅游产品日均价格 2016 Average Daily Price of Outbound Tour Products to Major Mid to Longhaul Island Destinations Average Daily Price of Full Packaged Group Tours (RMB yuan) 4000 3500 3000 2500 2000 1500 1000 500 0 Feb Mar Apr May Jun Jul Aug Sept National Maldives Hawaii Fiji Mauritius
中国出境旅游价格综合指数 China Outbound-Tourism Price Index 出境旅游价格指数报告 - 2017 年春节黄金周专辑 OPI of 2017 2015 年 7 月出境旅游价格指数 Golden Week (OPI) 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 2016 Feb Mar Apr May Jun Jul Aug Sept National 2017
各大洲出境游价格指数 Outbound-Tourism Index of Different Regions 2017 春节黄金周各大洲旅游价格指数 OPI of Different Regions during Golden Week 2017 220.0 200.0 180.0 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 Asia Europe Americas Oceania Middle East & Africa 2016 2017 Island Destinations
亚洲主要目的地价格指数 OPI of Major Asian Destinations 2017 春节黄金周部分亚洲目的地国家旅游价格指数 OPI of Major Asian Destination Countries during Golden Week 2017 200.0 180.0 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 South Korea Japan Singapore Malaysia Thailand Nov Dec 2017 Countries Outbound Tourism Price Index of Full Packaged Group Tours to Asian Destinations Price Index Month over Month Growth Rate Growth over Same Period of 2016 South Korea 134.6 35.4% -1.1% Japan 125.2 40.6% -6.9% Singapore 157.8 58.5% -2.5% Malaysia 164.6 57.3% 8.8% Thailand 182.8 61.5% 17.1%
欧洲主要目的地价格指数 OPI of Major European Destinations 2017 春节黄金周部分欧洲目的地国家旅游价格指数 OPI of Major European Destination Countries during Golden Week 2017 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 France Germany UK Nov Dec 2017 Countries Outbound Tourism Price Index of Full Packaged Group Tours to European Destinations Price Index Month over Month Growth Rate Growth over Same Period of 2016 France 83.4-3.0% 10.9% Germany 123.1 4.3% -2.9% UK 114.6 11.8% -3.4%
美洲和大洋洲主要目的地价格指数 OPI of Major Americas & Oceania Destinations 2017 春节黄金周部分美洲和大洋洲目的地国家旅游价格指数 OPI of Major Americas & Oceania Destinations during Golden Week 2017 200.0 180.0 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 U.S Canada Austrilia New Zealand Nov Dec 2017 Countries Outbound Tourism Price Index of Full Packaged Group Tours to Americas & Oceania Destinations Price Index Month over Month Growth Rate Growth over Same Period of 2016 U.S. 144.3 32.2% 18.8% Canada 123.5 28.2% 21.8% Australia 180.3 55.0% 7.3% New Zealand 166.4 42.0% 4.2%
中东非洲主要目的地价格指数 OPI of Major Middle East & Africa Destinations 2017 春节黄金周部分中东非洲目的地国家旅游价格指数 OPI of Major Africa & Middle East Destinations during Golden Week 2017 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 South Africa UAE Egypt Nov Dec 2017 Countries Outbound Tourism Price Index of Full Packaged Group Tours to Middle East & African Destinations Price Index Month over Month Growth Rate Growth over Same Period of 2016 South Africa 108.0 29.6% 3.8% UAE 139.1 40.6% -1.1% Egypt 142.8 39.1% 3.3%
美洲和大洋洲主要目的地价格指数 OPI of Major Americas & Oceania Destinations 2017 春节黄金周部分海岛目的旅游价格指数 OPI of Major Island Destinations during Golden Week 2017 250.0 200.0 150.0 100.0 50.0 0.0 Bali Phuket Maldives Hawaii Fiji Guam Saipan Mauritius Nov Dec 2017 Island Destinations Outbound Tourism Price Index of Full Packaged Group Tours to Island Destinations Price Index Month over Month Growth Rate Growth over Same Period of 2016 Bali 149.9 55.7% 6.0% Phuket 166.1 61.6% 11.1% Guam 114.8 50.8% -15.3% Saipan 172.9 66.4% 11.8% Island Destinations Outbound Tourism Price Index of Full Packaged Group Tours to Island Destinations Price Index Month over Month Growth Rate Growth over Same Period of 2016 Maldives 178.4 60.1% 10.2% Hawaii 209.1 60.5% -3.2% Fiji 171.4 72.8% 1.4% Mauritius 173.8 37.2% 19.5%
经营出境旅游旅行社数量 The Number of China Outbound Travel Agencies 4000 3500 3000 2500 2000 1500 1000 500 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
中国出境旅游区域客源市场结构 Regional Structure of Outbound Tourist-generating Markets
出境客流量高位平稳增长 ; Chinese outbound travel will continue to grow steadily at current level; 游客消费需求升级, 优质供应商受青睐 ; With the upgrade of Chinese tourist consumption, overseas quality tourism suppliers will be more and more welcomed; 出境旅游产品结构更趋多元化 ; Outbound tour product structures are increasingly diversified with more personalized, customized, in-depth and theme tours; 出境旅游运营商业务重塑 ; Outbound tour operators including OTA s are restructuring /remodeling business and product focuses;
游客境外购物消费趋理性 ; Chinese tourists overseas spending will continue to grow, but will become rational; 旅游目的地竞争愈加明显 ; Competition among tourism destinations is becoming more and more fierce; 自由行市场进一步深度发展和不断外延 ; FIT market will continue to grow rapidly and expand from the short-haul neighboring destinations to mid/long-haul destinations; 出境旅游业态更显多元化 Chinese outbound tourism industry has become more diversified.
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