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The Chinese outbound market is conspicuous for its large volume and rapid growth in both departures and expenditure. With continued growth in expenditure of Chinese outbound tourists, destinations around the world are increasingly eager to attract this market. These guidelines aim to provide essential direction on how to attract and cater for Chinese outbound tourists. It presents a general introduction of the Chinese outbound market, its behaviour and key satisfaction factors, a toolkit for destinations to welcome Chinese tourists and a set of future opportunities. The guidelines also highlight five 'Chinese-ready' destinations and briefly list the reasons why they are attractive to Chinese tourists.

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The World Tourism Organization (UNWTO), a United Nations specialized agency, is the leading international organization with the decisive and central role in promoting the development of responsible, sustainable and universally accessible tourism. It serves as a global forum for tourism policy issues and a practical source of tourism know-how. Its membership includes 159 countries, 6 territories, 2 permanent observers and over 500 Affiliate Members. The World Tourism Organization (UNWTO), a United Nations specialized agency, is the leading international organization with the decisive and central role in promoting the development of responsible, sustainable and universally accessible tourism. It serves as a global forum for tourism policy issues and a practical source of tourism know-how. Its membership includes 159 countries, 6 territories, 2 permanent observers and over 500 Affiliate Members. China Tourism Academy (National Tourism Data Center) is dedicated to tourism research, data analysis, and tourism promotion. The research mainly focuses on the basic theories, policies, and key and important issues of tourism industry development. In addition, it also participates in the design, compilation and feasibility study of China tourism industry development planning, as well as provides the relevant technical support for reviewing the tourism development planning submitted by local government, undertakes tourism statistics data collection, management, analysis and prediction, studies tourism statistics science, conducts international tourism statistics exchanges and cooperation, trains high-level talents in tourism field, and highlights international and domestic academic exchanges.

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