Reaching the Outbound Chinese Tourist


At the beginning of this century, fewer than 10 million Chinese would leave the country each year to see the outside world. Last year this figure was an astonishing 150 million people, and it could more than double by 2030. In less than two decades, Chinese travellers have vaulted past every other nation to become the world’s largest outbound tourist market, spending upwards of US$300 billion collectively, and tourism organisations around the world are now labouring to catch up and welcome China’s expanding army of visitors.

But the rise of China’s outbound tourist market is only one side of the story, at the same time, the wants and needs of the average outbound Chinese tourist has also changed. What is the contemporary outbound tourist like, how do they choose their destination, what kind of experience are they seeking and how then to best prepare for them and be “China-ready”?

Join us and our panel of experts on Tuesday 21 August as our we discuss reaching the outbound Chinese tourist.

<p>Saxon Dragon Trail</p>

Saxon Booth
Director of Business Development, Dragon Trail Interactive (Shanghai)

Saxon is Director of Business Development at Dragon Trail Interactive in Shanghai, a Chinese digital marketing and technology solutions agency working exclusively for the travel industry.

Dragon Trail helps global travel brands on every continent to reach and connect with Chinese travelers and the Chinese travel trade on digital.

Saxon leads Dragon Trail’s business development team, driving sales, building new client partnerships and designing digital strategies for new and existing clients around the world.

Saxon has studied and worked in China since 2013, completing a Masters Degree in International Studies at UTS, before joining working for the European Union and then Dragon Trail Interactive. He spent 6 years working in Australian government legal policy before moving to China. Saxon is fluent in Chinese and also holds Bachelors Degrees in Law and Journalism from UTS.


Grace Gao, Deputy Director of Switzerland Tourism in China

Grace has a 15 years background in Destination Marketing. She is responsible for overseeing execution of promotional campaigns in accordance with Switzerland Tourism global objectives and market targets, optimizing marketing investment with particular emphasis on awareness raising and attracting new Chinese visitors to Switzerland.

Switzerland Tourism is the national tourism board, promoting Switzerland as a travel, holiday and convention destination both in Switzerland and abroad. Today, Switzerland Tourism runs three offices all over Greater China (Beijing, Shanghai and Hong Kong).


Fred Luan (Regional Marketing Director of Tourism Australia China)

Fred Luan (Regional Marketing Director of Tourism Australia China)has 17 years of experience in marketing communication field. His main responsibility at Tourism Australia are promoting Australia to Chinese leisure travelers. His main strength is understanding of consumers needs, experience with main stream Chinese media and rising new media platform, creating the connection between brand and consumer via communication touch points.

<p>Robert Xia Virgin</p>

Robert Xia, Commercial Manager, China at Virgin Atlantic

Based in Shanghai, Robert leads the sales team of Virgin Atlantic in China. Robert joined Virgin Atlantic in 2016 and hel in September, 2017. He previously worked in Sales and Business Development departments in Club Med, British Airways, Qatar Airways and United Airlines.

<p>Edison ctip</p>

Edison Chen, International Regional General Manager, Ctrip

Edison is the International Regional General Manager of Ctrip's Destination Marketing, responsible for business cooperation with global governments and tourism bureaux, helping to promote travel destinations around the world to increase their awareness and number of visitors. Edison has over ten years of experience in the travel industry.

He holds a MBA from the University of South Australia.

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