How is the Middle East attracting more and more Chinese tourists?

Pincheng Tourism Windswept deserts, archaeological treasures, luxury beach resorts? China’s growing middle class is increasingly looking to the Middle East as its next vacation destination.

As affluence continues to increase, the number of tourists from China from various countries has continued to soar in recent years, and China has become the world's largest outbound tourism market. But in addition to visiting countries in eastern Asia and Europe, Chinese tourists are looking for new destinations.

About 540,000 Chinese tourists visited Dubai last year, up from 450,000 in 2015. According to statistics from Luxury Conversation, China has become one of Dubai’s top ten source markets.

Abu Dhabi, the capital of the United Arab Emirates, is another popular destination, with the number of Chinese tourists visiting the destination rising by 56% this year. By 2021, it plans to attract 600,000 Chinese tourists every year for vacation.

Marko Vucinic, Senior Vice President and Acting Head of JLL Hotels and Hospitality Group in the Middle East and North Africa, said that China’s growing middle class is attracted to the UAE’s landmarks and iconic developments, whether it is shopping malls, beaches or cultural attractions. .

Vucinic said: “The Middle East offers travelers a holiday experience that is very different from the rest of the world. In the UAE, travelers can visit a souk or take a jeep to the desert in the morning and then head out in the afternoon. A mall full of designer stores.”

Majid Al Futtaim Group said that in fact, Chinese tourists account for as much as 25% of total luxury spending in shopping malls in the Emirates.

The region is also working to bolster its cultural credentials with projects such as the upcoming Louvre Abu Dhabi. It is the first region outside Paris to bear the name of the world-famous building, the Louvre, and is part of a push to establish the UAE as a cultural hub in the Middle East.

Removing red tape

Tourism incentives also help boost tourism in places like the Middle East and North Africa. Chinese passport holders traveling to the UAE can apply for a 30-day visa on arrival, while members of Chinese OTA Ctrip can enjoy tax-free discounts.

Morocco has also introduced similar tourism incentives. The number of Chinese tourists visiting the region tripled in 2016, reaching 42,000. Since last summer, Morocco has exempted Chinese tourists from visas.

Vucinic explained: “Local authorities have done a lot of marketing and promotional work in promoting the area’s cultural and material heritage, especially in the Cairo area. The challenge they face is how to convey the safe image of the area .”

Hotels rethink their strategies

Hotels are rethinking how to cater to the influx of Chinese tourists. For example, in the United Arab Emirates, InterContinental Hotels has launched a "China Ready" certification for hotels with Mandarin-speaking staff, accepting Chinese bank cards for payment and providing Chinese tea to guests.

Vucinic said: “The travel behavior of Chinese tourists is often different from tourists from other parts of the world. They either want a super upscale luxury hotel, or they are very sensitive to travel costs. Some people choose a five-star hotel. They stay in a star-rated hotel for a few nights and then move to a more affordable hotel to rest and spend the rest of their vacation. They tend to explore local cultural highlights rather than stay and enjoy themselves at the resort. They are also more likely to travel in groups. Travel.”

The region is benefiting from increased spending from more tourism, but making small changes isn’t necessarily an easy win for local hotels. The Middle East has a lot of work to do in terms of marketing before tourists plan a trip there or even consider taking a flight.

Vucinic said: "Hotel operators eager to capitalize on the growth of China's tourism industry will be a good choice if they can bring in strong Chinese business. This includes participating in large exhibitions or hiring Chinese sales managers. and selling rooms to the local tourism board”

Future favorite?

In the long term, it appears that the number of Chinese tourists visiting the UAE will continue to grow. The two regions are working towards a free trade agreement, which Vucinic said could increase the number of business travelers from China.

Meanwhile, China’s Belt and Road Initiative, an ambitious development initiative to boost trade and boost economic growth across Asia, will run through the Middle East, cementing its place on the map for Chinese adventure travelers status.

Vucinic said: “The development of Chinese tourists in the Middle East is still in its infancy, but it will eventually become an increasingly important part of the region’s tourism market. Now, the hotel industry in the region should seek innovative solutions. approach to provide experiences and services that meet the needs of Chinese tourists as part of its long-term strategy.

"(Compiled by: Pincheng Travel Lily)

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