Tecent Tourism

2017“Internet+City Tourism”Big Data Report

Ye Chen Ph.D

1 The development of tourism is keeping pace with the world

• According to a report from UNWTO, the combined contribution of tourism on China GDP is 11%, the combined contribution of tourism on China employment is beyond 10%, which is close to the world average level.

• Tourism industry has become the new engine of China economy growth.

10% 7%

Source：UNWTO Tourism Highlights 2016 2 “Internet+City Tourism”Big Data Report: An overview of China cities' toursim development

• The characteristics of China city tourism.

• The characteristics of China cities' tourists.

• In the big data era, what do we use to

monitor the tourism flow between cities and

to better serve tourism management.

3 1 Dual structure of China city tourism

Overview of China city tourism 2 The tourism of three metropolitan 1 areas in China

3 A breakthrough of Destination- oriented Tourism in cities

4 1 Dual structure of China city tourism: Urban tourism is predominant in volume

• The domestic travelers are 2.54 billion in first half year of 2017, in which 1.76 billion are urban travelers, accounting for 69.3% of the total number, and the rural travelers are 0.78 billion, accounting for 30.74% of the total number. • The domestic tourism receipts is 2170 billion RMB, in which urban travelers' consumption is 1710 billion RMB, accounting for 78.8% of the total consumption, and rural travelers' consumption is 460 billion RMB, accounting for 21.2% of the total consumption.

21,20% 30,74%

69,26% 78,80%

Urban travelers Rural travelers Urban travelers's expenditure Rural travelers's expenditure

Domestic travelers' number in China Domestic travelers' consumption in China Data source: China National Tourism Data Center 5 2 Three big city tourism areas in China: Important destinations and tourist-source market

• -tianjin-hebei region, Yangtze river delta and pearl river delta metropolitan areas are political, economic, technological and cultural centers of China and they are the developed tourism Beijing- industry areas as well. tianjin- hebei region • In 2014, the three metropolitan areas have domestic and foreign Yangtze river arrivals 2.2 billion, the total delta tourism receipts is 3120 billion RMB, accounting for 58.85% and Pearl river 92.21% that of China respectively delta （Tang & Lu，2017）.

6 3 A breakthrough of Destination-oriented Tourism in cities

• Destination-oriented Tourism development has been China national strategy. The China National Tourism Administration has announced 500 national destination- oriented demonstration regions, in which there are 100 cities at prefecture level and above.

• Cities have advantages in infrastructures, public services, human resources, tourists' national destionationed- consumption capacity etc., so we think a oriented demonstration regions breakthrough of Destination-oriented Tourism will happen in cities firstly.

7 1 Who are they

City tourists' pictures 2 What do they pay attention to 2

3 Their destination choices

8 1 Who are they

Percentag Eduaction e Gender Percentage Primary 6.26% Female 46.22% school Junior high Male 53.78% 15.59% school High school 11.95% College 6.24% Bachelor 54.51% Master 4.20% Doctor 1.25%

Age Percentage Status Percentage 0-4 0% married 62.05% 5-12 1.24% unmarried 27.50% 13-17 8.24% infant & mom 18.24% 18-24 30.18% Children in 25-30 26.21% primary school 17.67% 31-35 14.39% in love 13.00% 36-40 8.93% Children in junior high 41-50 8.79% school 6.30% 51-60 1.78% newly-married 4.51% Above 61 0.24% Children in high school 3.35% pregnant woman 1.36% sample：338 higher than prefecture-level cities in China；Date sournce: Tecent tourism

9 2 What do they pay attention to

China city tourists pay more attenion to “Where to go”

• City tourists pay attention to destination information most, followed by information regarding hotel, travel agencies and tourism entrance ticket.

• City tourists pay attention to travel guides least.

Date sournce: Tecent tourism

10 The most concerned advertising information is “Where to live”for China city tourists

• The most searched advertising information by city tourists are hotel related information, followed by travel agencies

and air ticket booking.

Date sournce: Tecent tourism

11 3 Their destination choices

Which domestic destination gets more thumbs-up ?

Top 20 Destinations Top 20 Destinations 1 Sanya 11 Qingdao 2 Xiamen 12 Hangzhou 3 Lijiang 13 Xi'an 4 HongKong 14 Lhasa 5 Taipei 15 Xining 6 Jiuzhaigou 16 Shanghai 7 Guilin 17 Suzhou 8 Beijing 18 Nanjing 9 Chengdu 19 Dali 10 Macao 20 Shangri-La Date sournce: Tecent tourism

12 Which foreign destination gets more thumbs-up ?

Overseas Percentage destination Others 24.47% Japan 20.60% Thailand 20.24% Korea 18.81% America 11.10% Indonesia 6.74% Malaysia 5.78% Singapore 5.11% Vietnam 4.35% Russia 4.34% France 4.31% Germany 4.00% Italy 3.48% Australia 3.34% Britain 2.90% Canada 2.49% United Arab Emirates 2.38% Mongolia 1.16% Portugal 1.13% India 1.10% Myanmar 0.57% Kazakhstan 0.55% Sudan 0.42% Brazil 0.37% Algeria 0.22% Nigeria 0.15% Date sournce: Tecent tourism 13 1 City tourism thermodynamic chart City tourism monitor 3 2 City tourist flow monitoring

3 City tourism attractions monitoring

14 1 City tourism thermodynamic chart: different waking up time

The Palace Museum in Beijing VS. Yungang Grottoes in Datong

5 7 12 AM. 10PM. AM. AM.

Date sournce: Tecent big data of location • Cities are waked up by tourists at different time（Beijing in 5 o'clock, and Datong in 7 o'clock • Monitor cities' tourism dynamic, the tourists fastigium etc. • traffic flow controlling , security warning 15 2 City tourist flow monitoring: Where do tourists go?

Date sournce: Tecent big data of location • Monitor tourist-generating cities(destination cities) in real time, and monitor the tourists bidirectional flow • Dynamic tourists' management, cooperation between cities, tourism transportation optimization

16 3 City tourism attractions monitoring

• Tourist visiting rate is 40% Tourist visiting rate(Beijing)

in the in Summer Palace

Beijing. Green Dyke Park • Tourist visiting rate is 19% Tourist visiting rate(Shanghai) in the People's Park in Shanghai.

Date sournce: Tecent big data of location

17 Optimize allocation of cities’resources through monitoring Utility rate Low High • We use “Utility Rate of of space Space( visitors' number/ CBD historical and cultural park Zhongguancun Central areas )”to evaluate a park's Greenland Huatai Insurance Greenland Wanshou Park service situation. We found that Madian Park Beijing Botanical the small parks have a higher Garden Taoranting Park Areas utility rate of space, but the big Kangzhuang Park of the parks have a lower one. Yuyuantan Park park Summer Palace (ha.) • Big cities always have limited Guta Park space today. Building small Olympic park parks is a better choice. Green Dyke Park Beixiaohe Park Nanhaizi Country Park Working day Date sournce: Tecent big data of location Weekend

18 1 An overview of Tianjin tourism About Tianjin tourism 4 2 The opportunity and future of Tianjin toursim

19 1 An overview of Tianjin tourism

Tianjin steps into a stage of transformation and upgrading

Indicators of Tourism Development in Tianjin Year Average Average Indicators 2005 annual 2010 annual 2015 growth rate growth rate No.(10 74.01 17.5% 166.07 14.4% 326.01 inbound thousand) tourists Receipts (100 5.09 22.8% 14.2 18.3% 32.98 million $) No.(10 5013.4 12.9% 9206.5 13% 17000 Domesti thousand) c tourists Receipts (100 541.98 16.3% 1151.9 17.6% 2588 million RMB) Total No.(10 thousand) 5087.41 13% 9372.57 13% 17400 Total Receipts (100 million 584.23 16.4% 1248.4 14.7% 2794.25 RMB) Date sournce: Tianjin Tourism Administration • The growth of service industries accounts for 52.2% of the Tianjin's GDP in 2015. It is the first time that the proportion of service industries in GDP is bigger than that of secondary industry. Tianjin is transforming from manufacturing city to commercial and trade city.

20 2 The opportunity and future of Tianjin toursim The One Belt and One Road Initiative and Tianjin pilot free trade zone will promote Tianjin tourism • Opening wider to the outside world • Strengthen cultural exchanges with other countries • Integrate into the international tourism market

21 Build extensive tourisn destination based on the Beijing-tianjin- hebei collaborative development of national strategy

• According to “Outline of the beijing-tianjin- hebei collaborative development plan”, Tianjin is one of the core cities in this collaborative development district.

• Tianjin would strengthen cooperatation with Beijin and Hebei in information sharing, marketing and tourists' service, and build a extensive tourisn destination.

22 Construct a destination-oriented tourism layout

• One belt: The Beijing-Hangzhou Grand Canal- Haihe river belt is the spirit of Tianjin. • One coast: Coastal leisure tourist area is modern characters of Tianjin. • One mountain: Panshan mountain ecological leisure tourist area is natural entertainment of Tianjin. • One culture: the folk-custom and history is personality and gene of Tianjin (former residences, Western-style buildings, Clay Figure Zhang, cross talk, localism etc.).

Sournce: Tianjin Tourism Administration

23 The end. Thanks for your attention!

Tecent Tourism

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