Rise of the Chinese Independent Traveller

Rise of the Chinese Independent Traveller

8 Nov 2017, 11:30 - 12:30

South Gallery Rooms 7 & 8


From a market dominated by large tour groups until very recently, in recent years the Chinese Independent Travel market has been growing fast. Their customer journey, spending behaviour and expectations are very different. 

While the Chinese market represents a huge business opportunity due to its size, growth rate and spending power, most destinations, suppliers and intermediaries have been struggling to capitalise effectively due to a variety of barriers including cultural, regulatory and geographical. 

Diversification of the customer base along with increased maturity of wants and needs represent exciting new opportunities to service providers in the tourism industry that previously may have stayed away from the Chinese market. 

Hear from leading experts in the field at the launch of a new channel for deep insight and analysis of the Chinese outbound market.


  • Session Moderator: Daniela Wagner, Director Europe Middle East and Africa, PATA 
  • Roy Graff, Dragon Trail Managing Director – EMEA
  • Prof. Dr. Wolfgang Georg Arlt, Director of COTRI (China Outbound Tourism Research Institute)



  • Roy Graff


    Managing Director Europe Africa and Middle East (EMEA)

    Dragon Trail

    Roy Graff brings over 20 years of experience working in and with China in the tourism, hospitality, luxury retail and digital marketing sectors,...

  • Prof. Dr. Wolfgang Georg Arlt



    COTRI (China Outbound Tourism Research Institute)

    Prof. Dr. Wolfgang Georg Arlt FRGS FRAS is the founder and director of COTRI China Outbound Tourism Research Institute, (www.china-outbound.com) the...


Dragon Trail

Founded in 2009 by industry veterans, Dragon Trail Interactive was one of the first digital marketing agencies to recognize the significance of the Chinese outbound travel market to international destinations and the tremendous potential of Chinese social media as a way to tab into that market.

COTRI - China Outbound Tourism Research Institute

COTRI China Outbound Tourism Research Institute is the world’s leading independent research institute for information, training, quality assessment, research, and consultancy relating to the Chinese outbound tourism market.

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