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According to the latest study of the World Travel and Tourism Council (WTTC), despite of terrorist activities, political unrest and
the attack of international economic situation and Brexit, the global tourism still showed strong growth momentum. In the first
half of 2016, the global tourism as a whole increased by 3.1%, exceeding the 2.3 % of global economic growth rate forecast.
South Asia tourism showed the largest growth rate of 5.9%, while Northeast Asia and Southeast Asia were expected to reach
4.7% and 4% of solid growth respectively benefiting from 6.3% of Chinese economic growth rate. Apart from steady growth in
inbound tourism market, Southeast Asia has gradually become the tourist source market that various countries competing for
owing to its large population of Muslim.
▲ Dr. YUN Jia was publishing the Market Research of Southeast Asia Muslim Tourism to China
A report on Muslim tourism market jointly released by MasterCard and Crescent Rating, a specialized company on halal tourism
development, showed that in 2014 the global Muslim tourists reached 108 million and the market size reached $145 billion,
accounting for 10% of the world tourism market share. The report also predicted that by 2020, the tourists in Muslim tourism
market would notch up 150 million and the market size increased up to $200 billion, accounting for 11% of tourism market share
in the globe. Muslim population in Southeast Asia reached 240 million, making up 42% of the total population of Southeast Asia
and 25% of the world's Muslim population. Southeast Asian countries with predominantly Muslim population were expected to be
the important sources of global tourism.
Under this background, China National Tourist Office in Singapore (CNTOS) carried out online research in early June 2016
in the mainly Muslim Indonesia and Malaysia and investigated on the outbound tourism behavior patterns, willingness and
perception of travelling to China of Muslim residents there.
The research found that:
(1) Muslim tourists to China of Southeast Asia were fewer and they visited China less frequently, but the market potentials of
outbound tourism to China had yet to be excavated;
(2) 60 percent of Southeast Asian Muslims bought outbound tourism products via internet, and the networking of outbound tourism
purchasing channels became obvious;
(3) Muslim tourists in Malaysia preferred package tour, while Indonesian Muslim tourists were more inclined to free and easy with
higher flexibility;
(4) Chinese Tourism products in Southeast Asia were facing problems of singleness in product forms, insufficiency in innovation
upgrade and failing to keep up with the development trend of experience economy.
(5) The intended destinations for Southeast Asian Muslim tourists to China were highly centered on such first-tier cities as Beijing,
Shanghai and Guangzhou, but have poor understanding of other Chinese cities which have the same beautiful sceneries and rich
tourism resources.
▲Muslim tourists to China of Southeast Asia were fewer and they visited China less frequently,
but the market potentials of outbound tourism to China had yet to be excavated
▲ 60 percent of Southeast Asian Muslims bought outbound tourism products via internet,
and the networking of outbound tourism purchasing channels became obvious
▲ Muslim tourists in Malaysia preferred package tour,
while Indonesian Muslim tourists were more inclined to free and easy with higher flexibility
▲ The intended destinations for Southeast Asian Muslim tourists to China
were highly centered on such first-tier cities as Beijing, Shanghai and Guangzhou
With the implementation of “One Belt One Road” strategy, it is believed that the tourism market potential of Southeast Asian
Muslim tourists to China will be activated despite currently Muslim tourists to China of Southeast Asia are fewer and they visit
China less frequently. At the same time, it is suggested to plan ahead and give full consideration to meet the needs of Muslim
tourists in terms of public services and infrastructure as well as keep up with the advance of times in the research and
development of tourism products and marketing channels for market of Southeast Asian Muslim tourism to China, so as to
enhance competitiveness of China inbound tourism products in the world tourism market in all aspects.
【Click to download Full Report in English】
【Click to download Full Report in Chinese】
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