The more they come, the more they expect
CTA hospitality survey
The mid-year â€œChinese outbound tourist satisfaction survey,â€ a report released by the Chinese Tourism Academy (CTA), showed a decline for the second time in a row. It measures the gratification level of a sample of Mandarin-speaking travelers about their experiences abroad. This time the average score was 76,48 out of 100, considered as â€œbasically satisfactoryâ€ by Beijing authorities, but it was down from 78,92 in the first quarter of 2014. This score was achieved by 17 out of 22 nations considered for the survey.
INFORMATION IS THE KEY - Only a few countries â€“ Singapore, Australia and New Zealand among them â€“ maintained a high standard in welcoming Chinese tourists overall.
The United States ranked well above 79, but scored worse than it did in the first quarter of 2014. The index is especially low concerning access to information in Chinese, local transportation and the price/performance ratio of tourist-related services.
In Europe, Italy suffered particularly in this regard, sliding down to 77,45 points from 81,25 in the previous survey. Most of the countries fell slightly, with the exception of Spain, who ranked in 4th place, just behind the notoriously Chinese-friendly Singapore. As already seen in previous surveys, it is Vietnam that closes the chart, with barely 70,35 out of 100. Complaints include travel agencies and guided tours, as in past years. Concerning Western countries, it can be said that the lack of tourist information, assistance and public signage in Mandarin continues to be a high hurdle for many Chinese travelers.
The Welcome Chinese Program is designed to help both tourism related businesses and Mandarin-speaking visitors meet each other on a common ground.