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COTRI Yearbook 2012


Edited By Wolfgang Georg Arlt

China is developing into the biggest international tourism source market in the world. China Outbound Tourism Research Institute (COTRI) presents in the 2012 edition of its yearbook articles from international tourism scientists and practitioners working with the Chinese outbound market. As Chinese are travelling to varying destinations, the Yearbook 2012 covers a number of different geographical regions, from France, Spain, Switzerland and Germany in Europe to East Africa and Taiwan. Important Chinese visitor activities and segments are analysed, including the shopping behaviour of package and self-organised travellers and geographical distribution pattern of first-time and regular visitors. The book deals with the importance of Chinese visitors in several destinations and with successful forms of marketing both from governments and from the private sector – including social media marketing. COTRI Yearbook 2012 offers research results with a strong focus on practical application. Therefore, it is an important source of information for students and researchers as well as for practitioners all over the world.


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Chinese Tourism in Spain: Background and Perspectives. Daniel Tomas Gaimundiz


Chinese Tourism in Spain: Background and Perspectives Daniel Tomas Gaimundiz 1 Evolution of the Tourist Flow 1.1 Background of China’s Outbound Tourism to Spain Since Chinese leisure tourism to Spain is a recent trend, when analysing the background of this increasingly important tourist flow it is necessary to look to the historic migration flows between China and Spain. The presence of Chinese migrants in Spain dates back to the time of the II Republic (1931-1939), when the first traders and small vendors established some cross-border business with the Iberian Peninsula and other South- European countries. Later on, due to the war and unstable context at that time, this incipient migration flow was suddenly stopped, not being restarted until the late sixties, in parallel to the outbound tourism boom in Spain. With the post-war economic recovery in Europe and the rise of the middle class purchasing power, some Chinese migrants (mainly coming from Chinese overseas diasporas) started to open Chinese restaurants in the Spanish coastal areas, importing a business model that already succeeded in Western Europe’s big cities. Although this migration flow was mostly made up of previously established Chinese citizens in Europe, when some of them consolidated and began to diversify their activities there were newcomers that started to move directly from Mainland China (Beltrán, 2010). During the first decade of the Twenty-first Century, along with the rise of Chinese outbound travel, a third big wave of Chinese migrants coming to Spain has been witnessed, not just as small...

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