Results Survey

1. Results Survey Contents • Introduction • Purpose of trip • Shopping expenses • TAXFREE shopping • Characteristics of the travellers • Conclusion

2. Introduction • Purpose of the survey: better understand the purchasing behavior of Chinese tourists in Belgium and Europe • Selected period: from December 2010 to August 2011, twice a week on average ; including the three golden weeks: • - New Year’s Day • - Chinese New Year • - International Labour Day • Location : National Airport of Brussels in Zaventem : tourists going home • Target: Chinese travelers of Hainan Airlines • Questionnaires: two types of questionnaires completed: • –Brussels Airport questionnaire (questionnaire A, not only on the purchasing behavior)– WBT questionnaire (Questionnaire B), including 3 questions for Hainan Airlines • Satisfactory answers: 486 in total: 321 for WBT, 174 for Brussels Airport • Partners: Brussels Airport, Hainan Airlines, Global Blue, WBT (Wallonia & Brussels Tourism)

3. Contents • Introduction • Purpose of trip • Shopping expenses • TAXFREE shopping • Characteristics of the travellers • Conclusion

4. What is the main reason for this trip?

5. Contents • Introduction • Purpose of trip • Shopping expenses • TAXFREE shopping • Characteristics of the travellers • Conclusion

6. Shopping at airport • Did you do some shopping at airport? Yes: 65% No: 35% • If « yes » ,What did you buy? (multiple choice)

7. Amount spent for shopping (airport)

8. Shopping during the journey In Belgium • Did you do some shopping in Belgium? Yes: 60% No: 40% • If « yes » ,What did you buy? (multiple choice)

9. Brand products consumed • Did you buy the famous brand? Yes: 56% No: 44% • If « yes » ,What brand did you buy (multiple choice)

10. Amount spent for shopping (In Belgium)

11. In Europe • Die you shop in other countries / cities in Europe? Yes: 63% No: 37% • If  “yes”,  , in which cities?

12. Amount spent for shopping (In Belgium & In Europe)

13. Contents • Introduction • Purpose of trip • Shopping expenses • TAXFREE shopping • Characteristics of the travellers • Conclusion

14. TAXFREE shopping • Do you know that you can claim the VAT on your purchases ? Yes: 65% No: 31% No answer: 4% • If “yes”, how did you know?(multiple choice) • If “yes”, does the logo determine the choice of the store? Yes: 27% No: 27% Not really : 46%

15. Are you well informed about the procedure TAXFREE? Yes: 60% No: 40% • If “yes”, how did you know?(multiple choice)

16. Are you happy with the service TAXFREE refund at the airport? 1) With the Customs office Yes:73% Average:2% No:26% If « No » why?

17. 2) With the counter Yes:81% Average:2% No:17% If « No » why?

18. Contents • Introduction • Purpose of trip • Shopping expenses • TAXFREE shopping • Characteristics of the travellers • Conclusion

19. Characteristics of the travellers • Sex Men : 57% Women : 43% • Age

20. Profession

21. Which province/city are you from?

23. Contents • Introduction • Purpose of trip • Shopping expenses • TAXFREE shopping • Characteristics of the travellers • Conclusion

24. Conclusion • The level of consumption of Chinese tourists in Europe is growing at a fast pace. • From January to October, the consumption of Chinese tourists in Europe has experienced an increase by 99% over the previous year. • We must take full advantage of the direct flights between China et Brussels. • We must understand as much as possible the shopping behavior and the spending habits of Chinese tourists to attact more and make them stay.

25. Dominique ANDRE & WANG Yan Manager New Markets – Assistant Chinese Market Wallonie- Bruxelles Tourisme 30, rue St Bernard - B - 1060 Bruxelles Tel  : +32 (0)2  504 02 62 - Email : dominique.andre@opt.be Tel : +32 (0)2 504 02 20 - Email : yan.wang@opt.be Ourcontact

26. Our Partners

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