Benchmarking Travel & Tourism in China

How does Travel & Tourism compare to other sectors?

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Summary of Findings, November 2013

Outline
Introduction............................................ 3

China summary.................... 8 Data sources and methodology.................... 17 About WTTC and Oxford Economics.................... 21

World Travel & Tourism Council

Introduction
The World Travel & Tourism Council (WTTC) has spearheaded global analysis of the economic importance of the sector for over 20 years. This research has established the contribution of Travel & Tourism on an ongoing basis to over 180 countries in absolute size, share of the economy, and growth. Around the world, WTTC research is referenced as the authoritative source of the role of Tourism in generating GDP, income, and employment. WTTC is now releasing new research on the role that Travel & Tourism plays in the world economy in comparison to other economic sectors. The results of these comparisons provide new perspectives on the relative significance of Travel & Tourism as well as some of its unique advantages in driving current and future global economic growth.

World Travel & Tourism Council

Summary of Research Structure

This updated WTTC research benchmarks Travel & Tourism against an assortment of other sectors for twenty-five countries and for each world region.

Regions
World Americas Europe Asia Pacific Middle East Africa

Countries
Argentina Australia Brazil Canada China Colombia France Germany India Indonesia Italy Jamaica Japan Mexico Montenegro Peru Russia Serbia South Africa South Korea Thailand Turkey UAE United Kingdom USA

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Summary of Research Structure

The following metrics are analysed by sector for each country: GDP (size and share of economy) Employment contribution (size and share of economy) Historic growth Expected growth Export contribution Strength of linkages to the rest of the economy

World Travel & Tourism Council

Sectors referenced The following sectors have been analysed in comparison to Travel & Tourism. They were selected as having a similar breadth and global presence as Travel & Tourism.
Mining: includes the extraction of oil, natural gas, coal, metals, and related services Education: includes all levels of educational services Higher Education: includes learning that occurs at universities, academies, colleges, seminaries, and institutes of technology Chemicals manufacturing: includes drugs & medicines, manufacture of basic pharmaceutical products and pharmaceutical preparations, plastics, rubber, paint, polishes, ink, perfumes, cosmetics, soap, cleaning materials, fertilizer, pesticides, other chemicals Automotive manufacturing: includes motor vehicles and parts & accessories Communications: includes post (national and private) and telecommunications Banking: includes all banking activities and related services. Financial services: includes banking, investment services, insurance

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Levels of industry impacts

The analysis examines the economic value of industries on three levels.

Direct: this includes only those employees and the related value added for the relevant sector. In the case of Travel & Tourism, we only count the value added of the accommodation, recreation, transportation, and other related sectors. Indirect: this measures the supply chain impact (also called inter-industry linkages) for each sector. Induced: this measures the impacts of incomes earned directly and indirectly as they are spent in the local economy. The sum of direct, indirect, and induced impacts equals the total economic impact of a sector.

ACCOMODATION ACCOMMODATION

CATERING, ENTERTAINMENT

RECREATION, TRANSPORTATION

&OTHER TRAVEL RELATED SERVICES

T T& RE DI CT

A ER OV T LL

&T

PRINTING/PUBLISHING, UTILITIES

FINANCIAL SERVICES, SANITATION SERVICES FURNISHINGS AND EQUIPMENT SUPPLIERS,

SECURITY SERVICES, RENTAL CAR MANUFACTURING, TRANSPORTATION ADMINISTRATION, TOURISM

PROMOTION, SHIP BUILDING, AIRCRAFT MANUFACTURING, RESORT DEVELOPMENT, GLASS PRODUCTS, IRON/STEEL

T T&

CT PA IM ECT
T T&

D IN

IR

FOOD & BEVERAGE SUPPLY, RETAILERS BUSINESS SERVICES, WHOLESALERS, COMPUTERS,

UTILITIES, MANUFACTURERS, HOUSING, PERSONAL SERVICES

D IN UC ED
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World Travel & Tourism Council

China
How does Travel & Tourism compare to other sectors?

Benchmarking Travel & Tourism in China: GDP

GDP Size
Travel & Tourism generated a total impact of $US 817 billion of Chinas GDP in 2013. Travel & Tourism GDP is larger than that of the automotive manufacturing, education, banking, communication services, and higher education sectors. In terms of its direct GDP, Travel & Tourism is nearly 65% larger than the direct GDP of the automotive manufacturing sector in China.

GDP Share
Based on its direct, indirect, and induced GDP impact, Travel & Tourism generated 9.3% of Chinas GDP in 2013. This is larger than the size of automotive manufacturings and educations GDP impacts at 7.7% and 7.1%, respectively.

China GDP Impact by Industry

$US billion (2012 prices) 1,600 1,400 1,200 1,000 800 600 400 200 Education Banking Financial services Higher education Communication services Automotive manufacturing Travel & Tourism Mining Chemicals manufacturing Indirect & Induced Direct

China GDP Impact by Industry

share of total economy GDP 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Education Banking Financial services Communication services Higher education Automotive manufacturing Travel & Tourism Mining Chemicals manufacturing 9 Indirect & Induced Direct

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Benchmarking Travel & Tourism in China: Employment

Employment Size
Travel & Tourism sustained a total of 64.4 million direct, indirect, and induced jobs in China in 2013. Travel & Tourism in China directly employs more people than all other studied sectors.

Employment Share
Travel & Tourism generated, either directly or indirectly, 8.4% of Chinas employment in 2013. For every job directly in the Travel & Tourism sector, nearly two jobs are created on an indirect or induced basis.

China Employment Impact by Industry

2012, millions 180.0 160.0 140.0 120.0 100.0 80.0 60.0 40.0 20.0 0.0 Higher education Indirect & Induced Direct

China Employment Impact by Industry

share of total economy employment 25.0% 20.0% 15.0% 10.0% 5.0% Indirect & Induced Direct

Education

Financial services

Communication services

Automotive manufacturing

Travel & Tourism

Banking

Mining

Chemicals manufacturing

0.0% Education Banking Communication services Higher education Automotive manufacturing Chemicals manufacturing Financial services Travel & Tourism Mining

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Benchmarking Travel & Tourism in China: Growth

Growth Trends
Travel & Tourism direct industry GDP expanded 532% between 1990 and 2013 while the total economy expanded 830%. The communication services industry grew 760% over this 23-year period. As China steadily improved its macroeconomic stability between 1990 and 2013, many industries, including the mining, manufacturing, and service sectors, outperformed the Travel & Tourism industry.

Growth Forecasts
Travel & Tourism GDP is expected to grow at an annual average of 6.6% over the next decade. In comparison, the total economy is expected to expand 8.0% per annum in real, inflation-adjusted terms.

China GDP Growth by Sector (1990=100)

9,000
8,000 7,000
Mining Automotive manufacturing Education Financial services Travel & tourism Chemicals manufacturing Communication services Higher education Banking

China GDP Forecast by Industry

CAGR% 2013-2023 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0%
11.0% 8.3% 7.6% 7.8% 8.0% 9.2% 9.6%

6,000
5,000 4,000

5.5% 1.7%

6.6%

3,000
2,000 1,000 0
1990 1994
1992 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022

Automotive manufacturing

Chemicals manufacturing

Total economy

Education

Financial services

Mining

Travel & Tourism

Communication services

Banking

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Higher education

Benchmarking Travel & Tourism in China: Exports

Tourisms Share of Exports
Travel & Tourism is a significant source of export revenue for China. In 2013, visitor exports totalled $60.1 billion. This was 28% of all service exports and 2.4% of all exports (including goods and services).

Growth of Tourism Exports

Between 2000 and 2013, Chinas Travel & Tourism exports expanded 252%. Total exports of goods and services outpaced Travel & Tourism exports and grew 782% between 2000 and 2013.

China Service Exports (2013)

China Exports Growth, 2000-2013

(2000=100)
1000

900 800 Travel & Tourism, 60,102

Other Service Exports, 158,369

Travel & Tourism Exports Total Exports of Goods & Services

700
600 500

400 300
200 100

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2011

2012

2013
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2010

50,000

100,000 150,000 $US million

200,000

250,000

Benchmarking Travel & Tourism in China: Linkages

Comparing the effect of $1 million in spending
Spending in a sector will have varying impacts on GDP, depending on the local value added and linkages to the rest of the economy. In China, $1 million in Travel & Tourism spending (consumption) generates $1.4 million in GDP. This impact of spending is greater than all studied industry sectors except for education.

How much of T&T spending stays in the economy?

When travellers spend money in a destination, not all of it remains in the economy as some goods and services need to be imported. This represents leakage to the economic value produced. In China, 8% of Travel & Tourism spending leaks out of the economy through imports. The automobile and chemicals industries each require imports amounting to 16% of sale.

Impact of $1m spending - China

GDP ($m) 1.8 1.6 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 Induced Indirect Direct

Leakages per $100 spend - China

Supplier Imports Whole Economy Travel & Tourism Education Financial Services Communications Auto Manufacturing Chemicals Direct Imports

Financal Services

Mining

Agriculture

Chemicals

Communications

Education

Travel & Tourism

Automobile Manufacture

Whole Economy

Mining Agriculture 0% 5% 10% 15% 20%

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Benchmarking Travel & Tourism in China: Linkages

Beneficiaries of Travel & Tourism

Travel & Tourism is interconnected with the entire Chinese economy. These links exist through the supply chain to the Tourism industry (indirect linkages) as well as through Tourism-earned incomes as they are spent across a variety of other sectors. In this sense, the Travel & Tourism sector has many beneficiary sectors across the whole spectrum of the economy. The agriculture sector gains $150,000 for every $1 million in spending on Travel & Tourism. For every $1 million in Travel & Tourism sales, $67,000 of gross value added is generated in the transport and storage sector.

T&T links with other sectors - China

GDP generated per $1 million in Travel & Tourism sales
Utilities Real estate Financial services
Indirect Induced

Mining Mfg of food, beverages and tobacco Other community services Wholesale and retail Hotels and restaurants Agriculture Transport and Storage 0 50 100 150 200

GDP ($000s)

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Benchmarking Travel & Tourism in China: Employment Generation

Travel & Tourisms employment potential

For every $1 million in Travel & Tourism spending, 144 jobs are supported. (51 direct, 62 indirect, and 31 induced) This compares favourably to the average of the economy, which generates 161 jobs per $1 million in spending. Financial services: 93 jobs per $1 million Auto manufacturing: 83 jobs per $1 million Communications: 83 jobs per $1 million Agriculture: 384 jobs per $1 million
Jobs 450 400 350 300 250 200 150 100 50 0

Employment impact of $1m spending China

Induced Indirect Direct

Agriculture

Chemicals

Automobile Manufacture

Mining

Communications

Education

Financal Services

Whole Economy

Travel & Tourism

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Benchmarking Travel & Tourism in China

GDP, 2013 ($US billion, 2012 prices) Direct Mining Chemicals manufacturing Automotive manufacturing Communication services Education Higher education Financial services Banking Travel & Tourism 558 311 141 217 238 52 407 245 232
Em ploym ent, 2013 Direct, '000s Mining Chemicals manufacturing Automotive manufacturing Communication services Education Higher education Financial services Banking Travel & tourism 10,385 6,536 5,352 10,821 8,957 1,404 20,705 10,735 22,780 Indirect + Induced, '000s 62,373 104,980 41,354 21,255 37,568 5,890 135,368 70,187 41,633 Total, 000s 72,758 111,516 46,705 32,075 46,525 7,294 156,073 80,922 64,412 % total econom y 9.5% 14.5% 6.1% 4.2% 6.0% 0.9% 20.3% 10.5% 8.4%

Indirect + Induced 784 1,178 536 241 386 84 474 286 585

Total 1,342 1,489 677 458 624 136 882 530 817

% total econom y 15.2% 16.9% 7.7% 5.2% 7.1% 1.5% 10.0% 6.0% 9.3%

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Data Sources & Methodology

How does Travel & Tourism compare to other sectors?

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Data sources and methodology: GDP and Employment

Main data sources for comparative sectors:
United Nations International Labour Organization; OECD; CEIC Data Manager; Eurostat (European Commission); UK Office for National Statistics (ONS); Oxford Economics Cities and Regions Forecasting Service; UNESCO; Groningen Growth and Development Centre; UN World Input-Output Database (WIOD); Oxford Economics Global Industry Model; Oxford Economics Global Economic Model; Oxford Economics UK Regional Model; and Various country-specific National Statistics Office websites

Travel & Tourism GDP and employment figures are drawn from Oxford Economics analysis for WTTC using the Tourism Satellite Account framework.

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Data sources and methodology: Exports

Main data sources:
World Trade Organization (WTO) IMFBOPA Oxford Economics.

Total exports, total service exports and total goods/merchandise exports are sourced originally to national accounts and central bank balance of payments data. Service exports taken from IMFBOPA database for all countries where possible. 2000 figures taken from above, 2013 estimated using 2012 shares of total and applied to totals for 2013. All currency figures are stated in 2012 US dollars.

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Data sources and methodology: Linkages

Main data sources: OECD, National Statistical Offices, Oxford Economics Input-output tables for all countries were sourced from either the OECD or, when not available, National Statistical Offices. From the input-output tables, multiplier matrices were developed for each economy, detailing the flow of spending in an economy that occurs as a consequence of spending in a given industry. For each of the comparator sectors, a spending shock of $1 million was simulated, with the resulting spending impacts in every industry in the economy recorded. These spending outcomes were translated into gross value added (GVA) using the GVA/output ratios available in the input-output tables, and employment, using productivity level data developed from the GDP and employment figures derived elsewhere in the study. Travel & Tourism multipliers are drawn from Oxford Economics / WTTC ongoing Tourism Satellite Account analysis. Global and regional multipliers were calculated as the weighted average of all relevant nations, with weightings assigned according to sector GDP.

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About WTTC and Oxford Economics

The World Travel & Tourism Council (WTTC) is the forum for business leaders in the Travel & Tourism industry. With Chief Executives of some one hundred of the world's leading Travel & Tourism companies as its Members, WTTC has a unique mandate and overview on all matters related to Travel & Tourism. WTTC works to raise awareness of Travel & Tourism as one of the world's largest industries, supporting 260 million jobs and generating 9 per cent of world GDP in 2012. WTTC advocates partnership between the public and private sectors, delivering results that match the needs of economies, local and regional authorities and local communities with those of business.

Oxford Economics is one of the worlds leading providers of economic analysis, forecasts and consulting advice. Founded in 1981 as a joint venture with Oxford Universitys business college, Oxford Economics enjoys a reputation for high quality, quantitative analysis and evidencebased advice. For this, its draws on its own staff of over 70 highly-experienced professional economists; a dedicated data analysis team; global modeling tools, and a range of partner institutions in Europe, the US and in the United Nations Project Link. Oxford Economics has offices in New York, Philadelphia, San Francisco, Chicago, London, Oxford, Belfast, Dubai, and Singapore.
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