The China Outbound Tourism Research Institute (COTRI) is the worldwide leading research institute for research, consulting and quality assessment relating to the Chinese Outbound tourism market.  In collaboration with Dragon Trail, the partnership offers an integrated “China Solution”, including technology, marketing, trade sales, and research, as well as service training, combined with specific industry expertise and local knowledge.  Together, both Dragon Trail and COTRI co-publish the resource website and community ChinaTravelTrends.com.

Both Dragon Trail and COTRI jointly organize seminars, workshops, and speech in conferences (such as at ITB Berlin 2010) all over the world to discuss the opportunity of marketing travel to China, and catering to Chinese tourists, from China Outbound tourism research, digital marketing and social media, travel trade sales distribution, to Chinese consumer behaviours and tourism product adaption.

COTRI supports quality assurance in the form of the CTW Award and the COQ Label, offers publications, training programs, workshops and customized solutions for companies and institutions. COTRI was founded in 2004 by the director Prof. Dr. Wolfgang Georg Arlt. COTRI is based at the West Coast University of Applied Sciences, Germany and supported by the IMT Institute for Management and Tourism GmbH.

China´s Outbound Tourism is growing

From 10 million travelers in 2000 to 46 million in 2008, from a price-orientated round-trip groups to a quality-orientated and segmented source market. For many countries in Asia travelers from China are already the No.1 market, for many countries outside Asia these visitors are becoming the top transcontinental customers group. Chinese outbound tourists can now choose among all major destinations in the world and they are demanding quality according to their specific preferences. To offer tourism services successfully, products and marketing have to be adapted, staff has to be trained and the Chinese cultural background has to be well understood.

COTRI offers one day workshops to destinations, hotel groups, attractions etc. Workshops are based on customized COTRI research; a written survey for all participants is provided.

The workshop typically includes four sessions about

- Background of Chinese Outbound Tourism,

- Behaviour and Expectations of Chinese tourists,

- Region/Company specific analysis and

- Marketing Channels.

Recent COTRI workshops were conducted in Brazil, China, Germany, Jamaica, Mexico and the USA. China Outbound Clinic is a solution-oriented two hour session with COTRI experts and a small group of non-competing companies and organizations discussing their experiences and problems. With the Theses Support Program, COTRI offers help for a successful development of Chinese Outbound Tourism Theses in Bachelor, Master or PhD level.

CTW Chinese Tourists Welcoming Award

Since 2004 CTW Chinese Tourists Welcoming Awards are given annually by COTRI for global best practice examples of companies and organisations dealing with the Chinese market.

The CTW Award is given in five categories:

-      Product Innovation,

-      Internet/Media,

-      Service Quality,

-      Marketing and

-      Overall Performance.

The CTW Award ceremony takes place each year during the COTTM China Outbound Travel and Tourism Market in Beijing.

China Outbound Tourism Quality Label

The China Outbound Tourism Quality Label (COQ Label) identifies companies, organizations and destinations who offer sustainable quality for Chinese visitors. Tourism companies and organizations submit, after going through an online training, an action plan for improved services to Chinese tourists which is evaluated by the COTRI experts team. Successful applicants receive the COQ Label and are communicated as top quality providers to the Chinese tour operators and the Chinese travelers. The COQ Label is organised on two levels:

-      Silver (General Certification)

-      Gold (Branch Specific Certification).