The report consists of six chapters.Chapter One briefly introduces China's market environment, industrial operation and product innovation, as well as market conditions and tourists' behavior in 2010.Chapter Two provides a complete analysis of the influential factors of the outbound tourism market in 2010 from three aspects.Chapter Three analyzes the basic characteristics of the main players in China's outbound tourism industry.Chapter Four refers to the consumer market features of outbound tourism in China,especially tourists' behavior and consumption features in destinations.Chapter Five explores influential factors, a market overview and characteristics of industrial operation in China's north, east, south and southwest market. Chapter Six proposes policy recommendations for outbound tourism-related bodies like government, enterprises and destinations.

1.1 Steady Growth of Overall Economic Output and Per Capita Income

1.2 Slight Rising of the RMB Exchange Rate Causing the Changes of Outbound Tourism Conditions

1.3 An Overall Upward Trend of CPI Index with Limited Impact on Outbound Tourism

1.4 People's Income Increases Effectively, Stimulating the Outbound Tourism Consumption

1.5 Continual Heating-up of Taiwan-bound Travel with ECFA boosting Cross-Strait Tourism Exchange

1.6 Imagination of Outbound Tourism Market Enriched by the Successful Holding of World Expo

 Section Ⅱ :Impact of the International Environment

2.1 The Sustained Improvement Foreign Economic and Political Cooperation

2.2 More Convenient Visa Application Policy

2.3 Marketing Efforts Strengthened by Destination Countries and Regions in China

 Section Ⅲ :Impact of Related Market Environment

3. ! Further Opening Trends of Outbound Tourism

3.2 More Regulated and Standardized Market Supervision

3.3 The Increasing Significance of Aviation Influence

3.4 Wide Concern Caused by the Risks in Outbound Tourism

3.5 The IncreasingLy Facilitated Overseas Payments

3.6 More Standardized and Improved Medical Insurance Service

Chapter Three Operating Characteristics of China Outbound Tourism Industry in 2010

 Section Ⅰ :The Features of Outbound Tourism Industry

1.1 A Lower Threshold for Market Access but Scale Remained Stable with Qualitative

Development on the Horizon

1.2 Acceleration of Forming National Market while Area-wide Competition Speeding up Market Evolution

1.3 Orderly Expansion of Approved Destinations, More Space to Implement Business Activities

1.4 Rapid Growth of Outbound Tourism Demand along with Steady

Improvement in Business Operations

 Section Ⅱ : Trends in Outbound Tourism Operations

2.1 Outbound Tourism Opened to Foreign Travel Agencies and Domestic Travel Agencies were

Confronted with Both Challenges and Opportunities

2.2 Trust-agent System was Made an Attempt All over the Country and the Transformation

of the Industrial Development Mode was Speeded up

2.3 The Tourism Industry Witnessed Various Forms of Competitions and the Development

of Travel Agency Groups Accelerated the Division between the Strong and the Weak

2.4 Online and Offline Expansions were Unfolding and Tourist Satisfaction Became the

Primary Purpose

 Section Ⅲ :The Development and Innovation of Outbound Tourism Products

3.1 Special Tourism Products Enjoyed High Favor

3.2 Brand Building Became the Guide of Products Development and the Key for Competitive Advantages

Chapter Four Market Structure and Consumption Characteristics of China Outbound Tourism in 2010

 Section Ⅰ : Market Structure

1.1 Market Situation

1.2 Market Structure

1.3 Composition of Major Destination

 Section Ⅱ : Overall Analysis

2.1 Variables in Outbound Tourists' Consumption

2.2 Demographic Characteristics of Outbound Tourists

2.3 Factors Influencing Consumers' Decisions

2.4 Characteristics of Outbound Tourists' Consumption Decisions

2.5 Characteristics of Outbound Tourists' Consumption

2.6 Evaluation and Future Projections for Outbound Tourism

2.7 Correlation Analysis of Demographic Characteristics of Outbound Tourists and Tourism Consumption

 Section Ⅲ :Consumption Characteristics of Mainland Chinese Tourists in Major Destinations

3.1 Analysis of Mainland Chinese Tourists' Consumption in Hong Kong SAR

3.2 Macao SAR

3.3 Taiwan China

3.4 Japan

3.5 USA

3.6 Australia

3.7 South Africa

 Section Ⅳ :Analysis of Outbound Tourists' Satisfaction

4.1 Statistical Analysis of Visitors' Satisfaction

4.2 Integral Satisfaction and Quality Perception Index of Tourism Elements

Chapter Five Researching on Major Tourist Source Markets

 Section Ⅰ : North China Market

1.1 Economy Overview

1.2 Development of Outbound Tourism

1.3 Development of Exit Ports

1.4 Case Study--Beijing

 Section Ⅱ : East China Market

2.1 Economy Overview

2.2 Development of Outbound Tourism

2.3 Development of Exit Hubs

2.4 Case Study - Shanghai

 Section Ⅲ: South China Market

3.1 Regional Economy Overview

3.2 Development of Outbound Tourism

3.3 Development of Exit Ports

3.4 A Case Study of Guangzhou

 Section Ⅳ :Southwest China Market

4.1 Economy Overview

4.2 Development of Outbound Tourism

4.3 Development of Exit Ports

4.4 Case Study - Chongqing

4.5 Case Study-Chengdu

Chapter Six Development Trends and Recommendations for China's Outbound Tourism in 2011

 Section Ⅰ : Development Trend for Outbound Tourism in 2011

1.1 Outbound Tourism Scale and Consumption Will Continue to Expand Quickly

1.2 More Outbound Tourism Destinations and Ways of Going Abroad

1.3 The Industry will Tend to More Open-up. Wholesale and Retail Systems Will be Promoted

1.4 Problems Remain Prominent

 Section Ⅱ : Proposals for China's Outbound Tourism Development

2.1 Recommendations to Government Authorities

2.2 Recommendations to Tourist Enterprises

2.3 Recommendations to Tourist Destination Countries/Regions