A Study on the Characteristics of Chinese Citizens European Outbound Market and Its Targeted Expansion Strategy

With the rapid development of China's economy, the National also made a deeper spiritual life needs, and the tourism industry has been booming in this context, especially outbound tourism is gradually received more attention. In 2014,Chinese tourists that traveled overseas had been reached about 120 million,which is about twice than 5 years ago. Europe as the first choice for outbound travel and its tourists had reached about one million people. This pa ssage collects tourists' data all over the country that traveled to Europe in 2014, analyses the characteristics of European outbound tourism market. Regard Italy as the focus of discussion, will design and development tourism products, which according to the relevant statistical data of Italy National Tourism Administration. And will explore the improvement of the European market and further expand consumer groups.