China is one of the fastest growing outbound travel markets in the world. Thanks to rising disposable incomes and relaxations of restrictions on foreign travel, outbound trips grew by an annual average of 22% since 2000 – reaching almost 35 million in 2006. China ranks 5th worldwide in terms of spending on travel abroad with US$ 30 billion spent in 2007. In 1995, the World Tourism Organization (UNWTO) predicted that China would generate 100 million arrivals worldwide by 2020, making it the fourth largest market in the world (UNWTO Tourism 2020 Vision). In view of recent trends, it is on course to reach that target well before 2020. Getting the best out of any market implies knowing it well. To better understand the structure, trends and factors is the aim of the new ETC/UNWTO report. The Chinese Outbound Travel Market with Special Insight into the Image of Europe as a Destination covers the prospects for China as a source market, including results from consumer surveys conducted in the country during 2006.