China’s current Internet population is 485 million. It is estimated that by 2015, there will be more than 650 million Internet users in China. This is particularly important for the travel industry, as more than 80% of Chinese travelers would look for information and exchange opinions online about destinations, travel services and products. The Internet is also often used for on-line reservations for domestic hotels (FIT travelers, although in conjunction with offline forms of payment). Fees for Internet media advertising are relatively low and enjoy a large, professional and young audience. Payment is normally in the form of page space rental rather than pay-per-click as in the West.

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