The fifth edition of China Outbound Travel and Tourism Mar-ket was held in Beijing on April 22, 2009. The past twelve months since the last COTTM turned to be a huge challenge for the travel and tourism industry. According to the World Tourism Organiza-tion (UNWTO), the growth in international tourist arrivals has slowed down considerably due to the volatile and turbulent global economy. The final result for 2008 was an estimated growth of 2%,down from 7% in the previous yea1; but the forecast for 2009 is that the arrivals will be fiat at best and a few percent down at worst.