china travel market

Outlook for China tourism 2023: Light at the end of the tunnel

China is now removing travel restrictions rapidly, both domestically and internationally. While the sudden opening may lead to uncertainty and hesitancy to travel in the short term, Chinese tourists still express a strong desire to travel. And the recent removal of quarantine requirements in January 2023 could usher in a renewed demand for trips abroad.

Domestically, there are already signs of strong travel recovery. The recent Chinese New Year holidays saw 308 million domestic trips, generating almost RMB 376 billion in tourism revenue. 1 China’s Ministry of Culture and Tourism. This upswing indicates that domestic travel volume has recovered to 90 percent of 2019 figures, and spending has bounced back to around 70 percent of pre-pandemic levels. 2 McKinsey analysis based on China’s Ministry of Culture and Tourism data.

This article paints a picture of Chinese travelers and their evolving spending behaviors and preferences—and suggests measures that tourism service providers and destinations could take to prepare for their imminent return. The analyses draw on the findings of McKinsey’s latest Survey of Chinese Tourist Attitudes, and compare the results across six waves of surveys conducted between April 2020 and November 2022, along with consumer sentiment research and recent travel data.

From pandemic to endemic

By January 8, 2023, cross-city travel restrictions, border closures, and quarantine requirements on international arrivals to China had been lifted. 3 “Graphics: China’s 20 new measures for optimizing COVID-19 response,” CGTN, November 15, 2022; “COVID-19 response further optimized with 10 new measures,” China Services Info, December 8, 2022; “China reopens borders in final farewell to zero-COVID,” Reuters, January 8, 2023. This rapid removal of domestic travel restrictions, and an increase in COVID-19 infection rates, likely knocked travel confidence for cross-city and within-city trips. Right after the first easing of measures, in-city transport saw a marked drop as people stayed home—either because they were ill, or to avoid exposure. Subway traffic in ten major cities in mainland China fell and then spiked during Chinese New Year in February. Hotel room bookings also peaked at this time.

Domestic airline seat capacity experienced a minor rebound as each set of restrictions was lifted—suggesting a rise in demand as airlines scheduled more flights. Domestic capacity fluctuated, possibly due to the accelerated COVID-19 infection rate and a temporary labor shortage. International seat capacity, however, continued to climb (Exhibit 1).

By Chinese new year, China was past its infection peak—and domestic tourism recovered strongly. For instance, Hainan drew 6.4 million visitors over Chinese New Year (up from 5.8 million in 2019) and visits to Shanghai reached 10 million (roughly double 2019 holiday figures). 4 China’s Ministry of Culture and Tourism. Overall, revenue per available room (RevPAR) during this period recovered and surpassed pre-pandemic levels, at 120 percent of 2019 figures. 5 STR data. Outbound trips are still limited, but given the pent-up demand for international travel (and the upswing in domestic tourism) the tourism industry may need to prepare to welcome back Chinese tourists.

Tourism players should be ready for this; the time to act is now.

A demand boom is around the corner—Chinese tourists are returning soon

Before the pandemic, Chinese tourists were eager travelers. Mainland China had the largest outbound travel market in the world, both in number of trips and total spend. 6 World Tourism Organization (UNWTO) Tourism dashboard, Outbound tourism ranking. In 2019, Mainland Chinese tourists took 155 million outbound trips, totaling $255 billion in travel spending. 7 China’s Ministry of Culture and Tourism. These figures indicate total outbound trips, including to Hong Kong and Macau. China is also an important source market for some major destinations. For instance, Chinese travelers made up 28 percent of inbound tourism in Thailand, 30 percent in Japan, and 16 percent of non-EU visitors to Germany. 8 United Nations World Tourism Organization (UNWTO) database.

Leisure travel was the biggest driver of China’s outbound travel, representing 65 percent of travelers in 2019. In the same year, 29 percent of travelers ventured out for business, and 6 percent journeyed to visit friends and relatives. 9 Euromonitor International database.

Our most recent Survey of Chinese Tourist Attitudes, conducted in November 2022, shows that Chinese tourists have retained their keen desire to explore international destinations. About 40 percent of respondents reported that they expect to undertake outbound travel for their next leisure trip.

Where do these travelers want to go?

The results also indicate that the top three overseas travel destinations (beyond Hong Kong and Macau) are Australia/New Zealand, Southeast Asia, and Japan. Overall, respondents show less interest in travel to Europe than in previous years, down from 7 percent to 4 percent compared to wave 5 respondents. Desire to embark on long-haul international trips to Australia/New Zealand increased from 5 percent to 7 percent, and North American trips from 3 percent to 4 percent since the last survey. The wealthier segment (monthly household income over RMB 38,000) still shows a high interest in EU destinations (13 percent).

There are stumbling blocks on the road to recovery

While travel sentiment is strong, other factors may deter travelers from taking to the skies: fear of COVID-19; the need for COVID-19 testing which can be expensive; ticket prices; risk appetite of destination countries; and getting a passport or visa.

Chinese travelers may favor domestic trips, even if all outbound travel restrictions are removed, until they feel it is safe to travel internationally. A COVID-19-safe environment in destination countries will likely boost travelers’ confidence and encourage them to book trips again. 10 “Long-haul travel barometer,” European Travel Commission, February 1, 2023.

Travel recovery is also dependent on airline capacity. Some international airlines might be slow to restore capacity as fleets were retired during COVID-19 and airlines face a shortage of crew, particularly pilots. Considering that at the time of writing, in April 2023, international airline seat capacity has only recovered to around 37 percent of pre-pandemic levels, travelers are likely to face elevated ticket prices in the coming months. For instance, ticket prices for travel in the upcoming holidays to popular overseas destinations such as Japan and Thailand are double what they were in 2019. 11 Based on Ctrip prices. Price-sensitive travelers might wait for ticket prices to level out before booking their overseas trips.

Chinese airlines, however, appear more ready to resume full service than their international counterparts —fewer pilots left the industry and aircraft are available. Chinese carriers’ widebody fleets are mostly in service or ready to be redeployed (Exhibit 2).

Moving forward, safety measures in destination countries will affect travel recovery. Most countries have dropped testing requirements on arrivals from mainland China, and Chinese outbound group travel has resumed but is still limited to selected countries.

Many Chinese travelers—maybe 20 percent—have had passports expire during the COVID-19 period, and China has not been renewing these passports. Renewals are now possible, but the backlog will slow travel’s rebound by a few months. 12 Steve Saxon, “ What to expect from China’s travel rebound ,” McKinsey, January 25, 2023. Furthermore, travel visas for destination countries can take some time to be processed and issued.

Taken together, these factors suggest that the returning wave of Chinese travelers may only gather momentum by the Summer of 2023 and that China’s travel recovery will likely lag Hong Kong’s by a few months.

Overall, China is opening up to travel, both inbound and outbound—all types of visas are being issued to foreign visitors, and locals are getting ready to travel abroad. 13 “China to resume issuing all types of visas for foreigners,” China Briefing, March 14, 2023.

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The returning chinese traveler is evolving.

Although Chinese travelers did not have opportunities to travel internationally over the past three years, they continued to travel domestically and explore new offerings. Annual domestic trips remained at around 50 percent of pre-pandemic levels, amounting to 8.7 billion domestic trips over the past three years. 14 China’s Ministry of Culture and Tourism. During this time, the domestic market matured, and travelers became more sophisticated as they tried new leisure experiences such as beach resorts, skiing trips, and “staycations” in home cities. Chinese travelers became more experienced as thanks to periods of low COVID-19 infection rates domestically they explored China’s vast geography and diverse experiences on offer.

Consequently, the post-COVID-19 Chinese traveler is even more digitally savvy, has high expectations, and seeks novel experiences. These are some of the characteristics of a typical traveler:

• Experience-oriented: Wave 6 of the survey shows that the rebound tourist is planning their trip around experiences. Outdoor and scenic trips remain the most popular travel theme. In survey waves 1 to 3, sightseeing and “foodie” experiences were high on the list of preferences while traveling. From waves 4 to 6, culture and history, beaches and resorts, and health and wellness gained more attention—solidifying the trend for experience-driven travel. Additionally, possibly due to the hype of the Winter Olympics, skiing and snowboarding have become popular activities.
• Hyper-digitized: While digitization is a global trend, Chinese consumers are some of the most digitally savvy in the world; mobile technologies and social media are at the core of daily life. COVID-19 drove people to spend more time online—now short-form videos and livestreaming have become the top online entertainment options in China. In the first half of 2022, Chinese consumers spent 30 percent of their mobile internet time engaging with short videos. 15 “In the first half of the year, the number of mobile netizens increased, and short videos accounted for nearly 30% of the total time spent online,” Chinadaily.com, 27 July 2022.
• Exploration enthusiasts: Chinese travelers are also keen to explore the world and embark on novel experiences in unfamiliar destinations. Survey respondents were looking forward to visiting new attractions, even when travel policies limited their travel radius. Instead of revisiting destinations, 45 percent of respondents picked short trips to new sites as their number one choice, followed by long trips to new sites as their second choice.

Consumers are optimistic, and travel spending remains resilient

McKinsey’s 2022 research on Chinese consumer sentiment shows that although economic optimism is seeing a global decline, 49 percent of Chinese respondents reported that they are optimistic about their country’s economic recovery. Optimism had dropped by 6 percentage points since an earlier iteration of the survey, but Chinese consumers continue to be more optimistic than other surveyed countries, apart from India (80 percent optimistic) and Indonesia (73 percent optimistic) (Exhibit 3). 16 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Chinese consumers are still keen to spend on travel, and travel spending is expected to be resilient. Wave 6 of the tourist attitude survey saw 87 percent of respondents claiming that they will spend more or maintain their level of travel spending. Moreover, when consumers were asked “which categories do you intend to splurge/treat yourself to,” travel ranked second, with 29 percent of respondents preferring travel over other categories. 17 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Against this context of consumer optimism, the wave 6 tourist attitude survey results shed light on how travelers plan to spend, and which segments are likely to spend more than others:

• The wealthier segment and older age groups (age 45-65) show the most resilience in terms of travel spend. Around 45 to 50 percent of travelers in these two groups will spend more on their next leisure trip.
• The wealthier segment has shown the most interest in beach and resort trips (48 percent). Instead of celebrating Chinese New Year at home with family, 30 percent of Chinese travelers in the senior age group (age 55-65) expect to take their next leisure trip during this holiday—10 percent more than the total average. And the top three trip preferences for senior travelers are culture, sightseeing, and health-themed trips.
• When it comes to where travelers plan to spend their money on their next trip, entertainment activities, food, and shopping are the most popular categories. These are also the most flexible and variable spending categories, and there are opportunities to up-sell—attractions, food and beverage, and retail players are well positioned to create unique and unexpected offerings to stimulate spending in this area (Exhibit 4).

Independent accommodation is gaining popularity

Overall, Chinese consumers have high expectations for products and services. McKinsey’s 2023 consumer report found that local brands are on the rise and consumers are choosing local products for their quality, not just for their cheaper prices. Chinese consumers are becoming savvier, and tap into online resources and social media to educate themselves about the specific details and features of product offerings. 18 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

Furthermore, 49 percent of Chinese consumers believe that domestic brands are of “better quality” than foreign brands—only 23 percent believe the converse is true. Functionality extended its lead as the most important criterion influencing Chinese consumers, indicating that consumers are focusing more on the functional aspects of products, and less on emotional factors. Branding thus has less influence on purchasing decisions. 19 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

These broader consumer sentiments are echoed in the travel sector. Chinese travelers pay attention to cost, but do not simply seek out the lowest prices. While 17 percent of wave 6 respondents are concerned about low prices, 33 percent are on the hunt for value-for-money offerings, and 30 percent prefer good discounts and worthwhile deals.

And consumer sentiment regarding local brands holds true for travel preferences. Independent travel accommodation continues to be the preferred choice for most respondents, increasing in share against international chain brand hotels (Exhibit 5). Almost 60 percent of respondents prefer independent accommodation such as boutique hotels, B&Bs, and Airbnb—an 8 percentage-point increase since 2020.

Local chain brand hotels remain stable, the favored accommodation for 20 percent of respondents. These hotels are seen as a more standardized option, and as most are located in urban areas, they target the budget traveler segment.

Opting for independent accommodation is not considered a trade down; Chinese travelers expect a high level of service. In particular, respondents in the wealthier segment picked independent options (57 percent) over international premium brands (27 percent).

Premium independent options for the wealthier segment are abundant, specifically in leisure travel. Setting up a premium brand hotel requires long-term construction periods and heavy capital investment. Small-scale boutique hotels or B&Bs, on the other hand, are more agile solutions that can ramp up in the short term. This may explain the abundance of premium independent offerings. For instance, in destinations such as Lijiang and Yangshuo, between seven and nine of the top-ten premium hotels listed on Ctrip are independent boutique hotels.

Premium independent accommodation’s strength lies in quality guest experience with a genuine human touch. The service level at premium independent establishments can even surpass that of chain brand accommodation thanks to the high staff-to-room ratio, which easily reaches 3:1 or even 5:1. 20 “Strategic marketing analysis of boutique hotels,” Travel Daily , June 3, 2015. For hotels in Xiamen, Lijiang, and Yangshou, Ctrip service ratings of premium independent hotels are all above 4.7, outperforming international chain brand hotels.

Travelers are becoming smarter and more realistic during hotel selection, focusing on fundamental offerings such as local features and value for money. Across all types of hotels, local features are one of the most important factors influencing hotel selection—even for chain brand hotels which have a reputation for mastering the standardized offering. On average, 34 percent of respondents report that local features and cultural elements are the key considerations affecting their choice of hotel.

Outbound Chinese tourists are evolving rapidly, becoming increasingly diverse in their travel preferences, behaviors, and spending patterns. Chinese travelers are not homogeneous, and their needs and preferences continue to evolve. Therefore, serving each group of tourists may require different product offerings, sales channels, or marketing techniques.

The path toward eco-friendly travel in China

How international travel and tourism can attract outbound chinese travelers.

China’s lifting of travel restrictions may cause some uncertainty in the short term, but a promising recovery lies ahead. Chinese tourists have maintained a strong desire to travel internationally and are willing to pay for this experience. They are also discerning and looking for high-quality accommodation, offerings, and service. As boutique hotels are becoming more popular, international hotel brands hotels could, for example, aim to stand out by leveraging their experience in service excellence.

With renewed travel demand, now may be the time for international travel and tourism businesses to invest in polishing product offerings—on an infrastructural and service level. Tourism, food and beverage, retail, and entertainment providers can start preparing for the rebound by providing unique and innovative experiences that entice the adventurous Chinese traveler.

Craft an authentically local offering that appeals to experience-driven Chinese travelers

Chinese travelers have suspended overseas trips for three years, and are now looking to enjoy high-quality experiences in destinations they have been to before. They also want to do more than shopping and sightseeing, and have expressed willingness to spend on offerings geared towards entertainment and experience. This includes activities like theme parks, snow sports, water sports, shows, and cultural activities. Authentic experiences can satisfy their desire for an immersive foreign experience, but they often want the experience to be familiar and accessible.

Designing the right product means tapping into deep customer insights to craft offerings that are accessible for Chinese travelers, within a comfortable and familiar setting, yet are still authentic and exciting.

Travel and tourism providers may also have opportunities to up-sell or cross-sell experiences and entertainment offerings.

Social media is essential

Social media is emerging as one of the most important sources of inspiration for travel. Short video now is a major influence channel across all age groups and types of consumers.

Tourist destinations have begun to leverage social media, and short video campaigns, to maximize exposure. For example, Tourism Australia recently launched a video campaign with a kangaroo character on TikTok, and overall views soon reached around 1.67 billion.

The story of Ding Zhen, a young herder from a village in Sichuan province, illustrates the power of online video in China. In 2020, a seven-second video of Ding Zhen turned him into an overnight media sensation. Soon after, he was approached to become a tourism ambassador for Litang county in Sichuan—and local tourism flourished. 21 “Tibetan herder goes viral, draws attention to his hometown in SW China,” Xinhuanet, December 11, 2020. Another Sichuan local, the director of the Culture and Tourism Bureau in Ganzi, has drawn visitors to the region through his popular cosplay videos that generated 7 million reviews. Building on the strength of these influential celebrities, visitor numbers to the region were said to reach 35 million, more than two-and-a-half times 2016 volumes. 22 “Local official promoting Sichuan tourism goes viral on internet,” China Daily, June 17, 2022; “The Director of Culture and Tourism disguises himself as a “Swordsman” knight to promote Ganzi tourism,” Travel Daily , June 17, 2022.

Online travel companies are also using social media to reach consumers. Early in the pandemic, Trip.com took advantage of the upward trend in livestreaming. The company’s co-founder and chairman of the board, James Liang, hosted weekly livestreams where he dressed up in costume or chatted to guests at various destinations. Between March and October 2020, Liang’s livestreams sold around $294 million’s worth of travel packages and hotel room reservations. 23 “Travel companies adapt to a livestreaming trend that may outlast the pandemic,” Skift, October 26, 2020.

Livestreaming is being used by tourism boards, too. For instance, the Tourism Authority of Thailand (TAT) collaborated with Trip.com to launch a new campaign to attract Chinese tourists to Thailand as cross-border travel resumed. The broadcast, joined by TAT Governor Mr Yuthasak Supasorn, recorded sales of more than 20,000 room nights amounting to a gross merchandise value of over RMB 40 million. 24 “Trip.com Group sees border reopening surge in travel bookings boosted by Lunar New Year demand,” Trip.com, January 13, 2023.

International tourism providers looking to engage Chinese travelers should keep an eye on social media channels and fully leverage key opinion leaders.

Scale with the right channel partners

Travel distribution in China has evolved into a complex, fragmented, and Chinese-dominated ecosystem, making scaling an increasingly difficult task. Travel companies need to understand the key characteristics of each channel type, including online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies as each target different customer segments, and offer different levels of control to brands. It also takes different sets of capabilities to manage each type of distribution channel.

Travel companies can prioritize the channels they wish to use and set clear roles for each. One challenge when choosing the right channel partner is to avoid ultra-low prices that may encourage volume, but could ultimately damage a brand.

Meanwhile, given the evolution of the postCOVID-19 industry landscape and rapid shifts in consumer demand, travel companies should consider direct-to-consumer (D2C) channels. The first step would be selecting the appropriate D2C positioning and strategy, according to the company’s needs. In China, D2C is a complicated market involving both public domains (such as social media and OTA platforms) and private domains (such as official brand platforms). To make the most of D2C, travel companies need a clear value proposition for their D2C strategy, whether it be focused on branding or on commercial/sales.

Create a seamless travel experience for the digitally savvy Chinese tourist

China has one of the most digitally advanced lifestyles on the planet. Chinese travelers are mobile-driven, wallet-less, and impatient—and frequently feel “digitally homesick” while abroad. Overseas destinations and tourism service providers could “spoil” tech-savvy Chinese travelers with digitally enhanced service.

China’s internet giants can provide a shortcut to getting digital services off the ground. Rather than building digital capabilities from scratch, foreign tourism providers could engage Chinese travelers through a platform that is already being used daily. For example, Amsterdam’s Schiphol Airport provides a WeChat Mini Program with four modules: duty-free shopping, flight inquiry, information transfer, and travel planning. This contains information about all aspects of the airport, including ground transportation and tax refund procedures.

Alibaba’s Alipay, a third-party mobile and online payment platform, is also innovating in this space. The service provider has cooperated with various tax refund agencies, such as Global Blue, to enable a seamless digitized tax refund experience. Travelers scan completed tax refund forms at automated kiosks in the airport, and within a few hours, the refunded amount is transferred directly to their Alipay accounts. 25 “Alipay and Global Blue to make tax refunds easy for Chinese tourists,” Alizila, June 23, 2014.

Such digital applications are likely to be the norm going forward, not a differentiator, so travel companies that do not invest in this area may be left behind.

Chinese travelers are on the cusp of returning in full force, and tourism providers can start preparing now

With China’s quarantine requirements falling away at the start of 2023, travelers are planning trips, renewing passports and visas, and readying themselves for a comeback. Chinese tourists have not lost their appetite for travel, and a boom in travel demand can be expected soon. Though airlines are slow to restore capacity, and some destination countries are more risk averse when welcoming Chinese travelers, there are still options for Chinese tourists to explore destinations abroad.

Tourism providers can expect to welcome travelers with diverse interests who are willing to spend money on travel, who are seeking out exciting experiences, and who are choosing high-quality products and services. The returning Chinese traveler is digitally savvy and favors functionality over branding—trends suggest that providers who can craft authentic, seamless, and unique offerings could be well positioned to capture this market.

Guang Chen and Jackey Yu are partners in McKinsey’s Hong Kong office, Zi Chen is a capabilities and insights specialist in the Shanghai office, and Steve Saxon is a partner in the Shenzhen office.

The authors wish to thank Cherie Zhang, Glenn Leibowitz, Na Lei, and Monique Wu for their contributions to this article.

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Travel & Tourism - China

• The Travel & Tourism market is expected to experience a significant rise in revenue in the upcoming years in China.
• According to projections, the market revenue is estimated to reach US$184.50bn by 2024 and grow annually at a rate of 6.29%, thereby resulting in a market volume of US$235.50bn by 2028.
• The largest market is the Hotels market, which is expected to have a market volume of US$93.62bn in 2024.
• The number of users in this market is predicted to reach 305.30m users by 2028, and the user penetration rate is anticipated to rise from 30.7% in 2024 to 36.0% by 2028.
• Moreover, the average revenue per user (ARPU) is estimated to be US$419.10.
• In terms of online sales, it is projected that 72% of total revenue in the Travel & Tourism market will be generated through online channels by 2028.
• Notably, United States is expected to generate the highest revenue in the global comparison, with a projected revenue of US$199bn in 2024.
• The rise of China's middle class has led to a rise in domestic tourism and an increasing demand for luxury travel experiences.

Key regions: Malaysia , Europe , Singapore , Vietnam , United States

Definition:

The Travel & Tourism market encompasses a diverse range of accommodation services catering to the needs and preferences of travelers. This dynamic market includes package holidays, hotel accommodations, private vacation rentals, camping experiences, and cruises.

The market consists of five further markets.

• The Cruises market covers multi-day vacation trips on a cruise ship. The Cruises market encompasses exclusively passenger ticket revenues.
• The Vacation Rentals market comprises of private accommodation bookings which includes private holiday homes and houses as well as short-term rental of private rooms or flats.
• The Hotels market includes stays in hotels and professionally run guest houses.
• The Package Holidays market comprises of travel deals that normally contain travel and accommodation sold for one price, although optional further provisions can be included such as catering and tourist services.
• The Camping market includes bookings at camping sites for pitches using tents, campervans, or trailers. These can be associated with big chains or privately managed campsites.

Additional Information:

The main performance indicators of the Travel & Tourism market are revenues, average revenue per user (ARPU), users and user penetration rates. Additionally, online and offline sales channel shares display the distribution of online and offline bookings. The ARPU refers to the average revenue one user generates per year while the revenue represents the total booking volume. Revenues are generated through both online and offline sales channels and include exclusively B2C revenues and users for the above-mentioned markets. Users represent the aggregated number of guests. Each user is only counted once per year. Additional definitions for each market can be found within the respective market pages.

The booking volume includes all booked travels made by users from the selected region, independent of the departure and arrival. The scope includes domestic and outbound travel.

Prominent players in this sector include online travel agencies (OTAs) like Expedia and Opodo, as well as tour operators such as TUI. Specialized platforms like Hotels.com, Booking.com, and Airbnb facilitate the online booking of hotels and private accommodations, contributing significantly to the market's vibrancy.

For further information on the data displayed, refer to the info button right next to each box.

• Bookings directly via the website of the service provider, travel agencies, online travel agencies (OTAs) or telephone

out-of-scope

• Business trips
• Other forms of trips (e.g. excursions, etc.)

Travel & Tourism

• Vacation Rentals
• Package Holidays
• Analyst Opinion

China's Travel & Tourism market has been experiencing significant growth and development in recent years. Customer preferences: Chinese travelers are increasingly seeking unique and authentic experiences, moving away from traditional tour packages towards more personalized and immersive travel options. The rise of social media and influencer marketing has also influenced customer preferences, with travelers looking for Instagram-worthy destinations and experiences to share online. Trends in the market: One notable trend in the Chinese Travel & Tourism market is the increasing popularity of domestic travel. With rising incomes and improved infrastructure, more Chinese citizens are exploring their own country, leading to a boost in domestic tourism. Additionally, there has been a growing interest in sustainable and eco-friendly travel practices among Chinese travelers, driving the demand for green initiatives in the tourism sector. Local special circumstances: China's vast size and diverse landscapes offer a wide range of travel opportunities, from bustling metropolises to scenic rural areas. The country's rich history and cultural heritage also attract both domestic and international tourists, with iconic landmarks such as the Great Wall and the Terracotta Army drawing millions of visitors each year. Moreover, the Chinese government's initiatives to promote tourism, such as visa facilitation and investment in tourism infrastructure, have further fueled the growth of the industry. Underlying macroeconomic factors: The steady economic growth in China has resulted in a burgeoning middle class with higher disposable incomes, leading to an increase in leisure travel. Furthermore, the government's efforts to boost consumer spending and promote tourism as a key driver of economic growth have supported the expansion of the Travel & Tourism market in the country. Additionally, the Belt and Road Initiative has enhanced connectivity with other countries, facilitating international travel and tourism exchanges.

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Tourism in China: 2022 Trends and Investment Opportunities

The COVID-19 pandemic continues to impact Chinese tourism, more so because of the country’s zero-Covid policy. New trends have emerged – which has seen a surge in domestic tourism and changing travel preferences among various demographic categories. In this article, we explore how China’s indigenous tourism market is diversifying, successfully catering to the lifestyles of Gen Z and young families, and touch on the prospects for the return of China outbound tourism. We also offer insights for foreign businesses interested in China’s tourism sector and its allied service industries like retail and sustainability.

As more countries open their borders to international tourism, the absence of Chinese visitors is causing more than a little economic pain. From Phuket to Paris, major tourist destinations have relied on an average of 150 million Chinese travelers spending up to US$255 billion yearly on sightseeing. Now three years into the COVID-19 pandemic, many of these destinations are starting to realize th at it will be a while till the Chinese t ourists return. Some analysts believe that this could impose serious economic consequences on affected countries.  

Despite the rest of the world moving toward an endemic approach to the virus, China continues to implement a zero-Covid policy. As of August 2022, China has a  quarantine system   in place for inbound travelers as well as rigorous  measures that get promptly activated in case of outbreaks. Yet, it is precisely such measures that allow Chinese tourists to feel safer when traveling across provinces and have fueled the growth of the country’s domestic tourism industry.  

Nevertheless, tourism market data from China in the first quarter of 2022 showed a significant dip when compared to the same period in the previous year . Data from the Ministry of Culture and Tourism, for example, revealed that, during the New Year’s Day and Spring Festival, 52 million and 251 million people traveled across the country between the two holidays , showing a year-on-year decrease of 5.3 percent and 2.0 percent, respectively. This of course can be put down to the resurgence of Covid-19 with multiple regional and global outbreaks due to more infectious variants.   However, with the beginning of the summer holiday season, the slowdown appears to have once again reversed as ticket sales are noticeably on the rise. This presents us with a unique opportunity to zoom in on China’s tourism market and explore how it has transformed since the pandemic . We discuss who is the new Chinese traveler, look at destination trends, as well as the types of services required by the tourism market.    

The Chinese tourist profile at a glance

Family traveling at its peak   .

The pandemic has caused the decline in popularity of destinations previously famous for group travel, a revenue mainstay for the tourism industry. Chinese travelers are instead opting for different plans based on needs and preferences, giving rise to more family vacations, healthcare tours, and research trips. In particular, “parent-child tourism” has gained momentum throughout 2021 and 2022, along with the steady revival of the national tourism industry.    

The 2022 Summer Travel Market Trend Report released by Ctrip (one of China’s leading travel companies) showed that family travel packages have reached a peak in the 2022 summer booking spree. In July 2022, the number of family air tickets sold increased by 804 percent, compared to the previous month. Similarly, bookings of family-friendly hotels grew 80 percent, compared to the same period in 2021, and were up by 20 percent from 2019 – most of these bookings being concentrated in four- and five-star hotels.  

Moreover, in July, the number of families traveling from Shanghai and Beijing, as well as from other big cities in China, increased significantly compared to previous holiday periods, such as the Labor Day Holiday or the Dragon Boat Festival. The backlog of travel demand from these places was primarily due to the impact of the epidemic response in the first half of the year, which gradually eased at the beginning of summer.  

Looking at the preferred travel destinations, families with children in primary or junior high schools prefer island tours to Sanya, Haikou, Qingdao, and Xiamen , among others, largely because of their family-friendly services. These two groups of travelers have also turned their attention to the tours to the northwestern provinces of Qinghai, Gansu, and Xinjiang.  

The Ctrip air ticket data also showed that younger travelers were accompanied by more family members. For example, primary and junior high school students travel with 3.5 and 3.2 people in summer vacations, respectively. On the other hand, college students are more independent in their travel habits.  

Gen Z: T he online buyers  

As Gen Z’s purchasing power increases, travel has become a significant avenue for them to seek leisure and enjoyment. Survey data showed that over half (52.7 percent) of the Gen Z travelers surveyed looked for travel information on social media and short video platforms, including Xiaohongshu, Kuaishou, Weibo, and Bilibili. About 49 percent of those surveyed chose online travel agencies (OTAs) like Trip.com, Qunar, and Meituan. According to the research, just 16.7 percent of the tourists used offline services to obtain information.    

As of 2022, prices and budget remained the main deciding factors for Gen Z when planning their tours, followed by other elements such as transit convenience and safety. 62.5 percent of Gen Z use OTAs to book their travel, with official supplier websites coming in second, followed by social media and e-commerce sites like Xiaohongshu, Douyin, and Taobao.  

  Data also revealed that natural landscapes were the main draw for Gen Z tourists in 2022. Despite higher spending power, these Chinese travelers had little interest in visiting popular retail malls or luxury sites.  

Corporate travel  

According to data from the Global Business Travel Association (GBTA) , China took the top spot globally for business travel expenditure in 2021. Indeed, following a 38 percent drop in that same category over the previous year, China’s corporate travel expenditure increased by 31.7 percent in 2021 as the local market rebounded – more than doubling the worldwide growth rate.  

According to the study, 16.3 percent more Chinese businesses used travel management agencies in 2021 than they did in 2020. In China’s top cities , including Beijing, Shanghai, and Guangzhou, this number increased by 24.6 percent.   

By 2024, the business travel industry in China is predicted to recover and reach pre-pandemic levels, with total spending on business travel topping US$400 billion. The strong recovery momentum in China’s business travel industry is reflected in the Trip.com Group’s 2021 performance, with hotel reservations on Trip.Biz (the business-dedicated section of CTrip) increasing by almost triple digits.   

China’s latest tourism trends by destination

Peripheral or ‘short-distance’ tourism on the rise  .

With the continuous development of leisure tourism in recent years, the short-distance tourism model has gained enough market recognition and respect.   

Affected by the pandemic, many people in China still have concerns about the health risks of long-distance traveling. Several primary and secondary schools still restrict the travel of students during long holiday periods, resulting in families preferring to travel short distances and explore nearby landmarks. Local tours, “rediscovering the beauty of the surroundings”, have become popular. new trend as residents gets the opportunity to experience the place where they were born and raised.  

The improvement of both tourist facilities and services in the hospitality sector has made it possible for this type of tourism to attract a larger pool of customers.    

Rural tourism  

Holiday destinations have undergone an evolution from country to the city and back again. Against the background of rural revitalization , the government has appointed a series of “village +” destinations to promote tourism, such as the Yellow River Suji Village and the Jijiadun Ideal Village. Ctrip data shows that the order volume of rural hotels more than doubled in 2021 compared to the previous year, attracting visitors mainly born between the 1980s and the 1970s.    

In the past, rural vacations meant spending time between mountains, rivers, and the serene scenery offered by the countryside. Today’s offers are much more diversified, as enterprises combine their business models with sustainable development goals and attract tourists with higher spending capacity.  

Cultural products   

With the growing enthusiasm of young people for Chinese culture, cultural tourist offers have become more popular.    

Various museums, for example, have recently become a hot topic on the search list for nationwide destinations. At the beginning of 2022, the unearthing of cultural relics at the Sanxingdui Ruins site set off a boom in museum tourism. Similarly, the China Grand Canal Museum in Yangzhou (Jiangsu province) has become a popular tourist check-in place, so much so that it attracted a monthly audience of more than 250,000 visitors during its trial operation period alone.   

At the same time, the organic integration of traditional folk culture has become more popular, and activities such as temple blessings and intangible cultural heritage experiences, are very popular among tourists. The rural market in northern Anhui, for example, staged wonderful performances , such as Huainan Shouxian drum, Suzhou Sixian Sizhou opera, and Taihe lion lantern , among others, attracting many tourists. Various places in Fujian have carried out splendid, themed activities around the “Fu” culture .  

A sense of cultural self-confidence among young Chinese people can be attributed as the main reason for the growth of such cultural destinations and scenic spots – not to be confused with the popular “Red Tourism” .    

Closer to nature   

The data collected by Ctrip at the beginning of 2022, revealed that natural protected areas and national forest parks appeared in the top five popular scenic spots announced by over 22 cities on the mainland.  

Indeed, Chinese travelers are paying increasing attention to nature-immersive destinations. According to the report of Qiaoyou.com, more than half of the app’s users have been to at least one of the first batch of national parks officially announced in October 2021, and 83.6 percent of the surveyed people plan to travel there in the future.  

It is worth mentioning that Chinese tourists nowadays engage more with natural destinations through a variety of activities, such as photography, acquiring natural knowledge, exercising, etc. Increasing this skill set has become an important factor in attracting travelers to explore outdoor scenic spots; hiking and camping have become popular new ways to get closer to nature.  

Prospects for outbound tourism

According to recent forecasts , a ‘strong wave’ of outbound travel from China will start up again in 2023, returning to its pre-pandemic levels by 2024. Such predictions are backed by plans announced by the country’s aviation regulator, which has issued a five-year development plan , with a strong focus on expanding domestic flights and restoring international air travel by 2025.   

Chinese tourists’ interest in overseas destinations has remained attractive though recovery is still a long way off. The Asia-Pacific region remains the most popular with Chinese tourists. Most desired overseas destinations are Southeast Asia, Europe, Russia, and Japan.   

The lifting of international border restrictions in China and the incidence of COVID-19 cases in the destination country are key factors shaping Chinese decision-making about outbound travel. Travel patterns to destinations such as Hong Kong and Macao demonstrate how COVID-19 cases and quarantine requirements have an immediate effect on travelers’ decision-making.  

Innovation is key to the development of China’s tourism products

Fintech for flexibility  .

New payment patterns have been quietly emerging behind the scenes as the travel sector has steadily recovered from the pandemic slowdown. One of the most prominent developments in travel technology in recent years is the growing confluence of finance and travel. Whether it is new payment options offered by travel suppliers, improvements in the flow of funds among tourism market players, or travel agencies launching full-fledged fintech solutions, the way the travel sector does business is rapidly changing.   

Aligned with these trends, airlines, hotels, and travel agencies may seek to modify their customer loyalty programs to encourage clients to utilize their specialized services thereby entrenching their position in this high-margin market .     

Smart scenic spots  

Nearly half of Chinese tourists cited COVID-19 prevention and control measures as the most important factor when planning a trip, according to a survey. Self-guided tours, small group tours, and customized tours with less contact with strangers are preferred. This may accelerate the pace of construction of smart scenic spots.    

Through online platforms and the travel app of the scenic spot, tourists can learn about their destination, find information to support travel route planning, book tickets for scenic spots and hotel accommodation, besides online shopping for souvenirs in advance. Such services and digital products allow tourists to be informed before, during , and after their tour is completed, while also enhancing the attraction of scenic spots.    

Technology empowers hospitality  

With the deepening integration of “Internet +” tourism, information communication technology has become the driving force for tourism development.  

With newer applications of the Internet, big data, and artificial intelligence, which will get accelerated in the 5G era, digital technology is being fully integrated into the tourism industry. This has brought changes to tourism supply and consumption, promoting new business models, and higher quality development of the tourism industry overall.  

Alibaba, China’s e-commerce and technology behemoth debuted its first robotic hotel, the FlyZoo Hotel, in December 2018. This “hotel of the future” was set up in the company’s hometown, Hangzhou , by Alibaba’s online travel agency (Fliggy) together with other company divisions, including Alibaba A.I. Labs and Alibaba Cloud.   

This high-tech hotel’s major goal is to show how artificial intelligence is already changing China’s hospitality sector and how it will motivate other countries’ travel and hospitality sectors to embrace innovation.   

  FlyZoo Hotel CEO Wang Qun has frequently said in several interviews that the company would keep developing “smart brains” for automated hotels in China as well as more specialized experiences for visitors.   

Key takeaways for foreign investors

Retail shopping while traveling  .

Retail shopping while traveling is emerging as a popular consumption trend in China. The pop-up store may not be a brand-new concept, but it is making a comeback in the Chinese travel landscape. For instance, in collaboration with China Duty-Free Group, several companies, including SK-II and Clé de Peau Beauté, have opened pop-up shops in Hainan to cater to the demands of customers who have been unable to go abroad due to the epidemic.  

Clé de Peau Beauté’s pop-up shop , for instance, has hosted several live-streamed events, and offered exclusive experiences in Sanya (a top-tourist city on the Chinese island of Hainan), including a simulator room, QR codes, and AR mirrors. These features have notably improved the Clé de Peau Beauté pop-up experience, with the live stream attracting a record of 6.4 million impressions and over 700,000 views on Yizhibo.  

Meanwhile, an AI skin analyzer, animated shorts, a WeChat mini-program, as well as an AR video game were among the features included at SK-“Social II’s Retail” pop-up store (also located in the Sanya International Duty-Free Shopping Complex).   

Travel companies need to adapt  

There is a clear desire to travel, and a huge pent-up demand for outbound travel. At the same time, despite intermittent COVID-19 outbreaks, interest in domestic travel has continued to increase – particularly whenever the epidemic situation stabilizes. In this fluid market scenario, travel agencies can plan for demand spikes while also considering changing travel tastes. To better serve tourists, travel agencies may need to become more flexible with their strategies. Given frequent changes in legislation, travel agencies can be more accommodating when clients adjust their plans. Additionally, they may concentrate on nearby communities that are accessible by car, diversify their product offerings to adapt to demand changes, and foster loyalty by paying closer attention to customer happiness and the distinctiveness of the tourism experience. Travel agencies may also utilize digital channels to communicate with consumers and can customize content and presentation.  

Analyzing trends in the tourism industry suggests that China’s domestic market has much-untapped potential. Various opportunities exist for the travel industry to diversify its product offerings, such as through curated and immersive experiences or by responding to changing customer needs. In turn, tourism marketing strategies can incorporate insights from the dynamic experiences of the domestic market during the pandemic — enabling the domestic operating model to achieve long-term inclusive and sustainable growth.    

Gen Z is the new decision-makers  

Consumers no longer primarily travel for shopping. Gen Z in China, which dominates the upcoming generation of tourists, seeks different experiences when traveling. Hiking, low-altitude flying, and water sports are just a few of the trending activities researched by this new group of travelers, according to recent data .   

This shows that tourists now seek more than a pleasant travel experience. They are typically more specific about their travel goals and eager to meet individuals who share their interests. This opens space for companies to engage in the digital market and invest in social media apps that feature tools to connect with travel and tourism. Additionally, most young travelers looking for a variety of unique experiences. Since social media content is how many choose their specific destinations or travel activities, Gen Z tourists in China are eager to replicate some of the experiences they encounter on these apps. Therefore, the way to win these consumers’ hearts, particularly in this demographic group, is to offer experiences (rather than products) – which may have more personal value.  

China Briefing is written and produced by Dezan Shira & Associates . The practice assists foreign investors into China and has done so since 1992 through offices in Beijing, Tianjin, Dalian, Qingdao, Shanghai, Hangzhou, Ningbo, Suzhou, Guangzhou, Dongguan, Zhongshan, Shenzhen, and Hong Kong. Please contact the firm for assistance in China at [email protected] . Dezan Shira & Associates has offices in Vietnam , Indonesia , Singapore , United States , Germany , Italy , India , and Russia , in addition to our trade research facilities along the Belt & Road Initiative . We also have partner firms assisting foreign investors in The Philippines , Malaysia , Thailand , Bangladesh .

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Experts forecast sunny outlook for 2024 Chinese travel market

Trip numbers expected to continue post-pandemic recovery

The COVID-19 pandemic severely impacted outbound travel from China, causing a halt for nearly three years. The recovery of international travel in 2023 was slower than expected after China reopened its borders. However, experts are optimistic that in 2024, a full recovery will occur, re-establishing China as the world's largest travel market.

The latest data from the United Nations World Tourism Organization, or UNWTO, indicates that the Chinese outbound tourism market recovered about 55 percent in the third quarter of 2023. As reported by global travel data provider OAG, in Nov 2023 domestic capacity surpassed 2019 levels by 11 percent, but international seats were 57 percent of numbers from Nov 2019.

Oliver Sedlinger, an international tourism consultant at Sedlinger and Associates in Beijing, is optimistic about the Chinese market. He highlighted 2023's strong comeback and predicted a positive outlook for 2024, emphasizing the need for the European travel industry to re-engage with the Chinese market.

He stressed the importance of re-establishing connections, staying informed about market trends, and not overlooking the vast potential of the Chinese market.

"For long-term strategic benefits, I think it makes a lot of sense to observe this market and to learn about its travel preferences," Sedlinger added.

Wolfgang Arlt, director of the China Outbound Tourism Research Institute, predicted fierce competition among China, the United States and Germany for the title of the largest global outbound tourism source market in 2023, with all three countries reaching similar levels.

However, Arlt confidently stated that "In 2024, China for sure will be back as world No 1, with China's arrival numbers in most destinations to reach, at the very least, almost the same level as the pre-pandemic year of 2019".

Dragon Trail, a China-focused digital marketing and travel company, predicts a 70-percent recovery for China's outbound travel market by the end of 2023, aligning with airlines' winter-spring season plans.

Tiana Tian, a research analyst at Dragon Trail, anticipated 2024 as a year of recovery, with the remaining 30 percent of lost travel demand gradually returning throughout the year, driven by holiday periods like May Day and the National Day Golden Week, and with a full recovery to pre-pandemic levels by the end of 2024.

"Limited personal income and time constraints are cited as the primary reasons for Chinese travelers choosing not to go abroad as indicated by our survey results," she added.

According to Tian, the preferences of Chinese tourists are evolving towards high-quality and experiential travel. Personalized and flexible travel products are gaining popularity, while self-driving tours and specialized tourism offerings tailored to specific interests are also attracting attention. These trends are particularly prominent among the post-90s and post-00s generations, who exhibit a preference for independent travel planning.

Chinese nationals made 155 million overseas visits in 2019, spending a staggering $255 billion, according to data from the China Tourism Academy and the UNWTO. This is nearly double the total spent by visitors from the US, three times the total spent by Germans, and almost four times the total spent by British tourists.

In a recent report by the World Travel and Tourism Council, it was revealed that travelers from the Chinese mainland surpassed individuals from other markets in terms of shopping expenditures. On average, Chinese travelers spent $1,350 per person, highlighting their significant contribution to the global tourism market.

David Goodger, managing director for Europe and the Middle East at Tourism Economics, said: "Chinese travel will take further large strides towards recovery in 2024 and we anticipate that international travel spending will surpass 2019 values next year."

"Restoring connectivity is the crucial first step in driving growth from China and regaining market share, as well as continuing to ensure easy visa application processes. Further movement towards more facilitative visa policy or even visa-free travel will ensure an uplift in activity and allow gains in market share," he said.

Goodger believes increasing wealth and the continued growth in the travel class will mean that there will also be a lot of new travellers still wanting some of the more traditional package tours.

"As recovery continues, we anticipate that Chinese travellers will visit a wider range of destinations and participate in additional activities. Some continued shift in per trip spend (in real, inflation-adjusted terms) is likely to persist," he added.

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China Travel High-End Market

China has seen a revival in the high-end outbound travel market with the reopening of its border. Wealthy Chinese travelers are prepared to upgrade their travel spending by increasing overseas travel frequency and duration.    These luxury travelers are demonstrating a growing preference for immersive, slow-paced, and high-quality experiences, extending to premium offerings such as first-class flights and luxury accommodations. This preference highlights a segment for businesses offering tailored services, cultural experiences, or wellness-focused packages.   Survey data reveals that nearly half of the respondents, who classify as China’s high-income travelers, plan to make at least five trips in 2023, a slight increase from 2019 averages. Planned spending for 2023 is expected to rise by 15%, with an average budget of approximately USD 15,299. The majority of respondents intend to extend their vacation duration compared to pre-pandemic levels, and over a third of these high-end travelers plan to utilize premium travel and accommodation services.    For more information contact [email protected]

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Trends, Growth, and Opportunity Analysis of Outbound Tourism in China

Demand Forecast for Outbound Tourism in China by Business and Leisure Purpose for 2024 to 2034

What Role Does Food Culture Play in Shaping Traveler Preferences in the Outbound Tourism Industry from China? Find through FMI's Lens

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Analytical Study of Outbound Tourism in China from 2024 to 2034

As China's economic growth persists, it is set to fuel significant expansion in the outbound tourism industry. There is substantial potential for further growth, with estimates suggesting it could soar to an impressive US$ 915.89 billion by 2034 from US$ 239.38 billion in 2024, marking a robust CAGR of 14.40%.

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Key Factors Influencing China’s Outbound Tourism Industry Growth

Direct Flights and Easy Visas Drive Chinese Travel Abroad! Tourism has always played a crucial role in boosting demand in China outbound tourism because of urbanization. With rising disposable income in China, millions of people can now afford to travel abroad. Given new direct-flight services and easier visa procedures, Chinese travelers now have more mobility and can travel abroad more easily. This trend is expected to continue, leading to increased travel volume and global impact.

China's Government Boosts Outbound Tourism! The government is now more enthusiastic about the outbound tourism sector. In August 2023, the Ministry of Culture and Tourism in China announced that travel agencies could start organizing trips to 138 countries for Chinese group tours again.

This decision is expected to significantly boost outbound travel from China. Among destination regions, the Middle East is expected to experience the fastest recovery in arrivals from China.

Southeast Asian Countries Woo Chinese Tourists! Travelers today are looking for genuine, local experiences, especially in countries like Australia, New Zealand, Africa, India, the United States, and Japan. Thailand, Malaysia, Sri Lanka, and Singapore have all made efforts in 2024 to draw in Chinese tourists.

They have removed visa requirements to make visiting easier and more appealing. With the urge to have rich travel experiences, the outbound travel Industry from China is expected to grow significantly in the next decade. As a result, our experts predict a 3.82X increase in outbound tourism sales in China by 2034.

Digital Revolution Fuels China's Travel Interest! Around half of the population in China uses social media, email, and instant messaging, and 85% have a personal account. Travel influencers are posting pictures and videos on Facebook, Twitter, and Instagram. Outbound tourism companies are using digital technology more extensively and are advertising on these platforms, too. All of these are likely to lead to China outbound tourism demand.

Historical Industry Study on China’s Outbound Tourism alongside Future Projections

From 2019 to 2023, the outbound tourism industry in China showed impressive growth, boasting a 13.70% CAGR. Before the COVID-19 pandemic, China led the world as the biggest outbound tourism market. This makes up over 9% of total outbound tourism expenditure in China. Domestic travel in China has bounced back strongly. This happened after the government relaxed three years of zero-COVID rules.

Recent information from the United Nations World Tourism Organization showed that outbound tourism in China reached around 55% of its pre-pandemic levels in the third quarter of 2023. During Golden Week in early October, millions more individuals are likely to travel within China. This includes visits to Hong Kong , Macau, and Thailand.

While domestic trips rebounded in 2023, domestic spending is expected to fully recover by 2024. Data from the Civil Aviation Administration of China shows a notable increase in international passenger flights, jumping from less than 500 flights per week in early 2023 to over 4,600 flights in early 2024.

With the rapid resumption of international flights and more favorable visa policies in major destinations, there has been a notable rise in residents' interest in exploring foreign countries.

Many travelers in China prefer going abroad in family or group settings. Chinese tourists prefer Southeast Asian countries because of easy transportation, friendly language settings, many tourist attractions, and affordable travel expenses. This means travel companies in this region must create a positive environment and reputation to earn the trust and loyalty of their customers.

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Top Opportunities for China Outbound Tourism Industry Players

The growing interest of tourists from China in gastronomy tourism presents significant opportunities for travel companies in the China overseas travel market. Food is important in Chinese culture.

Tourists from China enjoy gastronomy tourism because it lets them try different foods, taste local flavors, and learn about culinary customs. Consequently, travel companies can create specialized gastronomy tour packages that showcase local cuisines, flavors, and culinary traditions of various destinations.

Sharing food experiences on social media is also trendy among Chinese tourists, adding to the appeal of gastronomy tourism. Travel companies can use the fact that many Chinese tourists love social media to their advantage. They can ask tourists to share their food adventures online. This helps promote gastronomy tourism and makes the travel company more known and respected among possible customers.

There is another opportunity available for businesses to attract tourists from China by leveraging personalized experiences and excellent customer service. Many tourists from China, particularly millennials, have a strong desire for customized travel experiences.

Therefore, strategies such as having multilingual staff, offering translation services, and providing personalized itineraries and special services/amenities could be proven beneficial. Therefore, the future of China’s outbound tourism and hotel market looks bright.

Outbound Tourism Trends China

• China’s travel industry is increasingly leaning toward high-quality and experiential travel options as travelers’ preferences evolve. Personalized and flexible travel packages are becoming more popular among travelers.
• Another evolving trend in China’s outbound tourism industry is an inclination toward self-driving tours. Specialized tourism offerings designed for specific interests are catching people's attention.
• China’s airlines stand to gain significantly from the increasing demand for outbound travel. This growth in air travel is projected to also lead to more traffic at airports, thereby increasing demand for duty-free shopping.

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Comparative Analysis of the Adjacent China Outbound Tourism Industry

A comparison of the outbound tourism industry in China with the outbound tourism industry in Germany and the United States has been conducted in the table below. Analysis of these industries from 2024 to 2034 suggests that the expected growth rates of the outbound tourism industry in China and the United States are going to be relatively similar, with minimal variations. However, the outbound tourism industry in Germany is likely to exhibit a lower growth rate.

China Outbound Tourism Industry:

Germany Outbound Tourism Industry:

The United States Outbound Tourism Industry:

China Outbound Tourism Market Analysis by Segment

As far as the booking channel is concerned, the online booking segment is likely to perform better in 2024, holding 64.00% of China’s outbound tourism industry share. Similarly, the leisure segment is expected to generate significant turnover in terms of purpose, possessing a 44.20% revenue share of the outbound tourism industry in China in 2024.

Chinese Travelers Flock to Online Booking for Convenience

The online booking channel segment is likely to become the prime revenue generator within the industry. The majority of bookings are done online, matching how people search for travel information. The significant impact of digital technology on tourists in China is expected to reshape the online booking channel for China’s travelers abroad market. China has a large number of smartphone users, with over 600 million people using them.

With the rise of online travel platforms and enticing deals, the online booking sector is expected to grow the most in the coming years. With a large number of Chinese travelers using smartphones, there is likely to be a surge in online bookings through mobile apps and websites.

Over 80% of Chinese independent travelers (FITs) book their flight tickets online because of the advanced global distribution system (GDS). This is likely to make online booking a big part of how people plan their trips in the China outbound tourism industry.

Social Media Sparks Surge in Experiential Leisure-oriented Trips

The leisure purpose is the top segment in the China outbound vacation market. Leisure is the top reason for travel, followed by visiting friends and relatives (VFR) and business trips.

The rise in disposable income among Chinese households has made leisure travel more accessible and affordable. Moreover, the growing influence of social media and digital platforms has contributed to the popularity of leisure travel. Travelers are inspired by online content showcasing exciting activities and unique experiences. This has prompted them to plan leisure-oriented trips.

Travelers have become more refined in their tastes as they explore new leisure experiences like beach resorts, skiing trips, and "staycations." Many senior travelers from China, aged 55-65, plan to spend their next leisure trip during the Chinese New Year holiday instead of celebrating at home with family.

For example, tourists from China see South Korea as a perfect destination. They visit for different reasons such as leisure, kimchi, Khan Steam, skiing, cosmetics, corporate trips, or attending concerts over the weekend.

Competitive Landscape

Outbound tourism industry players employ miscellaneous strategies to attract Chinese travelers and get a competitive edge. They highly focus on offering personalized travel experiences, such as customized itineraries and exclusive packages. They also capitalize on digital platforms for marketing and booking convenience. Some adopt competitive pricing strategies, while others prioritize customer service excellence and partnerships with local businesses for unique offerings.

Recent Developments

• In February 2024, AVIAREPS, a prominent international representation, marketing, and communications company for the travel industry, partnered with the Shanghai Municipal Government to launch Shanghai's official online B2B travel platform, SmoothTravel. This platform serves as the official gateway, connecting the global travel industry with inbound and outbound Chinese travel agencies, tour wholesalers, online travel agencies (OTAs), and MICE agents in the East China market.
• In December 2023, Fliggy, an online travel platform owned by Alibaba Group, announced a partnership with Choose Paris Region, a business growth and destination agency for the Paris Region. They plan to work closely on digital marketing and customer services. Together, they introduced the Fliggy x Paris Region Pass and Online Chinese Customer Service Center.
• In September 2023, Go City, a global sightseeing pass company, launched its Weixin mini program on China's Weixin social media network. This allows users in Mainland China to easily explore, buy, and use Go City's sightseeing passes for over 30 cities globally.

Key China Outbound Tourism Industry Players

• Tuniu Corporation
• Intrepid Travel
• G Adventures
• China Highlights
• Exodus Travel
• The Dragon Trip
• World Expeditions
• On The Go Tours
• Sita World Tours

Key Coverage in China Outbound Tourism Market Report

• China Outbound Tourism Market Outlook and China Outbound Travel Market Forecast
• China Outbound Travel Destinations
• Outbound Tourism Preferences of China
• China Tourists Abroad Market in Southeast Asia
• China Outbound Tourist Spending in Australia, New Zealand, Africa, India, the United States, and Japan
• Emerging Trends in China Outbound Travel

Key Segments Profiled in China Outbound Tourism Industry Survey

By purpose:, by booking channel:.

• Phone Booking
• Online Booking
• In Person Booking

By Tour Type:

• Independent Traveler
• Package Traveler

By Age Group:

• 15-25 Years
• 26-35 Years
• 36-45 Years
• 46-55 Years
• 56-65 Years
• 66-75 Years

Frequently Asked Questions

What is the size of the outbound tourism market in china.

The industry size for outbound tourism in China is forecasted to be worth US$ 239.38 billion in 2024.

What is the Sales Forecast for Outbound Tourism in China?

The market value of China’s outbound tourism is projected to surpass US$ 915.89 billion by 2034.

What is the Projected CAGR for China’s Outbound Tourism Industry?

The CAGR of China outbound travelers market is estimated to be around 14.40% through 2034.

What is the Outbound Tourism Statistics of China in 2023?

The outbound tourism industry from China was valued at US$ 209.80 billion in 2023.

What is the Industry Trend in China for Outbound Tourism?

Increased interest in experiential travel is a key industry trend.

Table of Content

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Published : October 2022

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China Online Travel Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers China Travel Market Size and is Segmented by Service Type (Accommodation Booking, Travel Tickets Booking, Holiday Package Booking, and Other Services), Mode of Booking (Direct Booking and Travel Agents), and Booking Platform (Desktop, Mobile/Tablet). The market size and forecasts for the China online travel market are provided in terms of value (USD million) for all the above segments.

• China Online Travel Market Size

Need a report that reflects how COVID-19 has impacted this market and its growth?

China Online Travel Market Analysis

The Online Travel Market in China Market size in terms of transaction value is expected to grow from USD 91.21 billion in 2024 to USD 185.45 billion by 2029, at a CAGR of 15.25% during the forecast period (2024-2029).

The growing interest of excursionists for further trips has been the major factor that has been driving online trip requests in China during the review period. Inbound tourism has been offering a major share of the request owing to the growing number of youths and middle-aged people in the country who are largely interested in trip and sightseer conditioning. The advanced share of inbound tourism is the primary factor that helped the request to expand further in 2020 when the whole world was struck by the COVID- 19 pandemic, which redounded the check of transnational borders for a longer time.

Demand for long passages, which include at least five days of holidaying in the destination, is gaining further popularity in the nation, and at the same time, short passages, which last for 2-3 days, are inversely popular in the country. The growing internet application in the country is helping the market study to expand quickly in China. The drivers are fastening on attracting further guests by adding expenditure on marketing conditioning, which includes running social juggernauts. With the query clouded due to the pandemic, the demand for inbound tourism is anticipated to help the market to expand further during the original times of the cast period.

• China Online Travel Market Trends

This section covers the major market trends shaping the China Online Travel Market according to our research experts:

Increasing Internet Penetration in China is Helping in Market Expansion

According to the statistics, the number of internet users in China rose to 989 million as of December 2020, which was up by 85.4 million from March 2020. The COVID-19 pandemic motivated customers to go online for the majority of purposes. The pandemic and the resultant closure of physical stores for a limited time drove customers to book their travel online, thus helping the market studied to grow further in the country. Though the market recorded the highest figures during December 2018, with 49.5% of customers utilizing the services, it also recorded fluctuations in the total transactions owing to the uncertainty clouded due to the US-China trade war and the internal situations. However, as of the end of 2020, the penetration rate of online travel booking figured at 34.6%, with 342.44 million internet users having used the services.

Tourism Sector Growth is Driving the Market

China's macro-economy is running smoothly, and the per capita disposable income is growing steadily. With the changes in people's consumption concepts and consumption structure, the demand for tourism also increased dramatically. According to the statistics released by the Ministry of Culture and Tourism, in 2020, amid the impact of the COVID-19 pandemic, China saw approximately 2.88 billion domestic tourist trips, which is a 52.1% Y-o-Y slump. The status of the industry has continued to strengthen. With the rapid growth of tourism industry revenue and the continuous increase of online travel penetration, China's online travel industry market has also proliferated. The number of tourists traveling to and from major tourist destinations like Guangdong, Henan, Jiangsu, Shanghai, Chongqing, and Beijing exceeded or almost reached the levels seen during the 2019 Spring Festival.

China Online Travel Industry Overview

The online travel market in China is expected to be consolidated with Ctrip, Qunar, and Fliggy being significant companies. Domestic competition is expected to increase further. In addition, the growing international interest is anticipated to make the market more competitive.

China Online Travel Market Leaders

Tongcheng-Elong Holdings Limited

Meituan-Dianping

*Disclaimer: Major Players sorted in no particular order

China Online Travel Market News

• February 2022: CWT launched myCWT, a flagship platform in China aimed at simplifying business travel for companies and employees. CWT is a global B2B4E travel management specialist based in the United States. The myCWT platform offers extensive international and domestic travel content, including rail, flights, hotels, and ground transportation.
• July 2021: Trip.com, a rapidly growing global online travel agency, announced that it was the first OTA to offer Eurail and Interrail Train Passes, which are available via the Trip.com app. The passes were initially on sale in all English and German language regions and were said to become available across more countries and regions around the world later in the year.

China Online Travel Market Report - Table of Contents

1. INTRODUCTION

1.1 Study Assumptions and Market Definition

1.2 Scope of the Market

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMERY

4. MARKET INSIGHTS AND DYNAMICS

4.1 Market Overview

4.2 Market Drivers

4.3 Market Restraints

4.4 Market Opportunities

4.5 Technological Trends Influencing the Market

4.6 Porter's Five Forces Analysis

4.6.1 Threat of New Entrants

4.6.2 Bargaining Power of Buyers/Consumers

4.6.3 Bargaining Power of Suppliers

4.6.4 Threat of Substitute Products

4.6.5 Intensity of Competitive Rivalry

4.7 Impact of COVID-19 on the Market

5. MARKET SEGMENTATION

5.1 By Service Type

5.1.1 Accommodation Booking

5.1.2 Travel Tickets Booking

5.1.3 Holiday Package Booking

5.1.4 Other Services

5.2 By Mode of Booking

5.2.1 Direct Booking

5.2.2 Travel Agents

5.3 By Platform

5.3.1 Desktop

5.3.2 Mobile/Tablet

6. COMPETITIVE LANDSCAPE

6.1 Market Concentration Overview

6.2 Company Profiles

6.2.1 Trip.com Group Ltd

6.2.2 Fliggy

6.2.3 Qunar

6.2.4 Meituan Dianping

6.2.5 Tuniu

6.2.6 LY.com

6.2.7 Lvmama

6.2.8 eLong

6.2.9 Didi Chuxing

6.2.10 Mafengwo

6.2.11 Airbnb*

• *List Not Exhaustive

7. FUTURE OF THE MARKET

8. DISCLAIMER

China Online Travel Industry Segmentation

Travel e-commerce websites and review websites are part of the Online Travel business. The travel e-commerce website offers advice on various accommodations, locations, and activities, as well as information on how to get to them. To attract travelers, most governments and states have their own travel websites.

 A complete background analysis of the online travel market in China, which includes an assessment of the emerging trends by segments, significant changes in market dynamics, and a market overview, is covered in the report. The online travel market in China is segmented by service type (accommodation booking, travel tickets booking, holiday package booking, and other services), mode of booking (direct booking and travel agents), and booking platform (desktop, mobile/tablet). The report offers market size and forecasts for the online travel market in China in value (USD million) for all the above segments.

China Online Travel Market Research FAQs

How big is the china online travel market.

The China Online Travel Market size is expected to reach USD 91.21 billion in 2024 and grow at a CAGR of 15.25% to reach USD 185.45 billion by 2029.

What is the current China Online Travel Market size?

In 2024, the China Online Travel Market size is expected to reach USD 91.21 billion.

Who are the key players in China Online Travel Market?

Ctrip, Qunar.com, Tongcheng-Elong Holdings Limited, Tuniu.com and Meituan-Dianping are the major companies operating in the China Online Travel Market.

What years does this China Online Travel Market cover, and what was the market size in 2023?

In 2023, the China Online Travel Market size was estimated at USD 79.14 billion. The report covers the China Online Travel Market historical market size for years: 2020, 2021, 2022 and 2023. The report also forecasts the China Online Travel Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

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China Online Travel Industry Report

Statistics for the 2024 China Online Travel market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. China Online Travel analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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• China Online Travel Market Share
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Press Release

At last, positive signals from china’s outbound travel market again.

ITB Berlin publishes IPK International’s latest findings from a World Travel Monitor® survey on travel plans in China’s outbound travel market

IPK’s findings from its latest surveys reflect a distinctly positive trend: China’s lust for travel is currently greater than in any of the two travel plan surveys carried out over the past two years. China’s growing desire for more international trips over the next 12 months is laying a solid foundation for a strong recovery in 2024. That was also the message that emerged from ITB China which recently concluded in Shanghai. Following the break due to the pandemic, the event had gathered 10,000 attendees from the Chinese and global travel industry live in Shanghai.

Compared with 2019, Chinese outbound travel still lags massively behind globally, with no recovery in sight yet. Whereas in 2019 China was the world’s fourth largest source market with around 70 million outbound trips, in 2022 it was overtaken by numerous markets with much better recovery rates. Sustained and tight travel restrictions have resulted in significantly slowing the recovery.

Keen travel plans over the next 12 months

The findings of IPK’s latest travel survey show that China’s lust for travel is back: around 50 per cent of interviewees aim to travel abroad over the next 12 months, and if possible more often than in the past. A further 44 per cent want to take as many foreign trips as they used to, while only single-digit percentages of respondents intend to take fewer outbound trips or none at all. Compared with previous surveys this represents a significant trend towards more outbound trips and reflects an increasing desire to travel in China’s outbound travel market.

Europe tops the list of favourite destinations

With regard to their travel plans over the next 12 months, Chinese travellers’ preferred destinations are likely to be in Europe, followed by trips within Asia. Over the same period travel to America will remain a less frequent choice, due to a lack of flight options on the one hand and geopolitical reasons on the other. For six per cent of the interviewees trips within China are the only realistic choice. Compared with previous surveys there is a positive trend towards European destinations, whereas at the beginning of the year neighbouring countries topped the list. The main reasons for this are a longing for faraway destinations and the market catching up again after Europe was all but inaccessible over the past three years.

Big demand for cultural travel

Over 80 per cent of the Chinese interviewees intend to holiday abroad over the next 12 months. Compared with a survey at the beginning of the year this represents an increase in holiday plans. Within the holiday segment, the focus among Chinese travellers over the next 12 months is clearly on cultural trips. Thus, 60 per cent are planning a round trip abroad. A further 44 per cent intend to take city breaks. Together with the manifest high interest in trips to Europe, this means the chances for Europe’s cultural destinations making a comprehensive recovery are very good. However, compared with the last survey, China’s growing desire for sun and beach holidays over the next 12 months must also be taken into account.

Above-average interest in business travel

As before the pandemic, foreign business trips are an important market. Thus, around 30 per cent of the Chinese respondents are planning a business trip abroad over the next 12 months. Compared with previous surveys the figures here are stable, while also far higher than the global average. Within the business trip segment there is also a clear trend towards MICE travel. As in the past, VFR travel and other private trips will not significantly impact the Chinese outbound travel market over the next 12 months.

Changes in travel behaviour mainly due to financial reasons

Looking at the bigger picture, the question naturally also arises as to how pandemic-related restrictions and the significant decline in travel over the last three years will impact Chinese travel behaviour. In the IPK surveys the interviewees say that in future they intend to save on travel expenses by travelling in off-peak periods and shortening their stay. That way they intend to offset the significant increases in airfares that have resulted due to the lack of flights.

A further 25 per cent of the respondents would like to save money on accommodation in future. Nevertheless, over 80 per cent are planning to stay in hotels on foreign trips over the next 12 months. Other overnight options such as holiday homes and apartments also report increased demand. Overall, Chinese travellers’ expenses are still very high and substantially above the global average.

Overall positive outlook for 2024 despite various obstacles

China’s lust for travel, due among other things to the market catching up, the current and successive lifting of many travel restrictions, and the fact that visas are being issued again for important destinations, is setting the tone for a gradual recovery of China’s outbound travel market. According to IPK surveys, the positive trend in this outbound travel market will continue over the next 12 months, so that in the medium term there is a good chance of the market returning to 2019 levels in the foreseeable future. However, this process will take longer than in the large source markets of Europe and North America. The geopolitical impact on the issuing of visas and the slow growth of flight availability, coupled with high prices due to the closure of Russian air space, will to some extent dampen China’s lust for travel.

About IPK International

IPK International is one of the world’s leading tourism consultancies and specialises in tourism research, marketing and planning. Since coming under the leadership of Dennis Pyka in 2022 and over the last 25 years, IPK has compiled the World Travel Monitor®, which represents the most comprehensive survey worldwide on outbound travel trends in Europe, Asia, North America and Latin America. The World Travel Monitor® is based on information from more than 60 countries and takes over 90 per cent of the global demand for outbound travel into account. Additional information on IPK International and its new services can be found at www.ipkinternational.com.

About ITB Berlin and the ITB Berlin Convention ITB Berlin 2024 will take place from Tuesday, 5 to Thursday, 7 March. Since 1966, ITB Berlin has been the World’s Leading Travel Trade Show. As in previous years, the internationally acclaimed ITB Berlin Convention will take place parallel with the show as a live event on the Berlin Exhibition Grounds. At ITB Berlin 2023 around 5,500 exhibitors from 161 countries displayed their products and services to over 90,000 visitors. In 2023, under the heading ’Mastering Transformation’, the ITB Berlin Convention took place as a live event with a total of 24,000 attendees who took part in 200 sessions with 400 leading speakers. Additional information is available at www.itb.com and from the ITB Newsroom & Social Media .

Chinese Tourists Agency

Top 7 China Travel Trends Reshaping 2023

2023 is set to be a transformative year for China’s travel industry, with new trends emerging and reshaping domestic and international tourism . To better understand these shifts in consumer preferences, we turned to data sources like Qunar and Xiaohongshu.

From Buddhist temple tourism to speedy getaways, from nearby overseas journeys to off-the-beaten-path adventures, there are seven major trends that will shape the way Chinese travelers explore the world in 2023.

Key Takeaways

• Buddhist temple tourism is on the rise in China, with travelers seeking serenity and spiritual enrichment amidst their fast-paced lives.
• Speed tourism witnessed a 240% search increase during the holiday season, with young professionals and families looking to experience new things while minimizing downtime.
• Nearby overseas journeys are gaining significant traction among Chinese travelers due to the gradually reviving international air travel , coupled with high ticket prices . Popular destinations include Thailand and Japan.
• Social media platforms like Qunar and Xiaohongshu play a crucial role in shaping consumer behavior and can help businesses tailor marketing strategies to cater to this dynamic market segment effectively.

Qunar And Xiaohongshu

Qunar is one of China’s leading online travel agencies with a user base of over 300 million registered users . This dynamic platform provides valuable insights into popular destinations, bookings, and search inquiries of Chinese travelers.

On the other hand, Xiaohongshu serves as the largest lifestyle platform in the world that ingeniously integrates community-driven content and experiences . Over half of Gen Z travelers actively seek travel information from social media channels like this sensational platform, with its unique blend of content regarding inspiration spots, authentic local finds, and vibrant storytelling shared by fellow globetrotters.

With over 140,000 brands on the platform , including domestic brands making up over half of them as of January 2023, it’s clear that Xiaohongshu is a haven for unique travel experiences.

Sacred Escapes – The Rise Of Buddhist Temple Tourism

As we explore the top 7 China travel trends reshaping 2023, it’s essential to note that social media plays a huge role in shaping consumer behavior . According to recent marketing reports from Xiaohongshu, there has been a surge of related posts on their platform associated with Sacred Escapes, which is one of the emerging Chinese travel trends.

This trend focuses on visits to sacred mountains and temples, allowing tourists to immerse themselves in China’s rich Buddhist culture. One example is Mt Emei , one of the most visited pilgrimage sites in all of Buddhism; other popular destinations include Mt Wutai, Mt Putuo, and Mt Jiuhua. These sacred spaces provide a serene atmosphere for learning about Buddhism while simultaneously enjoying the breathtaking natural beauty.

Furthermore, it encourages a different kind of Chinese traveler – more guarded and reticent, yet eager to explore their cultural roots.

Additionally, Qunar data shows that over 60% of Chinese tourists plan to travel outside mainland China in 2023 . Therefore, targeting nearby Asian destinations like Hong Kong or Thailand may be beneficial to appeal to these travelers seeking serenity off-standard tourist paths.

Speed Tourism

Speed tourism refers to traveling quickly and efficiently , usually within a short period of time, often just for the weekend or a few days during a holiday season.

This type of tourism is popular among young Chinese travelers who want to maximize their limited time by visiting as many places as possible. For example, some tourists may take high-speed trains between cities to cover more destinations in less time. The pandemic has also contributed to the popularity of domestic travel during the holidays, as international borders remain closed and people prioritize safety.

One famous example of speed tourism took place over the May holiday season when millions of Chinese took advantage of the three-day break by traveling domestically at full speed.

According to Qunar, there was a 240% increase in searches related to this trend compared to previous years.

Travel data from Travelport shows that Hong Kong is among mainland Chinese travelers’ top-booked trips for 2023, signifying its popularity as a destination for speed tourism.

Home Away From Home

As the travel industry reopens, many Chinese travelers are looking to redefine their vacation experiences. Long gone are the days of simply lounging on a beach or snapping photos outside famous landmarks.

Instead, travelers are seeking out unique and sustainable experiences that align with their values and interests. From staying in cozy and unconventional hotels to venturing off the beaten path for remote destinations, travelers now place emphasis on discovering local culture rather than just ticking off tourist attractions from a list.

According to Qunar, this trend reflects the changing preferences of Chinese outbound tourists as they become more diverse in their travel behaviors and spending patterns. Chinese youth seek out remote destinations like Qinghai Lake or Anji Bamboo Forest rather than crowded cities or popular beaches.

This trend presents an opportunity for hospitality brands to differentiate themselves by providing niche accommodation options such as luxury boutique hotels or themed lodgings that cater to specific interests or lifestyles.

One trend that is gaining momentum in China travel is the focus on unique experiences within hotels . This goes beyond traditional amenities like room service or even contactless delivery; instead, travelers are seeking out accommodations with sleep scenery, local cuisine options, and even in-room delivery robots .

Hotels are responding by investing in hospitality technology that can provide innovative solutions for guests’ needs. For example, Rice Robotics has deployed adorable delivery robots in hotels and cafes throughout Asia – allowing guests to order food or other items without leaving their rooms.

The Panda Effect

The popularity of national parks and zoos in China has surged, thanks to the adorable appeal of pandas and other rare wildlife species.

This trend can be attributed to China’s conservation efforts, as they seek to protect endangered animal species like giant pandas through initiatives like “ panda diplomacy “. National parks and zoos have become go-to destinations for tourists looking for an immersive experience with wildlife while supporting conservation efforts.

For instance, the UNESCO-built Giant Panda National Park in China is home to over 1,300 wild giant pandas, making it a popular attraction for both local and foreign visitors seeking an up-close encounter with these rare animals.

One trend that has emerged following the lifting of travel restrictions is the revival of street commerce . In particular, BBQ trails have become increasingly popular as more people venture out and explore their cities.

For example, Zibo saw a 900% tourism surge due to its famous barbecue . This trend offers opportunities for local businesses to attract both domestic and international visitors who are looking for unique dining experiences.

In March 2023, Zibo received an astonishing 4.8 million visitors, more than its local population of 4.7 million people, mainly due to the viral spread of their delicious barbecued meats online.

The impact that this trend has had on cities and regions across China cannot be overstated, as it has revived street commerce and helped businesses attract a new wave of customers drawn in by the promise of unique culinary delights.

Nearby Overseas Journeys

This trend is driven by the gradual revival of international air travel and rising ticket prices . Despite this challenge, recent data from Qunar shows that bookings for nearby destinations like Thailand and Japan have increased tenfold.

This surge in bookings occurred within 15 minutes after the announcement of new travel restrictions being lifted. Not only that, but Qunar’s data also showed a seven-fold increase in international flight ticket search volume following the announcement.

This means that mainland Chinese travelers are eager to explore nearby destinations and have more opportunities for outbound travel as restrictions ease up. The pattern illuminates the importance of keeping an eye on regional trends and adjusting marketing strategies accordingly.

In addition, younger Chinese tourists are increasingly seeking more immersive experiences off the beaten track rather than mainstream tourist attractions.

The rise of remote destinations shines through data from Xiaohongshu with users sharing about their unique experiences such as sleeping in treehouses or staying in underwater hotels instead of visiting popular hotspots like Paris or London.

Off The Beaten Track

This trend has emerged as the growing preference for less popular and remote destinations among Chinese youth. Travelers want to explore alternative destinations, indulge in local cuisine, engage in nontouristy activities, and enjoy off-the-beaten-path trips tailored to their preferences.

For instance, there has been an increase in demand for tailormade journeys that link travelers with locals who can offer insider tips on hidden gems and other unique adventures that many tourists miss out on.

This trend is also connected to the rise of digital nomadism and remote work opportunities , as more young Chinese people prioritize flexibility in their careers. As a result, we’re seeing increased interest in destinations like Yading Nature Reserve and Inner Mongolia from this new generation of travelers who are taking a reticent approach to travel.

This shift from mainstream tourism is driven by a growing preference for authentic travel and cultural immersion , as opposed to simply visiting popular tourist spots.

Xiaohongshu is playing an increasingly important role in shaping travel trends in China for 2023. This social media platform

In fact, there is evidence of the growing popularity of this trend on Xiaohongshu itself through the surge in related posts . It is popular among Chinese consumers as a source of inspiration and recommendations for off-the-beaten-track destinations.

Partner with Us to Embrace the Changing Chinese Travel Landscape!

Our agency is dedicated to assisting you with all your needs, so please don’t hesitate to reach out to us . With over 20 years of experience in marketing strategy, we are well-equipped to support you.

Looking ahead to the travel landscape in China for 2023 , we anticipate several shifts and trends that will shape the industry. Chinese travelers are increasingly seeking new experiences and adventures, such as exploring Buddhist temples , indulging in unique sleep scenery , and relishing local cuisine .

We have also noticed a rise in interest among younger travelers for off-the-beaten-track destinations and nearby overseas journeys . These emerging trends provide exciting opportunities to connect with Chinese travelers and create effective strategies.

Staying updated on the latest trends and shifts in consumer behavior is crucial. Rest assured, we are committed to providing you with continuous coverage of the evolving Chinese travel landscape.

The recent recovery of China’s domestic tourism industry, reaching pre-pandemic levels during the Labor Day holiday in May 2023, highlights the importance of remaining vigilant and updating our knowledge base. By understanding traveler preferences for emerging trends, we can help you develop effective campaigns and increase your ROI.

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Redefining Today's Chinese Luxury Travelers: Marriott International Study Reveals Digital Journey and Experiential Luxury Crucial for Travel Choices in 2024

In collaboration with leading media platform Jing Daily, Marriott International unveils an in-depth report shedding light on the evolving landscape of luxury travel in China. Titled “Luxury Explored: Chinese Luxury Travelers’ Evolving Desires,” the report delves deep into the transformative trends and shifting preferences shaping the Chinese luxury travel market.

“Understanding the evolving desires of Chinese luxury travelers is paramount for us to continue delivering exceptional experiences that resonate with our guests,” said Bart Buiring, Managing Director, Luxury, Greater China, Marriott International . “The findings in this report reaffirm our commitment to champion innovation, authenticity, and personalized service, ensuring that we remain at the forefront of China's dynamic luxury travel market.”

The report offers a comprehensive overview of the Chinese luxury travel segment, highlighting its exponential growth trajectory fueled by rising affluence, increased discretionary spending power, and a burgeoning middle class. From opulent vacations in exotic locales to bespoke experiences curated for discerning tastes, luxury travel in China has evolved into a nuanced pursuit of exclusivity, authenticity, and cultural immersion.

Marriott International Luxury Group, with its portfolio of eight dynamic luxury brands, is at the forefront of catering to the evolving desires of today's discerning luxury travelers. Luxury Group's approach to luxury emphasizes creating highly contextualized, unique brand experiences that resonate with modern travelers’ quest for exclusivity and personal growth.

Factors Influencing the Change in the Chinese Luxury Travel Market Several factors have contributed to the transformation of the Chinese luxury travel market, including changing attitudes towards luxury consumption, the proliferation of digital platforms and social media, and the emergence of experiential luxury. Bain’s latest China luxury report forecasts robust growth in the luxury market, with Chinese consumers increasingly returning to purchasing luxury within China.

Key Findings from the Report

• Attitude Shifts: Mature travelers prioritize exclusivity, while the young generation seeks uniqueness. Young generation is drawn to quiet luxury and niche brands that resonate with their identity. Additionally, their preferences are shifting towards community-based experiences and global connections, with less emphasis on social interaction among mature luxury travelers in China.
• Digital Influence: The proliferation of digital platforms and social media has shaped consumer perceptions and driven demand for unique, Instagram-worthy experiences. Chinese travelers, often called "digital natives", rely heavily on online reviews, recommendations, and social media influencers to inform their travel decisions.
• Experiential Luxury: Affluent Chinese travelers seek meaningful encounters that foster cultural exchange, intellectual stimulation, and spiritual rejuvenation. Luxury travel is no longer just about opulence; it is about creating memorable experiences that leave a lasting impression.

Perspective on Future Growth As the Chinese luxury travel market evolves, opportunities arise for stakeholders across the travel industry to capitalize on this burgeoning demand. By embracing a holistic approach to luxury travel that emphasizes sustainability, wellness, and experiential enrichment, businesses can forge deeper connections and foster brand loyalty in an increasingly competitive market landscape.

The evolving desires of Chinese luxury travelers underscore the dynamism and adaptability of the global luxury travel industry. By understanding Chinese travelers’ nuanced motivations and aspirations, stakeholders can unlock the full potential of this growing market segment. Embracing innovation, fostering collaboration, and prioritizing authenticity are key to shaping China's future of luxury travel.

For more information on the report, please visit here .

About Marriott International Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 8,900 properties across more than 30 leading brands in 141 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy ® , its highly awarded travel program. For more information, please visit our website at www.marriott.com . In addition, connect with us on Facebook and @MarriottIntl on X and Instagram .

About Marriott International Luxury Portfolio With an unrivaled portfolio of eight dynamic luxury brands, Marriott International is creating authentic, rare, and enriching experiences sought by today’s global luxurian. Spanning all corners of the world, Marriott International’s luxury brands group offers a boundless network of more than 500 landmark hotels and resorts in 70 countries and territories through The Ritz-Carlton, Ritz-Carlton Reserve, Bvlgari Hotels & Resorts, St. Regis Hotels & Resorts, EDITION, The Luxury Collection, JW Marriott, and W Hotels. From the world’s most iconic destinations to the ultimate undiscovered gems, the international hospitality leader’s collection of luxury brands is focused on elevating travel with highly contextualized, nuanced brand experiences that signal the future of luxury by allowing guests to indulge their passions while sparking personal growth.

About Marriott Bonvoy ® Marriott Bonvoy’s extraordinary portfolio offers renowned hospitality in the most memorable destinations in the world, with more than 30 brands that are tailored to every type of journey. From The Ritz-Carlton and St. Regis to W Hotels and more, Marriott Bonvoy has more luxury offerings than any other travel program. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, and through everyday purchases with co-branded credit cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments™, or through partners for luxurious products from Marriott Bonvoy Boutiques®. To enroll for free or for more information about Marriott Bonvoy, visit marriottbonvoy.com .

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