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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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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

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• 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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Data coverage:

Modeling approach:

Additional notes:

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• User Demographics
• Global Comparison
• Key Market Indicators

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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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Chinese Traveler Sentiment Report: April 2024

Dragon trail's april 2024 consumer survey reveals important insights about shifts in chinese traveler sentiment and planning behavior, as well as data-driven advice on what travel brands can do to attract the chinese outbound tourism market..

In 2023, China reopened to international travel, and the recovery of its outbound tourism market began – just not all at once. It has taken time for policy restrictions to ease, for flight capacity to be rebuilt, and for travelers to start taking their first post-pandemic trips overseas. In 2024, the market is expected to reach around 80% of pre-COVID levels, with a forecasted 130 million outbound trips. And by spring 2024, we are starting to see a clearer picture of what China’s post-pandemic outbound travel market looks like.

This picture comes into focus with the results of Dragon Trail’s 10th Chinese traveler sentiment survey. Between 6-19 March 2024, we surveyed 1,015 mainland Chinese travelers about their travel plans and preferences, including choice of destination, trip motivations and priorities, travel spending, and response to tourism marketing.

Click here to view and download the full report (Users in China: if you cannot open the above link, please contact us directly to receive your copy of the report)

The results of the survey reveal that recovery is well underway, with significant shifts in traveler outlook since the same time last year. Compared to the spring of 2023, Chinese consumers have more plans to travel abroad, and to travel further. Pandemic-era caution has given way to a new sense of adventure, as travelers seek out relaxation and exotic experiences beyond the borders of mainland China. In the eyes of Chinese travelers, the world now seems like a safer place than it did before, with safety ratings continuing to improve for nearly all destinations in our survey.

Our survey results once again emphasize social media platform Xiaohongshu’s newfound prominence for travel inspiration, planning, and even booking in the post-pandemic era. Video content also stands out as the form of marketing that resonates most strongly with consumers, inspiring significant trends in destination preference.

With COVID-related fears and restrictions gone, industry caution about China’s outbound travel market is now focused on the country’s economy and travelers’ purchasing power. Chinese travelers, as our survey shows, are indeed price conscious. But while seeking value for money, they still want to travel abroad and are willing to spend when they do, especially on shopping. In fact, Chinese consumers may see outbound destinations as delivering better value for money, as well as the fresh sights and experiences they crave.

The Chinese outbound tourism market is back, but it is not the same. Understanding why Chinese consumers want to travel abroad in 2024 and what they are seeking from their trips is the crucial first step to igniting and satisfying their wanderlust.

These are our 7 top takeaways from the report:

1)   Chinese consumers’ intention to travel outbound is much higher than in 2023 In total, 63% of survey respondents have already traveled outbound in 2024 or are planning to do so. This is significantly higher than last year at the same time. Moreover, just 10% of survey respondents said they would definitely not travel outbound this year – compared to 31% in April 2023 and 20% in August 2023.

2)   Chinese travelers perceive the world as safer than before Now that China has been reopened for more than one year, fears about the safety of the outside world are fading. Respondents’ perception of safety improved for 10 out of 12 destinations, and travelers expressed the desire to relax with overseas travel now that the pandemic has ended.

3)   Exotic sights, flavors , and cultures give international travel an enduring appeal One pressing question in the travel industry over the past several years has been whether international travel would continue to appeal to Chinese consumers given the popularity of domestic tourism. Respondents explained exactly what sets outbound travel apart and gives it enduring appeal: diverse scenery, different cultures, and exotic cuisines that all serve to broaden one’s horizons.

4)   Compared to last year, consumers have more plans to venture beyond Asia In April 2023, around 75% of our survey respondents said they planned to travel within Asia in the remainder of the year. One year later, that proportion has fallen to 60%. Europe is more popular than ever, chosen by 26.7%, while all other long-haul regions made modest gains.

5)   Chinese travelers are value-conscious, but willing to spend Are Chinese travelers pinching their pennies when it comes to outbound travel? Our survey respondents are seeking value for money, but are still willing to spend. Around half budget RMB10-30k (US$1,383-4,184) for an international trip. Meanwhile, nearly two-thirds spend at least RMB2,000 (US$276) on shopping during a single outbound trip, with the median spend reaching RMB5,000 (US$691).

6)   Xiaohongshu is the standout source of destination information Xiaohongshu is now used by more than half of Chinese travelers to find destination information. Overseas travel brands who have not yet explored how they can use this platform as part of their marketing strategy should make it a priority in 2024.

7)   Destination marketing needs to cater to evolving consumer preferences With the evolving role of social media for the Chinese travel market, KOL marketing on Douyin or Xiaohongshu has become one of the most successful ways to attract Chinese consumers. Promotional videos and live streaming by destinations are also popular, along with reality TV shows.

About this report

The April 2024 Chinese Traveler Sentiment Report is published by Dragon Trail Research (a division of Dragon Trail International), based on our own survey of 1,015 Chinese travelers in first-tier, new first-tier, second-tier, and third-tier cities throughout China. In addition to these reports, Dragon Trail Research also offers a number of services to travel brands and businesses, including bespoke consumer and trade surveys, focus groups and more. Please click here or contact us for more information on how we can help you get the information you need on China’s travel market.

About Dragon Trail

Dragon Trail Research is a division of Dragon Trail International, an award-winning marketing solutions company with roots in China and extensive experience in the global travel and MICE sectors. Since 2009, our international team of digital solutions and marketing specialists has been helping leading brands around the world to become more globally connected and competitive. Our clients span the travel, MICE, education, and trade sectors, including national and regional destination marketing organizations, event organizers, international organizations, hotels, airlines, cruise lines, attractions, retailers and more.

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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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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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What to expect from China’s travel rebound

Back in 2019, mainland China was the world’s largest outbound travel market with over 150 million outbound travelers. 1 China’s Ministry of Culture and Tourism. Since then, strong COVID-19 safety measures, including quarantine on arrival, have all but eliminated China’s inbound and outbound travel.

China recently announced that quarantines will be removed on arrival from January 8 2023. This is similar to Hong Kong’s announcement in September 2022 that it would drop mandatory quarantine on arrival.

If mainland China’s air travel were to follow Hong Kong’s recovery curve, mainland China would see four million air passengers a month by April 2023, pushing air travel back up to 40 percent of preCOVID-19 levels (exhibit).

This raises two questions: Will mainland China’s rebound look like Hong Kong’s? And, are airlines ready for this demand boom?

Will mainland China’s rebound look like Hong Kong’s?

In all cases, globally, when travel restrictions ease, demand jumps. Travel to visit friends and relatives, to study, and urgent business travel rebound first. Leisure travel for vacations follows quickly afterwards.

Mainland China shares the same wanderlust as Hong Kong. There is massive pent-up demand for international travel of all types. In a recent McKinsey survey, 40 percent of Chinese travelers said they wanted their next trip to be international, with Australia/New Zealand, Southeast Asia, and Japan being the most desired destinations.

However, the resurgence will likely be slightly slower for mainland China than Hong Kong, for four reasons.

First, many 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.

Second, most destinations require visas for mainland Chinese travelers. Some countries have deliberately restricted issuing these visas, in response to China’s tight inbound visa policy. This is likely to ease now, but again, backlogs will take time to work through. By comparison, most Hong Kong travelers do not need visas. Third, outbound tour groups from the mainland require approval for travelling, which will also take time.

Finally, inbound travel to China will return—but not immediately, given the current COVID-19 waves in the country combined with factors that may deter travelers such as China requiring a PCR test 48 hours before departure.

Put together, we expect a strong rebound, but it may be slightly later than observed in Hong Kong.

Are airlines ready for this demand boom?

The Chinese carriers seem ready for the opening up. Chinese airlines did put some aircraft into long-term storage, but fewer than 100 Chinese widebody aircraft remain in storage. There are over 200 large aircraft that can be reactivated quickly for international flying.

Pilots have been re-trained in expectation for a reopening. In December, the Civil Aviation Administration of China (CAAC) required airlines to give pilots the flying opportunities needed to reactive their licenses by January 6 2023. Few pilots in China left the industry. Airports in China have mostly retained staff. Airlines’ ground operations teams are at more than 90 percent of pre-pandemic size.

International carriers will likely take longer to rebound. Many international airlines continue to have challenges with too few long-haul aircraft. European carriers, for example, retired more than 10 percent of the widebody fleet during the pandemic, and have been caught short with the strong travel rebound. Some airlines, especially US carriers, have shortages of crew and pilots. Many international carriers have hub airport constraints, with some major hubs still struggling to handle pre-COVID-19 levels of demand.

These factors combined imply that international carriers are likely to be slower adding back capacity than the home-based Chinese carriers.

China’s travelers and travel industry welcome the relaxation of restrictions. The next few months will be a scramble to get capacity back in the air. A strong demand recovery, coupled with frictions in bringing back supply, is likely to mean ticket prices into and from China remain elevated for the coming months, until supply can fully come back online. For the longsuffering travel industry, the future is bright at last.

Steve Saxon is a partner in McKinsey’s Shenzhen office.

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More Chinese tourists tipped to visit Kazakhstan

By CHENG SI | China Daily | Updated: 2024-04-25 09:06

Tourism industry insiders and experts are bullish on tourism cooperation between China and Kazakhstan this year — Kazakhstan's tourism year in China — after the two nations stepped up efforts to optimize visa policies to facilitate cross-border travel.

Kazakhstan's tourism year in China opened in Beijing late last month. Thirty-five tourism and cultural events will be organized in different provinces and cities such as Beijing and Shanghai during the year, with the aim of enhancing Chinese people's understanding of Kazakhstan and attracting more tourists to the country.

Domestic travel agencies said trips to Kazakhstan are expected to grow in popularity in the coming months as Kazakhstan enters spring, its best season for tourism.

Figures from travel portal LY.com show that from March 1 to March 27, flight bookings from the Chinese mainland to Kazakhstan were up 36 percent from the previous month, and up 366 percent year-on-year. Hotel bookings for the period on the platform jumped by 694 percent year-on-year.

"Kazakhstan is a niche destination to Chinese travelers, but it has seen increasing popularity in China thanks to its visa-free policy and the good resumption of international flights," said Qi Chunguang, vice-president of travel portal Tuniu.

He said that travel to Kazakhstan usually peaks from April to October and his platform has received some bookings for group tours to the country for late this month as well as for the May Day holiday and the Dragon Boat Festival holiday in June.

"Most of our customers going to Kazakhstan and countries and regions in Central Asia are from Beijing, Shanghai, Guangzhou in the southern province of Guangdong, and Urumqi in the Xinjiang Uygur autonomous region, and are middle-aged or retired," he said.

He said he is confident about tourism development between China and Kazakhstan as Kazakhstan's vast territory holds rich tourism resources like stunning natural landscapes and scenic historical spots.

Shakhrat Nuryshev, Kazakhstan's ambassador to China, told a recent news conference in Beijing that he hopes Kazakhstan grows to be a popular overseas destination for Chinese travelers, ThePaper, a news outlet headquartered in Shanghai, reported.

He said Kazakhstan received about 217,000 Chinese travelers last year, 12 times more than in 2022, but even more were needed.

Nuryshev said he hopes that Kazakhstan's tourism year activities and visa-free policy for Chinese travelers can help deepen mutual understanding and friendship and advance tourism cooperation between the two countries.

China and Kazakhstan signed an agreement in May last year to allow people holding regular Kazakh or Chinese passports to stay in the other country without a visa for up to 30 days for the purposes of business, tourism, medical treatment or transit. The agreement took effect from Nov 10.

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Travel industry forum at WTC Moscow - The prospects for the hotel sector were discussed at WTC Moscow. On October 21, in the Valdai and Seliger halls of WTC Moscow Congress Center, a forum for travel industry professionals - BE-Forum 2022 was held with the support of World Trade Center Moscow. The event was... more

REAL ESTATE CONGRESS AT WTC MOSCOW - With the support of the RF Chamber of Commerce and Industry, the Moscow International Real Estate Congress, the largest business event in the B2B real estate sector, was held at WTC Moscow Congress Center. The Moscow Guild of Realtors acted as co-organizer of the event. ... more

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WTC Moscow strategy session for MICE industry - On August 23, WTC Мoscow Summer Veranda, located on the spacious open balcony of the privileged Plaza Garden Moscow WTC Hotel Club Building , hosted the largest communication and strategy session for representatives of MICE industry.  The organizers of the event are ... more

Plaza Garden Moscow WTC Hotel: visit with gift - On August 18, 2022, General Manager of Plaza Garden Moscow WTC Hotel Elena Borisova took part in a charity event at the Embassy of Indonesia.    The event, timed to coincide with the celebration of the 77th anniversary of Indonesia's independence, was organized under... more

WTC MOSCOW HOTELS' SOUND NEW - WTC MOSCOW HOTELS’ SOUND NEW On August 15, 2022, the largest five-star business hotel of the Moscow capital, Plaza Garden Moscow WTC (ex. Crowne Plaza Moscow WTC) and the Satelinn Moscow Khovrino hotel (ex. Holiday Inn Express Moscow - Khovrino) located in a green park ... more

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Moscow City Tourism Committee organizes conference for Indian MICE market stakeholders

N ew Delhi [India], April 24 (ANI): Recognising market demand, the Moscow City Tourism Committee organized a conference for representatives of the Indian MICE industry , to introduce them to the tourism strengths of the Russian capital.

MICE stands for Meetings, Incentives, Conferences and Exhibitions, and is a type of tourism in which large groups, usually plan things well in advance.

The event took place on April 19 in Delhi and brought together over 100 participants from MICE agencies of both countries, corporate customers, representatives of the travel industry in Moscow, Aeroflot and the Indian branches of Sberbank.

Business tourism is one of the most promising directions for Moscow.

In 2023, the capital was visited by 3.7 million business tourists - 7 per cent more than in 2022. And India remains one of the leaders among visitors from non-CIS countries in terms of the number of business travellers.

"The Russian capital as a centre of business tourism and corporate events is already an established and a strong brand in the international arena," commented Anastasia Popova, Deputy General Director for International and Industry Cooperation of Project Office for the Development of Tourism and Hospitality in Moscow.

"Now our task is to demonstrate to our Indian partners all the possibilities of organizing high-value MICE events in Moscow in combination with already proven tourist programs," said Popova.

At the Shaping MICE Future Conference, industry experts from Russia and India pronounced statements and speeches on the future of MICE events in these two countries, a presentation of the MICE potential of Moscow was showcased, and an analytical report on the state of the outbound MICE market in India was presented to the visitors.

During the panel discussion, participants assessed the current status and interaction peculiarities with the MICE market in India and developed recommendations for the MICE industry in Moscow during the general brainstorming session.

Representatives of the Indian MICE industry participated in B2B negotiations to find new cross-partners in the Moscow business environment and among representatives of the hospitality industry.

Representatives of the MICE industry took part in the event from Moscow.

Among them were DMC (Grand Rus, Academservice, Headed Goose, Satguru Travel, Isba Rus, Hug the Bear, Mellenium Group) as well as representatives of other partners interested in the development of MICE cooperation between Russia and India: Global transfers provider i'way and hotels Edge Seligerskaya and Edge Vinogradovo Moscow by Rotana.

"In 2024, we have witnessed a significant surge (more than quadruple) in the demand for transfers by Russians visiting India, both for business and leisure purposes. Muscovites are leading the trend, with 80 per cent of transfer bookings originating from the capital since the beginning of the year. Additionally, we observe a growing interest from Indian tourism agencies in exploring Russia, resulting in a substantial increase in our collaboration," commented Dmitriy Saraykin, co-founder of Global Transfer Provider i'way.

The Shaping MICE Future conference allowed the Moscow City Tourism Committee to form a pool of MICE industry representatives in Moscow to prioritize incoming requests for events and clarify India's requirements for business and corporate events to build mutually effective work. Indian colleagues received up-to-date information about Moscow as a safe and attractive MICE destination and were able to find potential partners among representatives of the MICE industry of the Russian capital and were able to present the MICE market in India.

"The event served as a remarkable platform for fostering meaningful dialogue and collaboration within the tourism industry. The event provided us with invaluable opportunities to engage with key stakeholders from the tourism department, as well as tour operators and service providers. The insights gained during the event underscored the Moscow City Tourism Committee 's keen interest in the Indian outbound market, and we are optimistic about the promising prospects for Moscow as a destination, particularly in the post-pandemic landscape. We firmly believe that with concerted efforts and strategic initiatives, Moscow has the potential to emerge as a top-choice destination for Indian tourists," said Mudit Mathur, director of Tours Delite India, representing Academ Service - Russia in India.

The conference also assessed the solutions to foreign demand for non-standard venues and elements in MICE programs, such as museums, parks, theaters and others. Holding MICE events at offbeat locations, such as the State Historical Museum, the Moscow Planetarium and Khudozhestvenny Cinema, is becoming popular.

This helps to attract conference organizers and creates a unique experience for the participants. Working in this format, many visitors who come to Moscow on a business trip want to return with their families and spend time as regular tourists. (ANI)

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Moscow City Tourism Committee organizes conference for Indian MICE market stakeholders

Recognising market demand, the moscow city tourism committee organized a conference for representatives of the indian mice industry, to introduce them to the tourism strengths of the russian capital..

Recognising market demand, the Moscow City Tourism Committee organized a conference for representatives of the Indian MICE industry, to introduce them to the tourism strengths of the Russian capital. MICE stands for Meetings, Incentives, Conferences and Exhibitions, and is a type of tourism in which large groups, usually plan things well in advance.

The event took place on April 19 in Delhi and brought together over 100 participants from MICE agencies of both countries, corporate customers, representatives of the travel industry in Moscow, Aeroflot and the Indian branches of Sberbank. Business tourism is one of the most promising directions for Moscow.

In 2023, the capital was visited by 3.7 million business tourists - 7 per cent more than in 2022. And India remains one of the leaders among visitors from non-CIS countries in terms of the number of business travellers. "The Russian capital as a centre of business tourism and corporate events is already an established and a strong brand in the international arena," commented Anastasia Popova, Deputy General Director for International and Industry Cooperation of Project Office for the Development of Tourism and Hospitality in Moscow.

"Now our task is to demonstrate to our Indian partners all the possibilities of organizing high-value MICE events in Moscow in combination with already proven tourist programs," said Popova. At the Shaping MICE Future Conference, industry experts from Russia and India pronounced statements and speeches on the future of MICE events in these two countries, a presentation of the MICE potential of Moscow was showcased, and an analytical report on the state of the outbound MICE market in India was presented to the visitors.

During the panel discussion, participants assessed the current status and interaction peculiarities with the MICE market in India and developed recommendations for the MICE industry in Moscow during the general brainstorming session. Representatives of the Indian MICE industry participated in B2B negotiations to find new cross-partners in the Moscow business environment and among representatives of the hospitality industry.

Representatives of the MICE industry took part in the event from Moscow. Among them were DMC (Grand Rus, Academservice, Headed Goose, Satguru Travel, Isba Rus, Hug the Bear, Mellenium Group) as well as representatives of other partners interested in the development of MICE cooperation between Russia and India: Global transfers provider i'way and hotels Edge Seligerskaya and Edge Vinogradovo Moscow by Rotana.

"In 2024, we have witnessed a significant surge (more than quadruple) in the demand for transfers by Russians visiting India, both for business and leisure purposes. Muscovites are leading the trend, with 80 per cent of transfer bookings originating from the capital since the beginning of the year. Additionally, we observe a growing interest from Indian tourism agencies in exploring Russia, resulting in a substantial increase in our collaboration," commented Dmitriy Saraykin, co-founder of Global Transfer Provider i'way. The Shaping MICE Future conference allowed the Moscow City Tourism Committee to form a pool of MICE industry representatives in Moscow to prioritize incoming requests for events and clarify India's requirements for business and corporate events to build mutually effective work. Indian colleagues received up-to-date information about Moscow as a safe and attractive MICE destination and were able to find potential partners among representatives of the MICE industry of the Russian capital and were able to present the MICE market in India.

"The event served as a remarkable platform for fostering meaningful dialogue and collaboration within the tourism industry. The event provided us with invaluable opportunities to engage with key stakeholders from the tourism department, as well as tour operators and service providers. The insights gained during the event underscored the Moscow City Tourism Committee's keen interest in the Indian outbound market, and we are optimistic about the promising prospects for Moscow as a destination, particularly in the post-pandemic landscape. We firmly believe that with concerted efforts and strategic initiatives, Moscow has the potential to emerge as a top-choice destination for Indian tourists," said Mudit Mathur, director of Tours Delite India, representing Academ Service - Russia in India. The conference also assessed the solutions to foreign demand for non-standard venues and elements in MICE programs, such as museums, parks, theaters and others. Holding MICE events at offbeat locations, such as the State Historical Museum, the Moscow Planetarium and Khudozhestvenny Cinema, is becoming popular.

This helps to attract conference organizers and creates a unique experience for the participants. Working in this format, many visitors who come to Moscow on a business trip want to return with their families and spend time as regular tourists. (ANI)

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