china outbound travel report

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China's Outbound Tourism Development Annual Report (2022-2023)

An “Annual Report on the Development of China’s Outbound Tourism (2022-2023)”has been released on 11th December 2022, by Hong Kong, Macao and Taiwan Research Institute of China Tourism Academy.

The report pointed out that the epidemic has a long-term impact on the recovery of international tourism, and the recovery process of China’s outbound tourism market is slower than that of the Asia-Pacific region and that of Europe and the United States. The tourist source structure and recovery process of neighbouring countries have been significantly affected, and the main players in the outbound tourism market are also facing a development crisis. From the demand side, the potential consumption preferences of outbound tourism have changed significantly. Although safety demands remain high, tourists’ confidence in traveling has begun to recover rapidly, and value for money of tourism products has attracted the most attention from tourists. From the perspective of the supply side, under the pressure of the epidemic, outbound enterprises “turned domestic” and “expanded abroad” to seek vitality. Some have shifted from “outbound” to “domestic”, fully integrating internal and external resources. Some have been actively opening up new international markets. As the epidemic prevention and control becomes more precise, the border controls of major outbound destinations are generally relaxed, and destination marketing becomes more frequent, it is necessary to actively plan the recovery process of outbound tourism from now on.

Review of 2021-2022 Outbound tourism development

According to comprehensive calculations by the research group, comparing with the 2019 data, the cumulative number of outbound tourists from China has decreased by more than 400 million, and the cumulative overseas consumption expenditure of outbound tourists has shrunk between US$340 billion and US$430 billion. Travel agencies’ outbound tourism operating income has decreased by about 600 billion yuan, and outbound tourism operating profits have decreased by about 26 billion yuan. In 2021, the outbound tourism operating profit of China’s travel agencies were negative for the first time, and the proportion of outbound tourism operating income in the total tourism operating income of travel agencies dropped from 30.20% in 2019 to 0.36% in 2021. All major outbound tourism destinations have been severely affected, but they still maintain confidence in the future development of the Chinese market.

In 2021, the number of outbound tourists from China was nearly 26 million, a decrease of 83% compared with 2019. It is estimated that the number of outbound tourists in 2022 will be basically the same as that in 2021, at a level of 26 million to 30 million, and the degree of recovery will still be less than 20% of the level before the epidemic, which is also significantly different from the world average recovery level. According to the research team’s calculations, the development trend of outbound tourism will change from basically stagnant to slow growth in 2023.

Since the outbreak of the epidemic, the spatial distribution structure of Chinese outbound tourism in intercontinental destinations has remained stable, and the order from high to low was still Asia, Europe, America, and Oceania.

Compared with 2019, the main tourist destinations where the number of Chinese tourist arrivals dropped by more than 90% in 2020 include Russia, Myanmar, the Philippines, the United States, Vietnam, Malaysia, Japan, South Korea, Singapore and Indonesia. In 2021, the situation of China’s major outbound tourism destinations remained extremely low. Except for Macau, there had been basically no large-scale Chinese tourists visiting other major outbound destinations.

Corresponding to the stagnation of the market is the difficult situation of the main players in the outbound tourism market. In 2021, the proportion of travel agencies’ outbound tourism revenue in total tourism revenue has dropped from more than 30% in 2019 to less than 0.5%.

Travel confidence is recovering. The cost performance is expected to rise

Tourist confidence is recovering, with the confidence to travel further afield.

The survey results show that among the respondents, most of the outbound tourism destinations they expect to choose are Europe, America, East Asia, Hong Kong, Macao and Taiwan, which has changed significantly from 2021. Long haul destinations have begun to enter the respondents’ field of vision, and even become a priority option, reflecting that tourists’ confidence is recovering at an accelerated pace, and they are confident to travel to more distant destinations. Compared with 2021, Europe and the United States have jumped to the first place as outbound tourism destinations, surpassing Southeast Asia, Hong Kong, Macao and Taiwan. The proportion of respondents who choose Europe and the United States as their outbound travel destination has increased by 26% compared with 2021.

The cost performance has become the most important factor for respondents. The factors that the respondents pay more attention to when traveling are ranked from high to low: “value for money”, “hygienic conditions”, “richness of tourism products”, “personal safety”, “convenience of shopping”, “local cultural characteristics”. Compared with the previous year, in 2022, “the cost performance of tourism products” has become the most important factor for respondents. This shows that the respondents have a more rational understanding of the epidemic and have more confidence in the safety and security of the destination. It also shows that the economic environment is still the main factor affecting the recovery of outbound tourism. The uncertain prospects for international economic development and the impact of the domestic epidemic on economic development have put pressure on the purchasing power and savings of respondents.

Security remains one of the top considerations for respondents. Respondents believe that the main factors affecting their outbound travel decisions are “safety hazards” and “insufficient time”, while “insufficient access channels” and “differences in living habits” are less of a reason.

In order to avoid safety risks, the proportion of “partial family travel” is higher than “whole family travel together”.

The choice of outbound tourism activities has changed from sightseeing to in-depth experience, and healthy food and well-being. “Participatory entertainment” is the most popular tourism activity that respondents hope to participate in when visiting abroad, and their understanding and expectations of ‘value for money’ are also related to in-depth experience.

The survey results show that among the items that the respondents are more willing to spend after going abroad, health recuperation ranks first, and the top destinations they hope to visit are “gourmet experience”. Although the survey shows that the respondents are less willing to spend, but in stark contrast, the respondents are still full of expectations for overseas travel shopping activities. Compared to the 2021 survey, “shopping experience” jumped from 2nd place in 2021 to the top this year.

Outbound tourism enterprises are actively transforming to seek vitality

Under the impact of the epidemic, many companies engaged in outbound tourism business have been in crisis. Transformation, including turning to domestic tourism, has become an inevitable choice for market players. Most outbound tourism companies turn to the existing domestic tourism market in order to survive and explore quality services to attract their previous outbound travel clients. Among the outbound tourism companies, some focus on the domestic tourism market, some use superior resources to expand business overseas, and some actively try the diversified models of “tourism +” and “+ tourism”, and more generally embrace the wave of digitalization. These explorations of the main players in the outbound tourism market are a vote of confidence for the future of outbound tourism, and they are also taking persistent actions to prepare for the inevitable recovery.

Under the realistic conditions that outbound tourism is difficult to carry out, the original demand for outbound tourism often shifts to domestic long-distance tourism or short-distance peripheral tourism, which provides an opportunity for the main body of the outbound tourism market to explore internal transfers. Taking advantage of the in-depth understanding of the needs of outbound tourists and service experience, integrating domestic and foreign tourism resources and providing satisfactory services has become the direction of action for the main body of the outbound tourism market. From the perspective of destinations, companies engaged in outbound tourism business are good at operating group tours and providing high-end customized travel services. Viewed from the perspective of tourists’ expectations, when they cannot leave the country and choose alternative products and services, they often turn their attention to high-quality holiday tourism products with unique domestic tourism resources and beautiful scenery. Serving the domestic market with quality service and product innovation has achieved good results. China Tourism Group actively develops duty-free business on outlying islands and taps the potential of the duty-free market. Duty-free sales on outlying islands have grown rapidly, and the international ranking of duty-free business has maintained its No. 1 position in the world. Mafengwo also focuses on domestic tourism and has developed a project to get on the bus on weekends. CYTS actively adjusts its business direction, cuts in from the perspective of lifestyle, puts more funds and energy on peripheral tourism business, and develops peripheral tourism markets such as self-driving and camping. Caesars Travel and Citic Travel also focus on domestic travel business, and their business scope covers the domestic market, peripheral travel market and local market.

Complement “outside” with “outside” and open up new international markets.

By developing a tourism market targeting overseas residents and overseas Chinese, activate the vitality of the body, maintain close communication with overseas partners and resource parties, feedback the outbound tourism business, and prepare for the opening of the outbound tourism business in the future. Ctrip Group and Yuanhai International Travel Group are outstanding in this regard.

2023 Outlook for the Chinese outbound tourism

The development of outbound tourism in 2022 will not only open up gradually, but also accelerate the transformation of the market. The recovery of outbound tourism in the future will be a long-term and complicated process in which the psychological expectations of outbound tourists and the actual conditions are continuously adjusted. The balance of security and attractiveness, convenience, long-distance and short-distance trade-offs will all be revealed in this process. In particular, the experience of travel relaxation in the Mainland and Macau will show more value for promotion and replication in the future. The promotion of destinations, the attractiveness of products and services, the accessibility of safety and security, and the efforts made in satisfaction will determine their position in the long-term competition in China’s outbound tourism market in the future. This is a process full of uncertainty, but also a process full of opportunities.

Development should be conducive to enhancing the spread and influence of Chinese civilization. It is necessary to actively explore the path and mode of widely disseminating socialist core values, excellent traditional Chinese culture and socialist culture with Chinese characteristics in outbound tourism activities. We must be good at drawing strength from Chinese-style modernization. China’s outbound tourism will benefit from the modernization process of a huge population and the common prosperity of all people. These favorable factors will further promote the expansion of China’s outbound tourism market and the upgrading of its industrial structure. The development of outbound tourism should serve and become an important force in the Chinese-style modernization drive. It is necessary to find entry points and footholds in terms of promotion strategies, business models, and civilized tourism, and to better combine outbound tourism with Chinese-style modernization, all of which need to be focused on in the future.

Clarify the opening path and inject more certainty into the development of outbound tourism. Summarize the experience of relaxing travel restrictions in the Mainland and Macau in a timely manner and assess the feasibility of its promotion and replication. Continue to carry out stress testing. In response to the expectations of overseas industries and measures such as opening borders and resuming flights, there must be targeted research and contingency plans, and timely responses to concerns from all parties.

Do a good job in serving market segments such as business travel, scientific research, study abroad, examinations, visiting relatives, and medical treatment.

Strengthen support for the main players in the outbound tourism market. Management departments should face up to the main difficulties faced by players in the outbound market, find out the current urgent policy needs, predict the difficulties that market players may encounter in conducting business, and form targeted assistance measures, not only timely providing relief subsidies and stabilizing It is also necessary to form a package of relief and problem-solving policies covering fund raising, maintenance of employment experience, compensation for changing careers, continuing education services, digital technology equipment, etc., and explore the provision of urgently needed services such as financing, information, law, technology, and talents. Improve the participation and “sense of gain” of market players.

Issued by China Tourism Academy On 11th December 2022 

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China outbound visits rise twofold and exceed 87 million in 2023

The number is projected to jump to 130 million by the end of 2024.

Experts and industry insiders are confident of the steady development of the Chinese mainland's outbound and inbound tourism, and are calling for more measures to improve international travelers' experiences to revitalize the stillweak inbound tourism market.

The China Tourism Academy estimates that the number of outbound visits exceeded 87 million in 2023, a twofold increase compared with the previous year. The figure is more than half of that in 2019, before the COVID-19 pandemic hit the world.

The number of outbound visits is projected to jump to 130 million by the end of this year, allowing the Chinese economy to recover further and paving the way for more international flights and continuous optimization of visa policies, according to the academy.

The Hong Kong and Macao special administrative regions remained the top choices for outbound tourists in the first half of 2023, while the traditionally popular overseas destinations among Chinese travelers, such as Japan and South Korea, saw some European and African rivals, including France, Italy and Egypt, according to the academy.

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China Outbound Travel Takes Flight

Driven by china's increasing levels of disposable income, travel abroad is more affordable for millions, and long-term trends point to volume growth, with global implications..

Rising wealth in China, particularly in smaller urban cities, could propel a boom in outbound travel, with implications for global investors in sectors such as transportation, retail, gaming and hospitality.

The number of ordinary passport holders in China more than tripled from 2012 to 2016.

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In the near term, China's top three travel destinations—Korea, Japan and Thailand—are set to recover volume, while the outlook for Europe is robust, thanks to the 2018 EU-China Tourism Year promotion. In a recent report, equity analysts from Morgan Stanley Research say they are now more bullish on China outbound travel, raising their 2018 volume growth forecast from 11% to 14%.

“With an increase in mobility because of new direct-flight services and more convenient visa procedures, more Chinese passengers are able to travel abroad," says Edward Xu, the firm’s lead equity analyst covering China transportation and infrastructure . “Given the current low penetration ratio (10%) of outbound travelers versus the large population, we see significant potential to support secular demand growth in a multiyear cycle."

Bullish on China's Lower-Tier Cities

China's esports boom moves center stage, what will be the face of china in 10 years, outbound travel drivers.

According to the report, more than 35% of China's population will achieve upper-middle and high-income earnings by 2030 (vs. 10% in 2015).  In addition, annual disposable income is set to climb above $10,800 by 2030, more than twice that of China's urban household disposable income per capita in 2015.

Strong Growth of China's Middle- and High-Income Class

Visa restrictions also have been relaxed, and the online application process for passports has become more efficient, removing obstacles to outbound travel. The number of ordinary passport holders in China more than tripled from 2012 to 2016.

Other drivers of travel demand include demographic trends suggesting multiple trips for the post-1970s generations; a significant rebound in RMB/USD exchange rates which effectively lowers travel costs; and the increasing use of new technologies and mobile apps to make travel easier.

Implications for Countries and Regions

The report estimates that in 2020, the number of Chinese visitors to Asia Pacific (excluding Hong Kong/Macau), North America and Europe will reach 67 million, 6 million, and 11 million, respectively, stimulating consumption and transportation demand in relevant countries.

Some other key takeaways from regions that stand to benefit:

China:  Chinese airlines will likely be major beneficiaries of rising demand for outbound travel. Airports should also see growth in traffic, boosting demand for duty-free shopping.

Korea:  Though in recovery mode after Chinese inbound traffic fell sharply in 2017 on geopolitical issues, prospects are bright, benefiting Korean hotels and casinos. “Reflecting proximity and affordability, we view Korea as an attractive travel destination for China," says Jay Lee, equity analyst covering the gaming/leisure and transportation industries in Korea. That affordability could attract more travelers from the smaller urban, or lower-tier, cities, helping Korea regain its status as one of most popular destinations for Chinese travelers.

Strong Demand for Outbound Tourism from Lower-Tier Cities

Japan:  The report forecasts a 14.4% year-over-year increase to 32.8 million tourists in 2018, a record for the sixth consecutive year, with an expected 8.7 million Chinese visitors leading the way. “We see inbound demand reflecting an ongoing overseas travel boom in Asian countries, and mounting attention on Japan from hosting of the 2019 Rugby World Cup and the 2020 Olympic Games," says equity analyst Takuya Osaka. He sees these trends as positive for airlines, airports, hotels, duty-free store sales and tourist entertainment.

Asia Pacific (excluding Japan):  Between 2011 and 2016, intra-Asia Pacific travel grew at a 10% compound annual growth rate, driven largely by tourists from China. Airports and gaming will benefit most, but hospitals are likely to gain as well. “This is particularly so in Thailand, a key medical tourism destination in Asia Pacific," Xu says.

Europe:  The number of nights spent in the EU by tourists from China more than tripled over the last 10 years, reaching nearly 25 million nights in 2016, says Penelope Butcher, who leads the firm's European Transport Research team. “Growth of tourism from China has risen more than that from other major economies such as the USA, Russia or Brazil. Tourists from China account for almost 6% of the total number of nights spent in the EU by non-EU nationals," Butcher says. She forecasts 12 million Chinese tourists travelling to Europe by 2022, and sees legacy airlines, hotels, and particularly luxury goods as notching the biggest wins. (Chinese nationals account for about 34% of global spending on luxury goods.)

USA:  The Chinese market has become increasingly important for U.S. legacy carriers. Healthy demand and favorable foreign exchange trends flowing from a weaker dollar are positive signs.

For more Morgan Stanley  Research , ask your Morgan Stanley representative or  Financial Advisor  for the full report, “Hitting the Road: China Outbound Travel Gets Its Mojo Back" (March 13, 2018). Plus, more  Ideas .

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China’s Tourism Sector Prospects in 2023-24

Amid the post-pandemic recovery, China’s tourism sector is rebounding with vigor in 2023. We discuss the resurgence of outbound and domestic travel, evolving traveler behavior, and tech-enabled trends in this article. From cultural exploration to wellness escapes and digital integration, the stage is set for foreign businesses and investors to seize opportunities in this transformed landscape.

After enduring the significant impacts of the COVID-19 pandemic, China’s tourism sector is gearing up for a strong resurgence in 2023. Projections indicate that the total revenue from domestic tourism is expected to exceed RMB 4 trillion (approximately US$580.96 billion), marking an impressive 96 percent growth. Several driving forces contribute to this revival in China’s tourism landscape, including:

• Easing of travel restrictions;
• Increase in disposable income among Chinese consumers; and
• Growing popularity of domestic tourism.

In particular, the government’s support in revitalizing the tourism sector is evident through subsidies and tax exemptions provided to tourism enterprises. The robust resurgence of China’s tourism industry also serves as a positive indicator for the nation’s economy, with tourism being a significant driver of economic growth and expected to contribute notably to the country’s GDP. Overall, 2023 has seen a continuous stream of new policies, products, technologies, concepts, trends, and opportunities impacting the tourism industry.

China’s evolving tourism landscape

Insights from outbound tourism in h1 of 2023.

Both outbound and inbound tourism markets in the first half of 2023 have shown impressive vitality, surpassing the levels observed in the same period of 2019. Average expenditures for outbound travelers have exhibited a notable increase, with Hong Kong and Macao leading the resurgence of outbound tourism. The total number of inbound and outbound individuals has surged by approximately 170 percent.

Data from the World Tourism Alliance’s reports, reveal that the outbound tourism sentiment index reached 28 percent in the first half of 2023, marking a 21-point increase from the same period in 2019. The outbound tourism market has displayed a gradual “U-shaped” recovery, emphasizing a steady resurgence rather than an abrupt rebound.

According to recent data from Alipay’s Overseas Spending Platform, the average expenditure per user for outbound travel in the first half of 2023 grew by 24 percent compared to 2019. Among popular destinations, the top 10 outbound travel destinations in terms of transaction volume for the first half of 2023 were:

• South Korea;
• United Kingdom; and

This data is supported by several favorable policies. Since the beginning of the year, the National Immigration Administration has continuously optimized and adjusted inbound and outbound management policies.

Starting from February 20, 2023, mainland cities within the Greater Bay Area initiated a pilot implementation of visa endorsements for cross-border talent to and from Hong Kong and Macao. On May 15, 2023, policies such as the nationwide implementation of group travel endorsements for mainland residents traveling to Hong Kong and Macao were fully restored.

The streamlined and optimized policies for travel to Hong Kong and Macao prompted provinces across the mainland to organize multiple tour groups, leading to a consistent rise in mainland visitors to these regions. According to data released by the Hong Kong Tourism Board, nearly 13 million visitors arrived in Hong Kong in the first half of 2023, of which approximately 10 million were mainland visitors, accounting for around 77 percent of the total.

Furthermore, based on recent data released by the National Immigration Administration, the first half of 2023 witnessed a total of 168 million inbound and outbound individuals passing through China’s immigration, marking a year-on-year increase of 169.6 percent.

At the same time, approximately 42.798 million entry and exit permits for travel to and from Hong Kong, Macao, and Taiwan were issued, indicating a significant 1509 percent increase compared to the same period in 2022.

These figures further underline China’s promising revival in outbound tourism. Indeed, Chinese tourists have once again become a significant force driving global tourism and offline consumption.

In terms of outbound travel numbers, the top 10 departure cities were: Shenzhen, Shanghai, Guangzhou, Beijing, Hangzhou, Foshan, Dongguan, Zhuhai, Chengdu, and Wuhan. This highlights that outbound travel is mainly concentrated in first-tier and new first-tier cities, with the “Guangzhou-Shenzhen-Foshan-Dongguan-Zhuhai” Greater Bay Area cities also playing a pivotal role in outbound tourism.

The primary reason driving Chinese tourists to travel abroad is leisure, with business and visiting friends and relatives (VFR) as the subsequent motivations. The rapid expansion of outbound tourism from China can be attributed to the rising incomes of the middle class , the growing desire among Chinese travelers to explore diverse countries and cultures, and the ease of obtaining visas and fulfilling entry criteria for various destinations.

Moreover, the retail sector captures the largest portion of Chinese tourists’ spending when traveling abroad and is anticipated to retain its dominant position in terms of outbound tourism expenditure over the projected timeframe.

The steady recovery of outbound tourism

Initial expectations for a robust rebound in outbound tourism this year have encountered a more precarious reality. Notable evidence of this transformation is seen in the changing preferences of Chinese leisure travelers. As reported by CNBC, the desire to travel abroad has surged from 28 percent to 52 percent among Chinese leisure travelers since last year, nearly doubling.

Business travel intentions have tripled, and interest in education, family visits, and medical tourism abroad is also on the rise. Other findings align, revealing that 50 percent of Chinese travelers plan to journey internationally within the next year.

A significant shift has also occurred in travel fears, particularly concerning Covid contraction. While it topped travelers’ concerns in 2022, it has diminished to the least worrisome aspect this year, as per Morning Consult’s survey. This shift reflects growing traveler confidence. Factors influencing this gradual recovery go beyond preferences. A recent report from the Mastercard Economics Institute reveals a shift in Chinese residents’ spending patterns.

Known for their shopping inclination, there’s a rising trend toward investing in experiences over possessions, particularly in a zero-Covid environment. Despite global economic uncertainties, Asia-Pacific’s, including China’s, travel recovery remains steady. As travel capacity grows, costs are anticipated to decrease, fueling a more dynamic travel landscape.

Contrary to an instant “boom,” China’s international travel revival is unfolding steadily. Though not as swift as initially projected, the evolving interests, changing attitudes, and gradual shift toward experiential spending all point to a growing and adaptive outbound tourism sector, offering a promising glimpse into the future.

The Chinese government’s recent efforts to revive outbound group travel

China’s Ministry of Culture and Tourism recently expanded outbound group tour destinations, including popular places like Japan and the US. A recent analysis provided by the EIU indicates that this move will aid global tourism recovery, benefiting countries with simplified visa procedures.

While the relaxed restrictions will moderately boost outbound tourism, obstacles and cautious spending persist. Nonetheless, domestic travel agencies are expected to see increased revenue, leading to employment and income growth in the sector.

However, challenges such as limited flights and labor shortages could hinder outbound tourism’s full recovery. A complete relaxation of restrictions is predicted in late 2023, but pre-pandemic outbound levels might not return until 2025.

Domestic tourism is thriving

In the first half of 2023, domestic tourism revenue (total tourist spending) reached RMB 2.3 trillion (approx. US$318 billion), marking a substantial increase of RMB 1.12 trillion (approx. US$155 billion) compared to the previous year. Notably, urban residents’ expenditures on travel accounted for a year-on-year surge of 108.9 percent, while rural residents’ travel spending grew by 41.5 percent.

The remarkable rebound of China’s domestic tourism sector can be attributed to a set of factors that differentiate it from the relatively slower recovery of outbound tourism. For one, the domestic tourism industry appears to be less affected by uncertainties surrounding employment and income growth compared to other service and retail sectors.

This is primarily due to the strong yearning of Chinese consumers to explore after years of mobility limitations imposed by the pandemic.

On the other hand, the prolonged revival of outbound flights has further bolstered the domestic tourism scene. Many individuals redirected their travel plans within China as international travel remained limited.

Notably, the return of international air traffic to approximately 80 percent of pre-pandemic levels is not expected until the fourth quarter of 2023, which creates a favorable environment for the vigorous resurgence of domestic tourism in the meantime.

Changing Chinese travelers’ preferences in 2023

In the wake of the COVID-19 pandemic and the subsequent travel restrictions, Chinese travelers underwent a transformation in their preferences and behaviors. Over the past three years, while international travel remained limited, domestic exploration thrived.

Around 8.7 billion domestic trips were taken, indicating an annual rate of around 50 percent of pre-pandemic levels. This period allowed the domestic market to mature, and travelers became more sophisticated in their pursuits, engaging in various new leisure experiences such as beach resorts, skiing trips, and city “staycations.”

As a result, the post-COVID-19 Chinese traveler exhibits distinct traits: heightened digital savvy, elevated expectations, and an appetite for novel experiences. These characteristics paint the profile of a typical Chinese traveler in 2023:

• Experiences matter: Survey data reveals that the rejuvenated Chinese tourist is driven by experiential travel. While outdoor and scenic trips remain popular, the preferences have evolved. Sightseeing and culinary experiences, highly valued in the initial survey series, are now joined by a growing interest in culture and history, beaches, and resorts, as well as health and wellness. This shift solidifies the trend towards experience-driven travel. Additionally, activities like skiing and snowboarding have gained popularity, possibly influenced by the 2022 Beijing Olympic Winter Games .
• Digital expert: Chinese travelers are among the world’s most digitally adept consumers, easily integrating mobile technologies and social media into their daily lives. The pandemic further propelled their online engagement. Short-form videos and livestreaming have emerged as dominant online entertainment options.
• Curious: The desire to explore novel experiences in unfamiliar destinations remains strong among Chinese travelers. Despite travel radius limitations imposed by policies, survey respondents express eagerness to visit new attractions. Instead of revisiting familiar places, 45 percent of participants prioritize short trips to new sites, while long trips to new destinations are the second most favored option.

Emerging trends and destinations

Cultural and heritage tourism.

A significant shift in China’s tourism landscape is the increasing emphasis on cultural tourism, where traditional heritage seamlessly intertwines with contemporary travel. As the nation preserves and celebrates its abundant historical and cultural treasures, a surge in cultural tourism activities like immersive experiences and interactive exchanges has taken center stage.

This trend is particularly pronounced in the realm of domestic tourism, where travelers are flocking to heritage sites and cultural landmarks to gain a deeper understanding of China’s rich heritage.

Moreover, the development of cultural and tourism industries constitutes a crucial component of China’s cultural confidence-building efforts. This sector has received significant attention from the government, evidenced by policies like the “14th Five-Year Plan for Cultural Development” and the “14th Five-Year Plan for Tourism Industry Development.” Such policies drive the integration of culture and tourism, increase the supply of cultural tourism products, and enhance the quality of such offerings.

Wellness tourism

In 2023, a remarkable shift in travel preferences among Chinese tourists has propelled wellness and health tourism to the forefront. As observed by Rung Kanjanaviroj, Director of the Tourism Authority of Thailand’s Chengdu office, Chinese travelers are displaying a distinct preference for destinations that offer a blend of sunny beaches and holistic well-being experiences.

This evolving trend has prompted destinations like Thailand to proactively adapt by refining their offerings. Through the enhancement of health tourism services and a focus on engaging student and youth travelers, Thailand has positioned itself as a prime destination for those seeking rejuvenation and self-care during their journeys.

The rise in wellness and health tourism reflects a broader shift in Chinese travelers’ priorities, as they seek destinations that not only provide scenic beauty but also nurture their physical and mental well-being.

Tech-enabled tourism in China’s innovative travel landscape

China’s tourism industry has evolved dramatically through the fusion of technology and changing consumer demands. In 2023, the landscape is marked by a growing emphasis on tech-enhanced experiences that cater to modern travelers’ evolving preferences that foreign businesses and investors in the sector can learn from.

• Smart appliances and IoT integration: China’s tech-driven tourism trend showcases the integration of smart appliances and the Internet of Things (IoT) into the travel journey. Travelers now wield the power to personalize their environment and encounters via smartphone apps. Innovations range from smart hotel rooms adjusting lighting, temperature, and ambiance to IoT-enabled transportation providing real-time updates, enhancing comfort and efficiency.
• Virtual and augmented reality immersion: Tech-savvy Chinese travelers are increasingly seeking immersive encounters. Virtual and augmented reality (VR/AR) have taken center stage, enabling tourists to explore historical sites, cultural landmarks, and natural marvels through virtual tours that breathe life into destinations. This not only enhances engagement but also serves as a potent tool for destination marketing.
• Seamless contactless services and digital payments : Contactless services and digital payments have become integral to China’s tech-enhanced tourism scene. Travelers can navigate touchpoints like check-in, security, dining, and shopping with minimal physical interaction. QR codes have revolutionized payment methods, enabling transactions through smartphones, and eliminating the need for physical currency or cards, in alignment with the country’s cashless society drive.

The city of Hangzhou offers a glimpse into the future of tech-enabled tourism. Hangzhou’s West Lake, a UNESCO World Heritage site, now features interactive kiosks that provide historical context, virtual guides, and navigation assistance to visitors. These digital enhancements blend seamlessly with the serene natural landscape, enriching the cultural experience.

Similarly, the China National Tourist Office uses VR to transport potential travelers to iconic destinations. Through immersive VR experiences, individuals can virtually explore the Great Wall, the Terracotta Army, and other renowned sites, sparking wanderlust and encouraging travel planning.

Preparing for the return of Chinese tourists to the international scene

The gradual easing of travel restrictions in China still presents a promising avenue for the recovery of the international travel and tourism sector. Amid this positive outlook, attracting Chinese tourists is becoming a priority for global businesses.

Chinese travelers, known for their enthusiasm to explore beyond their borders, are now seeking immersive experiences, quality accommodation, and exceptional service. Here are some strategies that foreign businesses can employ to entice and captivate the adventurous Chinese traveler.

Crafting authentic and familiar experiences

After a three-year hiatus from overseas travel, Chinese tourists are now yearning for high-quality experiences in familiar destinations.

They are looking beyond traditional shopping and sightseeing, expressing a keen interest in entertainment and experiential offerings. Theme parks, cultural activities, water sports, snow sports, and shows are among the sought-after activities.

The key is to offer authentic experiences that resonate with Chinese travelers’ desires for immersion, while still maintaining a touch of familiarity.

Businesses should leverage deep customer insights to design offerings that strike a balance between accessibility and authenticity, ensuring a comfortable yet exciting experience.

Harnessing the power of social media

Social media, particularly short videos, has emerged as a pivotal source of travel inspiration for all age groups. Tourist destinations have capitalized on this trend by launching engaging short video campaigns, maximizing exposure and engagement.

The burgeoning trend of city-walking , for example, where urban exploration is undertaken solely on foot, has not only captured the attention of locals but has also made significant waves across various social media platforms. Chinese netizens are embracing this form of experiential travel, and businesses can leverage social media to align with their preferences.

Platforms like Douyin, China’s counterpart to TikTok, have witnessed the rise of “city-walk content”. A recent video showcasing city-walk routes in Guangzhou amassed over 171,000 likes and found its way into the favorites of 72,000 viewers.

Furthermore, Xiaohongshu, a prominent lifestyle-sharing platform in China, reported a remarkable 30-fold increase in searches related to city walk during the first half of 2023 compared to the previous year.

Businesses can leverage social media platforms to connect with potential Chinese tourists, employing captivating content and innovative campaigns to pique their interest. Creating a strong presence on platforms like TikTok and engaging with influential figures can significantly boost visibility.

Collaboration with Internet giants

China’s tech-savvy travelers are deeply intertwined with the digital world, and internet giants like WeChat and Alipay play a pivotal role in their daily lives. Foreign businesses can tap into these existing digital ecosystems rather than starting from scratch.

For instance, Amsterdam’s Schiphol Airport offers a WeChat Mini Program providing information about the airport, including duty-free shopping and travel planning. Alibaba’s Alipay, renowned for its mobile payment capabilities, has partnered with tax refund agencies to streamline the tax refund process for Chinese travelers.

Such digital innovations enhance convenience and are fast becoming an expected norm.

Prioritize direct-to-consumer (D2C) channels

Navigating China’s intricate travel distribution landscape can be complex, as it encompasses diverse channels, such as online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies. To make the most of this landscape, businesses can consider embracing D2C channels.

By leveraging social media platforms and official brand platforms, businesses can create a compelling value proposition that resonates with Chinese travelers. Investing in D2C channels not only enhances branding but also facilitates direct engagement with potential tourists, allowing for a personalized and enticing approach.

Key takeaways: Navigating China’s tourism resurgence

All in all, in 2023, China’s tourism is making a strong comeback, driven by key trends that reveal changing traveler preferences.

Domestically, easier travel rules and higher incomes are fueling local exploration. Internationally, outbound tourism is gradually recovering with a focus on immersive experiences, wellness, and cultural discovery.

Chinese travelers are becoming more tech-savvy, seeking out tech-enhanced experiences like virtual reality tours. This shift is boosting cultural, heritage, and wellness tourism.

Social media, especially platforms like TikTok and WeChat, are vital for engaging with Chinese travelers effectively.

In essence, China’s tourism resurgence is multifaceted, with travelers seeking enriched experiences, digital engagement, and authenticity.

Businesses that align with these preferences and capitalize on domestic and international opportunities are likely to thrive in the evolving travel landscape.

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 , Dubai (UAE) , 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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China's outbound tourism market bounces back

By Yang Yang | chinadaily.com.cn | Updated: 2023-08-01 13:55

China's outbound tourism market has recovered with outbound destinations receiving 40.37 million trips from the Chinese mainland in the first half of this year, according to China Tourism Academy's official WeChat account.

Short-distance outbound travel was the first to recover, with 93.9 percent of tourists concentrated in Asia, said the report released on Sunday.

From the perspective of popular areas for outbound tourism, tourists preferred East Asia and Southeast Asia, of which East Asia received the largest number of tourists from the Chinese mainland, accounting for 83.92 percent.

In the first half of this year, passenger traffic on international routes recovered to 23 percent of that in 2019.

The international passenger traffic in June bounced back to 41.6 percent of the same period in 2019, the report said, citing data from Civil Aviation Administration of China.

In terms of popular overseas destinations, Thailand and Japan were in the first tier, receiving more than 10 percent of the outbound tourists.

The second tier contained Singapore and South Korea, which received 5 percent and 10 percent of the outbound tourists from the Chinese mainland.

The sources of outbound tourists were mainly concentrated in economically developed provinces and cities of the Chinese mainland.

Tourists from Guangdong, Shanghai, Beijing, Jiangsu, Zhejiang and Fujian became the main force of outbound tourism.

• INSTITUTIONS

BEIJING, Feb. 1 -- Chinese people's rekindled passion for traveling abroad over the Spring Festival holiday has displayed the growing vitality of the Chinese economy and added optimism for the world to pull through from the economic downturn.

During the weeklong holiday ending on Jan. 27, China's first long holiday since cross-border travel reopened. Outbound travel orders recorded a three-year peak to increase by 640 percent year on year, data from online travel agency Trip.com Group showed.

Overseas hotel and cross-border flight bookings surged by more than four times over the same period.

Another report from the National Immigration Administration showed rising inbound and outbound traffic. Of 2.88 million people entering or leaving the country, 1.44 million went overseas, up 117.8 percent from the same holiday period last year.

The growing traveling enthusiasm was fueled by the country's downgraded COVID-19 response measures in early January after three years of stringent prevention and control measures.

"This Spring Festival, the world has seen a vibrant and beaming China," said Foreign Ministry Spokesperson Mao Ning.

"This tourism and consumption boom speaks to the Chinese passion for life and confidence in China's development, and gives the world a sense of the strong momentum in China's economic recovery and how much a strong Chinese economy means to the world," Mao said.

WINNERS OF CHINA'S OUTBOUND TOURISM

From the popular ski resort Jungfrau in Switzerland to Indonesia's Bali, countries have been holding ceremonies and performances to receive Chinese tourists. The Thai Deputy Prime Minister also welcomed Chinese tourists at the airport.

Among the destinations, Southeast Asia, which is famous for its abundant tourism resources and hospitality, has become a big winner in the Spring Festival.

According to Trip.com, Bangkok, Singapore, Kuala Lumpur, Chiang Mai, Manila, and Bali have become the most popular destinations for Chinese tourists to travel abroad during the Spring Festival, all of which are Southeast Asian destinations.

Of the outbound air ticket orders, those for Bali increased 30-fold year on year and those for Singapore by more than eight times. Many other destinations, including Manila and Phuket, also saw increases of about three to five times.

"The popularity of the Spring Festival tourism is obvious to all," said Shen Jiani, a senior researcher with the Ctrip Research Institute. "Taking this as a starting point, we believe that the confidence and potential of China's tourism consumption will be released rapidly, and the market will embrace a considerable recovery this year."

Shen believes that with the gradual increase of international flights in the future and the increasing convenience of travel at home and abroad, tourism will see a significant market boom in the May Day holiday this year.

HIGHER GROWTH EXPECTATION

The rosy forecast is not confined to the tourism industry.

After international investment banks and financial institutions, including Morgan Stanley, Goldman Sachs, HSBC, Barclays, and Natixis, upwardly revised their 2023 forecasts for China, the International Monetary Fund (IMF) Monday also lifted its growth forecast of China's economic growth rate this year.

"Growth in China is projected to rise to 5.2 percent in 2023, reflecting improving mobility," the IMF said in the newly-released update to its World Economic Outlook report. The newly-released number was 0.8 percentage points higher than the October 2022 forecast.

It said the rapid spread of COVID-19 in China dampened growth in 2022, but the recent reopening has paved the way for a faster-than-expected recovery. "Growth is expected to pick up in China with the full reopening in 2023."

The investment banking company UBS said in a recent report that as the engine of global growth, China's economic growth benefits Chinese enterprises and people and many developing and developed countries.

In 2023, China "can play a vital role in stimulating" global growth, said Hamid Rashid, chief of the Global Economic Monitoring Branch, Economic Analysis and Policy Division, UN Department of Economic and Social Affairs.

In addition to outbound tourism, China's domestic consumption also experienced a massive increase. During the seven-day holiday, more than 300 million domestic tours were made in China. The box office of Spring Festival movies exceeded 6.7 billion yuan (about 992.7 million U.S. dollars), with a total of 129 million tickets sold.

"The hot holiday consumption is back again, which to some degree indicates that consumer confidence is picking up, and has made a good start for boosting the economy throughout the year," said Wang Yun, a researcher at the Chinese Academy of Macroeconomic Research.

• Trips abroad take off for holiday
• Chinese tourists to fuel global economic recovery, cultural exchange
• China's inbound, outbound tourism sees steady recovery

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“2019 Annual Report on China's Outbound Tourism Development” Released in Beijing

On the afternoon of Aug. 1, 2019, Director Yang Jinsong from the International Institute of CTA released the "2019 Annual Report for China's Outbound Tourism Development", presenting the development trend of China's outbound tourism from the overall characteristics, market competition, the source of tourists in the competition between "free travel" and "group tour", the consumption characteristics of major destinations and the satisfaction of destinations. As an important part of the report, CTA-Ctrip Tourism Big Data Joint Lab released the “new group tour era - 2019 big data report on China’s outbound group tour”, CTA-Mafengwo Free Travel Big Data Joint Lab released the "Belt and Road - 2019 big data report on China’s outbound free travel". 

In 2018, China's outbound tourism showed a large and rising, stable and changing status. The large scale and stable structure of the tourism market coexist, and the tourism destinations show a trend of small rotation and continuous improvement of satisfaction. China's outbound tourism market grew to 149 million trips in 2018, up 14.7% from 2017. Outbound spending by Chinese tourists exceeded 130 billion USD, an increase of more than 13%. Not only is the scale of Chinese outbound tourism increasing, but the satisfaction of Chinese tourists with their destinations is also increasing. 

The stability of China’s outbound tourism is mainly reflected in the destination flow and distribution structure. Under the overall stable structure, "small characteristics" continue to change in the outbound destinations, tourist sources, outbound markets and business model innovation. This change not only reflects the market demand, but also implies the initiative change pursued by the industry. On the whole, China's outbound destinations show "big hot belts and small hot spots". The "hot belts" are stable and the "hot spots" are active. At the same time, the ratio of potential travel between the East, Center and West is about 6.2:2.5:1.3, which continues to show convergence trend compared with the long-term three-step distribution pattern of "7:2:1". Changes on the outbound tourism market such as free travel, new group travel and innovation of corresponding business model are reshaping the current China’s outbound tourism industry from more and more "small" aspects. According to the report, many "small aspects" are converging into "big aspects", which is probably the most exciting and important change of our time.

According to the report, China's sustained economic growth, rising per capita disposable income, improved transportation, and improved visa procedure have brought China’s outbound tourism to its best era.

The report also stresses that China’s tourism market presents more fierce competition and diversified dreams. Besides the fierce competition among market players, the competition between destinations also makes “positive, friendly and subtle” become the key words. Overseas tourism destinations and enterprises engaged in outbound tourism have begun to pay more attention to and tap the needs of Chinese tourists, make efforts to help Chinese tourists realize their diverse dreams, and provide the "welcome Chinese tourists" services to them. 

The report points out China’s outbound tourists both follow the crowd and follow the heart. "Follow the crowd" is reflected in the fact that there are many outbound tourists for the first time, and group tour is still a favorite of many people. “Follow the heart" is reflected in the fact that more and more outbound tourists tend to travel freely, which is almost equal to group Tours. 

According to the analysis of the data of the tourist sources, the outbound tourism organized by Beijing travel agencies is in the stage of adjustment and stabilization, and shows obvious remotization and diversification. Major changes have taken place in the structure of outbound tourists in Shanghai. There is a large potential in outbound tourism in Chengdu and Chongqing.

The report states that the consumption at the main outbound destinations of China’s outbound tourists are not only derived from the needs of outbound tourists themselves, but also linked to the product development and service guidance of the destinations, and the "double sinking" trend of sinking destinations and sinking tourist sources must be paid attention to. Technology empowerment, as well as the discovery and rise of sinking destinations and tourist sources have become important symbols of this era.

The report emphasizes that China's outbound tourism destinations show more intense competition for satisfaction along with the overall improvement. China's outbound tourism destinations have made visible efforts to increase the rate of re-visits, but complaints are also on the rise. Therefore, the destinations should have a clear direction while making efforts to fully meet the needs of Chinese tourists in a more refined and effective way, and strive to improve the experience of Chinese tourists.

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CHINA IS OPEN AGAIN!

A new wave of travellers from China has started which will soon bring China back to the top position as the biggest international tourism source market. The bottlenecks in China and in the host destinations have mostly disappeared, allowing the pent-up demand for business trips, honeymoons, family visits and leisure and special interest trips to be started. 

For almost 20 years COTRI has supported international service providers and destinations to cater successfully and sustainably for Chinese visitors, from the years dominated by package tours and shopping at “must-see” destinations to the new wave of visits to newly discovered destinations for new experiences and activities in smaller customised groups or as FITs.

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88 PRACTICAL WAYS TO PREPARE FOR THE NEW WAVE OF CHINESE VISITORS - China Outbound Tourism Handbook 2023

An insight-packed new handbook written specifically for tourism stakeholders, destination authorities, government officials and businesses in related sectors. It provides practical advice on every page for strategy development, product adaptation, marketing and sales to group and individual tourists. This handbook is available in Italian, Spanish, French and German versions.

Meaningful Tourism Paradigm for Chinese Market

Introduction into the Meaningful Tourism paradigm, followed by many Best Practice Examples helping destinations, companies and organisations to create their own concepts and strategies based on the positive experiences of successful initiatives from around the world.

COTRI PUBLICATIONS 2015-2021

An interesting and informing way to understand the development of China’s outbound tourism in past years: eBooks of issues of the COTRI MARKET REPORT, the BEST EDITORIALS of COTRI Weekly and the 2021 outlook into the future of China’s outbound tourism

COTRI Weekly Editorial

A weekly personal view of Prof. Dr. Arlt to the development of China’s outbound tourism and the Chinese society. Available as LinkedIn newsletter and as part of Free and Premium subscriptions to COTRI Intelligence.

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Followed by more than 20,000 LinkedIn users, the LinkedIn pages of COTRI and of Prof. Dr. Arlt offer a constant flow of comments, articles and observations.

COTRI IN THE NEWS

China Outbound Latest

COTRI, CEO & FOUNDER

CHINA OUTBOUND TOURISM RESEARCH INSTITUTE

Timeline: Development of COTRI and China outbound tourism 1978 First visit of Prof. Dr. Wolfgang Georg Arlt to People’s Republic of China 2004 Start of COTRI with offices in Stralsund and Beijing, first CTW Award with ceremony at ITB Berlin 2004 China outbound start of strong growth after ADS sytem allows tourism visa for many countries 2006 First Chinese-language website for provincial DMO in Germany produced by COTRI 2007 Start of Chinese outbound tourism trainings by COTRI in different countries 2008 COTRI moves to Heide/Holstein 2012 China achieves status as biggest international tourism source market 2015 COTRI starts data supply to Bloomberg 2016 COTRI moves to Hamburg 2018 CTW China Tourist Welcome Award co-organised with trip.com 2020 China closes borders due to pandemic, COTRI closes Beijing office 2023 Restart China outbound tourism 2023 COTRI signs cooperation agreement with ETC European Tourism Commission 2023 Restart CTW Award in Guangzhou during GITF Conference 2023 Start COTMI weekly publication

PROF. DR. WOLFGANG GEORG ARLT FRGS FRAS

Born 1957 in West-Berlin, M.A. Sinology FU Berlin, Mandarin courses Fu-Jen University Hsinchu/Taiwan, Cantonese courses CU Hong Kong First visit to People’s Republic of China 1978 1986-1999 Tour operator for trips to China (1986-89) and from China (1991-1999) 2002 PhD (Dr. rer.pol.) FU Berlin 2002-2020 Professor for International Tourism Management FH Stralsund / FH Westkueste, Guest professor in China, United Kingdom, Australia, New Zealand Since 2004 Founder and CEO COTRI China Outbound Tourism Research Institute Since 2021 Founder and CEO MTC Meaningful Tourism Center Fellow Royal Geographical Society (London) Fellow Royal Asiatic Society (London) Research Fellow Japanese Society for the Promotion of Science (Tokyo) Fellow International Association of China Tourism Studies (Guangzhou) Member Expert Committee WTCF World Tourism Cities Federation (Beijing) Secretary General for Cultural and Tourism Industry EUCNC EU-China Commission (Brussels/Beijing)

Publications include:

Arlt: China’s Outbound Tourism (2006/2011), (Routledge) Arlt: Chinese outbound tourism in the post-SARS-CoV-2 era, in: Wen, J., Kozak, M. (eds.): Chinese Outbound Tourist Behaviour (2022), (Routledge) Arlt: Meaningful Tourism. Best Practice Examples for a Sustainable Future (2022), (COTRI) Arlt/Bowerman: 88 Practical Ways to Prepare for the next Wave of Chinese visitors (2023), (COTRI) Arlt/Bowerman: The Return of Chinese Outbound Tourism (2023), (Routledge) Editor: COTRI Intelligence (weekly publication) (COTRI)

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Chinese Tourists Are Ready to Book Trips, But 2019 Levels Are Far Off 

Peden Doma Bhutia , Skift

August 17th, 2023 at 7:30 PM EDT

While China easing group tour restrictions is a travel industry leap, don't expect a sudden surge of Chinese tourists. The revival might need a little more time to unfold.

Peden Doma Bhutia

China recently announced the easing of restrictions on group tours and would-be travelers immediately started searching for trips. Online travel platform Ctrip reported a 20-fold increase in searches for outbound travel options.

Specifically, there was high interest in trips for the Mid-Autumn Festival and National Day holidays, an eight-day break in late September and early October. There was a significant rise in queries for group travel packages to countries like Japan and Australia, reported Beijing Youth Daily.

Travel demand should also get a boost from an increase in flights between the U.S. and China – the countries have approved doubling the number of passenger flights .

“Within a few days of the announcement, we have already seen new flight connections, policies and business initiatives introduced, and I believe this momentum will only grow stronger. It is a clear signal that the world’s biggest outbound market is coming back,” says Oliver Sedlinger, CEO of tourism marketing consultancy Sedlinger & Associates.

Still, numerous challenges and bottlenecks remain . International flights from China remain at around 50% of pre-pandemic levels. The visa application process is still tangled up. And prices are elevated for many popular tourist destinations after strong demand this summer.

According to Dragon Trail’s summer 2023 survey of outbound Chinese travel agents, the foremost challenges in selling outbound travel are visa-related issues, followed by travel costs.

In 2019, Mainland Chinese tourists embarked on 155 million outbound trips, collectively amounting to $255 billion in travel expenditure. China’s current outbound tourism stands at 40% of pre-Covid levels, according to Steve Saxon, a partner at McKinsey & Company.

Impact of Youth Unemployment on Tourism Recovery

Adding to the challenges is the potential impact of youth unemployment. This week, China ceased the publication of unemployment statistics, which had previously highlighted a surge in the number of unemployed young individuals within the country.

In June, the unemployment rate among urban workers aged 16 to 24 reached a record high of 21.3%.

Michael Jones, co-founder of China Create Consulting, argues that youth unemployment will weigh on the burgeoning Chinese Gen-Z outbound tourism market. Jones suggests that the implications extend beyond young travelers themselves.

“Parents and even grandparents are tightening their budgets due to concerns about financially providing for their children and grandchildren who are facing a challenging employment market,” Jones said.

This cautious approach is exacerbated by the prevailing weakened economy, prompting consumers to be more vigilant about future economic prospects

However, Sienna Parulis Cook, director of marketing and communications for Dragon Trail, noted that this group constitutes a relatively small proportion of outbound travelers. “The driving force behind current outbound travel primarily comes from individuals born in the 1990s and 1980s,” she said.

According to Chinese travel website Mafengwo’s “First Wave Outbound Travel Report” released in April 2023, 57% of Mafengwo users who had already traveled abroad in 2023 were born in the 1990s, with 24% born in the 1980s.

Light at the End of China’s Tourism Tunnel

Despite a cooling Chinese economy, Saxon from McKinsey, said that 40% of Chinese individuals express an intention to increase their travel spending (compared to 15% who plan to reduce it).

Saxon notes, “People want to spend the money they’ve saved during Covid on international travel.” McKinsey’s May report states that Chinese consumers remain eager to invest in travel, and travel expenditure is expected to demonstrate resilience.

The wealthier segment and older age groups (ages 45-65) exhibit the most robustness in terms of travel spending. Approximately 45 to 50% of travelers in these groups plan to spend more on their upcoming leisure trips.

Quoting its tourist attitude survey, McKinsey points out that 87% of respondents affirm their intention to increase or maintain their level of travel spending.

Overseas destinations and hotels that Dragon Trail has engaged with this year report that Chinese travelers in 2023 are extending their stays and spending more than before. Cook affirms, “There are certainly travelers who have been eagerly awaiting the opportunity to travel abroad again and are willing to invest more to obtain the experience they’ve been longing for.”

Cook highlights the success of UAE’s visa-free travel approach. Recent data from travel analytics firm ForwardKeys reveals that UAE’s Chinese arrivals in 2023 are 6% ahead of the numbers from 2019.

Moreover, the Philippines plans to introduce e-visas for Chinese citizens from August 24, aiming to address visa-related challenges.

Cook identifies destinations poised to benefit from the lifting of restrictions, including Japan, South Korea, European countries, Morocco, and Tunisia.

And for those big on timelines, Saxon says, “We would expect to see 2024 recovered to 2019 levels overall, but there may be some variations by country.”

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Tags: asia monthly , china outbound , china travel , coronavirus recovery , ctrip , mckinsey and company , outbound tourism , travel restrictions , visa waiver

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Chinese New Year Accelerates Outbound Travel Recovery in Q1 2024

Anticipated acceleration of china’s outbound travel recovery in q1 2024.

According to flight tickets issued as of 13th February, total international travel from China in Q1 2024 is predicted to experience a 31% decline compared to 2019 levels, although showing a 7-percentage point increase from Q3 2023. The picture varies by region: travel to Africa and the Middle East sees only a 5% decrease compared to 2019, while travel to Europe remains 26% below 2019 levels. The APAC region shows a 31% decline, while recovery in the Americas remains slow, with a 50% decline.

Despite these challenges, the outlook for travel recovery appears optimistic for several reasons. There is an increase in seat capacity from China to outbound destinations, with international connectivity reaching 71% of 2019 levels in Q1 2024, and favourable developments in visa policies contribute to this positive outlook. In addition, Chinese households are allocating a larger share of their budget to cultural and leisure consumption, indicating a growing interest in travel. In the aftermath of the COVID-19 pandemic, the tourism industry in China has assumed a more critical role in the national economy, bolstered by supportive policies aimed at revitalizing the sector.

Visa-Free Travel Surges During Chinese New Year​

During the Chinese New Year period, Chinese outbound travel lags behind 2019 levels by 32%. Southeast Asia and Northeast Asia represent the largest shares at 28% and 40% respectively. However, the Middle East emerges as the standout performer, having already recovered to 2019 levels. This recovery is particularly notable in Cairo, which shows a 7% increase, establishing itself as a burgeoning destination for Chinese travellers.

In Europe, significant recovery is evident in the long-haul market, particularly in Central/Eastern Europe (-13%). This resurgence can be attributed to the growing popularity of emerging markets such as Kazakhstan (+61%) and Uzbekistan (+131%), both of which are now visa-free for Chinese tourists. Additionally, Northern Europe (-27%) sees a resurgence due to the unique appeal of in-destination experiences such as Northern Lights expeditions, which are gaining traction among Chinese travellers.

In 2024, trends in Chinese international travel are closely tied to safety concerns and the convenience of visa procedures. Analysis of the most resilient destination cities for Chinese travellers, reveals that Kuala Lumpur, Macau, Singapore, and Ho Chi Minh City have already surpassed 2019 levels, showing growth rates of 24%, 10%, 4%, and 3%, respectively. The surge in popularity of Kuala Lumpur and Singapore can largely be attributed to the recently announced visa-free policy for Chinese travellers. Macau and Dubai have also relaxed entry requirements, which is a key factor in their performance. Ho Chi Minh City’s performance has been boosted by a 15% increase in seat capacity. Furthermore, Seoul and Hong Kong are gradually recovering, experiencing around a 20% decline compared to 2019 levels.

Long-haul destinations like Sydney, London, and Melbourne show significant resilience, with decreases of only 4%, 11%, and 16% respectively compared to 2019 levels, and it is notable that seat capacity to London has already surpassed 2019 levels by 1%.

Among domestic destinations in China, Chengdu emerges as the most popular city, surpassing 2019 levels by 45%. Haikou maintains its popularity, with bookings exceeding 2019 levels by 22%, while Sanya experiences a slight decline of 7% due to higher prices during the holiday period. Additionally, there is a notable increase in visitors to destinations in China’s northeastern region, particularly in Harbin, renowned as China’s Ice City, where bookings have surpassed 2019 levels by 25%. The allure of ice and snow sports, along with successful social media marketing efforts, are key contributors to this trend.

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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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Photo: Chen Xia/GT

China is set to witness explosive growth in outbound tourism during the May Day holidays from May 1 to May 5 as data from major online travel agencies showed a strong surge in overseas tour bookings by Chinese travelers. International flight bookings for the first day of the May Day holidays reached a record high, increasing by 20 percent compared with 2019 levels. Nearly 100 outbound destinations saw a rise in flight ticket bookings, according to data Chinese travel platform Qunar shared with the Global Times on Wednesday. Hotel booking numbers showed that Chinese tourists are expected to visit 1,035 cities worldwide during the May Day holidays. The number of air ticket bookings for several visa-free destinations during the May Day holidays surpassed the figures recorded during the same period in 2019. Specifically, flight bookings for Thailand and Malaysia saw an increase of more than 30 percent, while bookings for Singapore and Georgia more than doubled. Chinese tourists also appear more willing to opt for longer-distance travel during the five-day holiday period. The Middle East and Europe emerged as popular choices for holiday destinations, with Saudi Arabia and Egypt experiencing a more than threefold increase in flight bookings. Similarly, countries like the United Arab Emirates, Turkey, and Qatar saw a surge of over 50 percent in flight bookings. In Europe, popular destinations such as the UK, Hungary, Ireland, Spain, and Croatia witnessed a doubling of air ticket bookings, according to Qunar data. Meanwhile, with the Japanese yen hitting a 34-year low against the dollar on Monday, Japan has attracted large numbers of overseas tourists including Chinese visitors. According to Ctrip, Japan will be the top destination for outbound travel during the May Day holidays, with Thailand and South Korea following closely behind. Airbnb data also indicates that Japan is the most searched destination. According to Qunar, the top 10 destinations for the May Day holidays are Thailand, Japan, Malaysia, South Korea, Singapore, Indonesia, Vietnam, the US, the Philippines, and Australia. Bookings for flights to Japan saw a significant increase of over 60 percent compared with the same period in 2019, making it the destination with the largest growth among the top 10. The rise in outbound travel has been facilitated by a surge in international flights. China Southern Airlines announced plans to add over 900 flights from April 30 to May 6, with total planned operation of nearly 19,000 flights. China Eastern Airlines has also expanded its international and regional routes, including flights from various Chinese cities to destinations such as Thailand, Singapore, Japan, and Russia, among others. Global Times

Global hot tourist destinations will welcome a large number of Chinese tourists during the upcoming May Day holidays ...

China travel surges for May holiday but consumers remain wary

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Huānyíng to the new Chinese traveler

The myths abound. Ask any tour operator about Chinese visitors, and you’ll likely hear the same stories. Chinese tourists are mainly interested in shopping. They only want to see the main sights and are not interested in exploring a city’s byways and hidden gems. They will only eat Chinese dishes and are reluctant to try other cuisines.

Wrong, wrong, and wrong. Our new survey of more than 2,000 Chinese tourists explodes these myths, and others:

• Not all Chinese tourists are keen on shopping. Instead, some attach more importance to the travel experience.
• Visiting landmarks is no longer Chinese visitors’ primary goal. A majority now prefer to immerse themselves in local life.
• Short outings remain popular, but long-distance tours and niche travel products are rapidly gaining favor. Chinese visitors are staying in one place longer. And more young people, who prefer to take their time while traveling, are joining the flock.
• Chinese tourists do not confine themselves to just Chinese food. They are more willing to try exotic foods, and fine dining enjoys even greater popularity.

China’s tourists are worth getting to know better. In 2017, Chinese travelers took more than four billion trips in-country and 131 million trips overseas. China is already the world’s largest outbound travel market, and is set to grow further. By 2020, we expect that more domestic travelers will graduate to overseas trips, pushing annual outbound traffic to 160 million. More than 70 percent of Chinese tourists travel with family and friends; as a result, these groups are the world’s highest spenders per single trip. Spending has more room to grow: we expect annual growth of 6.1 percent for the next couple of years.

Would you like to learn more about our Travel, Logistics & Transport Infrastructure Practice ?

None of this means that the classic guided-travel package is on the decline. But demand for semi-self-guided tours, high-end travel packages, and other customized experiences is growing quickly. We analyzed China's outbound tourists’ preferences and behaviors, financial status, consumer decision-making process, and consumption patterns. Whereas our previous research found monolithic tendencies, we can now discern eight distinct segments: value-seeking sightseers, individualists, sophisticates, aspirants, novices, “unpluggers,” backpackers, and shoppers (exhibit).

As they say huānyíng (or welcome) to the new Chinese tourists, travel agencies, travel-oriented retailers, hotels, and other related industries should target specific segments and develop precisely positioned offers. For example, unplugged and novice travelers are more willing to join big package tours, as these segments are more price-sensitive, enjoy visiting tourist attractions, and prefer relaxed arrangements. Aspirants pay more attention to quality rather than price and seek to join high-end package tours. Individualists and sophisticates want unique, high-quality experiences, such as customized activities and fine-dining excursions. Meanwhile, local customs and a diversity of outdoor activities appeal to backpackers.

Across all segments, travel companies need to reckon with the growing preference for omnichannel search and purchase. Chinese travelers often compile a comprehensive shopping plan by reviewing online recommendations, consulting with friends, talking with travel agents, and so on. Even after they arrive at their destination, visitors will continue to search for information about shopping.

Our survey also revealed some changing preferences about hotels. Fifty-six percent of travelers across all segments look for mid-range hotels. In pursuit of quality, 21 percent of aspirants seek luxury hotels, and base their choice on key opinion leaders and social media. The same proportion of individualists opt for a luxury hotel in search of a unique travel experience. Budget hotel operators should be thinking about the 31 percent of unplugged travelers who don’t care as much about accommodation.

Download Chinese tourists: Dispelling the myths , the full report on which this article is based (PDF–1.3MB).

Download the full report in Chinese (PDF–2.6MB).

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Guang Chen is a partner in McKinsey’s Hong Kong office, where Jackey Yu is an associate partner; Alex Dichter is a senior partner in the London office; Steve Saxon is a partner in the Shanghai office; and Peimin Suo is a specialist in the North America Knowledge Center.

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China Travel Surges for May Holiday but Consumers Remain Wary

FILE PHOTO: A woman helps a child to climb the stairs amid tourists visiting the Badaling section of the Great Wall, in Beijing, China October 1, 2023. REUTERS/Florence Lo/File Photo

(This May 1 story has been refiled to say 'new cities' instead of 'lower-tier cities' in paragraph 13)

By Sophie Yu and Alessandro Diviggiano

(Reuters) - Travel by rail and car across China surged on Wednesday, the first day of a major public holiday, as consumers remained focused on keeping expenses down in a challenged economy.

In the run-up to the five-day holiday that began with May Day, domestic airline fares were falling and forecasts suggested more travelers were opting to drive rather than fly, or had booked early to save.

Travel of all kinds has rebounded since China lifted strict COVID control measures at the end of 2022, but consumer spending on those trips has failed to keep up, limiting the boost to the broader economy.

China has set an economic growth target for 2024 of around 5%, which many analysts say will be a challenge to achieve without much more stimulus.

China's manufacturing and services activity both expanded at a slower pace in April, official surveys showed on Tuesday, suggesting some loss of momentum.

"There is indeed significant pressure," Lin Yu, 38, who was visiting Beijing from Hangzhou. "Every family's situation is different, and it clearly also depends on the industry you work in."

By the fourth week of April, the average price for an economy flight in China had dropped 38% from the first week of the month to the equivalent of just under $97, according to VariFlight, an aviation data service provider.

"Chinese airlines must adapt to these changes," said Zheng Hongfeng, VariFlight, who said the fare declines showed travelers were booking early in a highly competitive market.

About 58 million cars are expected to be on roads every day during the holiday while railways carried more than 20 million passengers on Wednesday alone, state media reported.

The number of trips taken during the first quarter was up almost 17 percent from a year earlier, according to state broadcaster CCTV.

A three-day public holiday during April was the first time average spending per trip rose beyond 2019 levels. By that measure, spending was up then just over 1%.

Some companies have shifted to try to appeal to consumers watching their spending as they watch the road.

Yum China, the operator of KFC in China, said this week 30% of its new stores would be in new cities or roadside locations like highway rest stops.

Same-store sales at those locations were up 20% during Lunar New Year in February, Yum China CEO Joey Wat said.

"They're key to capturing the spike in travel volume during holidays," she said.

(Writing by Kevin Krolicki, editing by Christina Fincher)

Copyright 2024 Thomson Reuters .

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Chinese Tourists Are Again Embracing International Travel

More than a year since China reopened its borders, some 63 percent of its residents say they’re ready to return to exploring the world, according to a survey published on Wednesday, which Bloomberg previewed. They plan to venture further afield than previously, with just 10 percent spurning international travel altogether — a significant shift from a year ago, when more than half of China’s consumers said they had no plans to go abroad and 31 percent said they weren’t even interested.

The return of China’s travellers has long been awaited in the travel industry, which is expected to surpass pre-pandemic levels this year by contributing $11.1 trillion to the global economy. The March 6–19 survey by marketing solutions firm Dragon Trail International queried 1,015 mainland Chinese leisure travellers located in 127 places, including first-, second- and third-tier cities.

“We are now past the initial reopening and well into recovery,” says Sienna Parulis-Cook, Dragon Trail’s director of marketing and communications, “and we can see that travellers are much less hesitant about venturing outbound than they were a year ago.”

As of early April, outbound trip bookings for China’s weeklong May holiday lagged 2019 levels by only 13 percent, according to Dragon Trail, and included such places as Egypt and United Arab Emirates. The China Tourism Academy predicted that global Chinese tourist numbers will reach 130 million in 2024 — 84 percent of levels before the pandemic struck. In 2019, some 155 million outbound Chinese travellers spent $253 billion abroad.

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Destinations that have either waived the visa process for Chinese citizens or are offering electronic visas on arrival include Singapore, Malaysia, Thailand, and the Middle East and North Africa. The United Arab Emirates, Egypt and Jordan are predicted to lead the recovery in Chinese tourism, says Alina Xiang, who specialises in China as president and chief executive officer of East West Marketing.

Australia, the United Arab Emirates, the UK, Italy, New Zealand, Turkey, Qatar and Egypt are among the destinations whose flight capacities with China surpass levels before the pandemic, according to data from the Civil Aviation Administration of China that was provided by East West Marketing.

Dragon Trail’s survey shows that of 181 respondents who say they’ve already made overseas travel plans, 94 percent have booked trips to more than one destination. Some 16 percent said they would head to Europe.

Shopping is on the agenda for many. Nearly one-fourth said they will budget from $5,000 to $10,000 for shopping per trip, with 16 percent saying they would spend more. “It’s a really an important part of the Chinese outbound travel experience,” says Parulis-Cook. Retailers have suffered without such high-spending Chinese tourists.

In the first quarter, LVMH Moet Hennessy Louis Vuitton SE reported, “Chinese demand for fashion and leather goods — at home and abroad — rose almost 10 percent,” a bright spot in an otherwise-underwhelming performance.

The US travel industry is in for a longer wait than other major tourist destinations when it comes to reaping rewards from Chinese travel. Amid delays in visa issuance, first-quarter flights between the US and China remained 78.8 percent below those in the same period in 2019, according to data provided by aviation analytics firm Cirium. This contrasts with a near rebound for flights between the US and the rest of Asia, just 4 percent below pre-pandemic levels.

Still, Chinese travellers’ poor perception of the US has changed significantly since the pandemic. In 2021, 87 percent said they considered the US an unsafe tourist destination. In March, only 36% voiced that perception.

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Chinese Tourists Fuel Travel Bookings Far and Wide During 2024 May Golden Week

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• Outbound travel bookings during the five-day holiday jump 100% YoY: Fliggy data
• Chinese tourists search for localized and authentic experiences at home and abroad

Chinese tourists pose in a field of canola flowers. Photo credit: Getty Images

Chinese tourists are taking to the road and air this week in droves for the five-day May Golden Week holiday, data from Alibaba Group’s travel platform Fliggy and navigation app Amap reveals.

The vacation period, which starts on China’s Labor Day on 1 May, will see millions of people across the country travel near and far to explore and relax with friends and family.

Outbound travel bookings during the holiday in 2024 doubled year-on-year, according to Fliggy , with cruises, car rentals and independent travel plans driving demand. 

Regional tourism stalwarts like Japan, Thailand, South Korea and Australia accounted for a large portion of outbound bookings, but destinations as far afield as Brazil and Turkey also registered an uptick in interest.

Likewise, domestic travel over the upcoming May Golden Week looks set to smash pre-pandemic records as Chinese tourists explore folk culture across the country.

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Bookings for tours in China doubled compared with the same period in 2019, according to Fliggy, as domestic tourists plan to visit popular destinations, including Shanghai, Beijing, Chengdu and Wuhan.

Car rentals have also surged five-fold on the platform for the holiday period. Amap predicts traffic peaks on the morning of 1 May and the afternoon of 5 May as travelers depart and return from their adventures.

Go ing Further for Less

Overseas travel is becoming more affordable, making it easier for Chinese travelers to expand their horizons. 

The average price per person for international air tickets dropped by 19% year-on-year for flights during the May Day holiday period, according to Fliggy.

“Air tickets are much cheaper than last year, and there is a wider choice of overseas travel destinations,” said a Beijing-based Fliggy user surnamed Wang, who plans to travel with her family during the upcoming holiday.

Travel by boat is also making waves among Chinese consumers, the platform’s booking data shows. 

The number of outbound cruise packages booked through Fliggy during the upcoming holiday has increased by more than 16 times year-on-year.

Chinese Tourism Over New Year 2024 Takes Off As Prices Drop: Fliggy Report  

Tailor-made travel.

Chinese tourists are increasingly taking to the road solo or in smaller groups to explore destinations at their leisure and immerse themselves in local culture, booking data shows.

Group outbound bookings have declined compared with last year, while independent travel continues to rise, according to Fliggy. The platform ranks first in the outbound independent travel sector with a market share of 39.4%, per market researcher Fastdata.

Within China, consumers’ growing preference for authentic local experiences, often accessed via rental car trips, has stoked interest in heritage tourism.

Many domestic tourists who visit historical sites such as Hangzhou’s UNESCO-listed West Lake or Chongqing’s ancient Shibati neighborhood enjoy dressing up in hanfu, clothing traditionally worn in past centuries by the Han.

Their dress may be old-fashioned, but these tourists will rely on Amap’s high-tech travel planning tools to beat an expected surge in crowds and traffic jams.

The platform predicts West Lake will be the most popular scenic spot for independent travelers during the May Golden Week and has shared alternate routes to avoid highway congestion.

Discover more stories from China’s tourism sector 

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