china outbound tourism market

China outbound tourism market to reveal momentous growth by 2026, and the market's growth momentum will accelerate at a CAGR of 32% during the forecast period

This report on the China outbound tourism market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as countries analysis covering around 26 nations.

The report uses data and analysis to discuss potential lucrative opportunities, current and future trends related to China's outbound tourism flow, spending, the purpose of visits, and main destination markets. The report provides a clear insight into current and future tourism developments of the China outbound tourism market.

Furthermore, this report uses a country-focused analysis to explore the China outbound tourism market. A detailed country-wise analysis of the market is provided, covering a total of 26 nations. Drivers and the restraints are studied in detail to better understand the market and to understand the future growth opportunity of the market.

Report Scope:

• An Insightful Analysis of the China Outbound Tourism Market and Forecast (2015 - 2026)
• China Outbound Tourism Market Share and Y-o-Y Growth (%), 2015 - 2026
• Detailed Assessment of the Total China Outbound Tourists Volume and Forecast to 2027
• Detailed Assessment of the Total China Outbound Tourists Spending and Forecast to 2027
• Delivers a Complete Insights on Number of Outbound Visitor Departures from China to Major 26 Countries with Five Years Forecasts
• Analyses China Outbound Tourism Expenditure to the Major 26 Countries with Five Years Forecast
• Breakdown of Historical and Forecast Data (2015 - 2026) between Leisure, Visits Friends and Relatives (VFR), Business and Other Segments
• Delivers an In-Depth Analysis of Evolving Market Trends, Drivers and Restraints of the China Outbound Tourism Market

Key Questions Addressed by the Report:

• What is the current size of the overall China outbound tourism market?
• How much Chinese tourists spent while traveling abroad?
• To what extent did Covid-19 impact China's outbound tourism market in 2020?
• Which countries have the most Chinese tourists?
• Which European country has the most Chinese tourists?
• In which country do Chinese tourists spend the most money?
• How the rise of Chinese tourism will change the face of the World travel industry?
• What are the main drivers and restraints in the China outbound tourism market?
• How is the China outbound tourism market anticipated to evolve during the forecast period 2021 - 2026?

Key Topics Covered:

1. Executive Summary

2. Market Size and Forecast: Total China Outbound Travelers Visitation and Spending (2015 - 2026)

2.1 Total China Outbound Travelers Visitation and Forecast

2.2 Total China Outbound Travelers Spending and Forecast

3. China Outbound Travelers Visitation and Spending Share and Y-o-Y Growth (%) (2015 - 2026)

3.1 China Outbound Travelers Visitation Share and Forecast

3.2 China Outbound Travelers Spending Share and Forecast

4. Key Market Drivers and Inhibitors of the China Outbound Tourism Market

4.1 Market Drivers

4.2 Market Inhibitors

5. China Outbound Tourism Market - Top 26 Countries In-depth Analysis (2015- 2026)

5.1 China Outbound Travelers Visitation

5.2 China Outbound Travelers Purpose of Visit

5.3 China Outbound Travelers Spending

Countries Covered

• New Zealand
• Philippines
• The United Kingdom
• The United States

For more information about this report visit https://www.researchandmarkets.com/r/qom3xb

ResearchAndMarkets.com Laura Wood, Senior Press Manager [email protected] For E.S.T Office Hours Call 1-917-300-0470 For U.S./CAN Toll Free Call 1-800-526-8630 For GMT Office Hours Call +353-1-416-8900

- Global Locations -

Headquarters

Future Market Insights, Inc.

Christiana Corporate, 200 Continental Drive, Suite 401, Newark, Delaware - 19713, United States

616 Corporate Way, Suite 2-9018, Valley Cottage, NY 10989, United States

Future Market Insights

1602-6 Jumeirah Bay X2 Tower, Plot No: JLT-PH2-X2A, Jumeirah Lakes Towers, Dubai, United Arab Emirates

3rd Floor, 207 Regent Street, W1B 3HH London United Kingdom

Asia Pacific

IndiaLand Global Tech Park, Unit UG-1, Behind Grand HighStreet, Phase 1, Hinjawadi, MH, Pune – 411057, India

• Consumer Product
• Food & Beverage
• Chemicals and Materials
• Travel & Tourism
• Process Automation
• Industrial Automation
• Services & Utilities
• Testing Equipment
• Thought Leadership
• Upcoming Reports
• Published Reports
• Contact FMI

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

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

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

• Report Preview
• Request Methodology

Analytical Study of Outbound Tourism in China from 2024 to 2034

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

Don't pay for what you don't need

Customize your report by selecting specific countries or regions and save 30%!

Key Factors Influencing China’s Outbound Tourism Industry Growth

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

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

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

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

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

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

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

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

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

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

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

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

Principal Consultant

Talk to Analyst

Find your sweet spots for generating winning opportunities in this market.

Top Opportunities for China Outbound Tourism Industry Players

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

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

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

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

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

Outbound Tourism Trends China

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

Get the data you need at a Fraction of the cost

Personalize your report by choosing insights you need and save 40%!

Comparative Analysis of the Adjacent China Outbound Tourism Industry

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

China Outbound Tourism Industry:

Germany Outbound Tourism Industry:

The United States Outbound Tourism Industry:

China Outbound Tourism Market Analysis by Segment

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

Chinese Travelers Flock to Online Booking for Convenience

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

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

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

Social Media Sparks Surge in Experiential Leisure-oriented Trips

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

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

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

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

Competitive Landscape

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

Recent Developments

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

Key China Outbound Tourism Industry Players

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

Key Coverage in China Outbound Tourism Market Report

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

Key Segments Profiled in China Outbound Tourism Industry Survey

By purpose:, by booking channel:.

• Phone Booking
• Online Booking
• In Person Booking

By Tour Type:

• Independent Traveler
• Package Traveler

By Age Group:

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

Frequently Asked Questions

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

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

What is the Sales Forecast for Outbound Tourism in China?

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

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

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

What is the Outbound Tourism Statistics of China in 2023?

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

What is the Industry Trend in China for Outbound Tourism?

Increased interest in experiential travel is a key industry trend.

Table of Content

List of tables, list of charts.

Recommendations

Travel and Tourism

China Outbound Meetings, Incentives, Conferences, Exhibitions (MICE) Tourism to Europe Market

Published : October 2022

Explore Travel and Tourism Insights

Talk To Analyst

Your personal details are safe with us. Privacy Policy*

- Talk To Analyst -

This report can be customized as per your unique requirement

- Get Free Brochure -

Request a free brochure packed with everything you need to know.

- Customize Now -

I need Country Specific Scope ( -30% )

I am searching for Specific Info.

- Download Report Brochure -

You will receive an email from our Business Development Manager. Please be sure to check your SPAM/JUNK folder too.

(+34) 678197596

Top 7 trends in chinese outbound tourism in 2024.

June 21, 2023

Before the COVID-19 pandemic, China was the largest outbound tourist market, with 155 million overseas trips taken in 2019. Today, in 2024, the world expects Chinese tourism to return to its pre-pandemic level. 

China remains the number one country globally in terms of the number of overseas trips and money spent during these trips. However, it seems that Chinese outbound tourism is undergoing changes, in fact, the behavior of tourists during these trips has changed profoundly .4

During the pandemic, travel restrictions and health concerns have had a significant impact on the way Chinese tourists plan and conduct their trips abroad and led many to wonder “are Chinese tourists still traveling?”, InfluChina will give you some answers.

Health and safety have become top priorities for Chinese tourists, who are now paying more attention to healthcare safety measures in their destinations of choice.

1. Rise of independent tourism

One trend in Chinese outbound travel is the growing interest in independent tourism. 

In the past, package tours were the most common option for Chinese tourists. However, more and more travelers are seeking greater flexibility and autonomy in their travels. Now, they want to explore destinations on a more personalized level and have the freedom to decide what to do and how to do it .

Technology has played a key role in this shift.

Chinese travelers have access to a wide range of information online, from travel guides to reviews from other travelers, allowing them to be more informed when planning their own itineraries.

In addition, the ease of online booking gives them the flexibility to choose accommodations, transportation and activities according to their preferences and budget. All this can be done from the well-known OTAs or Chinese travel agencies , the most popular are Ctrip and Fliggy , and we recommend you check them out.

2. Popularity of little known destinations

While traditional Chinese tourist destinations such as Thailand and South Korea remain popular with travelers, we have seen a growing interest in destinations in Europe and Latin America . Chinese travelers are looking for unique and authentic experiences , moving away from the more familiar places and immersing themselves in the local culture.

This shift in travel preferences presents a great opportunity to promote less conventional destinations and offer tour packages that highlight the hidden gems of each country.

Spain , with its rich history and cultural diversity , has become a very attractive destination for Chinese travelers. Cities such as Barcelona, Seville, and Madrid capture the attention of those looking to explore the architecture, art and history of these places , as well as enjoy authentic Spanish cuisine.

As for Latin America, destinations such as Mexico, Peru and Colombia have gained popularity among Chinese travelers . The rich culture, natural beauty and hospitality of these countries appeal to those seeking authentic experiences .

From exploring the ruins of ancient civilizations to immersing themselves in vibrant city life and discovering breathtaking landscapes, Chinese travelers are eager to uncover the hidden treasures of this region.

3. The growth of shopping tourism

Shopping tourism is a trend in Chinese outbound tourism. Chinese travelers are known for their passion for luxury shopping and the search for high quality products . In this sense, destinations such as London and New York have become very popular places for Chinese tourists looking for exclusive brands and unique shopping experiences .

Cosmopolitan cities offer a wide range of opportunities for shopping enthusiasts .

Both London and New York boast a large number of internationally renowned stores, local designer boutiques and luxury department stores , where Chinese tourists can find an exclusive selection of high-end products.

In addition to the diversity of brands and products available, these destinations also offer a unique shopping experience.

Luxury shopping malls in New York, such as Macy’s or Bloomingdale’s, and London’s iconic shopping streets, such as Oxford and Carnaby Street, are places where Chinese tourists can enjoy an elegant and sophisticated atmosphere while exploring the latest fashion trends and accessories .

4. Influence of social media

Social media plays a key role in the Chinese outbound tourism industry , as it has become an indispensable tool for travelers to search for information , share experiences and book trips. 

Among the most popular social media platforms for Chinese travelers are WeChat , Weibo , Douyin and Xiaohongshu , which are used by millions of people in China on a daily basis. In particular Xiaohongshu, or Little Red Book, is a great place to market your restaurant(s)  through Xiaohongshu advertising . 

Tourism businesses and destinations should leverage these platforms to promote their services, interact with Chinese travelers and provide them with a personalized experience.

It is crucial to understand the crucial role that social media plays in Chinese outbound tourism and adapt marketing strategies accordingly to take full advantage of these platforms.

5. Growing interest in themed tourism

One trend in Chinese outbound travel is that themed tourism is becoming increasingly popular among Chinese travelers. These tourists are looking for experiences that match their particular interests and passions , which has led to the rise of different types of themed tourism. The United States offers a wide variety of options to meet these demands, standing out in several segments .

Gastronomic tourism is one of the most popular types of themed tourism in the USA. Chinese travelers are looking to explore the country’s rich and diverse gastronomy . New York, Chicago, San Francisco and New Orleans are destinations known for their high-quality restaurants and vibrant culinary culture .

Chinese tourists can enjoy wine tastings, gastronomic tours and participate in cooking classes to immerse themselves in the authentic culinary experience.

Adventure tourism has also gained popularity among Chinese travelers . Europe and the United States offer a wealth of opportunities to enjoy exciting activities such as hiking in Mont Blanc, skiing in the Alps and Colorado, surfing on the East and West coasts of the USA, and rock climbing in the mountains of Yosemite. These experiences allow Chinese tourists to experience unique emotions while exploring the natural beauty of each country they visit .

Cultural tourism is another type of thematic tourism that attracts Chinese travelers.

The UK is a destination rich in cultural heritage , with cities such as London, Edinburgh, Manchester and York hosting impressive monuments, museums and festivals. Chinese tourists can visit the Houses of Parliament in London, the National Museum of Scotland in Edinburgh, the Museum of Science and Industry in Manchester and marvel at the famous York Minster.

6. Focus on sustainable tourism

Sustainable tourism is trending among Chinese tourists worldwide, due to the growing concern among Chinese travelers about the environmental and social impact of their trips.

Currently, Chinese tourists are looking for options that are environmentally friendly, both in terms of transportation and accommodation .

In this regard, there has been an i ncrease in demand for green and sustainable accommodations , such as hotels that implement energy efficiency practices, use renewable energy sources and promote waste reduction . These establishments offer Chinese tourists the opportunity to stay in places that care about minimizing their environmental impact . Learn more about how to accommodate your hotel for Chinese tourists .

In addition, Chinese travelers are interested in participating in activities that promote the sustainable development of the destinations they visit . This can include guided tours that respect the natural and cultural environment , as well as activities that support local communities, such as visits to conservation projects or community-based tourism initiatives.

7. Use of technology in tourism

Technology plays a key role in China’s tourism industry, transforming the way travelers plan and enjoy their experiences.

Chinese travelers have widely adopted mobile applications as indispensable tools to organize and enrich their trips.

These mobile apps allow Chinese travelers to book flights, hotels and activities quickly and conveniently . With just a few taps on their phone screen, travelers can compare prices, read reviews from other users and make instant bookings . 

This has greatly simplified the travel planning process and given Chinese tourists greater flexibility and autonomy to customize their itineraries.

In addition, mobile payment technologies , such as WeChat Pay and Alipay , have revolutionized the way Chinese tourists undertake transactions during their travels. These mobile payment platforms are widely accepted in stores, restaurants and tourist attractions in popular Chinese tourist destinations. 

Travelers can pay securely and conveniently using their cell phones, avoiding the need to carry cash or make currency exchanges.

8. Conclusion

In summary, Chinese tourism is undergoing exciting trends that present great opportunities for various tourism businesses.

From the growing interest in independent tourism to the influence of social media , each trend in Chinese outbound tourism offers an area of potential growth. By understanding these trends, tourism businesses can adapt and position themselves as leaders in the Chinese market by providing unforgettable travel experiences.  

If you are interested in taking advantage of these trends and implementing them into your marketing strategy , feel free to contact us! Our team will be happy to help you achieve success in the Chinese outbound tourism market.

Frequently Asked Questions about Chinese outbound tourism

What is a trend in chinese outbound tourism.

Independent tourism is experiencing significant growth among Chinese travelers. More and more people prefer to have flexibility and autonomy in their travels, planning and customizing their itineraries according to their preferences and budget.

What are the lesser-known destinations that are gaining popularity among Chinese tourists?

Chinese travelers are showing increasing interest in destinations in Europe and Latin America. Spain stands out as an attractive destination due to its rich history and cultural diversity, especially cities such as Barcelona, Seville and Madrid. In addition, destinations in Latin America such as Mexico, Peru and Colombia are also gaining popularity due to their cultural richness, natural beauty and hospitality.

What type of tourism is growing among Chinese tourists?

Shopping tourism is experiencing significant growth among Chinese tourists. Particularly cities such as London and New York have become very popular due to their offer of exclusive brands and unique shopping experiences.

How does social media influence Chinese tourism?

Social media plays a key role in the Chinese outbound tourism industry. Platforms such as WeChat, Weibo, Douyin and Xiaohongshu are widely used by Chinese travelers to search for information, share experiences and make bookings. Tourism companies and destinations should take advantage of these platforms to promote their services, interact with travelers and provide them with a personalized experience.

What is a relevant trend in Chinese tourism in terms of thematic preferences?

Themed tourism is gaining more and more popularity among Chinese tourists. There are a wide variety of themed options out there, such as gastronomic tourism, adventure tourism and cultural tourism. Chinese travelers are looking for experiences that match their particular interests and passions, and there are a wealth of ideal destinations to meet those demands.

Boost Your Brand in China with Influencer Marketing?

Contact the InfluChina team and receive a customized proposal within 24 hours.

Recent Articles

BiliBili the Chinese YouTube: Everything you need to know

How to run advertising campaigns in Xiaohongshu

Weibo Ultimate Marketing Guide – The Chinese version of X/Twitter

• [email protected]
• (+34) 678 197 596
• Promociona tu negocio en China
• Sobre nosotros

InfluChina: Influencer Agency for China

Copyright © 2023 All rights reserved.

¡Envíanos un mensaje!

• Global (English)
• China (English)

• Services Digital Marketing B2B Marketing Digital Events Research & Strategy Representation
• premium content zone Service WORK Case Studies VIDEOS & OTHER VISUAL RESOURCES MARKET INTELLIGENCE REPORTS E-BOOK COTA–Training
• About Us About the company About the team Dragon Trail in the media -->
• Portfolio Our clients Work case studies
• Insights Blog Sentiment Reports Company News Brand Rankings Events Podcast --> Visual resources
• Contact Business Enquiry Book a speaker Subscribe to the newsletter Follow on Twitter Follow on LinkedIn Follow on YouTube -->

• Sentiment Reports
• Company News
• Brand Rankings
• videos & presentations

What CNY 2024 Says About Chinese Outbound Tourism

How did chinese travelers celebrate the first chinese new year with no pandemic-related restrictions on outbound trips our analysis offers a comprehensive picture of chinese outbound tourism during the 2024 spring festival..

While 2023 was the year when China reopened following the COVID-19 pandemic, it was only in 2024 that the country celebrated its first Chinese New Year with no pandemic-related restrictions on outbound travel. What did China’s outbound travel market look like this past Spring Festival, and what does that tell us about its ongoing recovery? For our March 2024 webinar , Dragon Trail pored over data and reports from government ministries, OTAs, travel websites, flight analytics companies, and overseas payment providers to present a comprehensive picture of Chinese outbound tourism during the first “normal” Chinese New Year since the pandemic began.

Outbound Travel by the Numbers

According to China’s Ministry of Culture and Tourism, there were 3.6 million outbound trips taken during the CNY period. This is only 57% of 2019’s 6.31 million trips – in contrast to the number of domestic trips this year, which actually surpassed pre-pandemic levels by 19%. However, comparisons with 2023’s Chinese New Year offer a better understanding of how much progress has been made.

By every way we can measure it, the rate of recovery for outbound travel compared to last year is significant. Year on year, the number of outbound trips was up by two and a half times. Last January, which is when Chinese New Year fell in 2023, international flight capacity had reached only 11% of 2019’s level. This year it was more than 70% recovered, with some destinations like Singapore, the UAE, the UK, and Italy already exceeding pre-pandemic levels. Overseas spending – based on Alipay transactions over the holiday period – recovered to 82% of 2019’s volume, nearly two and a half times more than last year.

For Chinese OTAs, year-on-year growth rates for outbound travel were staggering. The reason for this is that, from a policy standpoint, 2024 is only the first “normal” year for outbound travel since the pandemic. Last year, while overseas travel was no longer officially discouraged, travel agencies were still banned from selling outbound group tours, or packages that included a minimum of a flight and hotel booking together. These restrictions on the sale of outbound group and package travel did not start to be removed until early February of last year, after Chinese New Year was over. At present, the sale of group tourism is permitted to 138 countries, which is even more than pre-pandemic.

With travel packages and group tours back on the table, Ctrip reported that tourism orders exceeded the same period in 2019. Fliggy’s outbound travel bookings increased nearly 10 times. Qunar’s outbound flight bookings increased by 14 times, with hotel bookings for overseas destinations up by 4.7 times. Car rental platform Zuzuche reported a 730% year on year increase in outbound travel rental orders, alongside a 56% increase for domestic orders.

Outbound Travel Destination Trends

There were two main destination trends for Chinese outbound tourism over the 2024 Chinese New Year period: 1) The newly visa-free Singapore, Malaysia, and Thailand; and 2) the rise of the Middle East and North Africa (MENA) region.

It should come as no surprise that Thailand tops most destination lists released by OTAs, as it’s been the number one destination for Chinese outbound travel for many years already. The new visa-free policy only adds to its appeal and ease of travel. Singapore and Malaysia have gotten an even bigger boost from going visa-free. OTA Qunar, for example, reported that bookings for travel to Singapore were 29 times greater than in 2023, with bookings to Malaysia up by 20 times. Flight data reported by ForwardKeys showed a 24% year-on-year growth for Chinese arrivals to Kuala Lumpur, and 4% growth for Singapore.

Apart from Thailand and Malaysia, the other country that is on all the top destination lists from Ctrip, Tongcheng, Tuniu, Mafengwo, and Zuzuche is the United Arab Emirates. The UAE is also visa-free for Chinese visitors, benefits from strong flight connections, and is enjoying a lot of popularity right now, as is the whole MENA region. ForwardKeys’ data shows that Chinese arrivals to the Middle East were 2% ahead of 2019 levels this year. Their report notes that Cairo in particular saw a 7% increase in Chinese arrivals, beyond pre-pandemic levels.

Mafengwo’s list of top 20 outbound countries with increasing demand for Chinese New Year 2024 compared to one year earlier includes the UAE, Saudi Arabia, Qatar, Egypt, and Morocco. All of these five countries offer visa-free entry or visas on arrival to Chinese citizens. Qunar reported that outbound orders for the UAE, Egypt, and Morocco were three times higher than the year before, with a 10-fold increase for Dubai. Fliggy reported that travel orders for Egypt increased by 15 times year on year. And Zuzuche’s top 10 outbound destinations with the highest growth rates for car rentals included Abu Dhabi and Riyadh.

Spring Festival: A Family Holiday

Whether domestic or international, the biggest theme for Chinese New Year travel was family. This is traditionally the main holiday period for family travel, and that was definitely true in 2024. 45% of Mafengwo’s users travelled with family over the holiday. Travel with children and with parents made up the majority of both domestic and outbound travel orders on Ctrip. Family travel also dominated self-driving travel, according to Zuzuche, making up 44% of car rentals in New Zealand, and 38% in Australia. Zuzuche’s data indicates that family travelers spend more and travel for slightly longer, making this a valuable market segment.

A “dark horse” this Chinese New Year for both domestic and outbound tourism was cruise travel. Reservations and cruise traveler numbers skyrocketed compared to last year. The top international cruise route was Shanghai to Okinawa, and the newly launched Adora Magic City, the first-ever made-in-China large cruise ship, received a lot of attention. The popularity of cruises was strongly related to the prominence of family travel over Chinese New Year, as cruise travel is seen as an easy and comfortable option for traveling with both young children and elderly parents.

What’s coming next in 2024 for Chinese outbound travel?

We expect the market to continue to recover at a decent pace, reaching around 80% of pre-pandemic levels by the end of this year, and then reaching or surpassing 2019’s number of outbound trips in 2025.

As we just saw at Chinese New Year, this recovery is going to have an uneven speed around the world. Some destinations, particularly in the Middle East, can expect to see Chinese tourism grow beyond pre-pandemic levels already this year. Certain Asian destinations could also fully catch up this year, while others might take longer. Europe, Oceania, and Africa will be a bit slower but are all making progress, while the Americas will likely take the longest to recover, though there has been some positive recent news about increased flight capacity to the US and Mexico.

The next big Chinese travel periods to look forward to are the five-day Labor Day holiday at the start of May, followed by the summer travel season (the most popular choice for when to travel outbound in a recent survey from the OTA Tongcheng), and then October’s Golden Week.

Click here to watch the full recording of Dragon Trail’s March 2024 webinar on CNY travel trends. Contact us to request the presentation slides.

Share this:

Related articles

Popular tags, quick links.

• Case Studies

Our partners

The wonderful partners we work with

Get in touch

• Email: [email protected]
• China: +86-10-6266 7530
• UK: +44 (0)20 3858 7823
• USA: [email protected]
• Media: [email protected]

Newsletter sign up

Sign up for our free newsletter to keep up to date on our latest news

Dragon Trail International will use the information you provide on this form to be in touch with you and to provide updates and marketing. Please select the option below to allow us to send monthly newsletters and information on upcoming events.

You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at [email protected]. We will treat your information with respect. For more information about our privacy practices please visit our website. By clicking below, you agree that we may process your information in accordance with these terms.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp's privacy practices here.

Subscribe our newsletter to get more information.

We do not share your details with any third parties. View our privacy policy .

This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the cookie policy. If you want to know more or withdraw your consent to all or some of the cookies, please refer to the cookie policy . By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to the use of cookies.

Future Market Insights Blog

• February 2024
• January 2024
• December 2023
• November 2023
• October 2023
• September 2023
• August 2023
• February 2023
• January 2023
• Automotive & Transportation
• Chemicals & Materials
• Electronics, Semiconductors & ICT
• Energy, Mining, Oil & Gas
• Food and Beverages
• Industrial Automation & Equipment
• Market Trends
• Press Release
• Retail and Consumer Products
• Services and Utilities
• Testing Equipment

Exploring China Outbound Travel Market: Striving for 14.1% CAGR by 2032 | FMI

The  market for outbound tourism from China  is anticipated to grow at a robust  14.1% CAGR  between 2022 and 2032, with sales predicted to surpass  US$ 184,201 million  in 2022. The market’s expansion is attributable to China’s travel industry’s increasing growth. The report projects that by 2032, the market for outbound travel from China will exceed  US$ 690,719 million.

China’s outbound market stands out for its size and quick expansion in departures and spending. Destinations worldwide are more eager to draw into this market due to the steady increase in Chinese tourists’ spending abroad. The wealthiest regions of China’s east and southeast are where most of the country’s international tourism is produced.

The leading travel destinations for Chinese visitors are neighboring nations in North- and South-East Asia and Hong Kong, Macao, and Taiwan Province of China. Chinese tourists are increasingly traveling to emerging locations.

Moreover, there is a surge in millennials traveling overseas which causes increased use of online platforms for the collection of related information as well as tour booking. China has the world’s largest population, making it the best market for outbound travel. With the economy increasing, China’s Outbound Travel Market is set to attain new heights.

“ China outbound travel market to benefit from increasing disposable income, affordable travel abroad, and growing preference for clean and scenic location trips .” Says an FMI analyst.

Gain In-Depth Knowledge with a Report Sample Request:  https://www.futuremarketinsights.com/reports/sample/rep-gb-3172

Key Takeaways:

• By booking channel, the online booking segment is anticipated to hold a share of nearly ~80 %.
• In terms of age group, demand in the youngsters in the age group 15-25 years and 26-35 years will continue gaining traction through 2032 due to increasing travel trends, enthusiasm to travel and rising income.
• Based on packages, China outbound travelers will continue to opt packaged deals over the normal travel deals.
• Rising trend of tourism on social media is expected to result in significant growth of China outbound travel market.

Who is winning?

Leading players in China outbound travel Market are focusing on strategic alliance with various local tour operators to diversify business service portfolio. Also market leaders are emphasising on advertisement and promotional activities to attract various tourist across the country.

The leading players in China outbound travel market 

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

Explore In-Depth Market Analysis: Purchase Now to Access Segment-specific Details and Regional Outlook: https://www.futuremarketinsights.com/checkout/3172

Get More Valuable Insights

Future Market Insights, in its new offering, provides an unbiased analysis of the China Outbound travel Market, presenting historical demand data (2017-2021) and forecast statistics for the period from 2022-2032. The study divulges compelling insights on the China Outbound travel Market by Tourism Types (Business, Leisure, VFR & Others) Booking Channel (Phone Booking, Online Booking & In Person Booking) Tour Type (Independent Traveller, Package Traveller and Tour Group) Age Group (15-25 Years, 26-35 Years, 36-45 Years, 46-55 Years, 66-75 Years)- Forecast to 2017 – 2032

China Outbound travel Market by Category

By Purpose:

By Booking Channel:

• Phone Booking
• Online Booking
• In Person Booking

By Tour Type:

• Independent Traveler
• Package Traveller

By Age Group:

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

About Future Market Insights (FMI)

Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer, Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.

Contact Us:       

Nandini Singh Sawlani  

Future Market Insights Inc. Christiana Corporate, 200 Continental Drive, Suite 401, Newark, Delaware – 19713, USA T: +1-845-579-5705 For Sales Enquiries:  [email protected] Website:   https://www.futuremarketinsights.com LinkedIn |  Twitter |  Blogs  |  YouTube

About the Author

Associate Vice President at Future Market Insights is deeply committed to uncovering actionable insights for consumer and food and beverage players. She brings a unique blend of analysis, industry trends, and consumer behavior to put data into perspective.

What she makes out of data becomes a delight to read. She has authored many opinions, including for publications like Process Industry Informer and Spinal Surgery News, as she understands the market pulse and consumers' shifting preferences.

She likes to bring experts to a roundtable to weigh the impact of a trend on an industry. Catch up with her discussion on the impact of AI in packaging.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Recent Posts

Transport packaging market to reach us$ 42.76 billion by 2032, driven by rising e-commerce and sustainability concerns, global diabetic shoes industry is predicted to reach us$ 16 billion, driven by a strong 6.4% cagr by 2033 | fmi study, global chromatography software industry is growing at an impressive 11.3% cagr and is predicted to reach us$ 3.2 billion by 2033 | fmi, cop polymer syringes poised for surge in demand as drug manufacturers seek transparency and safety.

• Global Pharmaceutical Drug Delivery Industry is projected to increase at a 6.4% CAGR and cross the US$3.5 Trillion milestone by 2033 | FMI

Recent Comments

You may also like these.

• Consumer Goods and Services /
• Travel and Tourism /
• Outbound Travel

China Outbound Tourism Market Size, Share, Emerging Trends, Current Analysis, Growth, Demand, Opportunity, and Forecast 2023-2031

• August 2023
• Region: China
• DPI Research
• ID: 5264355
• Description

Table of Contents

Countries covered, methodology, related topics, related reports.

• Purchase Options
• Ask a Question
• Recently Viewed Products

China's outbound tourism market is expected to reach USD 279 billion by 2031, according to the latest report for 2023, growing at a CAGR of 12.5% between 2023 and 2031.

This latest market research report for 2023 provides an in-depth analysis of the China outbound tourism market, focusing on current market trends, market sizes, recent developments and forecasts to 2031.

The report uses data and analysis to discuss potential lucrative opportunities, current and future trends related to China’s outbound tourism surge, spending, the purpose of visits, and main destination markets. Furthermore, this report uses a country-focused analysis to explore China’s outbound tourism market. A detailed country-wise analysis of the market is provided, covering a total of 26 nations. The report offers a comprehensive analysis of the drivers, restraints, opportunities, and challenges of the China outbound tourism market.

Key Factors Propelling the Growth in China Outbound Tourism Market

• Rising Disposable Income: Increasing levels of disposable income among the Chinese population have led to greater spending on leisure activities, including travel. As people's income levels rise, they often seek out experiences like international travel.
• Easing of Travel Restrictions: The Chinese government has gradually relaxed travel restrictions, making it easier for citizens to obtain passports and visas for many countries. This has opened up new travel opportunities for Chinese tourists.
• Growing Middle Class: The expanding middle class in China has contributed significantly to the growth of outbound tourism. With more people achieving higher income levels, more individuals and families are able to afford overseas travel.
• Interest in New Experiences: Chinese travelers have shown a growing interest in experiencing new cultures, trying different cuisines, and exploring unique destinations. This curiosity has driven them to venture beyond domestic tourism and explore international destinations.
• Development of Tourism Infrastructure: Many countries have recognized the potential of the Chinese tourism market and have invested in infrastructure to cater to these travelers. This includes facilities that accommodate Chinese language, food preferences, and cultural expectations.
• Social Media and Peer Influence: The role of social media platforms like WeChat, Weibo, and travel review sites has played a significant role in encouraging outbound travel. Sharing travel experiences and recommendations on these platforms has fueled a desire for international exploration.
• Education and Business Travel: Increased participation in international education programs and business activities has led to a rise in outbound student and business travel. Students studying abroad and business professionals attending conferences or conducting business internationally contribute to the outbound tourism market.
• Government Initiatives: The Chinese government has encouraged outbound tourism as part of its economic development strategies. Initiatives such as the "Belt and Road Initiative" have facilitated travel between China and other countries, boosting tourism.
• Air Travel Accessibility: The expansion of air travel routes and the presence of numerous international airlines have made it more convenient and affordable for Chinese travelers to access international destinations.
• Online Travel Services: The growth of online travel agencies and platforms in China has made it easier for travelers to plan and book trips abroad. These platforms offer convenience, price comparisons, and personalized travel options.
• Preference for Luxury and Quality: Chinese tourists are often associated with a preference for luxury and high-quality experiences. This has led them to seek out destinations known for luxury shopping, high-end accommodation, and upscale experiences.

The Report Analyses the Market Based on Countries and Presents the Forecast in Terms of Value and Volume for the Next Eight Years. The Top 26 Countries Included in the Report are:

1. The United States 2. Canada 3. Dubai 4. Hong Kong 5. Macau 6. Philippines 7. Thailand 8. Vietnam 9. Malaysia 10. Indonesia 11. Japan 12. Singapore 13. Cambodia 14. Korea 15. Taiwan 16. India 17. Spain 18. France 19. Germany 20. Italy 21. Turkey 22. The United Kingdom 23. Australia 24. New Zealand 25. Nepal 26. Sri Lanka

This Well-Versed and Comprehensive China Outbound Tourism Market Research Report 2023 Delivers:

• Comprehensive Research Methodology of the China Outbound Tourism Market
• Detailed and Extensive Market Overview with Key Analyst Insights
• Insights about Market Determinants that are stimulating the China Outbound Tourism Market
• To Analyze the Historical Growth in the Market Size of the China Outbound Tourism from 2015 to 2022
• To Estimate and Forecast the Market Size of the China Outbound Tourism Market from 2023 to 2031 and Growth Rate until 2031
• The Market Size of the China Outbound Tourism with Eight Years Forecast
• Provides Comprehensive Insights on the Latest Chinese Outbound Tourists Going Abroad with Eight Years Forecast
• Detailed Market Share Assessment of the China Outbound Tourism Market with Eight Years Forecast
• Includes a Detailed Analysis of the China Outbound Tourism Spending in the Top 26 Most-Visited Foreign Countries
• Detailed Insights of the China Outbound Tourists Going to the Top 26 Most-Visited Foreign Countries
• Delivers a Complete Overview of the Indian Tourists Purpose of Visits (Holiday, Visit Friends/Relatives, Business and Others) to the Top 26 Most-Visited Foreign Countries
• Delivers an In-Depth Analysis of Evolving Market Trends, Drivers, and Restraints of the China Outbound Tourism Market

The Report Helps Answer the Following Questions:

• What is the current size of the overall China outbound tourism market?
• How much will this market be worth from 2023 to 2031?
• How many outbound tourists are there in China?
• Which foreign country is best for Chinese people to travel?
• What are the top outbound destinations from China?
• What are Chinese outbound tourism trends?
• How many Overall Chinese tourists visit globally?
• Which country has the highest tourists visit by the Chinese people?
• What are the market shares of the China's outbound tourism visitation and market?
• What is the main purpose of visits for the Chinese outbound tourists?
• What are the main drivers and challenges in the China outbound tourism market?
• How will the industry evolve during the forecast period 2023 - 2031?
• How the rise of Chinese tourism will change the face of the World travel industry?
• To what extent did Covid-19 impact China's outbound tourism market in 2020, 2021, and 2022?
• The United States
• Philippines
• The United Kingdom
• New Zealand

Table Information

• Travel And Tourism

India Outbound Tourism Market Size, Share, Analysis, Opportunity, Growth, Insights, Trends, Demand and Forecasts (2023-2031)

•  Report

India Outbound Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market 2023: Outlook, Trends, Opportunities and Forecasts to 2031

• September 2023

Tourism Source Market Insight - China (2024)

• February 2024

ASEAN Tourism Desintation Market Insight (2024)

• Asia Pacific

Tourism Source Market By Booking Channel, By Tourist Type: Global Opportunity Analysis and Industry Forecast, 2023-2032

ASK A QUESTION

We request your telephone number so we can contact you in the event we have difficulty reaching you via email. We aim to respond to all questions on the same business day.

Request a Quote

YOUR ADDRESS

YOUR DETAILS

PRODUCT FORMAT

DOWNLOAD SAMPLE

Please fill in the information below to download the requested sample.

• China Edition

• China Daily PDF
• China Daily E-paper

Recovering China outbound, inbound travel boosting global tourism market

Xinhua | Updated: 2023-03-15 23:10

SHANGHAI - As China lifted more travel restrictions after it optimized its COVID-19 response, its recovering outbound and inbound travel is injecting new impetus into the global tourism market.

China on Wednesday began allowing travel agencies and online tourism services providers to offer group tours to a second list of 40 destinations, including France, Greece, Spain, Italy, Denmark, and Brazil, according to the Ministry of Culture and Tourism.

China's outbound group travel market was halted in early 2020 due to the COVID-19 pandemic. As the country has optimized its pandemic response, it has rolled out a pilot program to resume outbound travel to the first group of 20 countries, including Thailand, Indonesia, Maldives, Singapore, Egypt, Kenya, Switzerland, and New Zealand, from Feb 6 this year.

Meanwhile, to further facilitate cross-border travel, China's visa authorities abroad resumed issuance of all categories of visas to foreigners starting Wednesday, according to the Chinese Foreign Ministry.

"We received the first order to travel to Spain and Portugal on the morning of March 11, the day after the circular on the second batch of 40 destinations was released," said Zhou Weihong, deputy general manager of Spring Tour Travel Agency.

Medium to long-distance destinations such as Serbia and Italy became the choices of Chinese tourists, and many planned to travel during the coming May Day holiday, Zhou said.

Travel agencies are introducing related products to cash in on the pent-up travel demand. Gu Wei, the general manager assistant of Shanghai Airlines Tours International (Group) Co Ltd, said the company's products regarding traveling to Spain, France, and Switzerland have attracted considerable interest. Their group tours to Iran will leave in April.

Searches and bookings for group tours, airline tickets, and hotels surged on leading online travel agencies, including Trip.com Group, Tongcheng Travel, and Mafengwo.

With the number of outbound destinations for group tours reaching 60, travel agencies can offer more diversified and cost-effective products to cover destinations with similar geographical locations.

Over the past more than one month, Spring Tour has received nearly 10,000 outbound tourists, and its outbound tourists around the May Day holiday are expected to recover to more than half of the level in the same period of 2019.

Dai Bin, president of China Tourism Academy, said that China's outbound tourism market would see a sustained and accelerated recovery throughout 2023.

Chinese tourists are paying more attention to the flexibility and personalized experience of the trips, and the tour groups are becoming smaller, said Liu Ning, president of Shanghai Jinjiang Travel Holdings Co Ltd.

China's recovering outbound travel demand has brought greater confidence to the global tourism industry. Thailand originally expected to receive 5 to 6 million Chinese tourists this year. But according to the current good recovery momentum, it further raised the forecast, Yuthasak Supasorn, governor of the Tourism Authority of Thailand, said in a recent tourism promotion event in Shanghai.

China's inbound tourism market is also steadily recovering with the removal of travel restrictions.

Wang Wei, president of Shanghai Spring International Travel Service (Group) Co Ltd, said the company launched products to attract more overseas tourists to deeply appreciate Chinese culture and experience the life of Chinese people.

Dai of China Tourism Academy proposed to build several window cities for the exchange and mutual learning of world civilizations while building world-class tourism destinations to attract more overseas visitors.

"We will continue to share with other countries in the world the achievements of effectively coordinating COVID-19 responses with economic and social development and the opportunities from the tourism market recovery and development," Dai said.

• Outbound travel boom on the horizon

People walk past tourist information in various languages including Chinese near the Colosseum in Rome, Italy, on March 26, 2023. [Photo/Xinhua]

• With the five-day May Day holiday — April 29 to May 3 — fast approaching, more and more Chinese consumers are expected to embark on outbound journeys, with Thailand, New Zealand and the Maldives remaining their most popular destinations even as the Middle East and Europe grow in popularity, tourism industry insiders said.

In January, after three years of COVID-19 disruptions, China optimized its pandemic response measures and restarted quarantine-free cross-border travel. Ever since, Chinese tourists have shown an increasing willingness to explore unconventional destinations. The trend is expected to bring significant benefits that can deepen the recovery of the outbound tourism business of travel agencies, they said.

Owing to the impact of the international situation, the Middle East is expected to emerge as a key tourism destination as more Chinese have shown a growing interest in traveling to the region.

On March 10, China, Saudi Arabia and Iran issued a joint statement in Beijing, stating that Saudi Arabia and Iran had agreed to resume diplomatic relations and reopen their embassies and missions within two months.

Currently, there are direct flights available that connect a Chinese mainland city with Teheran in Iran, Riyadh in Saudi Arabia and Dubai and Abu Dhabi in the United Arab Emirates.

China has resumed outbound group tours to 60 countries, and most of them have canceled the requirements of providing negative nucleic acid test results. That signifies progress made since early 2020, when China's outbound group travel market was halted due to the pandemic, according to the Ministry of Culture and Tourism.

The first list of 20 countries was unveiled in early February, followed by the second list of 40 destinations in March. Travel agencies and online tourism service providers can offer group tours to these destinations, the ministry said.

"Many overseas destinations in the second list boast huge potential to attract Chinese travelers. In the past month, we have received a large number of inquires about travel to Iran and other countries in the Middle East. Demand for group tours to Vietnam, Nepal and Latin American countries is also on the rise," said Li Peng, director of long-haul outbound tourism at Tuniu Corp, a Nanjing, Jiangsu province-based online travel agency.

"With further recovery of the market and outbound tourists' emerging demand, travel agencies have more preparations to make in order to develop more travel products and resources, and raise the quality of their services," Li said.

This year, expanding consumption is a priority for the government that is keen to help speed up consumption recovery and growth. China's services sector witnessed an accelerated recovery in the first two months, and the index gauging the country's services sector's output rose 5.5 percent year-on-year during the period, according to the National Bureau of Statistics.

The tourism segment, as part of the larger consumption market, is on track to a faster recovery given the trend of further opening-up, experts said. Tongcheng Travel, a Suzhou, Jiangsu province-based online travel agency, said demand for overseas trips had been rising even during shorter holidays such as the period around Qingming Festival, or Tomb Sweeping Day, that fell on last Wednesday. Southeast Asia was the most popular destination.

Tongcheng Travel also found that Chinese tourists have shown a big interest in going on group tours to the Middle East. Most trips to the Middle East last six to 10 days, and the lowest price of a full package tour is about 6,000 yuan ($873) per person, the firm said.

Meanwhile, more international airlines are ramping up their operations in China to meet growing demand. On March 26, China's air travel market started its summer flying season, with some schedule adjustments compared with the winter flying season. More than 20 carriers had plans to launch or resume international and regional flights from Beijing Daxing International Airport.

For instance, China Southern Airlines planned to launch flights from Beijing Daxing to Amsterdam, Seoul and Osaka. Air Macau resumed flights between Beijing Daxing and Macao. Etihad Airways and Air Asia launched services from Beijing Daxing to Abu Dhabi and Kuala Lumpur, respectively.

On March 26, Doha-based Qatar Airways became the first Middle Eastern carrier to launch daily nonstop flights between Doha and Beijing Daxing, marking the resumption of passenger services between the capitals of Qatar and China for the first time since the pandemic broke out three years ago.

After the 2022 FIFA World Cup in Doha, Chinese travelers' interest to visit Qatar has been high. After China restarted quarantine-free international travel in January, demand has increased and the occupancy rates of flights that connect the two countries have been satisfactory. Both inbound and outbound flights are highly occupied, the airline said.

"We have attached significance to the China market and are confident in its growth potential. This year marks the 35th anniversary of the establishment of diplomatic relations between China and Qatar, and we will further contribute to the trade, cultural and personnel communications between the two countries," said Chan Cheong Eu, Qatar Airways' senior manager for North Asia.

Beijing is the fifth Chinese city to be served by Qatar Airways after the pandemic. The other four are Shanghai, Hong Kong, Guangzhou in Guangdong province and Hangzhou in Zhejiang province. The airline serves as the largest Gulf carrier to operate in China based on overall frequencies. In addition, the airline hopes to resume its flights between Doha and Chongqing, and Chengdu, Sichuan province, this year.

Hao Ling, deputy general manager of Beijing Daxing International Airport, said: "Our partnership with Qatar Airways will strengthen our vision to become a preferred air hub for leisure and business travelers in the region and beyond. The flights will also provide convenient services for passengers from Beijing, Tianjin and Hebei province."

Besides, Etihad Airways, the national airline of the United Arab Emirates, began its first scheduled flight between Abu Dhabi and Beijing Daxing on March 28, shifting its services from Beijing Capital International Airport. This year also marks the 15th anniversary of Etihad Airways' services in China and its Abu Dhabi-Beijing route.

"With China's reopening and the restart of the aviation and tourism industries, we are very glad to see the long overdue move of our scheduled services to Beijing Daxing, which will further strengthen our commitment to the country's aviation market development and Chinese travelers," said Arik De, chief revenue officer of Etihad Airways.

From today, Tianjin Airlines will resume international flights to Japan that connect Tianjin and Tokyo and Nagoya, and add more frequencies of flights that connect Tianjin and Osaka. The new plan will bring the weekly flights between Tianjin and cities in Japan to more than 20, and help contribute to economic, trade and cultural exchanges. The additional flights are also expected to boost the growth of tourism services between the two countries, the carrier said.

Go to Forum >> 0 Comment(s)

Add your comments....

• User Name Required
• Your Comment

• Publications

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.

Information – Adaptation – Success, COTRI is providing support along all steps of the way, based on continuous research, decades of experience, specialisation and long-term partnerships.

RECOVERY DAY

Which strategy is the right one for the New Wave of Chinese Visitors, which segments of the source market are fitting with your products and services, how to restart the engagement with the Chinese market? China Outbound Recovery offers within a single day workshop orientation, information, insights and answers for strategy and next steps, in-house or virtual. Morning session: Compact training focussing on changes and new opportunities. Afternoon session: Result-oriented development of practical consequences and the roadmap for 2023 and beyond.

CHINESE TOURISM TRAININGS

CTT is providing up-to-date self-administered online training sessions for the post-pandemic Chinese outbound tourism. The new opportunities and challenges resulting from changed demand, behaviour and forms of travel are presented together with best practice examples, tips and self-test.

Each session is 20 minutes long. Participants have access as well to weekly real-time Question and Answers sessions exclusively for CTT customers.

All sessions are available in English, German, French, Spanish and Italian. Other languages on demand.

19 Introduction sessions provide a full range of the knowledge and practical advice needed for the successful sustainable development of the Chinese tourism source market, the No. 1 in the world. 

More than 40 specialised sessions dig deeper into different market segments, marketing channels, industry needs, special interests etc.

Contact Us: [email protected]

COTRI ANALYTICS

Quantitative and socio-demographic data for 80 countries and destinations, 2011-2023

Customised data sets, forecasts, additional indicators on demand.

Standard and customised workshops as stand-alone or in connection with projects, events, trainings. Half day or full-day, online or offline in English, German, Italian, Spanish. Strategy, Marketing, Market Segments etc.

Based on dozens of successful consulting projects all over the world, decades of experience and scientific methods including the Meaningful Tourism paradigm, exactly the needed solution from market research to implementation.

CTW Award 2024

20 th anniversary of the CTW Award! Companies and organisations showing to the world there success with the new Chinese market.

GITF 2024 Edition

The first major event in China to restart the dialogue between Chinese and international service providers and destinations. Free entry to fair and conference!

PUBLICATIONS

COTRI Intelligence

The indispensable source of weekly consulting, analysis, data and news for everybody seriously interested in the post-pandemic Chinese outbound tourism market and changing Chinese consumer preferences.

Subscriptions: Free * Premium * Premium Plus

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.

Youtube Channel

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)

Internship - Apply at [email protected]

This website uses cookies. We use cookies to personalise content, provide social media features and to analyse our traffic. You agree by using the website further.

• [email protected]
• Aerospace and Defense
• Agriculture
• Automotive and Transport
• Chemicals and Materials
• Construction
• Consumer Goods
• Energy and Mining
• Environmental
• Food and Beverages
• Heavy Industry
• ICT and Media
• Lifesciences and Healthcare
• Machinery and Equipments
• Medical Devices and Consumables
• Semiconductor and Electronics
• Travel and Tourism
• I-Factor New

China Outbound Travel and Tourism Market

China outbound travel and tourism market analysis 2012 - 2017 and forecast 2018 - 2024.

• Report Description
• Table of Contents

Frequently Asked Questions (FAQ)

Purchase report.

• Single User $ $800
• Multi User $ $1300
• Corporate User $ $1300
• Snapshot Report $ 2000

Download sample copy

Find assistance.

• Terms & Conditions
• Privacy Policy

LONDON OFFICE

• Brandessence Market Research & Consulting Pvt ltd., 124, City Road, London EC1V 2NX
• +44-2038074155
• [email protected]

Registered office

• Gat no. 111, Fl no. F-706, GK Palacio, Borhadewadi, Moshi, Pune, Maharashtra, India 412105
• +91 7447409162
• Subscribe to our newsletters

Copyright © 2024 BrandEssence ® Market Research and Consulting pvt ltd. All Rights Reserved | Designed by BrandEssence ® Market Research

China’s Outbound Tourism is Changing, Female Travelers Are Leading the Way

Peden Doma Bhutia , Skift

April 10th, 2024 at 8:01 AM EDT

The evolving demographics of Chinese outbound travel shows a jump in younger female travelers. This shift will have important implications for how businesses approach their marketing strategies and the kind of products on offer.

Peden Doma Bhutia

A notable demographic shift, particularly among young upwardly mobile women, is driving the recent travel rebound in China . These travelers are researching and booking trips online, often spontaneously.

According to the most recent travel sentiment survey conducted by China Trading Desk, 62% of outbound travelers were female. Among them, almost 40% fell within the ages of 18 to 24, and a little over 27% were 25 to 29-year-olds.

According to China’s Ministry of Culture and Tourism, there were 3.6 million outbound trips taken during the Chinese New Year (from February 10-17).

Skift earlier cited a Dragon Trail research that expects China’s outbound tourism to reach 80% of pre-pandemic levels by 2024 end.

The five-day Labor Day holiday that begins from May 1 and the summer travel season are expected to further drive outbound tourism.

Women Power Drives Travel

Subramania Bhatt, founder and CEO of China Trading Desk, emphasized the emergence of a new cohort of digitally-savvy travelers seeking culturally enriching experiences. He highlighted that this demographic is predominantly young, female, and educated, with many opting for solo trips.

“These travelers exhibit a strong interest in independent travel, nature activities, and cultural experiences,” Bhatt told Skift.

He emphasized the need for travel businesses and destinations to better cater to these travelers by prioritizing safety, wellness, and support services.

Businesses should focus on promoting shopping and luxury experiences, along with unique local activities that appeal to the interests of young Chinese women travelers, he said.

Regarding travel preferences, the survey revealed that shopping ranked among the top five consumption items for outbound travel along with accommodation, air tickets and food. Over a quarter of travelers said they research shopping activities before purchasing air tickets, with this percentage rising to just under 70% among those aged 18 to 29.

Challenges of U.S. Travel

Analyzing destination popularity among Chinese travelers, Singapore maintains its lead position, followed by Thailand and South Korea.

During the first quarter of 2024, China contributed the highest number of visitor arrivals to Singapore, with nearly 724,000 entries. This marked a 481% year-on-year jump, reaching 75% of the visitor arrivals in 2019 for the same period.

In February, Singapore and China implemented a 30-day visa-free travel arrangement . Also, from March 1, Thailand and China entered into a mutual visa exemption agreement .

However, travel to the United States from China remains subdued . Bhatt predicts that Chinese travel to the U.S. may start to recover by the fourth quarter of 2024 or early 2025, barring any additional constraints.

“A variety of challenges, notably stringent visa regulations, geopolitical strains, and advisories from the Chinese government are holding back U.S. travel,” he said.

Recent incidents of professionals and students experiencing entry denials or interrogations upon arrival in the U.S. have led to official warnings about potential travel disruptions or cancellations, he said.

“Given the ongoing geopolitical complexities and the U.S. elections in November, prospects for immediate improvement in U.S.-China travel dynamics appear limited,” Bhatt said.

The survey listed government travel restrictions among the top factors influencing travel decisions.

Apps to Plan, Research and Pay

Chinese travelers are also booking trips faster and using digital platforms more. This suggests a trend towards spontaneity and flexibility driven by their digital skills, according to the survey.

They use popular travel apps like CTrip and Qunar, as well as social media platforms like Douyin and Xiaohongshu (China’s Instagram), to get information and plan trips. These platforms are also often used for organizing shopping excursions.

Bhatt stresses the importance of digital tools in travel and shopping, noting how they shape travel plans.

Friend recommendations strongly influence hotel bookings, followed by digital ads, highlighting the importance of social networks and targeted marketing in the hospitality industry.

For improving shopping experiences, travelers, especially those aged between 18 and 29 prefer using digital wallets and mobile payments. Alipay is the top payment method for outbound travel, with WeChat Pay also widely used among Chinese travelers.

The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

Have a confidential tip for Skift? Get in touch

Tags: alipay , asia monthly , china , china outbound , ctrip , digital payments , politics , singapore , social media , survey , visa waiver , wechat pay , women travelers

Photo credit: Chinese female travelers exhibit a strong interest in independent travel, nature activities, and cultural experiences. Kuan Fang / Unsplash

• China Daily PDF
• China Daily E-paper
• Global Views
• Featured contributors
• Opinion Line
• Forum Trends

Foreign countries must take steps to attract more Chinese tourists

When China lifted its pandemic prevention and control measures at the end of 2022, many expected Chinese tourists, having been confined to the country for almost three years, to swarm to foreign destinations, with some reputable research institutes saying 2023 could see the outbound tourism market recover to 90 percent of the pre-pandemic level in 2019 when 155 million Chinese people traveled abroad.

That prediction didn't come true.

Statistics released by the China Tourism Academy in March show Chinese people made only 87 million trips abroad last year, which is a mere 56 percent of the 2019 level. However, the CTA said the number could reach 130 million in 2024, and I hope the experts are right this time, though I am a bit pessimistic.

Traveling abroad seems to have become more difficult than before for the Chinese people because of the rising requirements by some embassies, shortage of international flights and high ticket prices. Many embassies still require visa applicants to make online appointments three months in advance. And even after following all the procedures and fulfilling all the requirements, one may still have to spend some sleepless nights waiting for the visa, and get it, if at all, just a couple of days before departure.

Some embassies attribute the delay to a shortage of workers, many of whom were dismissed during the pandemic. The excuse sounds reasonable, because we don't have much say in convincing a host to extend an invitation to visit his or her home. All we can do is either fulfill the host's requirements or abandon the idea of paying a visit. Many people may choose the latter.

A Chinese person planning to visit another country may find airline tickets cost much more than before, not least because international airlines stopped all normal passenger flights during the almost three-year pandemic and are still on way to recovery. According to authorities, only 4,782 international flights operated between China and other countries and regions a week last year, making up only 62.8 percent of the pre-pandemic level, with less than one-third being operated by foreign airlines.

The shortage of flights means travelers can no longer avail of discount tickets. And while tourists complain about expensive tickets, airlines argue there are not enough travelers to operate more flights.

Since my wife and I decided to make an overseas trip next month, we looked at all the possible destinations including Nordic, Eastern European or African countries, or the United States or Australia. We realized that almost all travel packages cost 30-40 percent more than in 2019, and higher airfare and rising consumer prices are responsible for the drastic increase in travel costs. Ultimately, we booked tickets and hotels for a 20-day tour of Turkiye largely because we got a good price for return flights.

Given the above reasons, a potential Chinese tourist may think twice before embarking on a tour.

Being confined within the country for the past few years, many potential outbound tourists have turned their eyes to domestic attractions. The Chinese people made nearly 5 billion domestic tourist trips last year, helping the country's aviation industry to recover to its peak level. The number is expected to exceed 6 billion this year.

Another factor that may prevent the outbound tourist market from fully recovering is probably people's changing attitude toward spending money. With both the domestic and global economies yet to recover to their pre-pandemic peak levels, people have become cautious about lightening their wallets, with overseas tours being the first to be deleted from a family's budget.

This makes it important for foreign countries to take measures to attract more tourists from China — the world's biggest source of tourists. In fact, an increasing number of countries are offering Chinese nationals visa-free travel, and some have simplified procedures, offering visa on arrival or e-visas. And countries such as Thailand, Vietnam and Singapore are attracting lots of Chinese tourists thanks to their special promotions.

Tourists, be they Chinese or foreign nationals, tend to visit destinations that offer magnificent sights, reasonable prices, convenience of travel, and safety and security. More importantly, tourists visit places where they feel they are welcome.

The author is former deputy editor-in-chief of China Daily.

If you have a specific expertise, or would like to share your thought about our stories, then send us your writings at [email protected], and [email protected].

• Travel, Tourism & Hospitality ›

Leisure Travel

Industry-specific and extensively researched technical data (partially from exclusive partnerships). A paid subscription is required for full access.

Share of Chinese tourists' outbound destinations H1 2023

Share of chinese outbound tourists in the 1st half of 2023, by destination region.

• Immediate access to 1m+ statistics
• Incl. source references
• Download as PNG, PDF, XLS, PPT

Additional Information

Show sources information Show publisher information Use Ask Statista Research Service

August 2023

Other statistics on the topic

Number of international tourist arrivals APAC 2013-2022, by subregion

Travel, Tourism & Hospitality

Total travel and tourism GDP contribution Southeast Asia 2015-2033

Inbound visitor growth APAC 2021-2025, by subregion

Tourist arrivals ASEAN 2013-2022

To download this statistic in XLS format you need a Statista Account

To download this statistic in PNG format you need a Statista Account

To download this statistic in PDF format you need a Statista Account

To download this statistic in PPT format you need a Statista Account

As a Premium user you get access to the detailed source references and background information about this statistic.

As a Premium user you get access to background information and details about the release of this statistic.

As soon as this statistic is updated, you will immediately be notified via e-mail.

… to incorporate the statistic into your presentation at any time.

You need at least a Starter Account to use this feature.

• Immediate access to statistics, forecasts & reports
• Usage and publication rights
• Download in various formats

You only have access to basic statistics. This statistic is not included in your account.

• Instant access  to 1m statistics
• Download  in XLS, PDF & PNG format
• Detailed  references

Business Solutions including all features.

Other statistics that may interest you

• Most popular tourism destinations among Chinese tourists 2019
• Leading holiday travel destinations visited by UK travelers 2019-2022, by spending
• Leading holiday travel destinations visited by UK travelers 2019-2022
• Number of nights spent by outbound tourists from Malta 2019-2023, by country
• Distribution of long-distance travel destinations among Germans 2023
• Top travel destinations by bookings from China January 2020, by expected growth
• Most visited European countries by UK residents 2019-2022
• Expenditure of outbound tourists from Malta 2019-2023, by destination
• Inbound tourism volume in the Balearic Islands 2022, by island
• Passenger traffic at ports in Helsinki, Finland 2016-2021, by destination/origin
• Number of outbound visitor departures from China 2010-2024
• Online outbound tourism GMV in China 2012-2020
• Online outbound tourism GMV change in China 2012-2020
• Chinese tourists traveling in Taiwan 2018, by tour type
• Commodities preferred by Chinese outbound travelers 2019
• Outbound tourism expenditure over GDP in China 2008-2021
• Gap between inbound and outbound tourism expenditure over GDP in China 2008-2021
• Number of outbound overnight visitor departures from China 2008-2020
• Daily number of air passengers in China during Chinese New Year 2020
• Volume change of air passengers in China during Chinese New Year 2020
• Countries with the highest number of inbound tourist arrivals worldwide 2019-2022
• Average price paid for a hotel room at home and away 2014, by country
• Outbound tourist flow growth in Russia 2020-2022
• Number of bed nights in Helsinki, Finland January-July 2022, by country of arrival
• Number of inbound visitors in Japan 2023, by region
• Leading countries in wellness tourism expenditure worldwide 2022
• Average length of stay by foreign tourists Philippines November 2022-2023
• International market contribution to tourism arrival growth in Europe 2019
• Colombia: travel agencies' sales performance for Easter holidays in 2019
• Internal tourism consumption in Spain 2011-2019
• Share of visits by French tourists in Scotland, by travel reason
• International tourism spending in Turkey 2012-2028
• Inbound tourism expenditure over GDP in China 2008-2021
• Number of cruise passenger visits at Shanghai port 2011-2020
• Number of cruise calls at Shanghai port 2011-2020
• Number of inbound tourists for holiday and recreational purposes in China 2009-2019
• Number of inbound tourists for business and professional purposes in China 2009-2019
• Domestic to international Airbnb guests in China 2019-2020
• Loss of global travel bookings from China for March and April 2020, by region
• Leading online international travel booking websites in Taiwan 2019
• Leading airline websites for international travel in Taiwan 2019
• Leading accommodation booking sites for international travel in Taiwan 2019

Other statistics that may interest you Statistics on

About the industry

• Premium Statistic Most popular tourism destinations among Chinese tourists 2019
• Premium Statistic Leading holiday travel destinations visited by UK travelers 2019-2022, by spending
• Premium Statistic Leading holiday travel destinations visited by UK travelers 2019-2022
• Premium Statistic Number of nights spent by outbound tourists from Malta 2019-2023, by country
• Premium Statistic Distribution of long-distance travel destinations among Germans 2023
• Premium Statistic Top travel destinations by bookings from China January 2020, by expected growth
• Premium Statistic Most visited European countries by UK residents 2019-2022
• Basic Statistic Expenditure of outbound tourists from Malta 2019-2023, by destination
• Premium Statistic Inbound tourism volume in the Balearic Islands 2022, by island
• Premium Statistic Passenger traffic at ports in Helsinki, Finland 2016-2021, by destination/origin

About the region

• Premium Statistic Number of outbound visitor departures from China 2010-2024
• Premium Statistic Online outbound tourism GMV in China 2012-2020
• Premium Statistic Online outbound tourism GMV change in China 2012-2020
• Premium Statistic Chinese tourists traveling in Taiwan 2018, by tour type
• Premium Statistic Commodities preferred by Chinese outbound travelers 2019
• Premium Statistic Outbound tourism expenditure over GDP in China 2008-2021
• Premium Statistic Gap between inbound and outbound tourism expenditure over GDP in China 2008-2021
• Premium Statistic Number of outbound overnight visitor departures from China 2008-2020
• Basic Statistic Daily number of air passengers in China during Chinese New Year 2020
• Basic Statistic Volume change of air passengers in China during Chinese New Year 2020

Selected statistics

• Premium Statistic Countries with the highest number of inbound tourist arrivals worldwide 2019-2022
• Basic Statistic Average price paid for a hotel room at home and away 2014, by country

Other regions

• Basic Statistic Outbound tourist flow growth in Russia 2020-2022
• Basic Statistic Number of bed nights in Helsinki, Finland January-July 2022, by country of arrival
• Premium Statistic Number of inbound visitors in Japan 2023, by region
• Premium Statistic Leading countries in wellness tourism expenditure worldwide 2022
• Premium Statistic Average length of stay by foreign tourists Philippines November 2022-2023
• Basic Statistic International market contribution to tourism arrival growth in Europe 2019
• Basic Statistic Colombia: travel agencies' sales performance for Easter holidays in 2019
• Basic Statistic Internal tourism consumption in Spain 2011-2019
• Basic Statistic Share of visits by French tourists in Scotland, by travel reason
• Basic Statistic International tourism spending in Turkey 2012-2028

Related statistics

• Premium Statistic Inbound tourism expenditure over GDP in China 2008-2021
• Premium Statistic Number of cruise passenger visits at Shanghai port 2011-2020
• Premium Statistic Number of cruise calls at Shanghai port 2011-2020
• Premium Statistic Number of inbound tourists for holiday and recreational purposes in China 2009-2019
• Premium Statistic Number of inbound tourists for business and professional purposes in China 2009-2019
• Premium Statistic Domestic to international Airbnb guests in China 2019-2020
• Premium Statistic Loss of global travel bookings from China for March and April 2020, by region
• Premium Statistic Leading online international travel booking websites in Taiwan 2019
• Premium Statistic Leading airline websites for international travel in Taiwan 2019
• Premium Statistic Leading accommodation booking sites for international travel in Taiwan 2019

Further related statistics

• Premium Statistic Change in number of visitors from Mexico to the U.S. 2018-2024
• Premium Statistic International tourist arrivals in Europe 2006-2023
• Premium Statistic Countries with the highest outbound tourism expenditure worldwide 2019-2022
• Basic Statistic International tourism receipts of India 2011-2022
• Basic Statistic Contribution of China's travel and tourism industry to GDP 2014-2023
• Premium Statistic Middle Eastern countries with the largest international tourism receipts 2018
• Premium Statistic Music tourist spending at concerts and festivals in the United Kingdom (UK) 2012-2016
• Premium Statistic Annual revenue of China Tourism Group Duty Free 2013-2023
• Premium Statistic Number of Royal Caribbean Cruises passenger cruise days worldwide 2007-2023
• Premium Statistic Number of Royal Caribbean Cruises available passenger cruise days worldwide 2007-2023

Further Content: You might find this interesting as well

• Change in number of visitors from Mexico to the U.S. 2018-2024
• International tourist arrivals in Europe 2006-2023
• Countries with the highest outbound tourism expenditure worldwide 2019-2022
• International tourism receipts of India 2011-2022
• Contribution of China's travel and tourism industry to GDP 2014-2023
• Middle Eastern countries with the largest international tourism receipts 2018
• Music tourist spending at concerts and festivals in the United Kingdom (UK) 2012-2016
• Annual revenue of China Tourism Group Duty Free 2013-2023
• Number of Royal Caribbean Cruises passenger cruise days worldwide 2007-2023
• Number of Royal Caribbean Cruises available passenger cruise days worldwide 2007-2023

China Brief: Consumers Are Spending Again (Outside of China)

Now that we’ve concluded the first quarter of 2024, we thought it would be a good opportunity to take stock of the state of consumption in China. In this edition of “China Brief”, we’ll do a quick scan of key macroeconomic indicators and zoom in on some of the core drivers of recent consumption growth.

While the Chinese economy faces continued headwinds and consumer companies are encountering increasingly fierce competition, one encouraging message emerges from our analysis: we’re off to an encouraging start in the Year of the Dragon.

Macroeconomic indicators holding steady

China experienced a moderate recovery in 2023, marking the first year of bounce-back since the conclusion of the COVID-19 pandemic. Although many harbored higher expectations, it’s crucial not to overlook the positive aspects:

— GDP growth & consumption: GDP grew by 5.2 percent last year, contributing 34 percent to global GDP growth. Admittedly, the growth we saw in 2023 was set against the relatively low base of 2022, a year marred by pandemic- induced lockdowns and stringent travel restrictions. A staggering 83 percent of this growth stemmed from a surge in consumption.

— Employment and income: China finished 2023 with a stable 5.1 percent urban unemployment rate (compared with 5.2 percent at the end of 2019). Inflation held steady at a modest 0.2 percent, while consumers saw their average disposable incomes rise by 6 percent. But as consumer sentiment continues its slump, consumers prefer to sock their cash away in the bank rather than spend it, pushing the savings rate higher. The savings rate in China hit 31.7 percent in 2023. This is propelling the country’s total pool of savings to record highs. To put the numbers into perspective, the total amount of new savings accumulated by Chinese consumers during 2020-23—56 trillion renminbi— exceeds the 47 trillion renminbi in retail sales generated during 2023. (Exhibit 1)

— FDI: Despite concerns around rising geopolitical tensions and a decline in inbound foreign direct investment (FDI) into China by 8 percent 2023, according to China’s Ministry of Commerce, it’s often overlooked that this was the third highest level of FDI in China’s history, only trailing the FDI that China attracted in 2021 and 2022.

— Exports: China’s exports grew by 7 percent during the first two months of 2024 compared to the same period last year, including a 5 percent increase in exports to the US.

While several macroeconomic indicators are pointing in a promising direction, there are a number of areas that are still cause for considerable concern, foremost of which is the continued slump in consumer and business sentiment. The collapse in property transactions in 2023 is a big factor behind the drop in confidence.

A 5 percent decline in exports in 2023, zero growth in fixed asset investment by privately-owned companies, and double-digit unemployment are other key factors driving a reduction consumer spending and investment.

Chinese consumers show promising signs

So, how did China’s consumers kick-off the Year of the Dragon?

The early months of 2024 paint a picture of a Chinese economy that is navigating the post-pandemic world with considerable momentum. While it’s too early to accurately forecast how the remainder of the year will take shape, key consumption indicators are heading in the right direction.

Retail sales in the first two months of 2024 show a healthy year-on-year increase of 5.5 percent, with goods contributing a 4.6 percent rise. Remarkably, foodservice sales leapt by 12.5 percent, indicating a robust recovery in hospitality sectors, possibly buoyed by increased consumer confidence and relaxation of any lingering pandemic restrictions.

Air passenger numbers soared by an astounding 44.4 percent. This upsurge is perhaps the most vivid indicator of renewed mobility and a resurgent appetite for travel and face-to-face business engagements, signaling that air travel has rebounded from the doldrums of the pandemic era.

The food sector saw a 9 percent year-on-year growth. The modest growth in cosmetics and clothing, at 4 percent and 1.9 percent respectively, could suggest a cautious consumer approach to discretionary spending in these segments. Home appliances experienced a moderate 5.7 percent increase, potentially reflecting a steady demand for home improvement (Exhibit 2).

The automotive sector represents another promising area of growth in consumption. While overall auto sales grew by a very healthy 17 percent, during the first two months of the year electric vehicles (EVs) outpaced this number with an impressive 37 percent surge, highlighting changes in consumer preference for greener alternatives, and the government’s push for EV adoption through policy incentives.

Travel bounces back

Both domestic and international travel have continued to bounce back. Travel within Mainland China now significantly exceeds pre-COVID-19 levels, with January and February seeing a 16 percent higher volume than the same period in 2019. This aligns with trends observed in the second half of 2023.

Domestic travel during this year’s Lunar New Year holiday jumped by 34 percent compared with the same period in 2023. This represents a 19 percent increase over the level reached in 2019.

Travel to Hong Kong, Macau, and Taiwan, as well as to international destinations, continues to see gradual month-by-month increases. International travel, as of January and February, reached 77 percent of 2019 levels, steadily rising from December, which reached 63 percent of 2019 levels, and September, at 54 percent of 2019 levels. (Exhibit 3)

We are now just counting the months until Chinese travel activity fully rebounds to pre-COVID-19 levels.

Indeed, McKinsey’s global ConsumerWise survey of consumer sentiment, conducted in February, suggests an optimistic trajectory for international travel, with 36 percent of respondents in China saying they intend to spend more on international travel over the next three months, the highest of all discretionary spending items. (Exhibit 4)

Despite the complexities of applying for overseas travel visas, as well as the high costs of flights and hotels, it looks increasingly likely that China’s travelers are on track to resume the pace of overseas trips they once enjoyed.

Interestingly, while expenditures on property and personal items such as apparel and cosmetics are decreasing, spending on higher-value items like cars and international travel are on the rise.

Overseas spending surges

Although international travel hasn’t fully bounced back, overseas spending has recovered disproportionately faster than the growth in the number of outbound travelers.

Despite a stark reduction in the number of shoppers—a likely residue of the pandemic’s impact—spending per person has surged. According to data from Global Blue, the average spending per Chinese traveler has substantially exceeded 2019 levels: 14 percent higher for those traveling to Italy, 20 percent higher for travelers to France, and a striking 117 percent and 64 percent higher spending per person for travelers to Japan and Singapore, respectively. (Exhibit 5)

These results surprised industry watchers, as many had predicted a decline in overseas luxury spending due to the development of a stronger domestic luxury market, and a price gap between domestic and overseas luxury items that has narrowed since 2019.

Japan’s leap in spending per person is a testament to the country’s enduring appeal and as a destination for luxury and technology goods, which Chinese consumers have long favored. Singapore’s sales spike might be attributed to its status as a financial hub and shopping destination. The substantial jumps in individual spending in Italy and France, despite a drastic fall in shopper numbers, could be reflective of a “quality over quantity” shift.

As travel rebounds, the pent-up demand and accumulated wealth during the pandemic seem to be channeled into more luxurious and high-value purchases, indicating the Chinese consumer’s desire to invest in unique and high-end experiences. This early wave of post-pandemic travelers from China may skew toward wealthier consumers, as they have more disposable income and can afford the higher flight and hotel costs that are prevalent today.

While the pandemic might have temporarily stemmed the flow of Chinese tourists abroad, the floodgates have opened to a wave of affluent spenders. For businesses in destination countries , catering to this new wave of luxury-focused consumers could be key to capitalizing on this emerging market dynamic.

Super-charged EV sales

A 37 percent surge in sales of electric vehicles in 2023 drove a 6 percent rise in the overall market for passenger vehicles, which continued to grow by double-digits in the first two months of the new year. EVs now represent 35.6 percent of China’s total automotive market of 21.7 million vehicles.

The electric vehicle segment remains led by domestic brands, which held 84.5 percent share in 2023, dropping from 88.9 percent in 2019. Except for Tesla, which has carved out a notable 7.8 percent share, foreign brands have struggled to gain a foothold in China’s EV market.

While the overall size of the market for internal combustion engine (ICE) vehicles is declining, foreign brands have managed to hold onto their share of this still sizeable market, which in 2023 saw sales of 14 million units. Their share rose slightly from 65.2 percent in 2019 to 66.3 percent in 2023. (Exhibit 6)

In the EV segment, Chinese brands, along with Tesla, are perceived to offer superior options, and hence command a large portion of the market.

The transition from ICE vehicles to EVs is leading to a decrease in the market share of foreign brands, supporting a widely held belief that Chinese consumers prefer domestic car brands. In reality, however, the fact that foreign brands have maintained their share of ICE vehicles dispels the notion of a “go-local” phenomenon.

The journey ahead

While early consumption data for the first two months is promising, the verdict is still out on what this means for the remainder of the year.

Given the enormous savings Chinese consumers have accumulated over the last few years, once they regain their confidence, they’ll likely increase their spending. We also reaffirm our view that the era of double-digit growth is behind us, and companies will need to adjust their expectations accordingly to thrive in an increasingly competitive market. Success will require a more granular and targeted approach. Consumer marketers will need to focus their attention on identifying fast-growing consumer segments and product categories, while tapping into the ongoing shift in consumer preferences from products to services.

Daniel Zipser is a senior partner in McKinsey & Company’s Shenzhen office, and leads the Asia Consumer and Retail Practice.

The author would like to acknowledge the contributions of Cherry Chen, Claire Gu, Erik Rong, and Jeongmin Seong to this article. This article was edited by Glenn Leibowitz, a senior manager in the Taipei office.

Explore a career with us

Text: A A A Print Society

China's tourism booms during qingming festival holidays.

China's consumption market during the just-ended Qingming Festival holidays showed better-than-expected performance, underscoring the strong vitality and potential of the economy while injecting new momentum in driving stable economic recovery.

During the Qingming Festival holidays, lasting from Thursday to Saturday, ticket bookings for popular domestic scenic spots surged by 5-fold compared with the same period last year, noted a report from a Chinese online travel agency Qunar sent to the Global Times on Saturday.

About 119 million domestic tourist trips were made during the holidays, up 11.5 percent from the same period in 2019, according to the Ministry of Culture and Tourism. The trips were estimated to bring in 54 billion yuan ($7.56 billion) in tourist revenue, an increase of 12.7 percent from 2019.

Many tourists kicked off the holidays with short-distance journeys. Notably, Tianshui in Northwest China's Gansu Province and Kaifeng in Central China's Henan Province - which have become internet sensations lately - saw the amount of hotel bookings jump by 12-fold and 4.5-fold respectively, according to Qunar.

Crowds appeared across tourist spots in China as many struggled to reach their destinations. A Beijing resident surnamed Li told the Global Times that his family has to wait for about two hours to park the car at the Juyongguan section of the Great Wall in Beijing on Thursday because there are so many tourists.

According to film ticketing platform Maoyan, the box-office revenue has reached 823 million yuan for the holidays, surpassing last year.

The service sector now contributes to around 60 percent of China's economic growth. The robust recovery of tourism, hospitality and transport sectors will boost the overall recovery of domestic consumption and contribute to stable economic recovery, Xu Xiaolei, a marketing manager at China's CYTS Tours Holding Co, told the Global Times on Saturday.

The potential of the consumption market is set to be further unleashed during the upcoming May Day holidays, Xu said, noting the surge of China's consumption market reflects the strong vitality and potential of the economy.

Stable recovery

In addition to the robust recovery in the cultural and tourism sectors, the country's manufacturing purchasing managers' index (PMI) posted better-than-expected result in March, indicating notable increase in internal demand.

Analysts said that the world's second-largest economy got off to a good start in the first quarter of 2024, laying a solid foundation for achieving the pre-set annual GDP growth target of around 5 percent.

"Between January and March, China's economic growth rate is expected to reach around 5 percent on a yearly basis, supported by a couple of factors including consumers' increased willingness to spend, stable infrastructure and manufacturing investment as well as improved external environment," Wen Bin, chief economist from China Minsheng Bank, told the Global Times on Saturday.

There are multiple aspects where Chinese authorities can step up efforts in the second quarter to bolster the upswing recovery of the economy, according to Wen.

This year's Government Work Report outlined an array of measures to boost growth this year. According to the report, a proactive fiscal policy and a prudent monetary policy will be continued in 2024, and a series of tasks will be taken to modernize the industrial system and develop new quality productive forces at a faster pace.

Wen said the central bank is expected to strengthen efforts to enhance "precision and effectiveness" of monetary policies so as to inject new momentum to the high-quality development of the economy. On the one hand, efforts should be made to boost economic structure adjustment, economic transformation and upgrade and the transition of old and new momentums, while on the other hand, the authorities should better meet reasonable consumption and fund-raising needs with targeted measures, he said.

Cao Heping, an economist at Peking University, said he is optimistic about the country's GDP growth rate in the first quarter. "The development of new quality productive forces has triggered the new driver of China's development," Cao told the Global Times, noting the country will remain the main driver of world economic growth in 2024.

Positive prospect

Driven by China's stable economic recovery so far this year, foreign-funded companies have voted with their feet to briskly expand investment in China for unprecedented opportunities amid the country's high-level opening up.

In January, US retail giant Costco Wholesale opened a new store in Shenzhen, Guangdong Province, which is the sixth Costco store on the Chinese mainland. The number of registered members surpassed 140,000 on the first day alone, setting a record globally, according to local media outlet Shenzhen Daily.

On March 21, US smartphone maker Apple inaugurated its largest retail store on the Chinese mainland in Shanghai, with Apple CEO Tim Cook opening the doors of the new store and welcoming Chinese consumers.

During a meeting with Chinese Commerce Minister Wang Wentao on March 22, Cook said China is an important market with a rich talent pool and innovation vitality, and a crucial supply chain partner for Apple. He reaffirmed that Apple is committed to a long-term development in China and plans to increase investment in China's supply chain, research and development, and marketing.

In order to steadily promote high-level opening-up and make greater efforts to attract and utilize foreign investment, the General Office of the State Council issued an action plan on March 19. The action plan proposes 24 measures across five aspects, including expanding market access, enhancing appeal to foreign investment and fostering a level playing field.

The Chinese government is cultivating new quality productive forces, signifying the country is on the correct development trajectory, John Ross, a senior fellow at the Chongyang Institute for Financial Studies, told the Global Times in a recent interview in Beijing.

Based on observations and research over the past 30 years related to China's economy, there is no reason why China cannot meet its 2024 GDP growth target, and undoubtedly, the country will remain the main driver of world economic growth as it has for the past 40 years, he said.

Related news

Cities that went viral shift their focus to sustainable tourism

China's outbound tourism thrives during Chinese New Year holidays

First giant panda born in South Korea leaves for China

China launches Yaogan satellite

Strong earthquake causes building collapse in Taiwan

Exploring China's germplasm resources 'Noah's Ark'

Cultural relics of Xia, Shang, Zhou dynasties on display in Hong Kong

First unit of China's high-altitude connected to grid

Palace Museum 'meets' Palace of Versailles

Translucent Manla reservoir in Xizang

Northwest China's Tianshui spicy hot pot goes viral on social media

2nd Airbus A320 assembly line project under construction in Tianjin

Nyingchi greets peach blossoms

Annual Easter Parade and Bonnet Festival held in New York City

Paris 2024 official stamp unveiled in France

In Numbers: Asian economy forecast to grow 4.5 pct in 2024, report says

Serfs' Emancipation Day celebrated in Xizang

Appearance of Chinese emperor from 1,500 years ago revealed

Magnificent scenery of Qiantang River tidal bore in Zhejiang

Marine authorities conduct joint patrol mission in waters of Taiwan Strait

2024 New York International Auto Show kicks off

Xi meets U.S. guests

Culture Fact: Things you must know about Nauru

China sends Yunhai-3 02 satellite into space

Tea picking robot operates in harvest season

Baltimore bridge taken down by cargo ship

Ancient city adorned with blooming cherry blossoms

In Numbers: China and Dominica celebrate 20 years of diplomatic ties

Media center of Boao Forum for Asia Annual Conference 2024 opens

30 Buddhist relics donated to Chinese Mainland

Electromagnetic storms spur auroras in 'China's cold pole'

China Development Forum 2024 opens in Beijing

2 mln private vehicles pass through Hong Kong-Zhuhai-Macao Bridge

Russia mourns victims of deadly terrorist attack

Blooming cole flowers create water-painting scene in Sichuan

China's space environment monitoring satellites sent into space

China's first self-developed hydrogen-powered urban train completes test run

Zigzag Panlong road reopens to traffic after seasonal hibernation

Most popular in 24h, more top news.

• Spring sowing in China in positive situation: report
• Chinese vice-premier holds talks with U.S. treasury secretary
• 750 million cross-regional trips made during 3-day Qingming holiday
• Kaifeng's star matchmaker taking leave of one month
• Asian cinema ready to unite

London Tourist's Low-carbon Trip to Lushan: Warmth at an Altitude of a Thousand Meters

Culture Fact: Take a bite of qingtuan and taste the flavor of spring

We've detected unusual activity from your computer network

To continue, please click the box below to let us know you're not a robot.

Why did this happen?

Please make sure your browser supports JavaScript and cookies and that you are not blocking them from loading. For more information you can review our Terms of Service and Cookie Policy .

For inquiries related to this message please contact our support team and provide the reference ID below.

China Focus: Rising int'l cruise ship visits show signs of tourism revival

Source: Xinhua

Editor: huaxia

2024-04-10 15:11:15

TIANJIN, April 10 (Xinhua) -- Baesch David Rudolph, 65, who hails from the United States, was very excited as he wheeled his suitcase into the lobby of the Tianjin International Cruise Home Port in north China's port city of Tianjin, which neighbors Beijing.

Rudolph was among more than 1,800 tourists from 50 countries and regions aboard the cruise ship Serenade of the Seas, which arrived at the port on Sunday.

Rudolph decided to visit the Forbidden City and the Great Wall in Beijing. "That's wonderful and exciting! I'm looking forward to this trip in China."

Sailing from Incheon, the Republic of Korea, on Friday, the cruise ship docked in Tianjin for two days and one night. Most of the tourists went sightseeing in Tianjin and Beijing, experiencing the local customs and traditions.

The 275-day cruise on the ship, which is registered in the Bahamas and operated by Royal Caribbean Group, is the longest round-the-world route at present. Tianjin is its only stop on the Chinese mainland, according to the company.

Bi Linlin, an immigration inspection officer in Tianjin, said that with the rapid recovery of China's cruise industry, the demand from foreign tourists to visit China's scenic spots and historic sites is growing.

"The immigration authorities are working with the cruise line and the port company to streamline passenger clearance procedures and let them have more time to travel in China," said Bi.

Since China's Ministry of Transport announced the full resumption of international cruise ship transport to and from ports in the country in September 2023, some international cruise companies have expressed their confidence in the Chinese cruise market.

On March 10 and 11, about 2,000 tourists and staff members aboard the Zuiderdam cruise ship operated by the Holland America Line visited the port city of Dalian in northeast China and Tianjin, respectively.

The Silver Shadow cruise ship, operated by Royal Caribbean Group, docked in Shanghai on Sunday. It was the ship's first visit to Shanghai in the past five years, according to the company.

About 300 tourists on board visited Shanghai's famous tourist attractions, including the Oriental Pearl, the Bund, and the Yuyuan Garden.

"We always stick to the Chinese market, and we are committed to creating value for Chinese consumers, society and economic development and inbound and outbound travel. We have full confidence in the resilience of the Chinese economy," said Liu Zinan, chairman of Royal Caribbean Cruises, Asia.

Moreover, Royal Caribbean International announced its new China route deployment plan in March, with two cruises deployed in ports in Shanghai, Tianjin and Hong Kong. The plan's sailing time frame ranges from February 2025 to April 2026.

"In terms of the number of cruise ships, the Chinese cruise industry is experiencing significant growth in 2024," said Ye Xinliang, deputy dean of the School of Management of Shanghai University of Engineering Science.

As the largest cruise home port in north China, Tianjin International Cruise Home Port has welcomed 22 cruise ships and seen 68,000 tourist visits so far this year, according to Dong Zichen, deputy general manager of Tianjin International Cruise Home Port Co., Ltd.

"We are quite optimistic about the recovery of the cruise tourism industry in Tianjin," Dong said, adding that Tianjin International Cruise Home Port is estimated to receive 100 cruise ships and 300,000 inbound and outbound tourist visits this year. ■