tourism of china

20 Top First China Trip Tips — Know Before You Go

Planning a trip to China? China is a fascinating country, but very different, so we've listed some tips to help you get started and avoid problems, which link in with our wealth of knowledge on touring China.

1. Think what to pack for China early.

Essentials include passport (and visa), enough money (or a card to withdraw it), enough of the right clothes (check out the weather ), and any medication you need (you may need a translated doctor's note to get it through customs). Smartphones are a handy spacesaver, especially if equipped with a VPN (see next tip). You may also need an adapter for any electronics you bring as China uses 2 or 3 thin-pin sockets at 220V. See more on how to pack for China .

2. Get a VPN.

Many websites such as Facebook, Google, and Instagram are blocked here in China. Some applications on your smart devices and access to emails may require a VPN connection to work so it is highly recommended to get one. See our list of the best China VPN recommendations for paid and unpaid subscriptions.

3. Be wise to the pollution issues.

The government has been working on reducing air pollution here in China, particularly in the main tourist cities, and it is usually better than the media would lead you to expect. On some days, however, the pollution in cities like Beijing may still affect your experience, especially if you have a respiratory condition.

Beyond wearing a dust mask like the locals, consider traveling in spring or when the pollution is least, and out-of-the-city activities.

You may also be interested in China's Five Best Cities for Air Quality .

Discover real reviews of Highlights Travel Family 's best-rated service across trusted platforms.

4. Spring and autumn are the best times to come.

Whether you enjoy a winter wonderland or the warm sun shining on your skin, China has the perfect destination for you. For the most comfortable weather, consider coming in spring or fall. Spring is a great time as China is fresh and flowering, while autumn has drier weather than spring as well as moderate temperatures. Check out the best times to visit China .

Recommended tours :

• Classic Wonders (11-day) — the highlights in Beijing, Xi'an, Guilin, and Shanghai
• The Golden Triangle (8-day) — just the big three: similar to the above, without Guilin

5. But watch out for public and school holidays.

Holidays are great. They put everyone in a joyous mood. Watch out though! Chinese locals usually travel during these periods. Travel costs (hotels, flights…) usually skyrocket during this period. Generally, try to avoid festivals too, unless you want to experience them! Find out more about the busy periods to avoid in China .

Recommended tour :

• 13-Day A Broad Taste of China (Beijing – Xi'an – Chengdu – Guilin – Hong Kong )
• 11-Day Classic Wonders (Beijing – Xi'an – Guilin/Yangshuo – Shanghai )

6. High-speed rail is better than flying for some journeys.

Long bus rides are no more comfortable in China than elsewhere, but China's swish new high-speed trains give you excellent intercity options. They may even be faster than travelling via plane as stations may be closer to the city centers than airports.

7. And private transport is the most hassle-free way to explore China's destinations.

Metros, taxis, and buses are a cheap way to experience local life and to get around easily, but the language barrier and lack of familiarity with an area may mean you're expending more time than you would like. Avoid unlicensed taxi drivers who may charge ridiculous fees or operate other scams.

Our private transport service (transfers or as part of our tours) is the most convenient and reliable way to get from place to place locally. See our transportation guide to review your options for getting around China.

Recommended tour : 13-Day China Essence and Panda Tour (Beijing – Xi'an – Chengdu –Yangtze Cruise – Shanghai)

8. But watch out on the sidewalk.

Sometimes cars and motorbikes etc. are parked on the sidewalks. While walking on them, be careful of vehicles zooming past without warning. Sometimes they can drive really close to you and that is alright to them, but may cause an accident if your movements are not what they expect. Just be on the lookout and learn how to cross roads safely in China .

9. Bearing in mind close personal contact follows different rules.

Unlike in Western countries, China is more conservative with physical touch. Usually a verbal greeting would suffice and public affection is seldom shown. Personal space, however, might be a rarity. On public transport, the locals will push and shove for spaces. When queuing up, it is common to see locals cutting lines.

To better understand this and other cultural differences that you might struggle with, see How to Deal with Culture Shock in China .

10. Learn a few phrases of Mandarin.

Learning a few phrases of the local language would further enhance your experience in China. Simple phrases can be easily picked up and used everywhere. Top marks if you can bargain in Mandarin! Everyone loves a foreigner who speaks the local language, so check out these essential phrases and start practicing!

11. And do not be offended by the locals.

The locals are friendly and like to share. In some parts of China, many of them are not used to seeing foreigners on a daily basis. Do not be taken aback if they stare and spit, or ask for photos with you, or ask a lot of personal questions. Here is some more detailed advice on how to how to communicate with the locals in China .

12. Don't offend them either… Be respectful.

Everywhere you go in China, locals will be talking loudly and constantly shouting. In temples, however, shouting and talking loudly are frowned upon. Do not touch or point at the statues of deities. Show respect to monks and nuns by not taking photos without permission. Here are some more things not to do in China .

Avoid politics and religion in conversations generally, and abide by the laws and rules of the land. You may be interested in A Traveler's Guide to Chinese Law .

13. Try the local food.

China is not only known for beautiful scenery and kungfu, but also its food. Different provinces provide their own unique touch to their food. There are plenty of local classics that are available everywhere. Find out about some local delights that might entice your taste buds .

Recommdended Tour :

• 9-Day Beijing ,Xian and Shanghai Tour - China Family Classic Tour
• 13-Day Private Tour: Beijing – Xi'an – Chengdu – Guilin – Hong Kong - A Broad Taste of China

14. But practice using chopsticks first.

The use of chopsticks is a symbol of Chinese culture. Never, never stick a pair of chopsticks vertically into a bowl of rice. This symbolizes joss sticks at a funeral and it is frowned upon. In addition to that, do not "stab" food by using chopsticks like a fork. Find out more about chopsticks and how to use chopsticks properly . An alternative is to bring your own cutlery.

15. And you'll find toilets are slightly more interesting!

It is important to know that many public bathrooms here do not provide toilet paper or paper towels or soap. Always leave your accommodation with toilet paper, and you may want to carry hand sanitizer too. The public restrooms are mostly squat toilets. It is part of the Chinese experience to use a toilet here. Here is all you need to know about toilets in China .

16. There is no need to tip.

It is not customary to tip in Chinese Mainland, and tips are likely to be awkwardly refused. Conversely tipping in Hong Kong and Macau is common and much appreciated. Only at some of the most classy and international establishments in larger cities on the Chinese mainland, small tips can be given to show appreciation for good service.

For tour guides, only tip if the service is good and has satisfied you.

Here is a guide to how to tip in China .

17. But you should bring gifts when visiting.

Chinese people are great at hosting and would gladly host you. Locals would always to whip a scrumptious meal that is an experience to behold. If you visit a Chinese family, do not forget to bring gifts. The Chinese believe mutual gifting is a sign of respect.

18. Avoid tourist traps.

If it seems too good to be true, it probably is a fake or worse in China. The most common scams include overpriced taxis, services, merchandise... Counterfeit notes are also a fairly common scam. When buying souvenirs, always bargain to get the best price. See our comprehensive guide to common tourist traps in China and how to avoid them .

19. Avoid budget tour groups.

In order to save costs and maximize profits, budget tour groups are generally large, noisy, and very rushed, with lots of time-wasting lining up, and getting on and off buses for commission shop stops. Avoid this option if you want a more fulfilling and authentic experience.

See more on China Group Tours vs Private China Tours: 7 Key Differences .

20. And choose a good guide and tour operator.

Guides can make or break a trip. In order to ensure the best experience for you, China Highlights select and train the best local guides available. On our personalized tours, you are the main focus. Your experience is vital to us. We will tailor your itinerary to what you want. Make sure you know how to make the most out of your China tour guide .

Let Us Help You Enjoy a More Care-Free China Tour

Some of the biggest problems with arranging a China trip are the language barrier, China's general complexity, and the difficulty of booking everything efficiently, before you even consider getting off the beaten path. Why struggle when there are companies who can do the work for you?

To make your first trip to China a great one, contact us. We're here to help you tour China your way. 10,000+ people a year use our tailor-made China tour service. Whatever your interests, we can arrange experiences that will bring your China curiosity to life.

Most Recommended First China Trip Itineraries:

• The Golden Triangle — an 8-Day Beijing, Xi'an, and Shanghai tour — the three major tourist cities of China
• Classic Wonders — an 11-Day Beijing, Xi'an, Guilin, and Shanghai tour — the most popular destinations in China
• Check out more of our Top 10 China Tour Itineraries based on bookings and feedback.

Or contact us and we'll design a custom tour for you.

Get Inspired with Some Popular Itineraries

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China and beyond

15 Top-Rated Tourist Attractions in China

Written by Bryan Dearsley Updated Jan 24, 2024

Ever since the world first discovered China through the writings of adventurer Marco Polo more than 700 years ago, this large Asian country has come to be regarded as the embodiment of all that is mysterious and exotic. Even now, after decades of economic growth, this vast country has lost none of its fascination. Indeed, the contrast between China's ancient customs and the new ultra-modern state that is developing has only increased the fascination with a culture that dates back many millennia.

It's a culture that is much celebrated by the Chinese themselves, as evidenced by the preservation of such important historic sites as the Forbidden City and the Summer Palace in Beijing, each recalling the days of China's emperors. And then, of course, there's the famous Great Wall, winding for 6,700 kilometers all the way from the Yellow Sea to Central Asia, while its countless shrines exude the spirit of age-old Eastern religions.

Thanks to its size, China as a tourist destination offers limitless scope for exploration. Whether you choose to travel aboard a luxury cruise ship through the picturesque Yangtze Gorges, visit a bustling city, or seek out the tranquillity of an ancient temple, this country is full of incredible experiences and sightseeing possibilities.

Discover fascinating, unusual, and adventurous things to do with our list of the top tourist attractions in China.

1. The Great Wall of China

2. the forbidden city & the imperial palace, beijing, 3. the terracotta army, xi'an, 4. the summer palace, beijing, 5. cruising the li river, guilin, 6. chengdu research base of giant panda breeding, sichuan, 7. the yangtze river and the three gorges, 8. the classical gardens of suzhou, jiangsu, 9. the potala palace, tibet, 10. shanghai's promenade: the bund, 11. hangzhou's historic west lake, 12. the mausoleum of light: the northern imperial tomb, shenyang, 13. leshan giant buddha, sichuan, 14. the hong kong skyline, 15. zhangjiajie national forest park, hunan.

"Nobody can be a true hero unless he has been on the Great Wall" goes the popular Chinese saying, one that clearly demonstrates the importance placed upon this unique ancient monument.

Known in Chinese as 'Changcheng', or the Long Wall, the magnificent Great Wall of China stretches more than 6,000 kilometers from the fortresses of Shanhaiguan in the east all the way to Jiayuguan in the west. Along the way, it passes through Hebei, Tientsin, and Beijing , where the best-preserved sections of the wall can be visited, as well as Inner Mongolia, Ningxia, and Gansu.

Averaging six to eight meters in height but rising as high as 16 meters and wide enough in places for five horses or 10 men to pass, the wall boasts numerous battlements and watchtowers. Some of the wall's oldest fortifications date back as far as the 7th century BC, with the best-known areas added around 210 BC when its various sections were joined together.

Today, the most visited section of the wall is near Badaling Pass northwest of Beijing, easily reached by public transport or organized tours. Other restored sections worth a visit include the section near Gubeikou , 130 kilometers from Beijing; and in Mutianyu , just 70 kilometers northeast of Beijing.

Location: Huairou District, China

China's largest and most important building, also known as the Imperial Palace, is situated in the very heart of Beijing and is a must-see when visiting the country. Started during the Yuan Dynasty between 1271and 1368, much of the complex seen today was built between 1406 and 1420.

Really many splendid palaces in one, this sprawling complex was the residence of 24 Ming and Qing Emperors whose presence forbade the entry of anyone other than the imperial family and their courtesans. Covering some 720,000 square meters and protected by a 10-meter-high wall with watchtowers and a wide moat, this massive complex consists of areas set aside for ceremonial and administrative purposes, as well as a private residence used by the emperor.

While it can take many hours to see everything, highlights include the five white marble Golden River Bridges; the Hall of Supreme Harmony, a 35-meter-tall building housing the imperial throne; and the exquisite emperor's banquet hall (the Hall of Preserving Harmony).

The Palace Museum with its large collection of art and artifacts from the Ming and Qing dynasties is another must-see.

Spread across an area of more than 720,000 square meters, this impressive nearly 100-year-old museum contains historic buildings that themselves date back to the early 1400s . It takes a lot of time to explore, so be prepared to spend at least a day here. If you can, do a little advance research using the museum's official English-language website to pre-plan the exhibits you're most interested in visiting.

Highlights include fine examples of paintings and ceramics. The museum also houses the country's vast collection of important works of art made from jade and bronze. English language museum tours are available.

Other important attractions in the vicinity of the Imperial Palace include the famous Tiananmen Square , and the Temple of Heaven . One of the country's most important religious sites,this impressive temple dates back to the 15th century.

Address: 4 Jingshan Front St, Dongcheng, Beijing, China

It was while digging wells on the outskirts of Xi'an in the 1970s that farmers stumbled across what was to be China's most important archeological find: the Terracotta Army.

Distributed over three large underground pits and built to guard the First Emperor's tomb, the find included more than 8,000 life-size warriors, some 520 horses, and more than 100 chariots, along with numerous other non-military characters dating from around 280 BC. Although some were severely damaged due to the passing of time, many of the statues unearthed have been painstakingly re-assembled and stand as a testament to the importance bestowed upon the emperor and the afterlife.

This remarkable find is part of Emperor Qin Shi Huang's Mausoleum Site Park and is one of China's most important tourist destinations. It offers the unforgettable experience of standing in front of this assembly of soldiers and horses as if inspecting a centuries-old parade. English-language guided tours are available.

Address: Lintong District, Xi'an, Shaanxi, China

An easy 15-kilometer commute from Beijing, the sumptuous Imperial Summer Palace (Yíhé Yuán) is set amid more than 700 acres of beautiful parkland and is one of China's most visited attractions. While the palace itself was built in 1153, its large lake was added in the 14th century to enhance the Imperial Gardens .

Highlights include the magnificent Hall of Benevolence and Longevity (Renshou Dian), with its throne; and the beautiful Great Theatre, a private three-story structure built in 1891 to satisfy the imperial family's love of opera. This historic venue is still used for performances of traditional Chinese plays and musical events and is worth a visit for a performance or show.

Other highlights include the Hall of Happiness and Longevity (Le Shou Tang Hall) with its lovely gardens and courtyards, as well as many miles of picturesque pathways and walking trails.

If time allows, try to also take in the ruins of the Old Summer Palace in Yuanmingyuan Park. Said to have once been one of the country's most elaborate and architecturally attractive palaces, this once impressive structure was destroyed by colonial forces in the mid-1800s.

Address: 19 Xinjiangongmen Rd, Haidian District, China

The town of Guilin in the northeast corner of Guangxi boasts some of China's most beautiful countryside. It's famous for the Li River which meanders through the town and surrounding karst mountains.

While for hundreds of years this unique scenery has attracted poets and artists and has been the subject of countless fairy tales and legends, these days, it's popular with tourists from around the world wanting to see this natural splendor up close.

The best way to enjoy the area is to take a cruise along the Li River . The most popular stretch is from Guilin to Yangshuo, where the river winds peacefully through some 80 kilometers of remarkable rock formations and caves with romantic names such as the Mount of Unique Beauty , Elephant Trunk Hill, and Reed Flute Cave .

You can choose from a tourist cruise ship to small bamboo punts, and depending upon the type of boat used, trips can take anywhere from a few hours to multiple days.

No visit to China would be complete without at least one panda experience. While the country's top zoos boast many fine specimens of these fascinating creatures, the best place to see them in a close approximation to their natural habitat is at the excellent Research Base of Giant Panda Breeding in Chengdu in the province of Sichuan.

Here, you'll have the chance to watch as many as 80 pandas go about their daily routines, from foraging to playing in the facility's large park-like setting. In addition to viewing these splendid animals up close, you'll learn a great deal about them from the many permanent exhibits and displays detailing ongoing conservation efforts to safeguard their future.

If possible, try to time your visit for the morning feeding sessions. Not only are the pandas at their most active, it's also when you'll get some memorable photos. Better still, sign up for one of the unique experiential volunteer programs that will have you involved in the feeding and care of these cuddly creatures - and possibly even holding a baby panda. English language tours are available.

Address: 1375 Xiongmao Ave, Chenghua District, Chengdu, Sichuan, China

• Read More: Top Tourist Attractions in Chengdu & Easy Day Trips

Known in China as Chang Jiang ("Long River"), the mighty Yangtze River extends more than 6,000 kilometers, making it the longest and most important river in China. It also has the distinction of being the third longest in the world after the Amazon and the Nile.

Flowing from Tibet in the west to Shanghai in the east through eight provinces, the Yangtze has, for more than 2,000 years, been China's major transportation route as some 2,700 kilometers are navigable. Its vast catchment area, with its 700 tributaries, covers about one-fifth of the total area of the country and encompasses a quarter of the country's agricultural land.

While its immense length ensures the river can be visited at numerous points in China, by far the most popular for tourists is the beautiful Three Gorges. Named Qutang, Wu, and Xiling, they cover a 200-kilometer stretch between the towns of Fengjie and Yichang. In places a mix of raging torrents and dangerous shallows, here the river winds its way through the gorges and their rugged cliffs and high mountain peaks in a stretch of scenery as dramatic as the Grand Canyon.

Numerous sightseeing options are available, from luxurious riverboat cruises focusing on the region's many historical attractions and places of scenic beauty to challenging adventure tours along the most dramatic sections of the river.

Considered one of the world's most important historic gardens and designated a UNESCO World Heritage Site, the Classical Gardens of Suzhou should rank highly on your China travel itinerary. Located in the historic city of Suzhou in Jiangsu province, these magnificent gardens were established in the 11th century, at a time when the city was experiencing unprecedented growth, and were among some 270 or more gardens planted here.

Of the surviving restored gardens, the most famous is the delightful Garden of Lingering . This seven-acre garden was laid out in 1800 on the site of a park originally created during the Ming Dynasty. One of the most famous garden complexes in China, it boasts a pool, several attractive buildings, a man-made hill, a grove of peach trees, and a lovely covered pathway on the walls of which hang more than three hundred stone tablets engraved with old Chinese characters.

Also worth visiting is the Garden of the Cang Lang Ting Pavilion . This two-acre garden offers many unique features, including a double arcade connecting the inner and outer sections.

Address: 178 Dongbei St, Gusu District, Suzhou, Jiangsu, China

Another of China's most recognizable historic structures is the magnificent Potala Palace in the town of Lhasa, Tibet. Constructed as a fortress and residence for the Dalai Lama, it was for centuries a center of political and religious power and contains many of the religion's most important treasures.

The first of the two Potala Palaces, the Red Palace , was built in the 17th century and contains the complex's most important shrines. These are found in the Enthronement Hall, the walls of which are covered with murals depicting scenes from the lives of the Dalai Lamas and the Tibetan kings. Other highlights of the Red Palace are its many vast halls devoted to the religion's teachings and the elaborate tombs, known as "stupas," of a number of Dalai Lamas.

The equally impressive White Palace was completed in 1648 and includes the sleeping quarters, studies, and reception rooms, most untouched since 1959 when the Dalai Lama fled Tibet. While in Lhasa, be sure to visit the superb Jewel Gardens . Part of the Dalai Lama's summer residence, these 90-acre gardens were first started in the 1840s and encompass everything from grand palaces and pavilions to pleasant lakes.

Address: 35 Central Beijing Road, Lhasa, Tibet, China

A remarkable act of smart city planning and preservation can be seen in Shanghai's splendid riverside promenade, the Zhongshan Lu, perhaps better known as the Bund (Wàitan). As you stroll this wide pedestrian zone along the Huangpu Jiang River, you'll almost forget you're bang-smack in the middle of China's largest city (Shanghai's population exceeds 24 million people).

Famous for its European feel, a fact owed to the district's past as the location of the city's International Settlement, the Bund is popular for its 52 preserved English- and French-influenced buildings, many now restaurants, cafés, stores, and art galleries. Representing a variety of influences from Gothic to Renaissance styles including a number of Art Deco buildings, the architecture includes highlights such as the old harbor customs office, with its bell tower, and the majestic Peace Hotel.

For the best views of the Bund, visit the 468-meter Oriental Pearl Tower on the opposite bank of the Huangpu Jiang River. If time allows, be sure to also visit the Yu Garden. Known affectionately as the "Garden of Happiness," this must-see garden can trace its roots back to 1559 when it was laid out. Many of the original structures survive to this day.

Address: Zhongshan East 1st Rd, Wai Tan, Huangpu, Shanghai, China

• Read More: Top Tourist Attractions in Shanghai & Easy Day Trips

Few cities in China can boast quite the same concentration of splendid historic sites and ancient temples as the city of Hangzhou (Hangchow). Capital of Zhejiang province and located at the southernmost end of China's famous Grand Canal , much of this rich collection is gathered around lovely West Lake, a six-kilometer-square stretch of water in the heart of the old city which is surrounded by numerous hills, pagodas, and temples.

Divided into five distinct sections by man-made causeways dating back as far as the 11th century, it's a marvelous area to explore on foot as you cross from one stretch of water to the next, only to be met with another cluster of fine old buildings. It's particularly pleasant in spring when its many peach trees are blossoming.

Part of the fun is lingering on the lake's many fine old bridges, one of the best being the Broken Bridge (Duanqiao) linking the Baidi Causeway with the shore, and exploring Little Paradise Island with its four mini-lakes linked by the zigzagging Bridge of the Nine Arches .

Be sure to hop aboard one of the many tour boats and small pleasure craft available to whisk you around the lake. And if time permits, stick around for the fun musical fountain show held each evening.

• Read More: Top-Rated Tourist Attractions in Hangzhou

In China's mountainous northeastern region is the old city of Shenyang. This important center for trade and culture is home to the Mausoleum of Light (Zhaoling), also known as the Northern Imperial Tomb.

One of northeastern China's most important historic sites, it's included on the UNESCO World Heritage Site's list of Imperial Tombs of the Ming and Qing Dynasties and is noted for its unique architectural style: a combination of traditionally arranged Chinese burial sites and castle-like buildings of the early Qing period.

Buried here in a vast site covering more than 180,000 square meters that took eight years to complete is Emperor Huang Taiji, who reigned from 1626-35. The site is notable for its 'Path of Souls', a laneway lined with stone columns and sculptures of the emperor's favorite horses.

Another important site is the imposing Imperial Palace dating from the early Qing era, the second largest completely preserved palace complex in China after the Imperial Palace in Beijing. The complex served as a residence for the first Qing Emperors and includes several splendid courtyards around which are grouped numerous buildings, including the Hall of Exalted Government (Chongzheng Dian) housing the imperial throne.

Location: Huanggu District, Shenyang, China

" The mountain is a Buddha and the Buddha is a mountain. " So goes the famous Chinese saying, one that's attributed to the spectacular 71-meter-tall Leshan Giant Buddha. And it certainly makes sense as you stand at its feet as the colossal statue towers high above you.

Started in AD 713 by a Buddhist monk and completed 90 years later, this important religious icon is carved entirely from a stone cliff face and is the largest Buddha sculpture in the world. Representing the Buddha Maitreya, the statue is even more dramatic given its location overlooking the river that it was designed to appease which had often proven treacherous for shipping.

Designated a UNESCO World Heritage Site, the Giant Buddha continues to draw huge numbers of pilgrims from across the globe and is widely regarded as one of China's must-visit attractions. Easily accessible from the city of Chengdu , the Leshan Giant Buddha can be reached by a fun ferry trip from the public docks in Leshan. The scenic park in which the Buddha is set is also worth exploring, so be sure to allocate sufficient time to your itinerary.

Address: 2345 Lingyun Rd, Shizhong District, Leshan, Leshan, Sichuan, China

Widely considered one of the world's most dramatic city skylines - as much a result of its having one of the highest concentrations of skyscrapers as it is the presence of the tall hills that frame them - Hong Kong has for decades been the bustling capital of finance and commerce in this part of the Pacific. And it's a cityscape that can be enjoyed from a number of different vantages.

One of the best views is from Victoria Peak on Hong Kong Island, where the skyscrapers frame the city's huge harbor, a special treat after nightfall. Equally stunning is the view from Victoria Harbour itself. Here, you can also take one of Hong Kong's famous ferries. Operated by the Star Ferry company, you can hop aboard and head to various points to wander and explore, such as Kowloon. Or you can simply stay on board and enjoy the views.

If possible, try to time your trip to coincide with the nightly laser extravaganza, a stunning 360-degree laser-light show that uses the harbor's skyscrapers as a magical backdrop. For the best views, try to catch the show from the Kowloon side of Victoria Harbour.

Traveling with family? If so, you'll want to include Hong Kong Disneyland on your travel itinerary. China's first Disney theme park opened in 2005 and while visitors will notice many of the same rides as in the brand's other properties, careful attention was paid to China's cultural heritage. A highlight for fans of Disney's animated movies is the new in 2023 World of Frozen , while 2024 will see the opening of Stark Expo , an area dedicated to the characters of the Marvel universe.

• Read More: Top-Rated Tourist Attractions in Hong Kong

When you first set eyes on Zhangjiajie National Forest Park in Hunan province, it's certainly not difficult to see how filmmaker James Cameron was able to draw inspiration from it.

Cameron's box office hit Avatar , could well have been set in this area of stunning natural beauty, its many unique pillar-like rock formations looking like some incredible alien landscape right out of a sci-fi movie. One of the tallest pillars, standing at an impressive 1,080 meters, has been renamed "Avatar Hallelujah Mountain."

This is one of the lesser-known places to visit in China, but it's well worth the effort to get here. In addition to its many natural wonders, which can best be explored as part of an organized tour, the park boasts a number of new man-made attractions. The first to be built was the Bailong Elevator, aka the "Hundred Dragons Sky Lift." Elevating groups of up to 50 people 326 meters skyward in under two minutes, it's an impressive structure and one that offers dramatic views all the way.

Also notable is the Zhangjiajie Grand Canyon Glass Bridge. Opened in 2016, it's heralded as the world's highest and tallest pedestrian bridge. Standing 300 meters above the ground and extending 430 meters along a spectacular cliff face, it's an attraction that's definitely not recommended for the faint of heart but one of the best things to do if you are looking to add a little adventure to your day.

Location: Wulingyuan District, Zhangjiajie, Hunan, China

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China Tourism: Get Known To Unknown Side Of The Asian Giant

The name that the Chinese use since ancient times to denominate China is Zhong Guo, which means " Country of the Center ." That show, the exaltation of the homeland as the navel of the world, already denotes the tenacious and closed character of the dynasties that governed the Asian giant.

A Little About China Inhabitants

One of the first land to be trodden down by a human foot is China and also of those that were soon the cradle of a developed culture.

From those times of incipient social organization to the present day several millennia have passed, many things have changed, including the physical aspect of the country.  Generations of Chinese have changed. New philosophical ideas have surpassed previous ones. Powerful emperors have dethroned their predecessors. But as something unrepeatable, the Chinese people have remained unalterably faithful to an idea of ​​life that goes beyond historical and philosophical concepts.

Like a fatality or a design, it is this idea of ​​fidelity to the country that has led them to remain to cling to their territory, overcoming wars, ruthless rulers and natural disasters. Locked in themselves like a turtle when it takes refuge in its shell they have waited for better times to be reborn with renewed strength and an unstoppable impulse.

Precisely the idea that has marked them has always been difficult to interpret from the point of view of the logic that the Westerners use . Perhaps the mystery and fascination that we feel emanate from China lie in the conceptual differences that separate our cultures.

Why China is a Center of Attraction For Travelers and Tourism Companies?

The first factor that affects to turn China into a pole of attraction for tourism is the vastness of the territory, about twenty times the land of Germany, which allows treasuring a great landscape and climatic diversity. Another element that invites to Discover China Tourism is that of having lived closed in itself during centuries, when it was the most refined and inventive civilization of the planet, leaving a rich cultural and historical heritage.

As the land of China has a strong unfolded history and the land is full of historic places; tourism itself flourished here once the world started to know a little about China and its people. On the other hand, the prospered culture and modern facilities in China boosted the tourism platforms to work energetically. 

The inducement for China Tourism is countless, ranging from places as outstanding for their originality as the Great Wall or the Forbidden City to other attractions such as the Silk Road. 

In any corner of China, you will find places whose name in itself evokes mystery, exoticism or a deep historical burden. Just by naming Tibet, Shanghai , Gobi, Yangtze or Yellow River , opens a fascinating world in the subconscious, stored in the mind since the time of our youth readings.

Another appealing factor of which bought China tourism into the limelight is the commercial mindset of its governing bodies. In the past few decades, China became a hub of commercial and trade activities. From the production of small household items to mega machines and robots, China produces and export everything to the rest of the world. As the companies reach China for commercial purposes, the common people came to know that the land of China is full of potential.

Facts For Tourism in China 

China also imports a lot of goods from the world`s popular brands. So the shopping experience in China has its own new level. From popular brands to locally made products, everything is easily available in China. This quality of China makes it a wow place to the  traveler for shopping , and tourism both the purposes.

The modern day lifestyle and facilities also helped the local operators to spend their tourism businesses and later on the international tourism platforms also added China to the top business and holiday destination . Spas, beauty salons, fashion services, pubs, bars, casinos, everything you expect from big cities like New York or London is present here in China too.

The easy accessibility of transportation in China also allows travelers and tourism companies to design travel packages including multiple cities at a time. Most tourism companies add 5 to 8 cities in a ten days plan at very minimum prices. The travel cost cut down as they China train service and China local bus service do not charge. So a multiple city plan is not only cost efficient but ten times more enjoying as compared to tourism plans in any other country.

China is also known for various art forms including Martial art. Some of the art forms of China are popular around the world but not taught in other countries. The local art of China is unique, inbound marvelous and something to die for.

China food variations and serving styles are another reason for tourism popularity. Around the globe, China tourism is known as food trips and a chance to enjoy various cuisines not only from China but also from other parts of the world.

A Great Chance To Meet Various China Tribes and Their Cultures

The province of Yunnan has hardly any notable monuments, its geography is rugged, transport is difficult and slow and the hotel structure is Spartan. But the treasure the particular province of China hides is extraordinary and well worth a trip. There are 23 different ethnic minorities divided between jungles and mountains, each of which maintains its language, manner of dress and traditions.

​Discover China suggests focusing on three areas: Lijiang, Dali, and Jinghong. Lijiang is a village of serene beauty, located at the foot of the Tibetan mountain ranges and which has deserved the honor of entering the UNESCO World Heritage .

This is where the Naxi minority lives, which maintains a matriarchal social structure. The population of Dali is located on the shores of Lake Erhai, it is the main center of the Bai ethnic group. This social group survives thanks to fishing, which continues to practice with ancient arts, including that which uses cormorants.

Jinghong is the capital of the prefecture Xishuangbanna, located on the banks of the Lancang River (Mekong). Dai is the inhabitants of the region, divided into several subgroups. One of the curiosities of the ethnic group is the hats that women use.

In China, there are five sacred mountains  each of which is a place of worship and pilgrimage for Buddhists and Taoists. It is curious, but the tourist offer forgets these mountains, perhaps because they are difficult to access and force the visitor an enormous physical effort. A unique experience in China Tourism is to join the Chinese groups that flock to these places and with patience go ascending the thousands of steps carved in the rock of the mountains.

Each mountain represents one of the four cardinal points (the central point is the fifth point). They are located in exceptionally beautiful landscapes. Many temples are scattered on the slopes and everywhere we find religious and philosophical symbolism. The five mountains are: Taishan, represents the east; Huashan is the west; Hengshan (Shanxi province) is the northern point; Hengshan (province Hunan) as the south cardinal point and Zhongshan the center.

These mountains are not only visited for their religious value but also for their tremendous beauty. People often that China is among the most naturally blessed countries and these mountain ranges are one of these blessings. China people have worked to keep the cultural and religious values of these places alive.

In Lhasa, the capital of Tibet, are some of the most impressive religious buildings that Lamaist Buddhism has built. These places are always full of pilgrims and tourists. To contemplate them from a solitary location there is a possibility that requires a little effort. It is a matter of climbing up the hill of Medicine (easily recognizable by a large antenna at its top).

The ascent is short but hard since the lack of oxygen makes the walker suffer (you are almost 4000 meters high). On the way up you will pass through the remains of the old medicine academy (hence the name of the hill), which was destroyed during the Cultural Revolution. Once you reach the top you will enjoy the best view of the Potala Palace and the rest of the city. In fact, from here it is from where better photos have been taken of the great palace. Because of its orientation, the best time to climb to the summit is at dusk.

Top Scenic Attractions of China

Where people find unlimited spots to explore culture and history, the land also has dozens of scenic areas. The beauty of the region is extraordinary and the list of naturally beautiful areas is very long. Hunan province is on the top list of all travelers who wish to spend time at lush green mountains.

Huanglong Pools are located in the northwest part of Sichuan, near Chengdu city in China. These natural pools are popular for their magnificence and colorful looks. The water and the surroundings are like a watercolor painting by a fine artist.

Detian Falls often known as Ban Gioc Dutchmen falls is an international border between Vietnam and China. Just like ordinary borders between countries it doesn’t have army forts. In fact, it is a very beautiful waterfall on the Quây Sơn River. The natural folds of the mountain and lush green surrounding add a splendid beauty to this spot and a new life to the land of China.

Tianzi Mountains are one of their very own kinds. The site is not only exceptional for China people but also for the traveler who has visited a lot many countries in the world. They are not typical horizontal peaks but huge vertical posts that look like natural pillars holding the sky. The top view of their mountains is very impressive and inimitable. During foggy weather, it presents a very mysterious look, something standing high either to support the sky or to hold the land in its place. It is one of the most loved tourist spots in China .

Qingdao Lake is located in Zhejiang province, China. It is a human-made freshwater lake with multiple mini islands. The cruise trip of this lake is a very soothing activity to refresh your mind and soul. It is also known as Thousand Islands Lake of  Chun'an County. The tourism companies especially add this particular site in their packages because of its unmatched beauty.

Red Beach at Dawa County, Panjin is the world’s biggest wetland as well as the world’s biggest reed marsh. As clear from its name it is red in color and looks very stunning. The view is not only unique but very mesmerizing too. The Suaeda salsa plants which belong to the Chenopodiaceae family have given the lake a very beautiful red hue. China has a lot more of such kind of places where nature promises its glory in a way that human becomes speechless.

The whole Libo County in China is magical and very very beautiful. The natural forest, crystal clear water streams, dancing lakes, mysterious caves, and a fantastic waterfall –there is a lot more to see here. Everything looks like a piece of heaven and once a traveler visits this place they never forget the grandeur of it.

Yangtze River stretches from a glacier on the border of Tibet to Shanghai. It is Asia`s longest river that flows entirely within one country. The drop-shaped look of the river is very attractive and the cherry on the top, the mini cruise takes travelers to from one end to another. China tourism plans are incomplete without the Yangtze River.

The Abandoned village at Goqui Island is another totally unique place to  visit in China . It is a small abandoned village of fishermen where all the structures are covered with lush green small plants. It looks like the whole island is wrapped in a green blanket.

As mentioned earlier the list of scenic places is very very long. Travelers can also add Canola Flower Fields, Yuanyang Rice Terraces, Jiu Zhai Gou Valley, Dushanzi Grand Canyon, Crescent lake of Dunhuang, Qiongkushitai Village, Li River, The Great Wall of China and Yangshuo to their tour program. You call these places wonders of nature or mini-paradises on earth. As the China tourism industry is expanding day by day, a lot more picturesque spots are now coming to the list of travelers.

China Tourism Statistics (2019)

China Tourism data is gathered from reliable resources. 

*CNY (Chinese Yen)

let's have some questions related to tourism in China which most people search for. We have answered the most demanding questions in this article.

When Did China Allowed Tourism?

Tourism in China is an important industry. The amount of tourism has critically extended over the last few decades since the beginning of reform and opening. The appearance of a newly rich middle class and an easing of restrictions on movement by the Chinese authorities are both increasing the tourism of China. China has become one of the world's most-watched and hottest inbound and outbound tourist markets. According to Xinhuanet, the world is on the tip of a continuous flourishing of Chinese tourism.

Amid 1949 and 1974, the People's Republic was shut to all but particular foreign visitors. In the late 1970s, when Deng Xiaoping planned to encourage tourism dynamically as a resource of earning foreign exchange, China started to progress in its tourist industry.

How is Tourism in China?

China tourism has industrialized speedily in the past few decades, since the open policy had been applied in 1978. The magnificent historic architectures, the impressive sceneries, the welcoming people of China, all of these factors have made the tourism industry in China thrive in the past few decades. The development of a newly rich middle class and since there has been an ease on the restrictions by the Chinese authorities are both helping in increasing the travel industry in China. China has become one of the world's most visited and latest outbound tourist markets. There are 1349 intercontinental travel agencies which exist in China , and 248 of them are in Beijing, Shanghai, Tianjin and Chongqing-the four municipalities. The local and international passage also has greatly improved that it is now very easy for tourists to travel to China .

How many tourists visited China in 2018?

In the year of 2018, China’s arrival of the inbound tourists reached 141.2 million with an increase of 1.2% over the same period as compared to last year. The overnight tourists’ number was 62.9 million, which increased by 3.6% as compared to the year 2017.  

The top 10 china’s outbound tourism source cities in the year 2018 were Shanghai , Beijing , Guangzhou , Chengdu , Chongqing, Nanjing , Kunming, Wuhan , Xi’an and Hangzhou .

In 2018, 82% percent of the travelers of China guide’s visited Beijing during their trip to China. This is logical, as Beijing is generally thought out to be the main gateway to China, both geographically and traditionally, and is the home of the two of the most famous and well-known attractions that China has to offer. The forbidden city and The great wall of China. 

Being the financial capital of the country and another important country, Shanghai attracted 31% of the China guide’s travelers. Another famous destination was the ancient city of Xi'an, site of the world-famous Terracotta Army, which 27% of the travelers visited in 2018.

Guilin/Yangshuo, Hangzhou, Suzhou, Chengdu, and Zhangjiajie made up the second rank of popular destinations among foreign travelers to China. The Guilin /Yangshuo area is mostly renowned for its gorgeous natural landscape and scenery.

Is China a good tourist destination?

China is enormous . And it has diverse landscapes and cultures. CHINA is set to become the world's biggest travel destination by 2016 as it boosts travel controls and invests in a commercial airline, railways and infrastructure. The United Nations World Tourism Organization forecasts China will surpass France and the United States on its list of the destinations which obtain the most tourists every year. France had nearly 79 million arrivals of tourists in 2010, the US had nearly 61 million and China had nearly 56 million. But China is set to rise the ranks as explorers flight to historic sites such as the Great Wall of China and explore its varied culture and striking cooking offerings. Australian travel companies are being required to upsurge the amount of tours they offer to provide to the rising demand.

How much money does China get from tourism?

China’s tourism industry is booming. CHINA is prospering since it has invested in its roads and railways. Since China has opened its gateways to foreign travelers It has gained massive popularity. Since 2012, tourists from China have been the world's top financier in global tourism, leading global outbound travel. In 2016, the country accounted for 21% of the world's international tourism spending, or $261 billion. According to previous records China was the fourth most visited country in the world. But now it is all set to become the second most visited country in the world. 

In 2017, tourism contributed about CNY 8.77 trillion (USD 1.35 trillion), 11.04% of the GDP, and contributed direct and indirect employment of up to 28.25 million people. There were 139.48 million inbound trips and five billion domestic trips

How many tourists visit China annually?

As China’s tourism industry prospers, the country is dignified to become the world’s second largest travel and tourism economy after the United States by 2015. According to Xinhuanet, the world is on the tip of a constant Chinese tourism boom. As of 2015, China is the fourth most visited country in the world, after France, the United States, and Spain, with 56.9 million international tourists per year. Tourist Arrivals in China increased to 3054 Tens of Thousands in 2018 from 2917 Tens of Thousands in 2017 . Tourist Arrivals in China averaged 1198.26 Tens of Thousands from 1978 until 2018, reaching an all-time high of 3054 Tens of Thousands in 2018 and a record low of 22.96 Tens of Thousands in 1978.

What places are appealing in terms of tourists activities in China?

The number one reason beyond any doubt to visit China in Beijing . The heart of China. Both geologically and culturally. 

BEIJING, being the heart of China is one of the main attractionS of China. As:

• The great wall of China is the world's longest wall and greatest ancient architecture. Mutianyu is the most favorite section of foreigners.  
• The Forbidden City is China's best-preserved imperial palace and the world’s largest. It is the most historic and has the best archeological sites.  
• The Summer Palace is a lavish majestic garden, where the royals relaxed in the warmer months.  
• The Temple of Heaven was where emperors prayed for good crops. Now locals do morning exercises there.

XI’AN (A window of China's ancient civilization)

The second most famous of China's ancient capitals, Xi'an , was the first capital of a united China in 221 BC, and capital for much of the next era. Xi'an is gifted with a great number of valuable remnants and ancient sites.

The main attractions of Xi’an are:

The Terracotta Army is part of the world's largest imperial tomb complex, which dates back to 206 BC.

The Ancient City Wall is the world’s largest city fortification from the 14th century. Walk or cycle the 22-km (14-mile) loop.

Big Wild Goose Pagoda is the library and most prominent building of one of the oldest Buddhist temples in China.

The Muslim Quarter is a must-visit if you’d like to try some local snacks and experience China’s Muslim culture.

SHANGHAI (China’s largest city) 

Being the richest country and the largest country, Shanghai is one of the most leading economic and business cities, Shanghai is also number one in its modernity by its ambitious skyline. The best attractions in Shanghai are:

  The Bund is a worthy walk by day or night. See the expatriate architecture one side and overwhelming skyline the other.

 Yu Garden is a breath-taking traditional Chinese garden, in sharp contrast to the busy city surrounding it.

  Zhujiajiao Water Town is the best of the delightful historic canal towns in Shanghai.

Shanghai Tower, the tallest building in China and the second worldwide, offers a great view of the future of Shanghai and China. 

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Outlook for China tourism in 2022: Trends to watch in uncertain times

Although Chinese consumer confidence is growing, desire for travel has shown a faltering recovery due to sporadic COVID-19 outbreaks. A predictable pattern is emerging where desire for travel recovers roughly two months after a decline and even though international travel is restricted, the desire for travel remains. Furthermore, travelers’ preferences are shifting, with implications for travel companies.

This article updates findings of McKinsey’s Survey of Chinese Tourist Attitudes and compares the results across the five surveys taken in April 2020, May 2020, August 2020, January 2021, and October 2021. It also examines the implications of shifting attitudes toward travel and offers actions that travel companies may consider when planning for the year ahead.

Consumer confidence is growing but desire for travel shows a pattern of spikes and dips

Confidence in China’s recovery is growing—consumer confidence is now at the highest level since the start of the pandemic. In February 2020, consumer confidence was at 43 percent. In October 2021, 67 percent of respondents indicated that they believe the Chinese economy will recover within two to three months (Exhibit 1). 1 McKinsey’s COVID-19 China Consumer Pulse Survey, see “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, December 3, 2021.

As confidence grows, consumer spending is also showing signs of recovery. The latest Survey of Chinese Tourist Attitudes indicates that the majority of respondents, 77 percent of households, expect their income to stay constant in the near future and essential spending and discretionary spending have both increased since March 2021 and are stabilizing.

When it comes to travel sentiment, desire for travel has spiked and dipped as COVID-19 outbreaks continue. Previous McKinsey research indicated that the resurgence of domestic travel would support China’s travel industry recovery. 2 For more, see “ China’s uneven travel recovery: Long road to international travel furthers domestic opportunities ,” McKinsey, August 30, 2021. But, with recent sporadic outbreaks, confidence in domestic travel has been affected. For instance, in October 2021, only 2 percent of people planned to travel in the next two months. But comparing the results of the five tourist attitude surveys, it appears that COVID-19 outbreaks suppress travel desire for up to two months. The good news is that confidence in domestic travel safety quickly rebounds, showing a predictable pattern of recovery (Exhibit 2 and 3). 3 “Survey of Chinese Tourist Attitudes,” McKinsey, April 2020, May 2020, August 2020, January 2021, and October 2021.

Travel patterns echo the fluctuations in travel aspiration. The number of airline passengers increased by 61 percent between August and September 2021, then increased by 8 percent in October, followed by a decrease of 45 percent between October and November. Similarly, the number of rail passengers showed a 47 percent increase, a 9 percent increase, and a 42 percent decrease in the same months. 4 CEIC data: China Passenger Carried, Civil Aviation; and China Passenger Carried, Railway. But despite the fluctuations, the sentiment survey shows that the desire for travel remains. Currently, 42 percent of respondents plan to travel domestically for their next leisure trip, 26 percent of these involve flights of more than three hours of travel time.

International travel remains attractive, but recovery seems to be still a long way off

Chinese travelers express a desire to travel, both domestically and abroad. Even though international travel is restricted and the majority of respondents still perceive international travel as unsafe—and are not planning international travel in the near term—the survey shows continued strong interest in international destinations. Desire for overseas travel has rebounded to pre-pandemic levels with APAC being the top choice (24 percent). Southeast Asia, Europe, Russia, and Japan are named as the most desired overseas destinations.

Various factors affect willingness to travel internationally. As China’s policy announcements continue to delay any international opening, outbound leisure travel will likely be slow to return. To travel internationally, the Chinese consumer wants to see close to zero COVID-19 cases in the destination country (86 percent rated this as a top 3 factor). As the world adjusts to endemic COVID-19 with outbreaks of new variants, this scenario may be unlikely in the near future. Recently it looked as if Hong Kong might be the next destination to open, given its low COVID-19 cases, however, the traffic impact is difficult to predict and the recent outbreaks add an extra layer of complexity to the border reopening. The second most important factor for Chinese travelers is the removal of quarantine in China upon return (84 percent).

Travel patterns to Macau illustrate how COVID19 cases and quarantine requirements have an immediate impact on travel. When the COVID-19 situation stabilized, with no new local breakouts in Macau and no quarantine required for tourists from low-risk areas, the number of tourists recovered to 50 percent of pre-pandemic levels. During a period of COVID-19 outbreaks in Macau in late September and early October 2021, roughly 1,000 tourists traveled to Macau a day. During October, this number reached 20,000 a day and peaked at 30,500 in a single day in late October. 5 Macau Government Tourism Office, Press releases, October 23, 2021, October 29, 2021, November 1, 2021.

The latest findings have implications for travel companies, particularly around product, channel, and loyalty

Even during the current travel restrictions, there are shifts in traveler preferences and behaviors which may endure. Consumers and travelers are adapting to circumstances, and confidence in domestic travel safety tends to rebound quickly after sporadic outbreaks. As international travel is still restricted, domestic travel has revived, albeit in spikes and dips. There are strategies that travel companies could consider in this new landscape, including how they approach product, channel, and loyalty.

Develop travel products to match consumers’ travel aspirations

New domestic travel products have already been developed to substitute for overseas travel. As consumers’ travel aspirations change, companies could consider ways to match product offerings to current desires. The latest wave of the survey shows that travelers are looking forward to visiting new attractions, but due to travel policies, nearly half of respondents said a short trip to a new site is their number one choice. A short-haul trip to see a new attraction is top of mind (49 percent), followed by a long-haul trip to explore a new destination. For revisits, respondents favor longer trips to more interesting sites over shorter trips (Exhibit 4).

Consequently, travelers are planning trips around their hometown cities as a first choice. This preference provides opportunities for tourism companies to attract in-city demand by providing experiences in line with what travelers are looking to do during these trips.

In terms of expectations around what travelers wish to experience on their leisure trips, interest in visiting cultural or historical sites has increased from 39 percent to 44 percent and is now the second most favored activity. This has surpassed beach and resort trips, although these still remain popular. Shopping and “foodie” trips which featured as categories of interest in previous surveys no longer rate in the top five. Outdoor scenic destinations remain the most popular (Exhibit 5).

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Even as people favor trips in their local cities and nearby areas, they are seeking more sophistication and satisfaction beyond buying something new or experiencing new cuisine. Emotional satisfaction is becoming increasingly important. This is in line with the pre-COVID-19 trend of moving away from functional travel, to experiential travel, and ultimately to transformational travel. In other words, travelers wish to learn something new or have a transformative personal experience during their leisure trips.

Accordingly, travel companies could develop products around the major cities as well as culture-trip products inside the cities in response to the desire for short-haul trips exploring new attractions with a preference for culture visits. Companies have begun to act on these trends. For example, Dishui Lake, an hour’s drive from Shanghai witnessed double the number of tourists from 2019 to 2021. 6 “900,000 in 7 days!,” Shanghai Observer , January 28, 2022. In another example, several leading travel-product providers have increased the number of citywalk products for historical sites.

Consider channels: Generation Z and the Silver Generation are different, but not as different as expected

The survey shows that Generation Z and the Silver Generation share many similarities in terms of travel destinations, key travel considerations, how they book their trips, and where they get inspired for their next trip.

Both Generation Z and the Silver Generation have lower income than other groups, but both are important emerging segments for tourism. Generation Z is growing into the future traveler of the tourism market and the Silver Generation is gaining proportion given China’s aging society and this segment’s high travel frequency. The percentage of Chinese citizens above the age of 55 doubled between 1990 and 2020, growing from 12 to 24 percent. 7 United Nations World Population Prospects 2019.

The Silver Generation is now the most active travel segment. The majority of this generation (87 percent) travelled in the past 1-3 months, compared to 60 percent of Generation Z. The average across all age groups for travel in this period is 65 percent. At the time of the survey, a larger portion of Generation Z respondents had traveled in the past two weeks (94 percent). This is the highest for all age groups—with the Silver Generation at 87 percent and the average across age groups at 92 percent.

Digital media as source of travel inspiration is taking the lead, across both generations, but the nuances lie within the digital channels. Both Generation Z and the Silver Generation find inspiration in digital adverts and promotions and are open to digital channels including mobile adds and online travel forums.

The Silver Generation is more inspired by mobile adverts of local agency (11 percent higher than the group average) and less inspired by online videos (9 percent less than the group average). This generation is also inspired by local online travel forums such as Mafengwo, 16 percent higher than the group average.

By comparison, Generation Z is more influenced by online video adverts (13 percent higher than the group average). This generation is less influenced by mobile adverts of local agency (15 percent less than the group average). Across sources of inspiration from related articles and commentaries, Generation Z is more influenced by key opinion leaders or key opinion consumers (6 percent higher than the group average).

Both generations use similar booking channels, with official websites of local online travel companies as their top choice. For instance, 30 percent of Generation Z respondents prefer to book a trip via an official website of a local online travel company, followed by 28 percent via mobile applications of local online travel agencies, and 20 percent via official websites of hotel chains. For the Silver Generation, 40 percent prefer to book a trip via an official website of a local online travel company, followed by 23 percent using stores of traditional travel agencies, and 21 percent booking through customer hotlines of traditional travel agencies. The use of online travel agencies is relatively low (17 percent for official websites of hotel chains and 14 percent for hotlines of hotel chains).

Given that Generation Z and the Silver Generation are emerging as major market segments, with similar demand for product offerings, travel companies can respond to the nuances of how these groups seek inspiration and make bookings. For example, in terms of communication, the Silver Generation seeks inspiration from travel forums, while Generation Z is more likely to respond to short videos. Although the Silver Generation is open to digital channels, they still value human interaction when booking travel.

Cultivate loyalty, beyond loyalty programs

Travel companies may have an opportunity to cultivate loyalty. Brands and loyalty programs may no longer be a defining factor. Instead, satisfaction and uniqueness are becoming increasingly important in making travel choices.

The survey shows that non-branded hotels are generally more popular than branded hotels (56 percent non-branded; 44 percent branded hotels). While branded hotels are still attractive, 40 percent of respondents tend to choose hotels or brands that they have stayed in recently and where they have had a good experience. This highly loyal consumer behavior is more apparent in high-income, middle-aged and senior citizens, and people in tier-1 cities. In the past, loyalty programs have been effective in retaining high-income groups or the Silver Generation, but younger travelers tend to opt for experience rather than brands or loyalty points. Generation Z has higher appetite for local boutique hotels (5 percent more than the group average) but less preference to return to a hotel they have previously visited.

Additionally, there is increasing appetite for local boutique hotels as well as for products that leverage collaboration with other companies to better reach targeted customer groups or offer unique experiences. Among the 56 percent of travellers who prefer to stay in non-branded hotels, 22 percent of these tend to stay in boutique hotels characterized by local or unique features. Across non-branded hotels, the top choice from respondents across all age groups is for boutique hotels and beach resort villas that offer an experience of an exotic culture, or B&B’s and homestays that offer a local experience (Exhibit 6).

When comparing demand in terms of the percentage of respondents interested in branded hotels, there is a disproportional demand for premium hotels and budget hotels. Mid-tier hotels may find it more challenging to capture demand.

Loyalty is now formed around good experiences, unique offerings, or services that make the trip memorable or more convenient, instead of being driven purely by points or discounts. For instance, health and safety concerns such as sanitation and privacy have increased in importance, ranging from 36 percent to 48 percent. But price and promotions still play an important role, particularly with Silver Generation customers. Convenience is a factor: easy-to-go offerings have increased in importance from 25 percent to 39 percent, and door-to-door trip offerings have increased from 26 percent to 35 percent. The only factor that decreased in importance is comfort, from 47 percent to 36 percent.

Accordingly, travel companies can focus on uniqueness or experience to drive loyalty, in tandem with loyalty programs or discounts. They could also consider developing seasonal offerings to satisfy customers’ desire for new attractions and experiences. Branded hotel chains could also expand their offerings by including local experiences.

Actions travel companies can consider

Desire for travel is evident and pent-up demand for outbound travel is accumulating. At the same time, interest in domestic travel is recovering, even though it is temporarily dampened by sporadic COVID-19 outbreaks. In this landscape, travel companies can prepare for surges in demand while taking into account emerging travel preferences. Travel companies may want to tailor their tactics to better serve travelers. In particular, travel companies can be more flexible around customers changing their plans, given rapid changes in policy. They can also focus on local populations within driving distance, differentiate offerings to match shifts in demand, and cultivate loyalty through extra attention to satisfaction and uniqueness. Travel companies can also make use of digital channels to reach customers, and tailor content and format per market segment.

Trends indicate that opportunities are emerging in the domestic market. On the other hand, there are still uncertainties in 2022. Travel companies have the chance to enter the new year with eyes wide open to the changes and manage them closely, while diversifying travel offerings and marketing models to cater to the domestic market—and potentially forging the new domestic operating model into long-term sustainable and inclusive growth.

Jackey Yu and Guang Chen are partners in McKinsey’s Hong Kong Office; Steve Saxon is a partner in McKinsey’s Shenzhen office; and Cherie Zhang is a knowledge expert in the Shanghai office.

The authors wish to thank Glenn Leibowitz, Tairan Xu, Carrie Ma, Zi Chen, and Alex Yang for their contributions to this article.

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China Has Reopened to Tourists. The Hard Part Is Getting There.

Despite loosened visa rules, the number of flights into China is still a small fraction of what it was before the pandemic, fueled partly by geopolitical tensions.

A check-in line for a China Eastern Airlines flight to Shanghai at New York’s Kennedy International Airport last week. Credit... Hiroko Masuike/The New York Times

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By Nicole Hong and Chang Che

• April 10, 2023

When the Chinese government announced last month that it would fully reopen its borders to foreign travelers, the news came as a jolt of relief to the millions of Chinese immigrants overseas who have been separated from their relatives since 2020.

But a flood of visitors has yet to arrive. Many people are struggling to even book a plane ticket, stymied by high prices and a lack of direct flights.

Liu Wei, 62, who lives in San Diego, recently spent hours at a local travel agency filling out a pile of paperwork to obtain a long-term visa to China. After searching for weeks for a flight, she bought a ticket for later this month to reunite with her sisters in the northeastern port city of Dalian. Round-trip business-class tickets from San Diego to Dalian cost between $6,000 and $10,000, she said, double what she typically paid before the pandemic.

“I miss the choice and the freedom to go back and forth,” said Ms. Liu, who used to visit China every summer. “It’s been such a tragedy for us to not be able to go back to our own country.”

For nearly three years, China maintained some of the harshest travel restrictions in the world, largely sealing off its borders to business travelers, tourists and relatives of Chinese nationals. The ruling Communist Party enforced a “zero Covid” policy, attempting to eradicate the coronavirus with prolonged lockdowns and mass testing.

Overseas visitors who did manage to enter China were sometimes forced to quarantine for up to two months at their own expense. Some travelers even had to undergo anal swab Covid testing , triggering protests from governments outside China.

China’s isolation had broad ripple effects. Universities shut down academic exchanges with the mainland, and multinational companies shifted their supply chains to other countries. The millions of Chinese immigrants overseas — in countries like the United States, Britain, Canada and Malaysia — suffered the heaviest emotional cost, unable to return home to care for sick parents or bury relatives who died during the pandemic.

In December, China abruptly ended its “zero Covid” policy and soon began to ease border restrictions, removing quarantine requirements for international arrivals. The following month, business travelers were allowed to return on special visas.

The biggest barrier came down last month when the Chinese government resumed issuing tourist visas. China has also said it would reinstate the 10-year visas that had been suspended during the pandemic, facilitating the travel of many overseas visitors.

In a sign of pent-up demand, right after the Chinese government announced the loosened restrictions, searches on Expedia.com for travel from the United States to mainland China jumped around 40 percent from a month earlier, according to data provided by the online travel company.

Jessie Huang, who lives in Jersey City, N.J., hopes to visit China this summer but has struggled to find tickets under $2,000. Ms. Huang, 52, has not seen her 86-year-old father, who lives on an island off the coast of Shanghai, in seven years. She was supposed to visit in early 2020 after he suffered a stroke.

Ms. Huang has kept in touch with him through WeChat, the Chinese messaging app. She sometimes feels heartbroken after their conversations, sensing that each passing year becomes harder for him.

“I’m just missing my family,” she said.

Prices have stayed high partly because airlines have been slow to ramp up their flights to China. Globally, the number of flights into China in March were only about a quarter of what they were in the same month in 2019, according to Cirium, an aviation data provider.

Routes between the United States and China, the world’s two largest economies, have been capped because of geopolitical tensions. During the pandemic, the two rivals suspended each other’s flights in a political tit-for-tat, and airlines need the approval of both countries’ aviation authorities to increase routes.

American and European carriers are not as eager to resume all of their prepandemic flights to China, aviation analysts say. Since invading Ukraine more than a year ago, Russia has banned the American and European carriers from flying through its airspace, meaning flights to China now require longer routes with more fuel and flight crew.

U.S. carriers have been lobbying Washington to force Chinese airlines, which are still flying over Russia, to use the same routes as their American competitors, arguing that they have an unfair cost advantage.

A spokesman for the U.S. Department of Transportation did not provide comment on when routes to China might increase.

Direct flights between the United States and mainland China are hard to get. Last month, Delta Air Lines and American Airlines both resumed direct flights to Shanghai from hubs in Detroit, Seattle and Dallas, but only a handful of times per week. United Airlines operates a direct flight from San Francisco to Shanghai four times a week. None of the airlines has any direct flights between the United States and Beijing.

Aviation analysts say airlines are also hesitant to add flights when other hurdles are dampening the demand to fly into China.

A negative P.C.R. test within 48 hours of departure is still mandatory for citizens of many countries to enter China. And the sudden changes in China’s border policies have left consulates around the world struggling to handle paperwork for visas, which are required for all overseas travelers to and from China.

Another factor that has slowed the rebound in flights into China is the fact that most of them before the pandemic were filled with Chinese tourists returning home. About 20 percent of Chinese passports expired during the pandemic, according to data from consulting firm McKinsey, resulting in lengthy waits for renewals that have delayed the recovery in outbound travel.

But the gates are gradually opening.

Bookings for group tours have surged for a holiday break in China in early May, according to Ctrip, a Chinese online travel agency. The top destinations included Thailand, Egypt and Switzerland, Ctrip said.

For now, the visitors who can most afford to fly to China are business travelers, who have been filling up premium cabins into the mainland.

China has rolled out the red carpet for foreign business officials, part of an effort to revive its economy after years of Covid lockdowns. Dozens of chief executives, including Tim Cook of Apple, flew to Beijing to attend last month’s China Development Forum, where China’s newly elected premier, Li Qiang, pledged that “the door to China’s opening will grow wider.”

Many executives are eager to visit with employees and suppliers for the first time since 2020.

A February survey of 43 American companies showed that 50 percent of chief executives planned to visit China in the first half of this year, according to the U.S.-China Business Council, a trade group in China.

“The Chinese government has sent some signals for support about private companies, but at the same time, it’s a tense geopolitical environment,” said Jack Kamensky, a senior director at the business council.

Some business owners were more hopeful about China’s reopening.

For over a decade, Keith Collea, a film technology entrepreneur, worked in China’s budding film industry on movies like the 2014 action film “The Monkey King.” His latest project, which involved providing visual effect equipment to Chinese amusement parks, was halted when he was shut out of the country during a trip to Los Angeles in 2020.

Now, Mr. Collea is planning a long-awaited return. He was confident his projects would resume once he reunited with his former investors and partners.

“Doing business in China is not something you can do over the phone from the United States,” he said. “You have to sit with people, you have to go to dinners, you have to drink a lot. You have to invest and grow relationships there.”

Claire Fu contributed research.

Nicole Hong is a reporter covering China. She previously worked for The Wall Street Journal, where she was part of a team that won the 2019 Pulitzer Prize in National Reporting. More about Nicole Hong

Chang Che is the Asia technology correspondent for The Times. He previously worked for The China Project and as a freelance writer covering Chinese technology and society. More about Chang Che

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China’s Tourism Sector Prospects in 2023-24

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

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

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

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

China’s evolving tourism landscape

Insights from outbound tourism in h1 of 2023.

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

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

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

• South Korea;
• United Kingdom; and

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

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

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

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

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

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

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

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

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

The steady recovery of outbound tourism

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

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

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

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

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

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

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

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

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

Domestic tourism is thriving

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

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

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

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

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

Changing Chinese travelers’ preferences in 2023

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

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

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

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

Emerging trends and destinations

Cultural and heritage tourism.

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

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

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

Wellness tourism

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

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

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

Tech-enabled tourism in China’s innovative travel landscape

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

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

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

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

Preparing for the return of Chinese tourists to the international scene

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

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

Crafting authentic and familiar experiences

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

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

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

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

Harnessing the power of social media

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

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

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

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

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

Collaboration with Internet giants

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

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

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

Prioritize direct-to-consumer (D2C) channels

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

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

Key takeaways: Navigating China’s tourism resurgence

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

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

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

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

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

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

China Briefing is written and produced by Dezan Shira & Associates . The practice assists foreign investors into China and has done so since 1992 through offices in Beijing, Tianjin, Dalian, Qingdao, Shanghai, Hangzhou, Ningbo, Suzhou, Guangzhou, Dongguan, Zhongshan, Shenzhen, and Hong Kong. Please contact the firm for assistance in China at [email protected] .

Dezan Shira & Associates has offices in Vietnam , Indonesia , Singapore , United States , Germany , Italy , India , Dubai (UAE) , and Russia , in addition to our trade research facilities along the Belt & Road Initiative . We also have partner firms assisting foreign investors in The Philippines , Malaysia , Thailand , Bangladesh .

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China’s Tourists Can Travel Again. Here’s Why the World Is Still Waiting for the Rebound

N estled among the crumbling stupas of Laos’s ancient capital Luang Prabang, 525 Cocktails and Tapas was the city’s premier fine dining establishment, serving elevated local cuisine and perhaps Southeast Asia’s yummiest smoked negroni.

Foreign visitors comprised 95% of the restaurant’s footfall, and with tourist numbers to Laos breaking records year-on-year, plus a new high-speed train route due to link the landlocked nation with China’s city of Kunming to the north and Singapore to the south, business was looking up.

Then the pandemic struck. With borders sealed shut, 525’s British proprietor Andrew Sykes had no choice but to suspend operations, instead pivoting to local clientele by opening new premises in Laos’s modern capital, Vientiane. “The business is going very well,” says Sykes. “I will reopen in Luang Prabang but just not quite yet.”

Laos flung open its borders to visitors in May but the uptick in foreign arrivals has been torpid. Many in the hospitality industry hoped that would change following the opening of China’s borders on Jan. 8, given free-spending Chinese tourists comprised almost a quarter of the nation’s 4.7 million international visitors in 2019. Still, the results have been underwhelming.

“We’re starting to see Chinese customers come in, but it’s sub-10% of our business,” says Sykes. “It’s still predominantly Laos with some expats as well.”

Despite an indeterminate human toll , the sudden end of China’s zero-COVID policy is an undoubted boon for the global economy, liberating consumers and retailers of three years of supply chain disruptions wrought by arbitrarily shuttered ports and factories. The end of China’s pandemic travel restrictions is also a huge relief to the global hospitality industry. In 2019, Chinese travelers made 155 million trips overseas, spending $277 billion—a fifth of the global total outlay by international tourists.

But the experience of Laos, right on China’s southwestern frontier, shows that returning to the level of pre-pandemic travel will be a long, slow process.

Rebounding in Phases

The announcement on Dec. 26 that Chinese travelers could once again travel abroad naturally sparked optimism in a regional hospitality industry that has suffered greatly during the pandemic . Ctrip, China’s largest travel agency, reported that overseas bookings from Jan. 1 to Jan. 10 had increased by 313% year-on-year, with Singapore, Thailand, and Malaysia among the most popular destinations.

Still, overall traveler numbers remain a fraction of pre-pandemic numbers. Firstly, the abrupt and chaotic end of zero-COVID meant that airlines and travel agencies had little time to scale up capacity before a rush of interest, meaning flights were limited as costs soared.

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“Lots of airports, airlines, travel partners let some of their staff go,” says Jane Sun, CEO of Ctrip parent Trip.com Group. “So now they need to recruit the staff back and re-train them. But we’re hoping during the second half of the year, everything will be back to normal.”

When China announced that it would reopen its borders from Jan. 8, the focus internally was on preparing Hong Kong and Macau—two destinations within the People’s Republic but that due to their “semi-autonomous” status still count as “outbound” travel on tourist figures.

The second phase, which began on Feb. 6, included only 20 countries to where Chinese travelers could book tours and “package” (flight plus hotel) vacations: most Southeast Asian nations—including Laos—plus the UAE, Egypt, Kenya, South Africa, Russia, New Zealand, Fiji, Cuba, and Argentina. In Europe, only Switzerland and Hungary made the cut, while North America was completely shunned.

In any case, the abruptness of the January reopening meant that few Chinese wanted to travel abroad for Lunar New Year—instead choosing to spend it with families that they had been cut off from for the holiday over the past three years. The period immediately following Lunar New Year has never traditionally been a popular travel time in China, and so there’s unlikely to be any huge rebound until the summer at the earliest.

“October and towards the back end of this year is when you’ll start to see the real upswing,” says Gary Bowerman, director of Check-in Asia, a tourism intelligence and strategic marketing firm. “And by that time, you would think that the Chinese travel industry will have found its feet and be able to manage demand.”

Changes in Capacity and Demand

As the world’s largest travel industry, it will take some time for China to get back up to full capacity. A positive factor is that China’s domestic tourism is huge and permitted tour operators to pivot inward rather than suspend operations completely, as was the case in smaller countries.

Still, it’s unlikely that tourism from China will return in exactly the same shape as before. Currently, there just aren’t many flights. Travel data firm OAG suggests that capacity to and from China will swell from about 1.5 million seats in December 2022 to more than 4 million in April 2023. The Civil Aviation Administration of China (CAC) expects total air traffic for 2023 to reach 75% of pre-pandemic levels.

The CAC will soon post its new spring and summer flight schedules, which will show where demand is heading over the next few months. Every big airline is currently locked in negotiations, though China, as ever, will protect its own domestic carriers by handing them the pick of routes and timings.

In addition, political wrangling persists. China is the only country globally to reopen its borders in the midst of a huge COVID surge (in fact, its biggest on record). Some nations eager for tourism cash chose to backburner the public health implications. In Thailand, where 28% of all visitors in 2019 were from China, arrivals were welcomed by garlands and health kits handed out personally by a deputy prime minister.

However, many governments slapped new testing requirements or bans on Chinese arrivals, prompting Beijing to retaliate by suspending the issuance of short-term visas to their nationals, including from South Korea and Japan. Tourism flows will continue to be buffeted by such politically-charged pandemic headwinds.

The pandemic has also left its imprint on travel habits. Ctrip’s Sun says that today’s Chinese tourists are looking to book trips at short notice—mitigating possible pandemic disruption—but also travel in smaller groups, using more sustainable means, and in ways that they feel safe. “More and more customers really want to be very well protected when they’re traveling,” says Sun.

This is another reason why the U.S. might be last to feel the benefits of any rebound. As relations between Beijing and Washington spiral over myriad issues , anti-Asian hate crime and gun violence has been amplified on Chinese state media. Even before the pandemic, Trump-era trade tariffs and anti-China bombast contributed to just 2.9 million Chinese travelers visiting the U.S. in 2018, down from 3.2 million in 2017, according to U.S. National Travel and Tourism Office data. “Chinese tourists are incredibly risk averse,” says Bowerman. “They don’t want to be near anything that puts their own personal security in danger.”

Of course, given many Chinese study, work or have family in the U.S., a significant number will continue to shuttle across the Pacific. However, safety concerns and a high price point for American travel amid a slowing Chinese economy, plus onerous restrictions for Chinese nationals to get U.S. visas, means many will stay away. And they will be missed; in 2018, Chinese tourists in the U.S. each spent an average of $6,700 per trip—over 50% more than the typical traveler, according to industry body the U.S. Travel Association.

“The Chinese economy has been struggling so I think pricier destinations might find it a little bit more difficult,” says Bowerman. “Value will be a big factor over the next six to 12 months, for sure.”

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Write to Charlie Campbell / Singapore at [email protected]

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China’s Golden Week Holiday: What’s Driving Outbound Travel

Peden Doma Bhutia , Skift

April 24th, 2024 at 3:30 AM EDT

Understanding what Chinese travelers want is crucial for stakeholders in the tourism industry to tailor offerings and experiences that match these changing preferences.

Peden Doma Bhutia

Destinations in the Middle East are emerging as favorites for China’s upcoming May Day holiday, commonly known as Golden Week.

Overall outbound travel from China during this year’s holiday is still lagging behind 2019 levels by 13%. But travel to the United Arab Emirates (UAE) has surged by 66%, and Turkey has experienced a significant growth of 56%, according to ticket sales data from ForwardKeys.

Increased seat capacity from Africa and the Middle East, which is set to expand by 75% in the second quarter, has led to this surge in travel.

Corresponding increases in seat capacity to China have backed the travel growth rates of 56% to Turkey, 19% to Italy, and 12% to the UK.

Last month, Trip.com, China’s biggest online travel agency, announced record bookings in Abu Dhabi, exceeding 57,000 room nights over the past 12 months. From 2022 to 2023, outbound travel orders across all products from Chinese travelers to the UAE surged by more than threefold.

Chinese outbound travel to Middle East had already reached pre-pandemic levels during the Chinese New Year period in February.

Pre-Pandemic Travel Patterns

ForwardKeys anticipates that the May holiday will witness notable travel peaks around April 27 and May 1, closely resembling pre-pandemic travel patterns.

In the Asian region, Malaysia has emerged as the top-performing destination for Chinese travelers, with flight bookings currently 42% ahead of 2019 levels. Because of more lenient visa policies, including visa-free travel to Malaysia and Singapore, and streamlined procedures for South Korea, travel to these destinations is expected to surpass 2019 levels in May.

These findings align with insights from Dragon Trail’s Chinese Traveler Sentiment Report , releasing later on Wednesday. According to the report, visa-free policies, direct flights, and simplified application procedures are also making outbound travel more appealing and accessible.

According to ForwardKeys, a notable shift in passenger profiles is the decrease in group travellers, which has dropped by 53% compared to 2019 levels. In contrast, solo travellers are showing a strong interest in exploring Asian destinations, with a 9% increase.

The Dragon Trail report also highlights growing preference for independent travel among Chinese tourists. Travelers also prefer, semi-self-guided travel and boutique groups of 6-10 people, which offer flexibility and convenience.

Value-Oriented Approach

Along with flexibility and convenience, Chinese travelers are also seeking relaxation and comfort in their trips.

Amidst the challenges posed by the Covid-19 pandemic and China’s economic downturn in 2023, Chinese travelers are prioritizing relaxation and comfort in their trips.

The economic pressures have led to a value-oriented approach to travel planning, with a majority carefully considering their spending to maximize value and opting for affordable travel options.

Around 20% of respondents who said they would not travel outbound in 2024 cite limited income as a barrier. Only a small percentage (11%) are willing to pay a premium for superior products and services.

Most travelers allocate less than 20% of their income for travel, with budgets typically ranging from RMB10,000 to RMB30,000 for upcoming trips.

Despite budget-consciousness, shopping remains an integral part of outbound travel, with more than two-thirds of travelers spending a minimum of RMB2,000 (US$276) per trip. Local foods and souvenirs are the primary shopping categories, followed by cosmetics, clothing, shoes and bags.

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Tags: asia monthly , budget travel , china , china outbound , golden week , middle east , shopping , turkey , uae

Photo credit: Overall outbound travel from China during this year's May holiday is 13% behind 2019. Florence Lo / Reuters

• Solid growth projected for tourism this year

Tourists watch birds at Laohutan scenic area in Dalian, northeast China's Liaoning Province, April 16, 2024. [Photo/Xinhua]

• The tourism sector will continue to grow in the first half of this year, after a prosperous first three months, experts said.

A report released recently by the China Tourism Academy said that in the first quarter of the year the tourism economy had recovered to roughly the level seen at the start of 2019 — before COVID-19 hit — following three quarters of growth. Tourism industry operators expressed growing confidence and people felt a stronger desire for travel in the first quarter.

The report said domestic tourism and related consumption rose 20 percent in the first quarter, with inbound and outbound visits averaging around 20 million a month.

"The tourism economy saw a good opening and stable operation in the first quarter, and the market has stepped into a period of new development," Ma Yiliang, the academy's chief statistician, said at a recent meeting in Beijing.

He said the tourism market has benefited from preferential policies on visas and payments as well as an increase in international flights.

"We've noticed that the increasing travel has brought increasing consumption," he said. "Also, some small cities or less-known destinations such as Harbin, in the northeastern province of Heilongjiang, and Tianshui, in northwest China's Gansu province, have gained popularity among young people because of their lower travel costs and good services. With more cities growing as trending destinations, they will invigorate the tourism industry."

Nanjing, capital of the eastern province of Jiangsu, received 65 million visits during the quarter, and the number of travelers on holidays such as Spring Festival was 3.5 times higher than usual, according to the city's culture and tourism bureau. More than 200 million people visited Nanjing last year.

"We estimate that the tourism economy will see a continuous and steady recovery in the first half of the year," Ma said. "Domestic tourist travel and tourism-related revenue will be roughly close to that of the same period of 2019, and inbound and outbound tourism will continuously increase."

In February, the academy estimated that domestic tourism visits will exceed 6 billion this year, with tourism-related revenue of over 6 trillion yuan ($830 billion). It said it expected inbound and outbound visits would surpass 260 million, bringing in international tourism revenue of $100 billion.

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