china outbound tourism 2023

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

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

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

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

From pandemic to endemic

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

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

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

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

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

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

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

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

Where do these travelers want to go?

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

There are stumbling blocks on the road to recovery

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

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

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

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

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

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

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

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

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The returning chinese traveler is evolving.

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

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

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

Consumers are optimistic, and travel spending remains resilient

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

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

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

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

Independent accommodation is gaining popularity

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

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

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

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

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

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

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

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

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

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

The path toward eco-friendly travel in China

How international travel and tourism can attract outbound chinese travelers.

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

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

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

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

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

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

Social media is essential

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

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

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

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

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

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

Scale with the right channel partners

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

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

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

Create a seamless travel experience for the digitally savvy Chinese tourist

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

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

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

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

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

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

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

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

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

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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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The New China Outbound Tourism Handbook 2023 forecasts 228m. Chinese travellers per year by 2030

A new handbook written for the global tourism industry expects Chinese outbound travel to recover quickly from the three-year pandemic hiatus.

The number of outbound trips made by Chinese citizens is expected to increase from 170 million in 2019 to reach 228 million in 2030, according to the new China Outbound Tourism Handbook 2023: 88 Practical Ways to Prepare for the New Wave of Chinese Visitors . The 200 million milestone of annual cross-border movements from China is likely to be breached in 2028 – 14 years after it reached the 100 million mark in 2014.

The China Outbound Tourism Handbook 2023: 88 Practical Ways to Prepare for the New Wave of Chinese Visitors is co-written by Wolfgang Georg Arlt and Gary Bowerman . It will be published as an e-book on 22 January 2023.

The Handbook introduces the developmental drivers of the first 25 years of Chinese outbound tourism since it officially began in 1997, and assesses the outlook up to 2030. The main section is divided into 88 key themes that will influence the development of Chinese outbound travel throughout 2023 and beyond.

Vital travel drivers discussed range from VFR and Business Travel to Family Trips and Student Travel. Niche segments featured include Winter Sports, Pop Culture Tourism, Self-drive & RVs, Adventure Travel and Weddings & Honeymoons. Consumer engagement strategies through Social Commerce, Mixed Reality and Metaverse Marketing, Virtual Idols and Livestreaming are covered. So, too are the latest developments in Duty-free Shopping, Chinese Brands, Camping & Glamping, Travel Fashion and Themed Hotel Staycations. Each of the 88 segments features a quick-read summary at the beginning, a page of up-to-date commentary and three bullet-point takeaways at the end. These are directly applicable actions to help travel, tourism and hospitality businesses tailor their products and services as well as their marketing to meet the new needs and aspirations of Chinese travellers.

The China Outbound Tourism Handbook 2023 explores the dramatic changes within China over the past three years – and guides readers to view Chinese tourism through a new lens for an unfolding era of travel. It explores the emerging travel, technology, fashion, branding, retail, marketing and lifestyle trends in China during the pandemic. It discusses the diverse impacts of the Covid-Zero policy on travellers and travel businesses. The authors also provide practical advice and tips for travel industry players to enhance international travel and tourism experiences for Chinese tourists.

8 Quotes from the China Outbound Tourism Handbook 2023:

• “Some airports carefully planned for the regrowth of travel and a return of Chinese travellers. Other airports are less primed. This will be carefully noted by Chinese tourists, who research their trip routes in minute detail.”
• “Smartphone apps drive everyday lifestyle choices. Expectations of tech-enabled convenience will surprise unprepared travel companies and destinations.”
• “Quality for money will be more important than before the pandemic. For a desirable travel product customised in the right way for the right market segment, Chinese visitors are still willing to pay premium prices.”
• “In the coming years, self-drive and RV tours will become a more visible part of the Chinese outbound market especially in countries with high levels of perceived road safety.”
• “Staycation innovation encouraged local residents to celebrate landmark events in style and offered enviable short-break experiences for guests during periods when inter-provincial travel was available.”
• “Special Interest could be a powerful tool to mitigate over-tourism and seasonality.”
• “Consumer trends in China’s fast-growing lower-tier cities are far from homogenous, and distinctive patterns of outbound travel will emerge from each one.”
• “Investment, creativity and innovation in night tourism culture will continue to increase. This is raising the expectations of Chinese tourists. In 2022, major cities noted that post-1990s tourists were staying out later and spending more into the early hours of the morning.”

Tatiana Rokou

Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.

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China outbound tourism – FAQ

Recently, the policies of the People’s Republic of China with regard to COVID-19 and mobility have seen dramatic changes:

• On December 7,  2022: The Zero-Case policy was ended.
• On December 26 , 2022: It was announced that in two weeks entry into China would no longer require going into quarantine and that more travel documents would be issued, with outbound tourism to follow.  
• On January 8 , 2023: The border between Mainland China and the Hong Kong SAR was opened . On the same day, passport offices in China started to issue travel documents again.   
• On January 20 , 2023: The Chinese Ministry of Culture and Tourism announced that sales of outbound group and package travel  would be allowed from February 6  for travel to 20 countries.
• On March 10, 2023: The Chinese Ministry of Culture and Tourism updated the list of countries opened for group and package travel .
• From 15 March 2023: Foreigners can apply for any kind of visa – including tourism visas – to China.

These sudden and unexpected developments have led to a lot of confusion in the global tourism industry. The European Travel Commission (ETC), together with the ETC China Chapter and China Outbound Tourism Research Institute (COTRI), have prepared this short FAQ to answer key questions commonly asked by the tourism industry and media around the world about China’s outbound tourism.

Source for statistics: COTRI ANALYTICS.

What was happening with China’s outbound tourism from 2020 to 2022?

After February 2020, leisure tourism from China almost completely stopped with the exception of Macau SAR, which for most of the time could be visited without the need to enter quarantine on return to Mainland China.

• In 2019, about 170 million border crossings from Mainland China were recorded. 75 million visited Hong Kong SAR, Macau SAR or Taiwan, 95 million went beyond Greater China. These trips were undertaken by about 100 million people, representing about 7% of the Chinese population.
• In 2020, the number of border crossings dropped to 18 million, of which 14.5 million happened in the first quarter of the year. 7.5 million of the total number of trips went no further than Greater China.
• In 2021, only 8.9 million trips occurred, with the vast majority (7 million) travelling to Macau SAR.
• In 2022, the total number reached 8.8 million, out of which 5 million went to Macau SAR.

When will Chinese groups be allowed to leave Mainland China again?

On January 20, 2023, the Chinese Ministry of Culture and Tourism announced that sales of outbound group and package travel (from a minimum of a flight + hotel package) would be allowed from February 6, 2023 , for travel to the following 20 countries: Thailand, Indonesia, Cambodia, Maldives, Sri Lanka, Philippines, Malaysia, Singapore, Laos, UAE, Egypt, Kenya, South Africa, Russia, Switzerland, Hungary, New Zealand, Fiji, Cuba, and Argentina.

On March 10, the Ministry of Culture and Tourism released a second list of countries for group and package travel: Nepal, Brunei, Vietnam, Mongolia, Iran, Jordan, Tanzania, Namibia, Mauritius, Zimbabwe, Uganda, Zambia, Senegal, Kazakhstan, Uzbekistan, Georgia, Azerbaijan, Armenia, Serbia, Croatia, France, Greece, Spain, Iceland, Albania, Italy, Denmark, Portugal, Slovenia, Vanuatu, Tonga, Samoa, Brazil, Chile, Uruguay, Panama, Dominica, El Salvador, Dominican Republic, and the Bahamas. 

What are the main bottlenecks for the restart of Chinese outbound tourism?

Three main bottlenecks are foreseen: passports, visas, and air connections.

The offices responsible for issuing passports have restarted their services after a break of more than a year. Most Chinese will have to (re-)apply for a passport.

The foreign consulates in China will have to bring back larger numbers of officers working on visa applications, which will probably also slow down the processing in the next few months.

Airlines have started to announce the reinstalment of routes to and from China. However, it will also take them several months to offer a substantial number of seats at affordable prices.

Do the Chinese want to travel abroad?

Absolutely yes. There are two main groups: Chinese who have urgent non-leisure reasons to travel including business, family reunions, education, health, and others. Among the leisure travellers, the majority have stated in surveys that they also wait for the opportunity to travel abroad within one year after the reopening.

Online searches for flights, destination information etc., as well as social media discussions have dramatically increased since December 26, 2022, while many European companies report requests for invitations for business delegations.

Can the Chinese still afford to pay for international tourism?

Outbound trips beyond Greater China are affordable for about 10% of the Chinese population, and leisure trips to Europe for about 7%, i.e., 100 million people. Some wealth has been lost in these strata of society, especially due to the crisis in the real estate market. However, while this might influence plans to buy a sports car or private investments, the budget needed for a trip to Europe should not be impacted.

The market segment which will be more affected by the economic problems is the urban middle class. Their aspirations to go on their first trip to Europe might remain unfulfilled for another few years until their economic situation stabilises again.

Who will travel first?

In the first quarter of 2023, mostly non-leisure trips will take place, with the exception of Hong Kong SAR and Macau SAR, as no passport or visa are needed, and these areas have followed the same COVID-19 policy as Mainland China.

When will the big wave of Chinese travellers arrive in Europe?

A continuous increase in arrivals from China can be expected after Easter, especially in the latter half of Q2 2023 . The season will be prolonged into Q4 as the more cautious observers will decide to travel again after it becomes clear that Europe is not a dangerous destination, also enjoying the lower prices for transportation and accommodation which can be expected towards the end of the year. If more special interest offers are developed by European service providers, more opportunities for a decrease in the amplitude of seasonality can be created.

What is the forecast for 2023/2024?

Based on a medium/positive scenario (herd immunity in April/May, GDP growth of 3-4%), for the four quarters of 2023, the COTRI ANALYTICAL forecast for arrival numbers is as follows:

• Hong Kong SAR: 32 million,
• Macau SAR: 16 million,
• Taiwan: 2 million.

For trips beyond Greater China:

• Q1: 8 million,
• Q2: 12 million,
• Q3: 20 million,
• Q4: 20 million.

Total: 110 million.

In 2024, the number of trips is expected to reach or even surpass the level of 2019, depending on the political and economic situation globally and in China.

Where will the Chinese leisure traveller go to?

The majority of Chinese travellers is expected to stay in Asia in line with the pre-COVID-19 travel flows. However, Chinese tourists have had three years to dream about where they want to go and to swap stories in their WeChat groups. Thus, there will be a growing interest in discovering new destinations .

This will offer an opportunity for Europe to increase its overall market share. Besides, less visited cities and regions within larger countries and less conventional destinations for Chinese travellers (for example, Ireland or Portugal) can be put on the map. More traditional hotspots will need to be more creative, as the percentage of first-timers among Chinese visitors to Europe will be lower than before the pandemic.

Will the profile of the post-pandemic travellers be different?

Yes, the next wave of Chinese travellers will have different demands, expectations and behaviour compared to pre-COVID times. Trends include the growing importance of travel in small groups or independently organised with family, friends or colleagues rather than large package tours together with strangers. Other top trends are:

• Young people in China are very interested in sustainability and green topics , as China is also suffering under the consequences of climate change.
• Authenticity is also gaining importance with more visitors interested to learn about local food and get into contact with local life beyond taking a photo.
• Chinese consumer sentiments are shifting toward community connections, wellness, localisation , and a desire for a simplified, but still comfortable life, including travel.
• Nature and outdoor activities including self-drive and RV tours were chosen by many during the years of domestic-only travel and camping and its luxury version ‘glamping’ developed as a new pastime for many people.
• Digitalisation, gaming, AR and VR offers will also play a bigger role in their decision, influenced by the high-tech orientated offers recently developed in the Chinese domestic tourism and hospitality industry.
• Shopping will be given less importance than before, with budgets going to fine dining and activities instead.
• Most importantly, the segmentation of the market has developed further during the pandemic, and each market segment will look for customised products fitting their special interests and lifestyle preferences.
• Some younger, well-educated travellers will even visit Europe in search of a new place to live and to pursue a career outside of China.

Has the Chinese tourism industry suffered during the last three years?

Yes. 2021 turned out to be a good year for domestic service providers, as travel was possible and affluent travellers spent their money inside China. The year 2022, however, saw a large number of smaller companies collapse as lockdowns and restrictions even for travelling across provincial borders hindered domestic tourism. Big companies and airlines received some government support, but still had to be creative. China Southern Airlines and Hainan Airlines were, for instance, among the carriers that opened livestreaming accounts on social media platforms to sell products such as makeup, electronic goods and food, using their stewardesses in uniform to attract viewers. Tour operators used their customer database to sell all kinds of goods online, including groceries.

Since the announcement made on December 26, 2022, the Chinese travel industry has been working hard to regroup their outbound travel teams very quickly. Many team members had been moved internally to domestic travel departments or had left the industry during the pandemic.

Are there changes in communication and distribution channels?

Yes. As there is less interest in package tour groups and more interest in special interest tours for smaller groups, it becomes more interesting to start to work directly with associations, universities etc., covering the respective fields of interest. The importance of Key Opinion leaders (KOLs) and celebrities is decreasing after many scandals. Key Opinion Customers (KOC) have become more important as an authentic source of recommendation. User Generated Content featured on Bilibili and Xiaohongshu has a higher impact with less cost involved compared to commercial content on Weibo or on Wechat channels with a low number of regular viewers.

Combining sales of authentic goods (F&B, arts and crafts) not made in China through Chinese cross-border sales apps with tourist information is another innovative way of building relations with interested Chinese customers and potential visitors.

Nevertheless, tourism fairs and exhibitions remain important, especially after the long pause in direct communication with travel agents. The first major physical fair in 2023 will be the GITF Guangzhou planned in May 2023. COTTM and ITB China will follow in Q4 2023.

When is the best time to start preparing for the new wave of Chinese visitors?

Today. Many companies and tourism organisations in Europe have reduced budgets and staff working on the Chinese source market; many China experts retired or left the industry. Accordingly, there is an urgent need to (re)train employees and managers. The discussions after the announcement of the restart of China’s outbound tourism have shown that not many entities are prepared nor have an appropriate strategy ready for execution.

What are the next steps?

Companies and organisations will need to unlearn outdated ideas about the characteristics of Chinese outbound travellers. They will have to gather information with trainings, publications and market research to be able to identify the most fitting market segments and how to adapt products to match the respective demand and expectations and to leverage the new opportunities with the right kind of storytelling. Chinese customers will still be willing to spend money on international travel, but they will evaluate more carefully the value they get for their money.

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• Number of outbound visitor departures from China 2010-2024

Tourism boost during Chinese New Year

Driving asia pacific’s travel boom, number of outbound tourists departing from china from 2010 to 2023 with a forecast for 2024 (in millions).

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2010 to 2023

*Estimate. **Forecast. Figures prior to 2020 were taken from the series of Culture and tourism development bulletin published by the Ministry of Culture and Tourism of China. The source did not provide the numbers for 2022.

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China outbound visits rise twofold and exceed 87 million in 2023

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

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

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

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

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

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China's outbound travel outlook bright this year

The recovery of international travel in 2023 was slower than expected. However, experts are optimistic that this year, a full recovery will occur, reestablishing China as the world's largest travel market.

The latest data from the United Nations World Tourism Organization indicated that the Chinese outbound tourism market recovered to about 55 percent of pre-pandemic levels in the third quarter of last year.

As reported by United Kingdom-based global travel data provider OAG, in November, China's domestic air carrier passenger volume surpassed 2019 levels by 11 percent, but international seats were just 57 percent of numbers seen in November 2019.

Oliver Sedlinger, an international tourism consultant at Sedlinger and Associates in Beijing, is optimistic about the Chinese market. He predicts a positive outlook for 2024, emphasizing the need for the European travel industry to reengage with the Chinese market.

Sedlinger stressed the importance of reestablishing connections, staying informed of market trends, and not overlooking the vast potential of the Chinese market.

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

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

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

Tiana Tian, a market research analyst at Dragon Trail, a China-based digital marketing and travel firm, said this year should be a year of recovery, with the remaining 30 percent of lost travel demand gradually returning throughout the year, driven by holiday periods including the May Day and National Day holidays, and with a full recovery to pre-pandemic levels by the end of 2024.

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

Chinese tourists made 155 million overseas visits in 2019, spending a staggering $255 billion, data from the China Tourism Academy and the UNWTO showed. The number was nearly double the total spent by visitors from the US, three times the total spent by the Germans and almost four times that spent by the British.

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

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

Goodger believes that an environment of increasing wealth and continued growth of the travel class will mean that there will also be many new travelers that would like to take some of the more traditional package tours.

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

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• INSTITUTIONS

SHANGHAI, Jan. 10 -- As China downgraded its management of COVID-19 starting on Sunday, China's travel platforms have seen a surge in inbound and outbound orders.

In recent months, the country has made an array of active adjustments to its COVID-19 response, including 20 measures in November, 10 new measures in December, and changing the Chinese term for COVID-19 from "novel coronavirus pneumonia" to "novel coronavirus infection."

The number of inbound and outbound air ticket orders on Sunday rose 628 percent year on year. Popular destinations for inbound flights are Shanghai, Nanjing, Guangzhou, Chengdu and Nanning, while the destinations of outbound tourists include more than 100 cities in 53 countries and regions, according to Tongcheng Travel, an online travel service provider.

Data from Trip.com Group, formerly known as Ctrip, shows that among orders from Chinese mainland customers, flights from or for Macao, Hong Kong, Bangkok, Singapore, Kuala Lumpur and Phnom Penh have seen a significant increase in popularity since Dec. 27.

During the week of Jan. 2 to 8, Spring Airlines' flight orders from Shanghai Pudong airport to Hong Kong, Macao, Tokyo and Phuket more than doubled from the previous week.

China's inbound and outbound tourism market saw a steady and gradual recovery at the beginning of 2023. Judging from leading indicators such as air ticket searches and travel intentions, Japan, the Republic of Korea, Thailand and China's Hong Kong and Macao are likely to be the first outbound tourist destinations to recover, followed by medium and long-distance markets such as West Asia and Europe, said Dai Bin, president of the China Tourism Academy.

Shen Jiani, a senior researcher at the strategic research center of the Ctrip Research Institute, believes that with the adjustment of China's COVID response and entry-exit policies, Chinese tourists' travel confidence will be rebuilt, and tourism consumption confidence will be restored quickly.

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