These were China's Favored International Getaways during the Summer
By Jonathan Xu
Director of Business Operations and Marketing
In the ever-changing landscape of global tourism, the preferences of travelers are constantly shifting, driven by factors like culture, economic growth, and without a doubt unprecedented events like the COVID-19 pandemic. A fascinating trend that has emerged in this year is the rise of Chinese outbound tourism.
As one of the world’s most populous nations and an economic powerhouse, China's influence on the global travel industry after lifting COVID-19 measures in early 2023, cannot be underestimated. Let's take a closer look at the patterns and shifts in Chinese outbound tourism, exploring the destinations they love and the challenges they face.
A Global Perspective: Top Travel Destinations in 2019
In 2019, the world's top 10 travel destinations, ranked by the number of tourists, showcased a diverse array of countries. France, Spain, the United States, China, Italy, Türkiye, Mexico, Thailand, Germany, and Britain made up this coveted list. Of these, China was notably the fourth most popular destination, highlighting its own allure as well as its growing influence as a source of outbound tourists.
Chinese Preferences: Exploring Favorite Tourist Countries
Fast-forwarding to 2023, we find the preferences of Chinese travelers have evolved further; the most sought-after destinations for Chinese tourists now include Thailand, Japan, South Korea, Singapore, the United States, Italy, Australia, Vietnam, Canada, and Europe. This eclectic mix demonstrates the broad range of interests among Chinese tourists, from the bustling streets of New York City to the tranquil temples of Kyoto.
These preferences aren't just about sightseeing; they reflect a desire to immerse themselves in different cultures, languages, and lifestyles. Many of these countries also hold intriguing connections, forming multinational tourism routes. This is particularly evident in regions like Southeast Asia, where countries like Singapore, Thailand, and Malaysia often feature in combined travel itineraries.
According to data from Ctrip, Meituan, Dianping and Tongcheng Travel online, China residents who travel abroad in 2023 tend to stay longer at their travel destination than before, twisting short-term trips to long-term trips. On July 30th, the China Tourism Research Institute released the "Big Data Report on Outbound Tourism in the First Half of 2023" online. According to data monitoring organizations, outbound tourism destinations received a total of 40.37 million mainland tourists in the first half of the year. Short distance outbound tourism is the first to recover, with 93.95% of outbound tourists being concentrated in the Asian region.
Trends and Transformations: The Data Speaks
In 2023, the world of Chinese outbound tourism is undergoing significant shifts. Let’s have a look at some insights.
Expanded Horizons
The resumption of outbound team tours to 78 countries, including Japan, South Korea, the UK, and the US, has fueled a resurgence in outbound travel. This not only rejuvenates short-term trips but also promotes the revival of long-term outbound tourism, as mentioned earlier in this article. The increased access bodes well for the industry's growth.
Inquiry Surge
Following the release of the third batch of outbound team tours, the number of inquiries from tourists has surged, with some destinations experiencing up to 10 times more interest. From Japan to Türkiye, there's a thirst for experiences that range from deep exploration to short getaways.
Hurdles and Hiccups
Despite the opening up of travel options, challenges remain. Limited flight availability and visa-related hurdles have hindered the full recovery of China's outbound tourism market. Flight resources and visa appointments remain points of concern, which impact tourists' ability to fully embrace their wanderlust.
New Travel Dynamics
The duration of travel has undergone a transformation, with deep, experiential travel over 10 days becoming the norm. This shift speaks to a growing interest in immersing oneself in a destination's culture and lifestyle, moving away from fleeting visits.
Holiday Impact
The release of the third batch of outbound tours coincides with China's National Day holiday, a time that's expected to generate further growth in outbound tourism. This aligns with a broader trend of Chinese travelers seeking opportunities to explore the world beyond their borders.
So, what comes next ?
The evolution of Chinese outbound tourism is a complex tapestry woven from economic challenges, cultural exploration, and global events. As the Chinese outbound tourism market rebounds from the COVID-19 pandemic, it brings forth a renewed enthusiasm for exploration. Despite challenges like flight availability and visa processes, the data-driven trends suggest that the future of Chinese outbound tourism is bright.
This growing affinity for travel isn't merely a trend but a cultural shift, a reflection of China's expanding middle class and their aspirations to explore the world. With preferences shifting towards longer, more immersive experiences, it's evident that travelers are seeking not just vacations, but journeys that will leave them forever changed.
So, whether it's the vibrant streets of Bangkok or the historical sites of Antwerp, Chinese tourists are embracing the world with open arms, ready to uncover the hidden treasures that each destination has to offer. As the global travel landscape continues to evolve, it's clear that China's role in shaping it is only set to grow stronger.