Turkey is making significant efforts to attract Chinese tourists, with a new memorandum of understanding between the two countries aiming to boost tourism cooperation. By 2030, Turkey hopes to welcome 2 million Chinese visitors annually, thanks to visa-friendly policies, increased flight connectivity, and an understanding of the preferences of Chinese millennials. Statistics show a significant uptick in Chinese tourism to Turkey, with a 131% increase in the number of Chinese tourists in the first four months of 2024 compared to the previous year. Market analysis suggests that Chinese outbound tourists are becoming younger, more tech-savvy, and are utilizing online platforms for travel planning.
The changing profile of Chinese travelers, including more affluent, English-speaking, and experienced individuals, has led to a surge in Chinese tourists looking for new and exciting destinations. Turkey’s appeal lies in its unique and off-the-beaten-track travel experiences, attractive to Chinese travelers seeking fresh and local experiences. Factors contributing to Turkey’s popularity among Chinese tourists include destination promotion programs, favorable visa policies, improved flight connections, and value for money. The country has seen a doubling in Chinese tourist numbers, with significant growth during Chinese Golden Week, signaling a trend towards exploring lesser-known destinations.
Enhanced connectivity between China and Turkey, facilitated by Turkish Airlines and Air China, has further encouraged Chinese tourism to Turkey. Direct flights from major Chinese cities like Beijing, Shanghai, and Guangzhou to Istanbul have increased accessibility for Chinese travelers. Turkish Airlines and Air China have transitioned to a new codeshare agreement, expanding flight options between Istanbul and Beijing. Chinese travelers, who have become the top global spenders in tourism, are increasingly focusing on experiences, hotels, and local shopping, signaling a shift towards more experiential spending. Turkish suppliers are encouraged to position their products in the Chinese market to take advantage of the increasing number of Chinese tourists visiting Turkey.
The anticipation of large-scale Chinese tourism’s return has led destinations like Turkey to prepare by setting up digital tourism infrastructure. Collaborations with tech giants like Huawei and Tencent, as well as partnerships with platforms like WeChat Pay, are aimed at creating a seamless and tech-friendly experience for Chinese tourists. By integrating into such ecosystems, destinations like Turkey can potentially see higher returns and cater better to the preferences of Chinese travelers. The shift towards luxury tourism among Chinese travelers has created opportunities for destinations to target high spenders and position themselves as attractive luxury travel destinations. With Chinese outbound tourism spending recovering significantly, despite lower tourist numbers, destinations are focusing on attracting luxury travelers in anticipation of a return to large-scale Chinese tourism.
