Kazakhstan and Iceland have become popular destinations for Chinese tourists, according to data from Dragon Trail International. Iceland, known for its natural attractions like the aurora borealis and volcanoes, has been boosted by depictions on Chinese social media and reality TV shows. The ease of visa requirements has also contributed to its appeal, with travel from China to Iceland increasing by 115% after visa rules were relaxed in 2023. Multimedia content, such as videos and live streaming, has played a significant role in attracting Chinese travelers to Iceland.
Kazakhstan has also seen a rise in popularity among Chinese tourists, with a 23% increase in seat capacity driving its standout performance. The affordability of travel packages and winter activities have made Kazakhstan an appealing destination, especially as winter destinations become increasingly popular. In contrast, Thailand has struggled as a destination for Chinese travelers due to safety concerns stemming from a shooting incident in October of the previous year. Despite a visa-free arrangement, Thailand ranked low in safety perceptions among Chinese travelers, with 38% considering it unsafe to visit.
Overall, Chinese perceptions of safety abroad have been improving, with the sense of safety increasing for most destinations surveyed. Hong Kong was ranked as the safest outbound destination for Chinese travelers, followed by Singapore, Switzerland, and Australia. The fear surrounding Covid-19 has dissipated, leading to greater confidence in traveling internationally. Dragon Trail noted that Chinese outbound travel is gradually returning to pre-pandemic levels, with the number of issued flight tickets from China being 32% below 2019 levels in the first quarter of 2024.
Visitors from China are showing interest in long-haul destinations, with almost 40% planning or wanting to visit a region outside Asia in 2024. Europe emerged as the top long-haul region, with France being the most popular country for outbound travel plans. Within Asia, South Korea was the most popular destination, followed by Thailand, Japan, and Singapore. The intention to travel outbound has grown among Chinese travelers, suggesting a resurgence in international travel despite lingering safety concerns in some destinations.
In conclusion, Iceland and Kazakhstan have become favored destinations for Chinese tourists, with natural attractions and ease of access driving their appeal. Thailand has faced challenges due to safety concerns, despite offering a visa-free arrangement. However, overall safety perceptions for international destinations have been improving for Chinese travelers. With outbound travel gradually returning to pre-pandemic levels, Chinese tourists are showing interest in long-haul destinations, with Europe being a popular choice. This trend indicates a positive outlook for the Chinese outbound travel market in the coming months.
