China’s travel industry is expected to continue its recovery this year, following the disruptions caused by the pandemic. Some top trends shaping the country’s travel sector include a demographic shift towards more young upwardly mobile women traveling, increased use of digital platforms for online bookings, a preference for shopping and luxury experiences among travelers, and a growing interest in active and adventurous holidays. Popular travel apps like CTrip and social media platforms like Xiaohongshu are increasingly being used for travel planning, with mobile payments playing a significant role in outbound travel transactions. Despite a slower recovery initially, a significant growth in Chinese outbound departures is expected in 2024 and 2025.
Chinese travelers are increasingly using social media platforms like Xiaohongshu and Douyin for trip planning, with a survey showing 40% of Chinese travelers using such platforms. There has been a surge in searches for Middle Eastern destinations like Turkey, the UAE, and Egypt, with outbound travel to the Middle East reaching pre-Covid levels during the recent Chinese New Year. Destinations with eased visa requirements, such as Egypt, have become more appealing to Chinese travelers, while visa-free policies in Malaysia and Singapore have also increased their popularity among Chinese tourists. Honeymoon travel among Chinese couples is expected to rise, with a significant portion of the wedding market planning to spend on honeymoon travel.
Winter sports are gaining popularity among Chinese travelers, with ski resorts in China recording a significant increase in visits over the past few years. Winter activities have made Kazakhstan a popular destination for Chinese tourists. Safety concerns are also a priority for Chinese travelers, with a survey showing a growing number of travelers wary of visiting Thailand due to safety issues. Thailand ranked low on the list of outbound destinations for safety, with a notable percentage of Chinese travelers considering the country unsafe to visit. Despite these concerns, a significant number of Chinese travelers plan to explore regions outside of Asia this year, with Europe being the most popular long-haul destination.
As China’s recovery from the pandemic continues, the travel industry is witnessing several trends that are shaping the country’s outbound tourism market. Young upwardly mobile women are driving the travel rebound in China, with a significant portion of outbound travelers falling within the 18 to 29 age group. Online bookings and digital platforms have become increasingly popular among Chinese travelers, reflecting a shift towards spontaneity and flexibility in travel planning. Shopping and luxury experiences rank high among consumption items for outbound travel, with a focus on appealing to the interests of young Chinese women travelers. The preference for active and adventurous holidays is also on the rise, with a forecast of significant growth in Chinese outbound departures in the coming years.
