China has become one of the top global sources of tourists
China is one of the #1 global sources of tourists
Chinese tourists spent 229 billion USD overseas world record in 2023
thanks to its rapidly growing middle class and increasing disposable incomes. China has significant role in the global tourism market, good news for tourism Players 😉
- Volume of Chinese Travelers: China is the largest source of outbound tourists globally, with Chinese travelers making nearly 150 million international trips in 2019.
- $ Impact: Chinese tourists are known for their high spending power abroad, significantly impacting the economies of their destination countries. In 2019, they spent over $255 billion internationally.
- Growth: (just the beginning 😉 The number of outbound tourists from China has seen an explosive growth, increasing by over tenfold since the early 2000s. 190millions Chinese only has a passport
- Travel Preferences: Chinese tourists often prefer destinations that offer shopping, cultural experiences, and scenic beauty. Countries like Thailand, Japan, North Ameria, Australia and various European nations like spain, switzerland are among their favorites.
- Mobile and Digital Savvy: Chinese tourists are highly reliant on digital tools for both planning and booking their travels. Apps like WeChat, Alipay, and Ctrip are essential for their travel arrangements.
- Group vs. Individual Travel: While group tours were once the norm for Chinese outbound tourism, there’s been a significant shift towards individual and customized travel, particularly among younger travelers.
- Visa Policies Influence Travel: Visa relaxation policies have a profound impact on Chinese outbound tourism. Countries that offer visa-free entry or simplified visa procedures see a notable increase in Chinese visitors.
- Impact of Chinese Holidays: The Chinese travel peak typically occurs during major holidays like Chinese New Year and Golden Week, when millions of Chinese tourists travel both domestically and internationally, specially in paradise islands
- Cultural Influence: Chinese tourists often seek out destinations where they can explore cultural heritage, learn about local traditions, and enjoy local cuisines.
- Recovery Post-Pandemic: Despite setbacks due to the COVID-19 pandemic, there is a strong recovery and surge in outbound travel from China as travel restrictions ease, indicating the resilient nature of Chinese outbound tourism.
These facts underscore the importance of understanding and catering to Chinese tourists within the global travel and tourism sector, highlighting their influence on international travel trends and economic impacts.
Analyses of the Chinese market show that in terms of both numbers of travels and money spend during those trips, China is positioned ad one of the top.
Chinese outbound tourism for the year 2024
Data regarding Chinese outbound tourism for the year 2024, projecting trends based on recent recoveries and ongoing changes in the travel sector Rapid Rebound: Chinese outbound tourism is expected to experience a significant rebound in 2024 as international travel restrictions continue to ease and confidence in travel safety increases. Initial estimates suggest that outbound trips could reach pre-pandemic levels, potentially approaching or even exceeding the 155 million trips made in 2019.
Read more on linkedin
https://www.linkedin.com/pulse/chinese-tourism-trends-2024-chinese-tourists-expert-khpoe
From China to the world
One of the favorite destinations for China’s outbound tourists has always been Hong Kong.
Because of its cultural similarities and the lower costs and short distance travel, Hong Kong remains a strategic for Chinese travels. Moreover, one of the motivating factors that attract them is obviously the shopping and the businesses there. As Chinese tourists are known for being shoppers.
But since 2022, other destinations are winning the tourists favor with more historical and cultural experiences (including shopping).
Where Chinese like to travel ?
Outside Asia, the most popular destination is Europe (as the number of Chinese travelers has increased by 97 percent since 2023 ; followed closely by North America and the Middle East.
Even though travels to Africa have risen by 306 percent since 2022, it is still the lowest visited destination by Chinese tourists.
In Asia, Chinese traveler’s favorite destination are South Korea, Thailand, Japan, Taiwan and manifestly Hong Kong .
As they are increasingly less traveling in Hong Kong, this destination needs to understand how to attract the younger travelers and capitalize on the growth of China’s outbound tourism.
Chinese tourist of tomorrow
The « Millennials » group, as the younger part of China’s outbound travelers are by far the largest group (50 percent are aged 15-29 yo), while 37 percent are aged 30-44 and 10 percent are 45-59.
Therefore, the Millenial are also an attractive target as two thirds of them are in the high income bracket and it’s expected that their financial income increases by the time.
They are China’s outbound travelers outstanding target, willing to spend more and more money and purchasing mostly luxury goods.
They consider themselves as travelers, not tourists, because they want to be able to live adventurous and inspiring experiences. They want to be living the divine gift of freedom.
The diverse profiles of Chinese outbound tourists reflect the varied preferences and travel behaviors across different demographics. Here are five key profiles that encapsulate the broad spectrum of Chinese tourists venturing abroad:
- Luxury Shoppers: This group primarily consists of affluent tourists who travel with the intent of purchasing luxury goods. They favor destinations renowned for high-end shopping, such as Paris, Milan, and New York. These tourists often stay in luxury accommodations and partake in VIP experiences. Their trips are driven by both the availability of exclusive brands that may not be available or are significantly more expensive in China.
- Adventure Seekers: Typically younger or middle-aged, adventure seekers are drawn to destinations offering unique, exhilarating experiences like safaris in Africa, hiking in New Zealand, or diving in the Maldives. This group is more likely to engage in eco-tourism and off-the-beaten-path travel, valuing experiences over material purchases.
- Cultural Enthusiasts: These tourists are interested in exploring the history, art, and culture of their destinations. They prefer educational tours, museum visits, and cultural immersion experiences. Destinations rich in historical significance like Rome, Athens, or Cairo attract this profile. They tend to plan their itineraries around cultural festivals, historical landmarks, and UNESCO World Heritage sites.
- Family Vacationers: Family-oriented travelers often look for destinations that are safe and offer activities for all ages. They prioritize destinations with amusement parks, child-friendly museums, and educational experiences that can be enjoyed as a family. Places like Disneyland in various locations, Singapore, and Australia are popular among this group.
- Business Travelers with Leisure Extensions: This profile includes professionals traveling for business who extend their stay for leisure activities, a practice known as “bleisure” travel. These tourists often visit major business hubs and may take additional days to explore nearby attractions or relax at luxury resorts. Destinations like Hong Kong, Shanghai, and Tokyo are common for this profile, combining business facilities with rich tourist experiences.
These profiles show the complexity and diversity of Chinese outbound tourists, each with distinct preferences and expectations, shaping the way destinations worldwide cater to this influential group.
The Millenial group is also known for being « ultraconnected », they all own a smartphone and want to share their experiences and personalized trips through social media.
If you want to know how to attract Chinese tourist contact us.
I’m a tour operator and a travel agent for Tanzania, Kenya,Uganda and Rwanda.Searching for other travel agents to work with as an affiliate,partner or DMC.All are welcomed.Looking forward to it.