What do Chinese tourists want in 2023 ?

With the come back of Chinese outbound tourism , it is important to know the new profile and the behavior of Chinese tourists during their trip abroad, what has changed?

What Chinese wants in 2023?

Chinese people made nearly 170 million outbound trips in 2019, according to the China’s National Bureau. Before of the COVID policy, outbounds trip were impossible for 3 years.

After three years of Covid-19 restrictions, China’s reopening is gaining momentum. Chinese tourists are eager to travel again in 2023

Their outbound travel spending surpassed $127.5B in the first half of this year, a study by Ctrip.com, a Chinese travel booking site.

End of Standard famous destination ?

They aren’t choosing the usual suspects like Venice, Paris, and Madrid.

According to the Chinese Outbound Tourism Research Institute , the country’s travel-hungry citizens are now much more confident.

Social media are critical for attracting Chinese tourists

Chinese travelers are searching for “hot” destination on Social media

Chinese travelers are becoming more “mature”

Arlt stated that in China and elsewhere, decades of pandemic-induced lockdowns have prompted a shift away major tourist attractions to “more nature-orientated,” more outdoor-orientated tourism. He emphasized the rise of new trends such as camping and glamping as well as family-focused travels.

Chinese Tour agencies continue to explore the wealth of travel opportunities within their country.

“In the three years following the country’s closure, everyone had to travel within the country — even the wealthy — which was a huge boost for the domestic tourism industry

Read more about domestic travelers

This could be a major shift in the international travel market where Chinese tourists make up the largest share.

If you were a high-ranking person in China, you travel abroad

Before , if you traveled domestically, you either were too poor or too stupid to travel internationally, but it is changing.

According to experts, Chinese outbound travel will recover approximately two-thirds (or 110 million) of its 2019 highs.

According to Accor, around 34% of Chinese tourists will stay in China.

“We expect that 70% to 80% will continue to stay in China,” Karelle Lamouche, Accor’s global chief commercial officer, told Karelle Lamouche (Accor’s global chiefcommercial officer) to explain that flight capacity source CNBC


Many potential travelers have remained at home since the country opened its borders to foreigners in January. According to Fliggy, data from Alibaba-owned travel site Fliggy, international flights from China only recovered 9% of their 2019 levels in the week of February 6-12. Chinese airlines operated 63% of those flights.

Many Chinese citizens are now being faced with delays in visa applications and passport renewals. There have also been travel bans that were short-lived from Japan and South Korea.

Ralf Ostendorf is director of market management at the tourism site visitBerlin.

These shortcomings have made it clear that countries that can accommodate the changing needs of Chinese tourists are the winners. For example, Thailand offers visas on arrival to fully vaccinated Chinese travelers who have travel insurance.


Thailand is now the top destination for Chinese customers,” Simeon Shi, chief strategist officer and head corporate development at Fliggy stated, noting that Thailand received 180,000 Chinese tourists between January and February.

Anutin Charnvirakul, the country’s deputy inister, stated last month that he expected up to 15,000,000 Chinese tourists visiting the country before. This is approximately half of all inbound arrivals.

5 reasons why Chinese like travel to Thailand

Group tours and customized trips : Trends

Other travel preferences might be more enduring. Before the pandemic, 55% of Chinese tourists booked their overseas travel through tour companies. However, acceptance for independent travel has increased.

This trend is unlikely to change anytime soon, stated Shi, even though the services that they are looking for may have changed.

He said that most Chinese don’t own a passport today. He said that despite the changes in the travel market, he believes “group tours” will remain their first choice.

He noted that many tour operators have closed down or reduced their capacity due to the pandemic. This opens up opportunities for new entrants with custom services.

He said that younger Chinese tourists may choose to visit local cafes rather than major tourist attractions.

Arlt agreed with the idea that niche products and special interests tours could be a way for businesses to attract the “new” Chinese tourist.

Arlt stated, “Understand your offerings, determine which segment of China’s market is right for them, and then offer them.”

He said, “Don’t be afraid to enter niche markets in China.” “Niche markets are millions of people in China.”

How Chinese International travelers choose their hotel?

First, a majority of Chinese guests are staying in hotel abroad for leisure and not a business trip journey. They clearly represent two different clients who do not have the same needs or the same motivations.


Increasingly connected to the Internet, 75% of Chinese pay attention to free Wi-Fi access in a hotel. The second service that a Chinese wants is the provision of a kettle in the room. Surprising? For them, it is mandatory to be able to make a tea or noodles at any time of the day in his hotel room.

Chinese customers also appreciate the welcome signs, web sites, tour guides and signposts. They feel secured in the environment in which they travel.

Digital Chinese Tourist

Factors Influencing Chinese in their choice of hotel

First, we find security; Chinese people want to feel safe during the trip. The recent events of violence in major cities of France as Paris had a strong impact on tourists. Security needs have increased. The cultural side is at the second place in the ranking. China likes to be in a place where there is a rich cultural and historical heritage. Regarding the hotel, 66% want a Chinese restaurant and 18 % appreciate the presence of stores for shopping.

Social Media are also a positive factor, Chinese love to see attractive pictures online before choose their Luxury hotels. Social networks (like Wechat or Weibo) represent a major platform to choose their type of trip. Brand’s websites also have a strong influence on tourists.

Positive Reviews: For recommendation and reservation, 60% of Chinese ask advice from their friends. This has a strong impact on their purchases. ,

The most popular destinations

Australia, France and New Zealand are the leading destinations for Chinese tourists today. But this is not a reality as the Chinese often promote closer destinations such as Indonesia and Thailand.

See also :

If you need to communicate in China, and let Chinese international about your Agency, hotel or your shops

We Can help you

Contact us , email we will reply to you

Similar Posts

One Comment

Leave a Reply

Your email address will not be published. Required fields are marked *