| |

Where rich Chinese tourists are travelling in 2023

Nothing is ever as it seems: despite Sino-Japanese tensions caused by a dispute over some uninhabited island, 29% of survey respondents from mainland China ranked Japan as their top travel destination in 2023. That is an 18% increase from previous years.

With so many new openings, events, and other occurrences in Japan right now, it’s hardly surprising that a big increase in foreign travellers followed the border’s reopening in October. With Japan listed as the top destination for Chinese New Year 2023, which falls on January 22, it appears that this trend will continue in the coming year.

The research was conducted by the travel service Kkday, which found that reservations for experiences in Japan were more common than those for other Asian nations.

Here are some historical explanations

First, in 2013, the yen fell about 22% against the US dollar while the yuan appreciated almost 3% against the dollar. This translated into Japan becoming a shopping heaven for rich Chinese tourists. Vivian Hong, president of Travelzoo’s China operation, Travelzoo Lv You Zu stated that while in Japan those shoppers would buy a wide range of products from Louis Vuitton bags to $1000 rice cookers.

Second, Japan has been a hot destination for tourists coming from Hong Kong and Taiwan because of the country being only a short flight distance and having a very particular culture. Meanwhile, mainlands Chinese have discovered themselves fond of the country’s scenery, food and atmosphere. 

A shift in the current tourist trends: Hong Kong and Thailand are on the rise.

Travelzoo is present in the mass market around the globe except in China where it targets only wealthy tourists with income superior to $50000. There is a shift in the most favourite destination for that market segment, places like Australia, The Maldives are losing popularity while Hong Kong and Thailand see no significant increase in the number of mass-market tourists as reported by Travelzoo.


In 2023 destination to watch is definitely Taiwan. The island, which ranked 4th last year, has gone up to 3rd this year in this year’s popular destinations probably because people from big cities can travel alone rather than in groups making it easier to go back. Last, but not least, Taiwan and mainland China have a lot in common starting with the language, Mandarin which makes it easy for mainland citizens to find their way around. After the language comes the Chinese culture, well-preserved to the point where mainland Chinese prefer to bring their families to Taiwan for important celebrations like the Lunar New Year.


They were fifth last year; they are second this year in Travelzoo’s top destination list for Chinese travellers: the U.S. People going to the U.S. usually visit campuses and do some outlet shopping like Mr Xuan, bringing his 13-year-old son this summer to visit colleges, Disneyland and Universal Studios. His family has also planned to buy some clothing in outlet malls.

Chinese develop a knack for outbound tourism, but what of foreigners visiting China?

Jason Yap, CEO of Travelzoo (Asia Pacific) Inc., stated travel deals to China on its websites outside the country aren’t selling nearly as well as outbound travel tours on its Chinese website. Why is that?

The main problems are the rising yuan, causing China to stop being the cheap destination for the other Asian countries it once was; then comes the heavy pollution in China’s top-tier cities and outbreaks of food scandals. 


So how to promote your travel destination to affluent Chinese?

Expert Tips:

  1. Develop a Chinese Website – build your digital home in China
  2. Improve visibility – make Chinese find you on Baidu
  3. Work with Chinese media – press releases are a must
  4. Use Chinese KOLs – let Chinese travel bloggers share messages with their audience
  5. Be social – build your communities on Red and Wechat

Need help attracting high-class Chinese travellers?
We are Experts in Chinese Tourism marketing!

????Contact us now to get a Free Consultation or to recruit Chinese Influencers for you.

Similar Posts


  1. Hi ,

    I represent the local travel agency Exotic Escape Tours based in Colombo (Sri Lanka) and I am the French ambassador and community Manager.
    Our team organizes customized package tours for small groups to discover the beauty of this litlle island which offers complete holidays: culture, leisure, nature, adventure…
    I would be very happy to give you further détails about our team and our tour offers.
    I am sure that we can meet your requirements
    You can have a look at our website
    Or our Facebook page
    Be our guest, we will be your host !

  2. Best wish the 2014 full of successes.
    Beside to our daily tours , we are mainly doing pre- arrange tour groups we are recommend it by lonely planet travel book, we are one of the biggest tour operators among all tour operators in turkey plus we have the best professional Guides with academic degree , we have 70 employees
    We would like to get more Chinese Tourist group, can you help us ?
    I’m looking forwards to hearing from you and to cooperate with your company.
    Best regards
    Marketing Coordinator
    Address. Kucukayasofya cad. Sifahamami sok. No.1
    Pbx. 90 212 516 63 00-01
    Fax. 90 212 516 63 02
    E-mail. fayezet istanbulwalks com

  3. Hi
    If looking for high class travel organisers checkout Canadian Heights Ltd.We specialise in educational tourism and provide opportunity to young ones for overall development.Educators may like to communicate with us to see our goal oriented itineraries beneficial to students,teachers and mentors.
    Possible for you Chinesetouristagency ?
    CEO of Canadian Heights Ltd.

  4. Hello Chinese Agency,
    If any of your groups are interested in travel to USA, PEAK Adventure Travel can assist. With more than 30 years’ experience, we specialize in small group travel and will develop a custom trip to meet your clients’ needs. From Alaska to Los Angeles, New York to Las Vegas, Yellowstone to Grand Canyon, and all points in between.
    Our staff can speak Chinese and get used to welcome Chinese Guests

  5. Hi All,

    Im a Director of an Inbound Tour Company in the country of Papua New Guinea operating for more than 20 years. If you want to experience the last frontier on earth, come to Papua New Guinea.

    We accept bookings for FIT and groups as well. We provide diving tour, adventure, honeymoon tour, cultural tour, Education, bird watching, river cruise, golf tour, sightseeing etc plus other tours on request.

    Please visit our website: http:// wemsolodgetours com pg
    Mobile: + (675) 72260755
    Tel: + (675) 325 8486


    Mr. Kol Toki

  6. Hi all Business partners!
    I am Francis Makala,
    Founder of Jpe Trekking and safaris.

    Jipe trekking and safaris, we aim to help you find the perfect Tanzania vacation packages, by bringing you great vacation deals, a bigger selection on cheap vacations at the destinations of your choice, and outstanding service when you book your holiday. Finding specials on top vacation packages, great last-minute deals, inexpensive getaways, and more is what Jipe trekking & safaris are known for.
    We help you discover the most popular and exciting attractions in Tanzania to make a great trip unforgettable. With Jipe Trekking & Safaris you will find the right spots and see the sights. It’s easy to book your Tanzania vacations with Jipe! Browse through our website for more information you need to know about Tanzania.
    Select from a variety of different options to suit your needs and reserve a stress-free, trip to Tanzania. Climb Kilimanjaro, climb Mount Meru, Tanzania wildlife safari to Serengeti, Ngorongoro crater, Tarangire, Lake Manyara, Arusha National park. Come in summer for discount vacations that are not only kid-friendly, but also keep the cheapest family travel budget in mind. You may also opt for a romantic singles getaway in winter where you can combine luxury with discount prices. Jipe Trekking & Safaris offers it all.
    Jipe Trekking & Safaris presents you the best ideas for planning an affordable vacation. If you need additional assistance, Jipe Trekking & Safaris Customer Service Representatives are available 24 hours a day to answer any questions you may have about booking your Tanzania vacation so that you can travel with the confidence that you found the best vacation package at the lowest price.

    You are all mostly welcome!

    1. Dear Francis,

      We send you an e-mail regarding your demand, looking forward to your reply!

  7. Hi – We are Botswana Based, and have a full Mobile and Lodge company in the Okavango Delta, Botswana, this is one of the worlds last free roaming wildlife area’s left, home to Rhino, Lion, Elephant, Leopard, Buffalo, and many many plain game.


  8. Hello from Nepal the country of Himalayan Wonders!

    We are looking for Travel partner or Travelers for promote trips in Nepal. Nepal is the country of world highest peak mount Everest with other many Himalayas & birth-place of Lord Buddha.

    Our services includes – Trekking, Tour, White Water Rafting, Jungle Safari, Sightseeing, Home stay, Mountaineering, Helicopter tour, Bunny Jumping, Hotel Booking etc in Nepal . Also, we organize trips to Tibet, Bhutan and India.

    1. Dear Suresh,
      We sent you an e-mail regarding your request. Looking forward to working with you 😉

  9. Do you teach the Chinese tourists social gracefulness? They can be brassy everywhere they go.

    1. Dear Will,

      Chinese tourists have to deal with the huge cultural gap between them and most Western countries. However this is improving thanks to their quick learning and the measures taken by their government. We can’t teach but we can promote 😉

  10. Any single real tourist agency or tour operator need some more information about how to welcome and handle with Chinese tourists. Cultural differences between Europe and China is huge, but we all know majority of tourists are good non complicated people. But I really would like to know more.

    In Iceland I can not go with them to hard Amazon forest or high class botanic park. Here nature simply is based on volcanoes geysers, geothermal, waterfall, and anything connecting with sea and fresh water including fishing or whale watching.

    Is there something Chinese tourist was aspect in various European countries and they were been disappointed or is it simply culture as main barricade?

    I am founder of Mercury Grail tour, operation company.
    Day or longer tours in Iceland are our top but we are specialized for senior and spiritual tours as country have enough points for practitioners.

    We also are offering Balkan traveling with must stop in any single important place in former Yugoslavian countries.

    1. Dear Andres,
      All problems stem from one : cultural difference and the difficuly to asses the Chinese tourists and what they like. That’s where we come in and can help

  11. Greating from Uzbekistan, Samarkand city and Shoxina-STD Travel agency!!!

    Do You work with the tourism market of Uzbekistan?
    We hope for mutually beneficial cooperation with your Company….!
    My name is MAygul Murtazaeva I work as tour operatour in “Shoxina-STD” inbound & outbound travel agency…
    You can use our company services to travel Central Asia countries (UZbekistan, Kazahstan)
    We provide a wide range of services for tourism companies and agencies as well as individual travelers from around the world.
    As part of its activity, our company provides:
    – Booking of hotels from economy to luxury class;
    – The organization of meetings of tourists at the airport, transfers;
    – The organization of excursions with professional guides and translators;
    – Booking and purchase of tickets from the airline and railway tickets;
    – The organization of conferences, seminars and corporate events;
    – Making Uzb visa for a period of 5 to 30 days
    – Gourmet Tours (5-12 days)
    – Wine Tours (5- 12 days)
    – Special packages of various sporting activities such as skiing , climbing, Trekking, Diving, nature & Adventure Tours
    – Golf tours in UZbekistan

    Services of guides-translators: English, Russian, German, Turkish, French, Spanish, Italian, Arabic, Chinese, Japanese etc.

  12. Hi I am Ruzaik
    We handle excellent memorable tour packages in beautiful nation in Sri Lanka, and we handle all type of groups, with reasonable price for all type of incoming tourist.

    Please contact info@kingdomholidays.lk +94771519313

  13. Hi

    I am a tour operator from Kenya and would like to discuss with you about promoting my destination.

    Kindly drop me an email on requirements.


  14. Bhutan is a tiny, remote and impoverished kingdom nestling in the Himalayas between its powerful neighbors, India and China. Almost completely cut off for centuries, it has tried to let in some aspects of the outside world while fiercely guarding its ancient traditions. The Bhutanese name for Bhutan, Druk Yul, means “Land of the Thunder Dragon” and it only began to open up to outsiders in the 1970s. Bhutan’s ancient Buddhist culture and breathtaking scenery make it a natural tourist attraction. Tourists must travel as part of a pre-arranged package or guided tour.

    Bhutan is known for the best holiday destination in the world. People from all over the world come to Bhutan to experience tradition, culture, landscape, trekking, kayaking, rafting and most of all HAPPINESS!

    Bhutan Dragon Rider Travels is a travel company specialized in providing perfect holiday package. We ensure you are fully satisfied and extremely happy. We give you holiday of a life time.

  15. hi, from egypt its very lovely to see all that nice comments and have a good information about many places ,
    i am from egypt and exactly from the oasis of the western desert of egypt i do organize safari tours to the black and white desert and another very lovely places we have at egypt deserts , i do organize safari and classic tours in the same time and we specialized in dealing with Chinese and Japanese tourists. i do like to reach some good websites to advertize for my work and i will be glad for any one could help in that .or any one like to joine in our tours he could contact us.
    camel safari tours
    walking safari tours
    jeep safari tours
    classic tours at the oasis
    best regards

  16. Hello,
    Am young tour operator over here Tanzania and east Africa. I own a local company of tourism over here Tanzania.
    Our company is specializing in climbing, safaris, culture tours , matope walking safaris and beach holidays.
    Contact us.
    Facebook page: Marangu tours adventures.

  17. Hı ,
    What about MİCE segment?Special tours also special wedding ceremony.
    The rich history of Anatolia, as well as our rich and extensive hotels base.
    we are ready to answer your question.
    Best Regards

  18. Hello Oliver,
    I am going to open a new travel agency in Sri Lanka. this is specifically focusing Chinese outbound travelers. i need my web to be host in a Chinese server and need further details and look forward to promote my site in Chinese social media and search engines. how can you help me with this.

    Thank You

  19. Buongiorno
    we are here in rome providing the best services professionally with amateur feelings , we are simply the best
    any kind of services you may require , we can do it
    try once , you will never leave us
    kind regards

  20. We see a lot of rich chinese visiting our area. Below is just a few reasons why!
    #1 Location in summer for USA to travel to.
    #2 ” Most Beautiful Place in America”
    Also Named
    #3 ” Most Beautiful Places On earth ”
    Leelanau “The Land Of delight”

    #4 A Water Wonderland.
    #5 Tart Cherry Capital of the World.
    #6 The New Napa Valley for Vineyards in USA
    #7 Located On The 45ft Parallel
    #8 Rolling Hills
    #9 450ft ( 138m ) Sand Dunes climb
    #10 Largest Fresh Water Lake in world with hundreds of miles of beaches.
    #11 Glen Lake #3 Most Beautiful Lakes In the world
    #12 Sleeping Bear National lake shore
    #13 Pyramid Point

    Visit, Then Stay Forever !

    Wild Cherry Resort ~ Camping & RVing
    God Bless Every Human-being on this planet
    Brian. S.

  21. Hi,

    I am writing to let you know my company active in tourism.

    Based in Switzerland, my company is specialized for Chinese tourists. I organize tours in Switzerland, with a duration of one week.

    The highlights are:
    – A Chinese interpreter accompanies and assists the group during the tour.
    – All Chinese travel documentation.
    – Small group of 12 to 15 people.
    – All 3 star hotels, Swiss standard and Chinese restaurants included.
    – Transport in comfortable private bus.
    – Varied program including a visit to Lucerne, Zermatt and Jungfrau and other interesting places.
    – Switzerland is a safe country with a sense of hospitality. The pure air of the Swiss mountains is recognized.

    I let you visit my website in order to assess the quality of the tour in Switzerland I offer.


    Best regards.

  22. Hello.

    I’m Yossi Efrati, CEO of Mercury Travel , travel agency based in Tbilisi , Georgia. We are looking to promote trips in Georgia in the Chinese market with potential partners as outbound travel agency.
    With experience of 12 years in this developed market we are the best choice to pick in Georgia for sicking our country’s wonders and mystery.

    In Georgia we have the highest pick mountains in Europe and the highest inhabited village in Europe located 2200 meters above sea level.

    Our company specialized in classic tours all over the country , cultural tours, Jeep tours , wine tours and heritage tours .
    We also do rafting , horse riding,lessons of making traditional georgian food ,renting jeeps with and without driver ,hotel booking in Georgia, flight tickets sales and daily tours.

    Best Regards,

    Yossi E.

  23. Hi

    Any one looking reputed travel company in Sri Lanka?……………

    SmiLeisure Holidays welcome you all to join with us in discovering Australia,India,Sri Lanka and Maldives. We believe Travel brings more power and love back into your life. Therefore we are here to guide you on your journey of discovery by providing deeper understanding of other nations, their culture, histories and let you see their natural beauty. We provide personalized and friendly travel assistance to our every client. We deliver to the ample needs of our clients according to their preferences and our staffs are experienced in providing sumptuous holiday planning for: honeymoon packages, luxury holidays and family specialized vacations. We mainly prefer only the finest and award winning brands’ luxury resorts.

    Please contact us

  24. Hi Greetings from Srilanka & Maldives!!!!!

    My name is Subha and I’m a Travel advisor in Sonrisa Holidays Srilanka and Maldives.

    We specialize in tailor made travel, personally designed just for you. Together we will build the itinerary step by step, to ensure that all of your needs and desires are met. We suggest, and you choose. we will send you travel proposal within 24 hours.
    Visit our facebook page & Trip adviosr to see our past customers feedback.

    Sonrisa Holidays is not your typical travel service.. we are not a travel agency.. We are group of travel experts. We don’t do everything.. we only focus on Sri Lanka & Maldives. Save yourself the frustration and time of “working on planning your vacation.” Don’t guess where to go, what to see, and what to do. Use your precious time wisely. Let us make your own holiday trouble free. Enjoy your holiday at your pace in your style, avoiding long lines or feeling like a typical “tourist.”

    We will create your personalized itinerary and be your private travel service. We match your ideas to our network of providers to create your dream trip.

    Sonrisa holidays, Sri Lanka & Maldives destination specialists — making your dream trip a reality!

    Best Regards,



  25. We are a professional and experienced travel agent in Bhutan providing packaged and customized tours with personalized services. We provide trekking tours packages, cultural tours, eco and community based tours, adventure sports, hiking tours, spiritual and wellness tours in Bhutan. We are an inbound travel agent and we would be very happy to work with you if you would be our partner agent and refer us to your clients for travel to Bhutan.
    If you do not know much about Bhutan, it is a small country in the Himalayas with a population of less than 700000. It is an environmental paradise and we have a very exclusive tourism policy of high value and low volume. It is a beautiful country for leisure and adventures. We have something for everyone and we would like to work with you to showcase our products to your market.
    Please check us for details at http://www.escapetobhutan.com and contact us at escapetobhutan@gmail.com for further details. We would be very happy to talk to you and discuss with you the possibility of working with you for selling our products to your clients through you.

    We look forward to hear from you at your earliest convenience.

    Warmest regards

    Escape2Bhutan Adventures

  26. Nihau! and greetings from Papua New Guinea. It is official that the National Airline of Papua New Guinea will be undertaking direct fight from Port Moresby to Shanghai and Beijing come 2017.
    PNG Inbound Tour Operator; Pacific International Travel has hosted three Chinese Agents from Shanghai in Port Moresby today..
    Chinese tourists and agents can email: pitomita@oniline.net.pg

  27. Our company is a Travel Agent/Tours based in Gaborone, Botswana, Africa. We are looking for a business partner that we can work with in China.
    We take our tourists all around Botswana and we tailor make packages according to the clients need. We also do recommend.You wont miss the
    big five when travelling with us.
    Looking forward to hear from you.

  28. I am a tour operator in Tanzania.
    Our services are:
    • Wildlife safaris
    • Mountain climbing
    • Beach holidays
    • Cycling tour
    • Walking tour
    • Balloon safari
    • Cultural tour
    • Honeymooners safari
    • Gorilla & chimps tracking
    Please contact me if you have any tour packages in Tanzania. I would offer you the best services on the reasonable price.
    Send me your introduction please. We want to know more about your services

  29. Hello Sir Chiese Tourist

    We would like to introduce ourselves as a Safari and Tour Operator Company based in Dar es salaam and Arusha Tanzania. We are operating on The Northern Tanzania, Southern Tanzania, India Islands (Zanzibar,and Mafia and Pemba). We are willing to work with your company or handling your clients while on the above said destinations.

    , Zanzibar, Mafia, Pemba, Nyika Plateaus,Islands, Mahale and Gombe, Lake Tangayika, Katavi and many more areas in Tanzania as our company is base in this country. If this interests you we will send you our safari programs and costs for 2017.

    We would appreciate your reply and we will be happy to have an opportunity to work with your company
    In General we provide services to Ngorongoro, Serengeti Migration, Kilimanjaro, Lake Manyara, Maasai tribes, Selous, Ruaha, Mikumi, Udzungwa mountains, Kilwa and Makonde Plateaus,

    Thank you and best regards,
    Marketing Department.

    Daniel Mrema
    My Website is http://www.stagidalitours.com
    Dar es Salaam
    NB:Very Soon i will send you Program of Serengeti Migration as i told you from 10-20 People.Program from January to Mach 2017 Immigration Season

    1. Hi,
      We can help you and generate leads from Chinese travellers and agency. Contact us by email.

  30. Hello,
    We are one hotel group based in Germany,we want to welcome chinese guest can you recomend us how to bring lot of chinese guest

  31. Hello
    My name is Hussein Musangi from Nyika Treks Tanzania.
    We welcome you all to the most beautiful land on planet earth.Located in East Africa where the Kilimanjaro-the highest free standing mountain on earth is found,to the Serengeti wild plains where the earth’s greatest migration of animals occurs to the serene beaches of Zanzibar island.For this and more we welcome you all to join us for the trip of your life time.

    Hussein Musangi
    website: http://www. nyikatreks.com
    email adress: nyika@habari.co.tz

  32. We are an inbound tourism firm based in Arusha Tanzania. We would like to expand our Tanzania Tour Packages to the Chinese market. We do provide safari tours to all the country’s parks such as Serengeti, Ngorongoro Crater, Mt. Kilimanjaro climbs, Lake Manyara National park, Tarangire, Zanzibar island etc. You can take a look at some of our packages at http://www.leaptourstanzania.com or contact us at info@leaptourstanzania.com

    Thanks, Mtui
    Leap Tours Tanzania Ltd.

  33. Hello !
    We are certified and trusted local owned tour operator based in Moshi Tanzania with wide knowledge and experiences of organizing individuals, Couples, families and group tours to Mount Kilimanjaro, Mount Meru, Camping Safaris, Lodge Safaris, Lake Tanganyika tour, Lake Victoria tour, Day trips, Coffee tour, Cultural tour and Zanzibar holiday. At Eastland Adventures we have dedicated office staff, safaris teams, climbing teams and the best quality equipment for Kilimanjaro and Safaris jeep, which we maintain to the highest standard. We are here to make your trip just as you had always dream it would be and go beyond your expectations.
    Kindly we would like to expand our market to Asia and China is one of target, kindly feel free to let us know how we can cooperate and get flow from Asia.
    Your sincerely
    Daniel Pallangyo

  34. Hello Greetings from Nepal the country of Mount Everest

    Mount Glory Treks and Expedition is one of the Nepal’s better known adventure and exciting Luxury travel agency which specializes in exploring the elevated Himalayas in Nepal, delivering mind inspiring, soul awakening and life long memories with the best experiences and adventures. Our best team with knowledgeable, experienced and professionals are always ready to serve you the best Luxury trekking, tours, expeditions, rafting, bungy jumping, etc. We are widely recognized and well-certified Luxurious trekking and tour operator based in the locales and Himalayan Regions of Nepal, Bhutan,Tibet and India.

  35. very nice content. I guess every tourism companies want to target Rich People, but can they?
    Can they provide high end service and satisfay these rich people desires?

    I am not Sure

  36. City Sightseeing Tours offers Safaris in Kenya Best of Kenya Safari and Tour for private and group joining safaris for single individuals, couples, families, friends, or groups of people from all over the world are able to book holidays directly in Kenya, Zanzibar, Tanzania and other African Countries, including Flights or Hotel Bookings, Sunny Beach & Hotel Holidays, safari in Kenya and Adventure Safari Tours.

  37. We are Tanzanian licensed Tour Operator sopecilait for Mt Kilimanjaro climbing, Mt Meru climbing, Mt Ol Donyo Lengai the Maasai mountain of god and volcanic active mountain, safari to Serengeti National Park, Ngorongoro Crater, Tarangire National Park, Lake Manyara, walking at the rim of Ngorongoro Crater, Chemka Hotspring etc

  38. Mercury Grail is travel agency based on small only private groups. The agency is based in Reykjavik, so more reason to contact. Together we can make completely customized tours in Iceland.

Leave a Reply

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