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What you must know to understand Chinese tourists in 2023

After the COVID-19 pandemic restrictions eased, Chinese tourists rushed to book their trips abroad craving for holidays.

It’s been a long time since Chinese people could not go abroad, but 2023 become a breaking moment and now the world anticipates Chinese tourism to get back. After the country’s reopening on February 6 and the start of Chinese nationals’ travel agencies-organized abroad group vacations, One of the 20 nations that China permits group trips to visit is Thailand. The first group of the 40-person China tour group departs Guangzhou city on Spring Airlines aircraft 9C7419 bound for Don Mueang airport.

While it started off as a mass group of Chinese with their camera and their wallet mostly dedicated to shopping (60% of their budget, CNTA), things are changing, big time some would say.

Forget the Chinese tourist shopper, the Chinese tourist traveller is here.


According to the Hotel Monitor Report 2019, millennials have finally taken over Chinese outbound tourism provoking deep transformation in the industry. Such quick changes are often hard to adapt to. Hotel owners, Tour operators no worries, let’s have a look at those data and see what is really necessary to remember in order to get ready for the Millenials Tourists.

How to reach Chinese millenials tourists?
????Expert Tips:

1. Register Chinese social media account: Red, Wechat, Douyin are the best choise
2. Promote your destitation through Chinese socials
3. Work with Chinese travel bloggers (KOLs)
4. Invest in Online Reputation in China
5. Make Press Releases in Chinese Media 

How Chinese Celebrities can Boost your tourism destination ?

Why do they travel?

Chinese tourists become younger every year, they are now the majority are under 35. The vast majority of the 100 million trips outside China was leisure according to 91% of the respondent.

This trend matches the rise of disposable income, especially in big first tiers cities such as Shanghai or Beijing where there is nothing better than going abroad.

Since China is opening its gates to the world, it is only normal to find business ranking second in this ranking, chosen at 43% in this ranking.

This shows the increasing taste for foreign investment and Chinese companies wanting to invest outside their local market.

17% go to visit friends and relatives. With studies and ease of immigration in some countries, Chinese citizens have more incentive to go abroad to visit the foreign friends they made while abroad, family members who have immigrated to Canada or the US for instance.

3 Keys to understand the Chinese Travelers

The Chinese shopper cliché is fading away

Once upon a time, the Chinese liked shopping above all due to the novelty of huge price differences between barely taxed luxury goods abroad and China’s overtaxed ones.

Now things have been evened out

Sightseeing and good local food have become at least as important as shopping, that is something people wouldn’t have imagined possible a few years back. There is a very simple cause for that :

Chinese have become more aware of the possibilities travel has to offer therefore, with limited holidays they want to enjoy it even more.

Chinese tourists no longer seek 5 stars hotels so much anymore; they seek cheaper, fun and more welcoming accommodations such as youth hostels to save most of their budget for entertainment and fun: the best compromises are 3 stars, luxurious enough but not so much as to eat their whole budget up.

Conclusion :

Chinese tourists become closer and closer to what young westerners for instance are when they travel. What will be their needs? How long will people still hold onto that old cliche? To me, it seems like if you want to anticipate what the Chinese outbound tourism market will be, you have to look at the generation coming after the one in power. So…what’s next?

Do you need help in winning Chinese tourists?
We are Experts in Chinese Tourism Marketing!

????Contact us now to get a Free Consultation and crafted Strategy to meet your ambitions.

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  1. This sound great!

    I have received a number chines tourist for Kenya and Tanzania. It appears to be a very fast growing tourist market which attracts a special attention especially for east Africa.

    I need to find the best means to make my business known in China now than ever before. Please help.

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