What: A report by In:China Monitor explores the current situation of Chinese tourism by giving an overview of new trends and interests as well as a broader reflection on the actions and projects put in place by European countries and an overview of how promotion in China has changed.

Why it is important: The return of Chines tourists has been eagerly awaited as China had the largest demographic of international travelers pre-Covid, with 155 million tourists spending over USD 250 billion globally in 2019.

Section 01: Is this the return of The Chinese Traveler? 

Restrictions on overseas travel were dropped in January of this year. Prior to 202O, Chinese tourism was the largest demographic of international travelers, with 155 million tourists spending over USD 250 billion globally.

International flights will resume gradually between this year and 2025 per China’s “14th fiver-year—plan” for civil aviation. The first phase will focus on the local market and the second phase will be a period of growth which will be aimed at restoring the international market and improving levels of openness.

Chinese tourists have traveled to nearby destinations first such as Thailand and Indonesia as prices are high for international flights and there are long delays getting visas.

Within a half hour of the news that travel restrictions would be eased, searches for popular cross-border destinations increased tenfold. The most popular destinations were: Singapore, South Korea, Hong Kong, Japan, Thailand, Macau

From mid-January, Chinese outbound travel has returned to 62% of pre-pandemic levels with approximately 250,000 Chinese people traveling out of China on a daily basis and around 7.5 million outbound travelers per month. There was a 117.8% increase in the number of Chinese people traveling overseas

During Chinese New Year, domestic airlines and major hotel chains reported sold out bookings, with hotel sales revenue increasing by around 20% compared to 2022. About 308 million trips were made in China and domestic revenue increased by 30%, reaching EUR 53.3 billion. While these numbers reflect short haul travel consumption, this was representative of the pent up demand to return to travelling.

Chinese travellers preferred to stay within Asia during Chinese New Year, with Hong Kong and Macau being the top destinations followed by Thailand and Singapore.

The top approved destinations for Chinese travellers were Switzerland, Thailand, the Maldives, Russia, New Zealand, and Singapore.

It is predicted that the first important wave of Chinese outbound travelers will happen in July and August, with the peak being in autumn during the Golden Week getaway.

Section 02: The New Chinese Tourist: Intarget New Survey Results

Intarget conducted a survey of wealthy Chinese travel enthusiasts and belong to the the Global Web Index socio-economic quintiles 1 and 2. The findings include what they look like, how they decide where to go, what they expect, and how they usually buy.

China has the second largest number of ultra-rich, with more than 32,000 people holding wealth that exceeds USD 50 million. Wealthy Chinese tourists are the largest in the world and Chinese tourism is still the largest source of international travellers.

In the post-Covid era, new profiles have emerged. Wealthy Chinese travelers describe themselves as career-focused, creative, fashion-conscious, and health-conscious. Additionally, 70% believe that in the next 6 months the country’s economy, the environment, and personal financial resources will improve.

Wealthy outbound travelers are enthusiastic about technology and rely heavily on their phones for their travel needs. They are family-focused and balance their careers and family life, sharing their love for travel with their families

Resorts, spas, staycations, and winter sports are among the top preferred vacation types of wealthy Chinese travelers which could be attributed to a renewed focus on wellness and quality time with loved ones. They also prioritize destinations that offer relaxation, cultural experiences, easy travel logistics, and good facilities for children among others.

Wealthy Chinese travelers are savvy consumers that research online to inform their purchasing decisions. They are willing to pay a premium for high quality products and services and are loyal to the brands they trust. They spend time looking for deals and trust online reviews.

Personalization is a key factor in attracting and retaining wealthy Chinese travelers.  This demographic expects brands to cater to their specific preferences and needs. Brands should offer exclusive services and understand their customers’ individual tastes to gain their loyalty.

A growing preference for travelling in small groups of family and friends and personalized tours have also grown in popularity.

Section 03: How to meet Chinese Tourists’ Expectations? 

According to experts across the globe, there are several ways to meet the expectations of Chinese tourists.

It is important to plan online in advance as Chinese tourists prefer to use multi-functional social media platforms and Online Travel Agencies (OTAs) during the travel planning process.They tend to favor an application that integrates social networking functions.

Wealthy Chinese travellers rely on online research and trust online reviews of products and services, so it is important to have high-quality products and services and to have positive online reviews.

It is also important to use mobile-friendly content that is designed for mobile use and aesthetically pleasing, including infographics and virtual hosts in videos.

Section 04: Navigating Chinese Digital Platforms for Travel

Chinese tourists’ discovery phase happens online: they get inspired by Chinese influencers, look for ideas on Douyin and XiaoHongShu, and then use WeChat and online travel agencies to plan and organize their trips. When looking for information, they look for videos and photos.

Some applications they may use include Ctrip, Fliggy APP, Meituan APP, XiaoHongShu, and Douyin.

Section 05: Most loved by Chinese tourists: In:China Monitor’s selection of case studies 

Case studies performed by In:China Monitor show destinations that are most loved by Chinese tourists.

Croatia was chosen because of its campaign to target Chinese tourists during the Beijing Olympics and their new interest in winter sports.

The Swiss Tourist Board partnered with Alibaba to create a virtual reality tour which earned more than 1.25 million viewers.

Sweden leveraged Chinese social media by live streaming the Northern Lights on WeChat’s video platform to engage and entertain users who couldn’t travel to Sweden.

Section 06: Quick wins on how to re-engage with Chinese travellers

Solo travel is booming and expected to be an important aspect of the Chinese travel industry for the foreseeable future.

Travelers are looking for immersive experiences in unexpected destinations. The new Chinese traveler is no longer limited to the traditional mass tourism in organized groups, they are increasingly interested in seeking immersive, original, and unique experiences.

The trend for outdoor activities has also led to a new concept of leisure and travel which combines comfort and nature in an innovative way such as glamping.

Bleisure (business and leisure) and Bluxury are becoming increasingly relevant concepts in the travel industry as wealthy Chinese tourists shift towards more personalized and tailored experiences.

It is important to incorporate storytelling and localization when catering toward Chinese tourists. Connections between the destination and collective Chinese values and beliefs should be drawn to help establish a closer relationship.

Chinese travelers enjoy deal hunting and often are more concerned with prices rather than experiences. Cheaper add-ons, discounts, free gifts, and seasonal offers such as discounts during Chinese New Year can be attractive to Chinese tourists.

Accepting Chinese credit cards and mobile online payments and being informative about the tax-refund processes can make shopping more appealing to Chinese customers. Chinese-speaking staff as well as high-quality translations of content, and displaying QR codes with extra information can help incoming Chinese travelers feel more welcome and allow companies to effectively communicate. Providing free Wi-Fi is also suggest so tourists can share their experiences, photos, and videos with family and friends.

By providing excellent customer service, catering for their needs, and making them feel welcome companies can create long lasting bonds that will encourage Chinese tourists to recommend their travel destinations to friends and family. It is important to stay connected on social media to build a loyal customer base that could attract more Chinese tourists. Online word of mouth is high effective and a great way to attract new customers as well as boost reputation in the Chinese market.

May 23 Global Travel Insight