Turning point of China tourism market

Expectations for a remarkable recovery

According to Dragon Trail, an organization specializing in researching the Chinese tourist market, Golden Week is considered an important milestone in the recovery of the country's outbound market.

"We expect this October's Golden Week to be the best since the country reopened its borders," Dragon Trail said in the report.

According to Dragon Trail, 40% of the total number of people surveyed plan to travel in October, showing that a large number of people have a need to travel abroad during that time.

Agreeing with the above assessment, ForwardKeys, an aviation and travel data analytics company, said that the number of international air tickets purchased by Chinese people during Golden Week reached 85% compared to the same period before the Covid-19 pandemic. This figure also increased by 32% compared to the same period in 2023.

Unlike the surge in visitors in early 2023 due to the Mid-Autumn Festival, this year's Golden Week travel demand is evenly distributed throughout the week.

Industry experts are highly anticipating this recovery. Chinese travelers are now looking forward to exploring many countries around the world, with a particular focus on personalized travel experiences.

Although the number of tourists choosing to travel abroad in this country is not as high as before the Covid-19 pandemic, in reality, the growth is clearly reflected.

In August alone, 16% of Dragon Trail survey respondents said they had traveled abroad, a significant increase from last year. More impressively, 60% of these travelers had taken at least two trips abroad.

Safety concerns, a significant deterrent to tourism post-pandemic, have stabilized. Chinese tourists now feel safer visiting destinations across many global regions, with Europe and Southeast Asia among the top choices.

Prioritize fun travel experiences

Chinese travel trends have changed. Today, tourists are no longer satisfied with the usual sightseeing tours. Accordingly, 70% of the total survey participants of Dragon Trail said that they participated in cultural and sports events during their trips.

Experiences include museum visits, operas in Europe and fireworks festivals in Japan. Niche segments such as cruises and self-drive tours are increasingly popular, aiming for a more personalized and tailored approach to each customer.

The recent Paris Olympics also showed a shift in preferences as Chinese tourists opted for global events and iconic experiences abroad more than before.

These trends show that Chinese tourists now prioritize unique activities and experiences over choosing a destination. In addition, Chinese people are often budget-conscious but are also willing to spend on quality experiences.

Nowadays, Chinese tourists prioritize unique activities and experiences rather than choosing just one destination.

One of the characteristics of Chinese tourists is that they are always strategic in their spending. Most people usually plan to spend about 1,400-4,200 USD per trip and carefully allocate their budget according to each goal.

They are willing to spend a significant amount of money to experience local cuisine, followed by cultural and entertainment activities. Tourists are also eager to participate in events and activities in the locality they visit.

In addition, promotions and discounts still attract Chinese tourists, especially vouchers for booking hotels and cruises. The combination of a sense of saving and a willingness to spend on important experiences has shaped today's Chinese tourists.

Another trend that emerged after the Covid-19 pandemic among this group of people is planning travel in a short period of time.

About 64.7% of respondents said they planned their trips two months before departure. Trips typically lasted between four and seven days, reflecting the need for travelers to balance flexibility with cost management.

In terms of booking platforms, Chinese online travel agencies such as Ctrip and Qunar, along with social media platforms Xiaohongshu and WeChat, continue to gain a large market share. These channels provide travelers with convenience and diverse user-generated content, thereby creating trust among travelers who are in need of travel.

Source: https://nhandan.vn/tuan-le-vang-2024-buoc-ngoat-cua-thi-truong-du-lich-trung-quoc-post834403.html