Chinese outbound travel is witnessing a remarkable resurgence as October’s Golden Week approaches, marking nearly pre-pandemic levels of activity. The growing interest in international trips and immersive experiences signals a renewed enthusiasm among Chinese tourists to explore the world.
With the onset of Golden Week on 1st October, Chinese outbound travel stands at a pivotal juncture. According to Dragon Trail Research, 40% of travellers surveyed plan to go overseas by the year’s end, with a strong emphasis on October, showcasing a robust demand for international travel this season.
ForwardKeys has noted that airline bookings for this period have reached 85% of what they were in 2019, with a notable 32% increase from last year. This year’s travel patterns are more evenly distributed, reflecting increased confidence among travellers to explore diverse destinations leisurely.
Although not completely back to pre-pandemic levels, Chinese tourism abroad is on the rise. As of August 2024, 16% of those surveyed by Dragon Trail Research had already travelled internationally.
Safety concerns seem to have subsided, with increased travel to Europe and Southeast Asia. Notably, Chinese tourists exhibit a heightened interest in Europe, planning to visit 28 countries there, alongside a growing interest in the Middle East.
Chinese tourists now seek beyond mere sightseeing. 70% of survey respondents engaged in cultural or sporting events during their travels.
From museum visits in Europe to fireworks festivals in Japan, the travel experiences are varied.
Niche interests such as cruises and self-drive tours are also gaining traction, underscoring a shift towards tailored travel experiences.
Though enthusiastic about travel, Chinese tourists remain strategic about their spending. Most anticipate expenditures between RMB 10,000 and 30,000 per trip.
A significant amount is allotted to local cuisine, as 76% of respondents express readiness to indulge in local culinary experiences. Entertainment also commands a considerable budget.
A notable post-pandemic trend is the shorter planning window. 64.7% of respondents arrange travels within two months of departure, favoring trips that last four to seven days.
Booking through trusted platforms like Ctrip and Qunar remains prevalent, alongside popular social media sites such as Xiaohongshu and WeChat, showing a blend of technological reliance and spontaneity.
There’s a balance between budget-consciousness and a willingness to splurge on unique experiences. Promotions and discounts are particularly appealing, especially for cruises and accommodations.
Chinese tourists increasingly focus on value-driven travel, ensuring money is spent on experiences that offer significant personal or cultural value, reflecting their nuanced approach to budgeting and travel.
October Golden Week marks a significant step in the recovery of Chinese outbound travel, pointing to a future of diversified and enriched global tourism interactions.
The revival of Chinese outbound travel during Golden Week signals a promising future for the global tourism industry. With increasing confidence and interest in unique experiences, Chinese tourists are set to contribute significantly to international travel dynamics.