China Trading Desk’s latest 15,000-person report predicts 130 million Chinese will travel abroad this year—a 28% rise over 2023 but still 25 million below pre-pandemic levels. 200 million to travel by 2028.
Singapore, Oct 2, 2024—Chinese tourists increasingly opt for more luxurious accommodations and longer trips booked later and later, according to China Trading Desk’s new 15,000-person report. The Q3 China Outbound Travel Sentiment Survey shows the continued growth in foreign travel volumes and also reveals Japan’s return as a popular destination after falling out of favor last year.
“The ongoing recovery of the outbound travel market remains robust, and our projection that 128 million Chinese will travel abroad by year’s end underscores that rebound,” said Subramania Bhatt, founder of digital marketing and research firm China Trading Desk and a globally recognized expert on Chinese consumers.
“However, total travel this year will still fall short of pre-pandemic levels in 2019, when 155 million Chinese toured outside the Middle Kingdom.”
China Trading Desk predicts 200 million Chinese will travel outside the country by 2028. Nearly half are expected to spend at least 25,000 RMB per trip.
According to Mr. Bhatt, the third quarter’s most significant findings included a mix of continuity and substantial changes.
Critical Insights from Q3:
Last-Minute Planning Dominates: A striking 73% of respondents plan to book their trips within a month of departure, underscoring the ongoing uncertainty and preference for flexibility in travel planning. This trend is particularly pronounced among Gen Z travellers, with nearly half planning their holidays within two weeks of departure.
Longer Holidays Preferred: The preference for longer trips is increasing, with 80.3% of travellers now choosing to spend between 5 and 15 days abroad. This marks a sharp decline in the preference for shorter holidays, down to 10% from 19.3% in the last quarter.
Preference for Premium: A significant 64% of travellers now prefer accommodations rated four stars and above, with price, location, and amenities being the top factors influencing booking decisions.
Japan's Rising Popularity: The Rising Sun re-rises. After losing its luster with Chinese tourists in 2023, as reported by CTD research, Japan has seen a remarkable return in popularity, jumping from the 6th to the 3rd most preferred destination, trailing only Singapore and Thailand. The surge is attributed to favorable exchange rates, making it an attractive option for Chinese travellers.
Shift in Payment Methods: While UnionPay remains the dominant payment method for outbound trips, there has been a noticeable increase in the use of Visa and MasterCard, with a growth of approximately 6.3%, indicating a broader acceptance of international payment options.
Consistent with prior reports, college-educated women from Tier One cities comprise the largest share of Chinese foreign travellers. As China Trading Desk research shows, Zoomer women are particularly adventurous, comprising 72% of Gen-Z travellers and continuing to lead Chinese outbound travel trends.
“China's travellers are evolving—seeking quality, flexibility, and experience-driven adventures,” Bhatt added. “This survey offers valuable insights for businesses eager to engage with this influential market worldwide.”
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