By Spencer Hulse
Published November 1, 2024
The travel habits of Chinese tourists are changing, and it goes well beyond just picking new destinations. Everything from how they plan and when they decide to travel, to why they’re traveling in the first place, has shifted, and the global tourism industry is starting to take notice. But what’s behind these new trends? And how are businesses adapting to meet these evolving needs?
China Trading Desk’s latest 15,000-person report gives a clearer picture. According to the report, 130 million Chinese are expected to travel abroad this year — a 28% rise over 2023 — but still 25 million below pre-pandemic levels. Looking ahead, the numbers are set to grow, with 200 million Chinese travelers predicted by 2028. This anticipated surge brings plenty of opportunity, but it also means that businesses need to keep up with changing traveler behavior.
What exactly is changing? For starters, the profile of the average Chinese traveler is evolving. For years, first-time travelers made up a significant portion of China’s outbound tourists, but this quarter, their numbers dropped by over 24%. This is a sharp decline from its peak in 2023. Now, seasoned travelers are making return trips to destinations they’ve previously visited, rather than exploring new ones. Familiarity is becoming a selling point. This loyalty is well-received for places like Japan, Thailand, and Singapore. However, it does mean the industry needs to rethink how it caters to experienced travelers. After all, they are less interested in novelty and more focused on comfort and deeper engagement with the places they already know.
At the same time, spontaneity is becoming the new norm. According to the China Trading Desk, about 73% of Chinese travelers book their trips within a month of departure. This rise is driven by factors like the lingering uncertainty surrounding international restrictions and the desire for flexibility. After years of having travel plans interrupted or canceled, people crave the freedom to decide at the last minute. This kind of spontaneity doesn’t just affect when travelers go but also how they experience their destinations.
Japan, in particular, is experiencing a surge in popularity. Its proximity, exchange rates, and culture have made it a top choice for Chinese tourists. Japan is now the third most popular destination, just behind Singapore and Thailand. It also helps that short-haul travel has become increasingly appealing as travelers ease back into international trips without venturing too far from home.
Interestingly, as travelers shift their focus toward closer destinations, they’re also staying longer. Over 80% of Chinese tourists now prefer vacations lasting between 5 and 15 days, a notable increase from previous quarters. This suggests a desire for more immersive experiences. Quick weekend trips are no longer enough, with travelers wanting time to explore, relax, and absorb the culture. In response, the industry is adapting to offer experiences that cater to longer, more meaningful stays.
Accommodations, too, have seen a shift. The demand for quality has never been higher, with 64% of travelers now opting for four-star hotels or above. Amenities, price, and location are more important than ever as travelers look to get the most value out of their trips. This focus is pushing accommodation providers to emphasize offering high-end, personalized experiences.
Another interesting trend noted by China Trading Desk is the way travelers are paying for their trips. While UnionPay continues to dominate, there’s been a noticeable uptick in the use of Visa and MasterCard—about 6% more than before, according to China Trading Desk’s findings. As more Chinese travelers venture beyond Asia, particularly into Europe, the convenience of globally recognized payment methods becomes more appealing.
Alongside these logistical changes, shopping and dining have become central to the travel experience. Now, around 80% of travelers are planning their shopping excursions before they even depart. Moreover, dining is playing a bigger role, with about 25% of travelers integrating dining into their shopping plans. This shift offers a huge opportunity for businesses, as travelers are looking for experiences that blend culture, cuisine, and retail in one package.
With all these changes, it’s clear that travelers are more spontaneous, seeking quality over novelty, and looking to make the most of their time abroad. Whether it’s affluent tourists booking extended, luxurious trips to Europe or Gen Z planning a quick getaway to South Korea at the last minute, Chinese tourists are reshaping global travel trends in ways that can’t be ignored. For businesses in the tourism sector, this means staying nimble and responsive to these shifting preferences, offering flexibility, quality, and cultural immersion at every turn.
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