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8 Things to Know About the Return of Chinese Tourists
20.07.2023 - 11:51 / travelweekly.com
Chinese tourists are returning.
After three years off the global radar, Chinese citizens regained their travel freedoms on Jan. 8 as the borders reopened after the pandemic. On Feb. 6, outbound group tours recommenced to 20 countries. Although the U.S. is not on the initial list, Chinese independent travelers are able to visit.
China’s travel recovery is a work in progress. Its travel, aviation and hospitality sectors were savaged by three years of isolation. Rebuilding demand and supply will take time.
The second half of 2023 should see progress as more flight routes are reinstated. Chinese tourism will grow at a slower pace than before, but travel firms could experience growth if they consider how domestic travel and consumer trends might transfer into global tourism.
The China Outbound Tourism Research Institute forecasts 179 million trips (including to Hong Kong and Macau) from China in 2025. This would surpass the 2019 total.
So, how should travel businesses prepare? China’s outbound market is vast. It spans everything from backpacking to ultra-high-end luxury, Gen Zs to seniors and business travelers to extended families.
Before 2020, the Chinese market was rapidly diversifying. Then, the constraint of domestic-only travel created new booking behaviors, trip motivations and segmentation challenges.
Travel planners should expect shifting tourist expectations, and sometimes seemingly contradictory travel patterns, as the recovery builds. Here are eight factors to consider when evaluating what the return of Chinese tourists means for the global tourism industry.
Zero-COVID-19 AvoidanceThree years of a strict zero-tolerance policy exacted an emotional toll for many Chinese. Travel will help create distance with the past and rediscover lost pleasures. Chinese society is complex, and has become more so during the strictures of COVID-19, but national pride remains intact.
Despite personal misgivings about Zero-COVID-19, Chinese tourists will not take kindly to criticism of pandemic policies. This is a subject they will not wish to discuss — even in passing — on vacation.
New FrugalityPre-pandemic, Chinese visitors were courted by destinations and retailers as high spenders. Growing uncertainty about their economic future has seen urban Chinese in their 20s and 30s rediscovering the virtues of frugality. They cut spending and save cash where they can, rattled by high youth unemployment, falling salaries and a faltering property market.
This could influence overall tourism spend. The frugal Chinese segment creates new opportunities for promoting simple and environmentally friendly forms of travel and activities, away from luxury boutiques and high-priced tours.
Urban HedonismDespite pandemic
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