Ask Skift: What Are the Top Travel Trends in China?
20.04.2024 - 03:50
/ skift.com
/ Rashaad Jorden
/ Ask Skift
China, the world’s largest outbound tourism market prior to the pandemic, is expected to continue making substantial progress in its recovery this year.
So what are top travel trends in China? We put the question to our artificial intelligence chatbot, Ask Skift. It used information from our past news coverage and we did additional reporting.
Some of the top travel trends in China are:
Demographic Shift: There is a notable demographic shift especially among young upwardly mobile women, driving the recent travel rebound in China. As of April 2024, 62% of outbound travelers were female, with a significant portion between the ages of 18 to 29.
Spontaneous and Online Bookings: Chinese travelers are researching and booking trips online, often spontaneously. This trend suggests a shift towards spontaneity and flexibility driven by their digital skills.
Shopping and Luxury Experiences: Shopping ranks among the top five consumption items for outbound travel along with accommodation, air tickets, and food. Businesses are encouraged to promote shopping and luxury experiences that appeal to young Chinese women travelers.
Digital Platforms and Mobile Payments: Popular travel apps like CTrip and Qunar, as well as social media platforms like Douyin and Xiaohongshu (China’s Instagram), are increasingly used for travel planning. Digital wallets and mobile payments with platforms like Alipay being the top payment method for outbound travel.
Preference for Active Trips: There’s a trend towards more active and adventurous holidays. For example, instead of just visiting Thailand, travelers prefer to go for a kayaking or diving trip.
Outbound Travel Growth: Despite a slower recovery after the borders reopened, a significant recovery is expected with a forecast of 80% growth in Chinese outbound departures in 2024 and a further 46% in 2025.
Go deeper into the business of travel with Skift’s new AI chatbot.
Chinese travelers are increasingly using social media platforms like Xiaohongshu, which has been referred to China’s Instagram, and Douyin. A recent survey by China Trading Desk found 40% of Chinese travelers plan trips using those platforms.
Skift reported in April that searches for Middle Eastern destinations — such as Turkey, the United Arab Emirates and Egypt — have surged since last December. Outbound travel from China to the Middle East hit pre-Covid levels during the most recent Chinese New Year, according to data firm ForwardKeys.
Chinese travelers have shown an inclination to head to destinations that have eased visa requirements — including Egypt. Calvin Chu, managing director of international vacation business at Alibaba’s Fliggy, said more Chinese travelers are interested in visiting the North African