Lionel Messi is back promoting Saudi Arabia in a campaign that says it wants to dismantle “walls” of “misconception” and break “outdated stereotypes.”
07.01.2024 - 22:45 / skift.com / Peden Doma Bhutia
On January 8, 2023, China reopened its borders for travel, ending a three-year closure during the Covid pandemic. Most analysts predicted a surge in travel. It didn’t happen. And one year later, the world is still waiting.
But many in the industry say this will finally be the year. In the words of Michael Jones, co-founder of China Create Consulting, “2023 was the year of China reopening to the world, while 2024 will be the year of consolidating and growing outbound tourism.”
Really, they have no choice but to be optimistic. Let’s remember how important China is to travel.
Prior to the pandemic, China was the world’s largest outbound tourism market. Chinese tourists accounted for a total of 20% of total spending in international tourism. They spent around $277 billion in 2018 and $255 billion in 2019. That’s huge.
“By virtue of being the world’s largest economy, based on purchasing power parity, the financial capacity of the average Chinese citizen contributes significantly (to global travel sales),” says Alexander Glos, CEO of China i2i Group.
Will the rebound we hoped would start a year ago, finally take hold?
In this story, we’ll cover:
China’s travel rebound has been impacted by three issues: Limited flights, exorbitant prices and difficulty obtaining visas.
Things are now moving in the right direction.
2023 was the year of China reopening to the world, while 2024 will be the year of consolidating and growing outbound tourism.
China’s international seat capacity in December 2023 was just 62% of December 2019 levels, according to aviation analyst firm OAG. But the key is the trend.
“A year ago we were somewhere around 10% of pre-pandemic levels, and by the end of the year we had reached 62%. At that speed, we should be back to normal in the near future,” said Oliver Sedlinger, CEO of China-based tourism marketing consultancy Sedlinger and Associates.
Glos notes that in many destinations, Chinese arrivals are now almost close to 100% of pre-Covid levels. The latest data from Dubai suggests that arrivals from China are already there and will exceed 100% in December and January.
The economic rebound plays a pivotal role in driving leisure travel, especially as the Chinese outbound tourism landscape transitions from being dominated by pensioners to a broader demographic, according to Jones.
“China has issued over 200 million passports and this is only 13% to 14% of the population. As Chinese become more middle class in their economic capability and behavior patterns, comparable to Europe and North America, the growth in global Chinese travel is guaranteed to continue and accelerate,” Glos notes.
The pandemic’s impact on the outbound travel industry is evident in the registration of new
Lionel Messi is back promoting Saudi Arabia in a campaign that says it wants to dismantle “walls” of “misconception” and break “outdated stereotypes.”
Chinese travelers are projected to make a record 9 billion domestic trips during the 40-day Lunar New Year period starting Friday, according to state-run news agency Xinhua.
Editor's note: Japan Airlines provided TPG with a complimentary round-trip ticket between New York and Tokyo so we could be aboard the airline's inaugural A350-1000 flight, but all opinions expressed are entirely those of the author and were not subject to review by the airline or any other external entity.
For travellers with serious hiking ambitions, there’s no better country than New Zealand. ‘Tramping’, as the locals call it, is easy and accessible in this land of fern-fringed rivers, glacial valleys and volcano calderas. But the crowning glory is its ‘Great Walks’ — a collection of 11 multi-day hiking trails that capture the best of New Zealand’s spectacular landscapes. Though easy enough to complete, tackling any one of them requires planning — so, from how to budget or book huts to what to pack, here’s all you need to know.
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Boeing is slated to deliver a 737 Max to a Chinese airline for the first time since March 2019, according to Bloomberg.
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In December, China brought in visa-free entry for citizens of five European countries and Malaysia.
China is addressing the bottlenecks that have restricted outbound travel from the country. But the enthusiasm among Chinese travelers to visit the U.S. is diminishing, according to the latest survey from China Trading Desk, a marketing technology company.
In a landmark achievement, Trip.com Group has been awarded one of the Leading Brands in the 2023 Forbes China Global Brands Selection 30&30 in recognition of its exceptional global growth over the past two decades. Trip.com Group joins the selection in its inaugural year, alongside other industry leaders like automaker BYD, smart home appliance maker Skyworth, and real-time engagement platform developer Agora.io.