In 2023, China surpassed the U.S., Germany, UK, and France to become the world’s largest spender on international tourism, with expenditures reaching €180 billion. Domestically, Chinese tourists are expected to inject a record €810 billion into the mainland economy this year, marking a full recovery from the pandemic, according to a report by the World Travel and Tourism Council and Oxford Economics. Chinese outbound travel trends 2024

As we dive further into 2024, we can’t help but notice how the landscape of Chinese outbound travel has drastically transformed. With a healthy surge in interest and changing travel behaviors, this year presents unique opportunities for travel agents and destinations worldwide.

Let’s unpack the latest insights from the Chinese Outbound Travel Trade Survey: July 2024, conducted by Dragon Trail Research.

Understanding the Current State of Chinese Outbound Travel Chinese outbound travel trends 2024

A Broader Reach for Chinese Travel Agents

In just a year, the number of countries where Chinese travel agents can sell group and packaged travel jumped from 60 to over 130. This expansion opens new windows of opportunity for both agents and travel destinations, making it easier for Chinese tourists to explore various corners of the globe.

Major Changes in Traveler Preferences

Customized Experiences Are in Demand

One standout takeaway is the significant shift towards personalized travel experiences. Travelers are increasingly seeking customized and small group tours, distancing themselves from traditional group travel options. Think of it like moving from a crowded subway to a cozy convertible — the allure of having your own space and tailored experiences is undeniable.

The Price Sensitivity Factor

Value for money has become a central theme in the wake of economic challenges in China. The survey highlighted that 57% of travel agents reported that most of their customers prioritize cost-effective travel options. However, there’s a catch — 34% of clients are still willing to shell out extra cash for enhanced travel experiences. It’s all about balance!

Key Statistics on Pricing Sensitivity:

• 57% seek cost-effective choices
• 34% are open to premium experiences

Preferences for Travel Styles

The Popularity of Small Group Travel

According to our findings, small-group travel is the new favorite among Chinese travelers. With 92% of agents indicating that groups of 20 or fewer travellers are preferred, it’s clear that the dynamics of group travel have evolved.

Safety Is Paramount

A notable trend post-pandemic is the heightened focus on safety. Clients are placing more importance on health, hygiene, and security in their travel choices. Travel agents are responding by prioritizing safety in their offerings and ensuring that their clients feel at ease with their travel plans.

Trending Travel Themes for 2024

Nature Takes the Lead

Nature travel has soared to the forefront of travel themes in 2024, with over 50% of respondents selecting it as a leading interest. It’s time to tap into the natural beauty of destinations and design offerings that resonate with outdoor enthusiasts.

Top Travel Themes Identified:

1. Nature
2. Beaches & Islands
3. Family Travel
4. Friend Groups (Younger Demographics)

Family vs. Friends: Where Are Travelers Headed?

Family travel remains a strong contender, but there’s a budding interest in trips with friends—particularly among younger generations. This shift indicates the need to create experiences that cater to diverse group dynamics, ensuring that both family-oriented and friend-based travel packages are available.

Key Trends in Outbound Travel from China

Southeast Asia is currently the leading outbound travel destination for Chinese tourists, demonstrating strong growth potential. Northeast Asia (Japan and South Korea) and Europe also remain popular choices. While the Middle East holds the sixth position in terms of overall travel sales, it ranks fifth in projected growth.

Online travel agencies (OTAs) such as Ctrip and Qunar continue to dominate the booking landscape, with WeChat playing a supportive role. A notable trend is the emergence of live streaming as a new booking channel, driven by platforms like Douyin and Xiaohongshu. Despite the digital shift, traditional offline sales channels, including physical stores and events, still maintain their relevance.

Strategies for Travel Brands

How to Attract Chinese Tourist Attention

For destination marketers, understanding these evolving trends is crucial. Here’s what we can do to better address the needs of Chinese travel agents:

1. Develop Tailored Products: Focus on creating unique travel packages that can accommodate small groups and personal preferences.
2. Enhance Safety Protocols: Clearly communicate safety measures and practices to reassure travellers.
3. Value-Driven Pricing: Ensure competitive pricing while maintaining quality; offering different tiers could help cater to the spectrum of price sensitivity.

Cooperating with Chinese Travel Trade

Establishing solid partnerships with local travel agents is more important than ever. Here’s how to build those relationships:

• Engage in B2B Marketing: Use data-driven strategies to enhance outreach.
• Offer Transparent Communication: Keep lines open for collaboration and feedback.
• Provide Education & Training: Equip agents with the tools they need to effectively sell your destination.

Methodology: Survey Insights

Conducted between June 24 and July 7, 2024, Dragon Trail’s survey focused on 295 travel agents actively selling outbound travel. We explored several dimensions of the industry, including:

• Client demographics
• Travel preferences
• Pricing challenges
• Market trends Chinese outbound travel trends 2024
• Cooperation strategies with overseas businesses

This data paints a vivid picture of emerging trends and potential growth areas in the market.

Conclusion: Embracing Change in Travel

As we navigate through 2024, the trends emerging from the Chinese Outbound Travel Trade Survey signal a transformative era. Embracing personalized experiences, addressing price sensitivity, and prioritizing safety are essential tactics to attract the modern Chinese traveller. The potential for growth in nature and group travel presents exciting challenges and opportunities for tourism sectors worldwide.

By adapting to these trends and engaging proactively with travel agents, we can create remarkable travel experiences that resonate with both existing and new travelers. Let’s embark on this journey together!

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