Rising Interest in Health & Wellness
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
China’s outbound tourism industry is recovering rapidly, with improvements in visas and transportation enhancing the market’s recovery pace.
In 2023, China reclaimed its position as the top spender on international tourism, with $196.5 billion and travel reaching 88% of 2019 levels, projected to reach 97% by mid-2024. Full recovery of global tourism is expected in 2024, with a 2% increase in traveler numbers over 2019, driven by demand and better air connectivity in China and Asia.
China’s tourism industry has grown rapidly due to economic expansion, rising incomes, and a larger middle class, with 155 million outbound travelers spending $255 billion in 2019. In 2023, outbound travel hit nearly 101 million, aided by visa waivers. Ctrip’s hotel bookings now exceed 2019 levels, and by the second half of 2024, China’s outbound tourism is expected to reach 90% of pre-pandemic figures.
User Needs: Rapidly Changing Travel Demands
The post-90s and post-00s generations are now the dominant force in outbound tourism, driving significant changes across the industry. Just as the post-80s generation fueled the e-commerce boom, these younger generations are reshaping outbound tourism and influencing all market segments.
The following are key trends associated with these younger travelers:
1. Independent Travel: Flexibility is key, with more young travelers designing personalized itineraries.
2. YOLO Philosophy: Driven by a desire for self-expression, they seek meaningful, diverse experiences.
3. Experience Over Traditional Tourism: Young travelers prioritize immersive, unique adventures over typical sightseeing.
New Trends in Outbound Travel:
The Challenge: Challenges Facing Outbound Tourism Recovery
Despite positive trends, outbound tourism recovery faces challenges. A UNWTO survey shows that economic factors and travel safety concerns are major obstacles, affecting travel plans and consumer confidence. The industry must address these issues to ensure a full recovery.
Economic Environment and Travel Budgets:
The uncertain economy and unemployment risks are reducing travel budgets, with some travelers cutting back while others continue to spend despite inflation.
Geopolitical Instability and Safety Concerns:
Geopolitical instability, such as the Russia-Ukraine conflict, raises safety concerns, impacting travel to affected regions and neighboring countries.
Over-Tourism and Declining Travel Experiences:
Over-tourism in popular destinations like Barcelona and Venice is straining local infrastructure, lowering the quality of tourist experiences. To address this, the industry should improve capacity and promote less crowded destinations.
Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.
Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.
Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand
About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
Healthcare awareness is increasing, with more users prioritizing medical care, wellness, and informed consumption.
The share of per capita consumption expenditure relative to disposable income can be divided into two phases: before 2019 and the “post-epidemic period” after 2020.
Introduction Thai brands targeting Chinese consumers—whether residents or tourists—need to shift to a data-driven, content-focused strategy, which is key to successful Chinese marketing.
Contact us
Due to high demand of our services, we offer only a 40-minute free consultancy session
Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110
211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110
Influencer (KOL/KOC) Marketing
Xiaohongshu (Redbook) Marketing