5 february 2025

Trends in the Development of China's Outbound Tourism Industry

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

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:

  • Road Trips: Over 60% of travelers plan road trips, valuing cost-effectiveness and flexibility, and boosting car rental demand.
  • Outdoor Adventures: Interest in adventure travel and nature experiences, like safaris and hiking, is growing.
  • Authentic Experiences: Travelers seek deeper cultural engagement, preferring local interactions and hands-on activities.
  • Health & Self-Care: Wellness travel is rising, with more travelers choosing retreats focused on relaxation and rejuvenation.
  • Sustainable Travel: Eco-friendly travel options are gaining popularity, with travelers prioritizing sustainability.
  • Tech-Enhanced Travel: AI tools are transforming travel planning, offering personalized itineraries, virtual guides, and smarter services for a more efficient, customized experience.

   

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.

We:
  • are from mainland China, based in Thailand
  • provide real-time Chinese market information
  • represent the highest standards of industry professionals
  • customize all solutions and plans
  • offer a friendly budget and flexible financial terms
  • continue delivering good results
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.

A big reveal of nearly 30+ brand collaborations: How to“play”cross-border marketing in China?

In Part 1, we unpacked why co-branding became one of the hottest plays in China’s marketing landscape. especially insight 04, “In the era of fragmented small screens, blockbuster films and TV series remain key cultural forces” this second part shifts from “what happened” to “how to play”, breaking down concrete strategies, platform tactics, and real cases to help brands navigate cross-border collaborations more confidently and effectively in the Chinese market.

Read More

Contact us

To Grow Your Sales

Due to high demand of our services, we offer only a 40-minute free consultancy session

Headquarters

Soi sukhumvit 39 Khlong Toei Nuea, Bangkok 10110

Operational office

211 Soi Pridi Banomyong 11, Sukhumvit 71 Rd., Khwaeng Phra Khanong Nuea, Watthana, Bangkok 10110

contact no

+66(0) 63-167-8206

E-mail

info@mmgthailand.com

Fill out my online form.
Influencer (KOL/KOC) Marketing Xiaohongshu (Redbook) Marketing
step1 step2 step3