While some destinations have shifted their focus away from waiting for Chinese travelers to return, those that continue to target this market must adapt
Jan 8, 2025
China’s outbound travel market remains in recovery mode post-Covid, with 130 million trips expected in 2024. That’s a big number, but still short of the pre-pandemic peak of 155 million trips. By 2028, the market is expected to jump to 200 million trips, according to a China Trading Desk report released Wednesday and first reported by Skift.
Key takeaways
- Modern Chinese travelers are diverse: Gen Z explorers seeking unique, last-minute experiences; family travelers prioritizing comfort and safety; luxury seekers craving customized, cultural experiences; and first-time travelers opting for affordable, guided tours;
- Targeted marketing should cater to specific segments, with spontaneous explorers valuing last-minute deals and first-time travelers seeking value and safety. Campaigns that highlight these can effectively engage each group;
- As travelers turn to digital tools, apps like Ctrip and Qunar lead bookings, while Xiaohongshu and Douyin influence shopping and itineraries. These platforms rely on authentic content, with short videos and live streams driving engagement. Tailored, visually appealing content can significantly influence travelers’ decisions;
- Spending is on the rise, with nearly half of travelers planning to spend more than RMB25,000 per trip, and higher-tier travelers spending more than RMB50,000. Major expenses include accommodation, flights and food, while luxury shopping abroad remains popular due to cost benefits and exclusivity;
- Digital wallets such as Alipay and WeChat Pay are the preferred payment methods, demonstrating the impact of China’s cashless society on global tourism. Gen Z travelers in particular rely more on digital payments, with only a small percentage using credit cards for international travel.
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