Recent trends in Chinese tourism have showcased a significant shift towards domestic travel, with more high-income households opting for local destinations over international trips. A survey conducted by consulting firm Oliver Wyman revealed that only 14% of high-income families in mainland China, earning at least 30,000 yuan a month, are planning to travel abroad again in 2024. The primary reasons cited for this shift include the abundance of domestic travel options and the comparatively high cost of international travel. As a result, the average cost per person for traveling within mainland China is significantly lower than that of international trips, making local tourism a more attractive option for many Chinese travelers.
The resurgence of domestic tourism in China can be linked to the country’s recovery from COVID-19 restrictions that were in place until late 2022. Travel booking site Trip.com reported a 2.6-fold increase in bookings for rural destinations in China in 2023 compared to pre-pandemic levels. Additionally, during a recent public holiday from May 1 to May 5, domestic tourism trips and revenue saw a significant surge, exceeding pre-pandemic levels in 2019. In contrast, international trips remained slightly below 2019 levels, indicating a strong preference for local travel among Chinese tourists.
Smaller cities in mainland China, such as Yangzhou, Luoyang, Qinhuangdao, Guilin, and Zibo, have experienced rapid growth in tourism bookings during recent holidays. This trend underscores the growing interest among Chinese travelers in exploring lesser-known destinations within their own country. Local authorities in these regions have been actively promoting tourism through social media and other platforms, leveraging cultural heritage and unique attractions to attract visitors.
Television shows, social media platforms, and online content have played a crucial role in promoting tourism in various regions of China. Popular TV dramas set in remote locations have led to a surge in visitors, as viewers are inspired to explore these destinations in person. Additionally, social media trends, such as the viral barbecue skewer culture in Zibo and ice sculptures in Harbin, have driven millions of tourists to these cities. Businesses and local governments have capitalized on these trends by collaborating on marketing efforts to boost attention and visitor numbers.
Future Outlook for Chinese Tourism
Looking ahead, the preference for domestic travel among Chinese consumers is expected to persist, potentially delaying the full recovery of international tourism to pre-pandemic levels until late 2025. This shift highlights the changing landscape of Chinese tourism and the need for international tourist destinations to adapt to the evolving preferences of Chinese travelers. As the country’s tourism industry continues to evolve, it will be crucial for destinations to enhance their offerings and experiences to meet the increasingly sophisticated demands of Chinese tourists.
Overall, the dynamics of Chinese tourism are evolving rapidly, with domestic travel taking center stage in the post-pandemic era. By leveraging cultural assets, media influence, and collaborative marketing efforts, destinations within China can capitalize on the growing interest in local travel and cultivate sustainable tourism growth in the years to come.
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