Overview
Our Chinese Tourism Lookbook explores the resurgence and future trends in China’s travel industry. Despite disruptions since 2019, the sector shows significant recovery, with domestic travel booming and international travel rebounding.
Key Highlights
Market Recovery
- 83-86% recovery expected in the last quarter of 2024
- Top Destinations: Japan, Hong Kong, and Thailand lead the list for 2024.
Travel Trends
- Increased travel during Chinese holidays like Golden Weeks.
- Growth in leisure travel, niche destinations, and wellness-focused trips.
Traveler Demographics
- Most active: 25-44 age group.
- Male travelers: 58.6%, presenting opportunities for adventure and business-leisure trips.
- Female travelers: 41.4%, indicating a need for diverse offerings.
Regional Insights
- APAC: Top destinations surpassing pre-pandemic levels.
- Europe: Doubling of Chinese visitors expected in 2024.
- MEA: Growing popularity of destinations like Dubai and Turkey.
- Americas: Significant increases in tourists to the USA, Canada, Mexico, and Brazil.