China has regained its position as the biggest international tourism source market in terms of trips and in terms of spending. By 2025, for many destinations the 2019 level of arrivals will be reached again. In term of spending per day during the trip, there is a clear split: The amount increases for long-term destinations, but decreases for regional trips.
However, more importantly the demand and behaviour of Chinese outbound travellers has changed dramatically after the pandemic towards more careful spending, more interest in transformational experiences and travelling in smaller groups or individually. OTAs are gaining importance, threatened however by the technological development of AI. The slowdown of China’s economy and the increasing effects of climate change result in less optimism and more anxiety in the Chinese society compared to the pre-pandemic situation.
Customised travel in small groups instead of mass market package tours, Value for Money instead of conspicuous consumption, more repeat visitors and more older travellers – the new structures provide new challenges but also new opportunities.
Affluent Chinese continue to travel abroad for leisure, business, health, education, family visits and special interest tours. Destinations and tourism and hospitality service providers need to adapt to the changed demands based on renewed market research, trainings and strategy development.
LEARN MORECOTRI China Outbound Tourism Research Institute has for more than 20 years served the global tourism industry and tourism organisations and administrations worldwide, helping to attract Chinese visitors and to deliver high-quality sustainable and profitable services to them. COTRI is a non-profit organisation within the Meaningful Tourism Centre Ltd., based in London (UK) and headquartered in Kathmandu (Nepal) with partners in China and around the world.
COTRI was founded by Prof. Dr. Wolfgang Georg Arlt FRGS FRAS in 2004 in Germany and has worked on all continents for national and regional governments, destination management organisations and destination marketing organisations on international, national, regional and local level, for tourism and hospitality service providers including attractions and transportation companies, hotels and resorts, retailers, media companies, tour operators, fair and conference organisers and many more.
COTRI is offering consulting, trainings, strategy development and conference organisation and organises since 2004 the CTW Chinese Tourist Welcome Award.
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Since 2004 COTRI has been providing trainings, consultancy, marketing and strategy development for companies, destinations and organisations around the globe. COTRI ANALYTICS provides quantitative data.
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