China has regained its position as the biggest international tourism source market in terms of trips as well as in terms of spending. However, in 2024 still only about 65% of the 2019 level was reached. Even more importantly, the demand and behaviour of Chinese outbound travellers has changed dramatically due to the pandemic, the slowdown of China’s economy and the increasing effects of climate change.
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.