In recent years, there has been a noticeable shift in the preferences of Chinese travelers, with many opting for domestic destinations over international tourist spots. This change in behavior is reflected in a survey conducted by consulting firm Oliver Wyman, which found that only 14% of high-income households in mainland China, earning at least 30,000 yuan a month, plan to travel abroad again in 2024. The top reasons cited for this trend include abundant domestic travel options and the high cost of international travel. Traveling within mainland China is significantly more affordable, with the average cost per person being less than 1,000 yuan compared to several thousand yuan for trips to places like Hong Kong or Japan.
The Covid-19 pandemic has played a significant role in shaping these new travel trends. As travel restrictions were lifted in late 2022, there was a notable surge in local tourism within China. Booking data from Trip.com indicated a 2.6 times growth in bookings for rural destinations in 2023 compared to pre-pandemic levels. During a recent public holiday, domestic tourism trips and revenue surpassed pre-pandemic levels, while international trips lagged behind. Smaller cities such as Yangzhou, Luoyang, and Guilin experienced the fastest growth in tourism bookings during this period, signaling a shift towards exploring lesser-known destinations within the country.
It is important to question the sustainability of this newfound interest in domestic travel and its long-term impact on local economies. While regions like Guangxi have seen a significant increase in tourism revenue, driven by promotional efforts and tourist subsidies, the question remains as to whether this growth is sustainable. Local governments have been leveraging social media platforms to attract tourists, with promotional videos garnering millions of views. This approach has proven to be effective in bringing attention to lesser-known destinations, as seen in the case of Zibo and Harbin, which experienced a surge in visitors due to viral content on social media.
Television shows and online platforms have played a crucial role in boosting tourism in various regions of China. TV shows set in specific locales have led to a surge in visitor numbers, as seen in the case of Xinjiang province following the release of a drama series. Food and cultural experiences have emerged as significant motivators for Chinese tourists, prompting them to explore new destinations within the country. Additionally, China’s extensive network of high-speed trains and flights has made it easier for travelers to explore smaller towns and cities over short periods, contributing to the growth of domestic tourism.
As Chinese consumers continue to show a preference for domestic travel, the recovery of international tourism to pre-pandemic levels is expected to be delayed. According to industry experts, a full recovery may not occur until late 2025, highlighting the long-lasting impact of the pandemic on global travel trends. In the long term, international tourist destinations will need to enhance their offerings to cater to the evolving preferences of Chinese travelers. The rise of modern accommodations and personalized travel experiences in China underscores the need for international destinations to adapt to meet the demands of this growing market.
The shifting landscape of Chinese tourism represents both challenges and opportunities for the industry. As travelers increasingly explore domestic destinations, local economies and businesses have the chance to capitalize on this trend by enhancing their offerings and marketing strategies. By aligning with changing consumer preferences and leveraging digital platforms, destinations can navigate this evolving landscape and position themselves as attractive options for the growing market of Chinese tourists.