Trends, Growth, and Opportunity Analysis of Outbound Tourism in China

Analytical Study of Outbound Tourism in China from 2024 to 2034

As China's economic growth persists, it is set to fuel significant expansion in the outbound tourism industry. There is substantial potential for further growth, with estimates suggesting it could soar to an impressive US$ 915.89 billion by 2034 from US$ 239.38 billion in 2024, marking a robust CAGR of 14.40%.

Key Factors Influencing China’s Outbound Tourism Industry Growth

Direct Flights and Easy Visas Drive Chinese Travel Abroad! Tourism has always played a crucial role in boosting demand in China outbound tourism because of urbanization. With rising disposable income in China, millions of people can now afford to travel abroad. Given new direct-flight services and easier visa procedures, Chinese travelers now have more mobility and can travel abroad more easily. This trend is expected to continue, leading to increased travel volume and global impact.

China's Government Boosts Outbound Tourism! The government is now more enthusiastic about the outbound tourism sector. In August 2023, the Ministry of Culture and Tourism in China announced that travel agencies could start organizing trips to 138 countries for Chinese group tours again.

This decision is expected to significantly boost outbound travel from China. Among destination regions, the Middle East is expected to experience the fastest recovery in arrivals from China.

Southeast Asian Countries Woo Chinese Tourists! Travelers today are looking for genuine, local experiences, especially in countries like Australia, New Zealand, Africa, India, the United States, and Japan. Thailand, Malaysia, Sri Lanka, and Singapore have all made efforts in 2024 to draw in Chinese tourists.

They have removed visa requirements to make visiting easier and more appealing. With the urge to have rich travel experiences, the outbound travel Industry from China is expected to grow significantly in the next decade. As a result, our experts predict a 3.82X increase in outbound tourism sales in China by 2034.

Digital Revolution Fuels China's Travel Interest! Around half of the population in China uses social media, email, and instant messaging, and 85% have a personal account. Travel influencers are posting pictures and videos on Facebook, Twitter, and Instagram. Outbound tourism companies are using digital technology more extensively and are advertising on these platforms, too. All of these are likely to lead to China outbound tourism demand.

Historical Industry Study on China’s Outbound Tourism alongside Future Projections

From 2019 to 2023, the outbound tourism industry in China showed impressive growth, boasting a 13.70% CAGR. Before the COVID-19 pandemic, China led the world as the biggest outbound tourism market. This makes up over 9% of total outbound tourism expenditure in China. Domestic travel in China has bounced back strongly. This happened after the government relaxed three years of zero-COVID rules.

Recent information from the United Nations World Tourism Organization showed that outbound tourism in China reached around 55% of its pre-pandemic levels in the third quarter of 2023. During Golden Week in early October, millions more individuals are likely to travel within China. This includes visits to Hong Kong, Macau, and Thailand.

While domestic trips rebounded in 2023, domestic spending is expected to fully recover by 2024. Data from the Civil Aviation Administration of China shows a notable increase in international passenger flights, jumping from less than 500 flights per week in early 2023 to over 4,600 flights in early 2024.

With the rapid resumption of international flights and more favorable visa policies in major destinations, there has been a notable rise in residents' interest in exploring foreign countries.

Many travelers in China prefer going abroad in family or group settings. Chinese tourists prefer Southeast Asian countries because of easy transportation, friendly language settings, many tourist attractions, and affordable travel expenses. This means travel companies in this region must create a positive environment and reputation to earn the trust and loyalty of their customers.

Sudip Saha

Principal Consultant

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Top Opportunities for China Outbound Tourism Industry Players

The growing interest of tourists from China in gastronomy tourism presents significant opportunities for travel companies in the China overseas travel market. Food is important in Chinese culture.

Tourists from China enjoy gastronomy tourism because it lets them try different foods, taste local flavors, and learn about culinary customs. Consequently, travel companies can create specialized gastronomy tour packages that showcase local cuisines, flavors, and culinary traditions of various destinations.

Sharing food experiences on social media is also trendy among Chinese tourists, adding to the appeal of gastronomy tourism. Travel companies can use the fact that many Chinese tourists love social media to their advantage. They can ask tourists to share their food adventures online. This helps promote gastronomy tourism and makes the travel company more known and respected among possible customers.

There is another opportunity available for businesses to attract tourists from China by leveraging personalized experiences and excellent customer service. Many tourists from China, particularly millennials, have a strong desire for customized travel experiences.

Therefore, strategies such as having multilingual staff, offering translation services, and providing personalized itineraries and special services/amenities could be proven beneficial. Therefore, the future of China’s outbound tourism and hotel market looks bright.

Outbound Tourism Trends China

• China’s travel industry is increasingly leaning toward high-quality and experiential travel options as travelers’ preferences evolve. Personalized and flexible travel packages are becoming more popular among travelers.
• Another evolving trend in China’s outbound tourism industry is an inclination toward self-driving tours. Specialized tourism offerings designed for specific interests are catching people's attention.
• China’s airlines stand to gain significantly from the increasing demand for outbound travel. This growth in air travel is projected to also lead to more traffic at airports, thereby increasing demand for duty-free shopping.

China Outbound Tourism Market Analysis by Segment

As far as the booking channel is concerned, the online booking segment is likely to perform better in 2024, holding 64.00% of China’s outbound tourism industry share. Similarly, the leisure segment is expected to generate significant turnover in terms of purpose, possessing a 44.20% revenue share of the outbound tourism industry in China in 2024.

Chinese Travelers Flock to Online Booking for Convenience

The online booking channel segment is likely to become the prime revenue generator within the industry. The majority of bookings are done online, matching how people search for travel information. The significant impact of digital technology on tourists in China is expected to reshape the online booking channel for China’s travelers abroad market. China has a large number of smartphone users, with over 600 million people using them.

With the rise of online travel platforms and enticing deals, the online booking sector is expected to grow the most in the coming years. With a large number of Chinese travelers using smartphones, there is likely to be a surge in online bookings through mobile apps and websites.

Over 80% of Chinese independent travelers (FITs) book their flight tickets online because of the advanced global distribution system (GDS). This is likely to make online booking a big part of how people plan their trips in the China outbound tourism industry.

Social Media Sparks Surge in Experiential Leisure-oriented Trips

The leisure purpose is the top segment in the China outbound vacation market. Leisure is the top reason for travel, followed by visiting friends and relatives (VFR) and business trips.

The rise in disposable income among Chinese households has made leisure travel more accessible and affordable. Moreover, the growing influence of social media and digital platforms has contributed to the popularity of leisure travel. Travelers are inspired by online content showcasing exciting activities and unique experiences. This has prompted them to plan leisure-oriented trips.

Travelers have become more refined in their tastes as they explore new leisure experiences like beach resorts, skiing trips, and "staycations." Many senior travelers from China, aged 55-65, plan to spend their next leisure trip during the Chinese New Year holiday instead of celebrating at home with family.

For example, tourists from China see South Korea as a perfect destination. They visit for different reasons such as leisure, kimchi, Khan Steam, skiing, cosmetics, corporate trips, or attending concerts over the weekend.

Competitive Landscape

Outbound tourism industry players employ miscellaneous strategies to attract Chinese travelers and get a competitive edge. They highly focus on offering personalized travel experiences, such as customized itineraries and exclusive packages. They also capitalize on digital platforms for marketing and booking convenience. Some adopt competitive pricing strategies, while others prioritize customer service excellence and partnerships with local businesses for unique offerings.

Recent Developments

• In February 2024, AVIAREPS, a prominent international representation, marketing, and communications company for the travel industry, partnered with the Shanghai Municipal Government to launch Shanghai's official online B2B travel platform, SmoothTravel. This platform serves as the official gateway, connecting the global travel industry with inbound and outbound Chinese travel agencies, tour wholesalers, online travel agencies (OTAs), and MICE agents in the East China market.
• In December 2023, Fliggy, an online travel platform owned by Alibaba Group, announced a partnership with Choose Paris Region, a business growth and destination agency for the Paris Region. They plan to work closely on digital marketing and customer services. Together, they introduced the Fliggy x Paris Region Pass and Online Chinese Customer Service Center.
• In September 2023, Go City, a global sightseeing pass company, launched its Weixin mini program on China's Weixin social media network. This allows users in Mainland China to easily explore, buy, and use Go City's sightseeing passes for over 30 cities globally.

Key China Outbound Tourism Industry Players

• Tuniu Corporation
• Intrepid Travel
• G Adventures
• TUI China
• China Highlights
• Exodus Travel
• The Dragon Trip
• World Expeditions
• On The Go Tours
• Contiki
• Sita World Tours

Key Coverage in China Outbound Tourism Market Report

• China Outbound Tourism Market Outlook and China Outbound Travel Market Forecast
• China Outbound Travel Destinations
• Outbound Tourism Preferences of China
• China Tourists Abroad Market in Southeast Asia
• China Outbound Tourist Spending in Australia, New Zealand, Africa, India, the United States, and Japan
• Emerging Trends in China Outbound Travel

Key Segments Profiled in China Outbound Tourism Industry Survey

By Purpose:

• Business
• Leisure
• VFR
• Others

By Booking Channel:

• Phone Booking
• Online Booking
• In Person Booking

By Tour Type:

• Independent Traveler
• Tour Group
• Package Traveler

By Age Group:

• 15-25 Years
• 26-35 Years
• 36-45 Years
• 46-55 Years
• 56-65 Years
• 66-75 Years