Top Destinations for Chinese Outbound Tourists

7 Top Destinations for Chinese Outbound Tourists [Market Insight]

Last Updated on July 31, 2024

This year, the surge of younger and older tourists has produced impressive numbers for China’s outbound tourism market. During the country’s Labor Day holiday alone, 1.5 million locals engaged in overseas travel.

This strong rebound opens an opportunity for travel-related brands that are keen on attracting Chinese tourists as loyal patrons.

In this post, we’ll explore the top destinations for Chinese outbound tourists and the emerging trends that have led local travelers to fly and spend money abroad.

 

Overview of Chinese Outbound Travel This 2024

In a survey conducted by China Trading Desk, it was reported that 58% of locals who intend to book outbound travel trips are first-time tourists who belong to the Millennial and Gen Z generations.

Particular trends among these demographics are highly notable, with 70% of the consumer groups booking their international flights within the month of travel and the rest planning their trip between three to six months.

While this year’s numbers and travel spending haven’t quite reached the pre-pandemic levels, the renewed interest in outbound tourism has led to increased participation of older Chinese travellers. Currently, 20% of locals who traveled abroad during 2nd Quarter are aged 35 and above.

 

Overview of Chinese Outbound Travel

Guangzhou Baiyun International Airport (Source: Tianlei Wu on Unsplash)

 

Although China’s current outbound tourism trend points to Asian countries, other destinations like Australia and Europe are gaining more interest based on the current statistics and forecast. Beyond the first quarter of the year, overseas travelers seem to be eager to fly out of the country for holiday ventures related to health, wellness, and nature explorations.

 

7 Most Popular Destinations for Chinese Tourists

1.   Malaysia

Cost-conscious Chinese travellers are more keen on visiting Southeast Asian destinations, such as Malaysia. Beyond its visa-free policy for local tourists from China, the peak of the Chinese New Year holiday has helped the country garner $315 million in travel spending from this period alone.

The outpouring outbound tourism crowd from China was mainly coming from tour packages. According to the Malaysian Chinese Tourism Association, over 5,000 tour packages were recorded from February 5 to 20. These tours include over 100,000 visitors from China.

 

Kuala Lumpur Malaysia

Kuala Lumpur, Malaysia (Source: Ash Edmonds on Unsplash)

 

Many Chinese travelers put high importance on culture when visiting other countries. Because of this, it’s not a surprise that most visitors from China opt to explore Malaysian regions like Penang and Perak.

Historical sights like Johor are also extremely popular with Chinese outbound tourists, not only for their cultural significance but also for their close proximity to another favorite destination, Singapore.

 

2.   Thailand

Among destinations seeing an influx of Chinese travelers is Thailand, mainly due to the continued visa-free policy between the two countries. Last year, visitors from China were among the biggest travel spenders in the country, with $180 per day.

In the first quarter of 2024, Thailand recorded 1.75 million arrivals from China’s outbound tourism market. Although the numbers did not exceed pre-pandemic levels, the continued interest in this overseas destination led to an optimistic forecast that the country will welcome 8 million Chinese travelers this year.

 

Tha Wang Tan Thailand

Tha Wang Tan, Thailand (Source: Mathew Schwartz on Unsplash)

 

Chinese tourists also believe in good fortune and peace, which is why most of their destinations in Thailand include Buddhist temples. They visit these tourism hotspots to learn more about the religion and pay respects.

With Thailand destinations and staple foods gaining traction on China’s social media channels, it’s only natural that many locals consider the country as part of their retail travel experience.

 

3.   Indonesia

Indonesia is one of the top destinations for Chinese tourists mainly because of the tropical getaway sceneries offered by Jakarta and Bali. In fact, visitors from China tend to stay longer in these places than travelers from other countries.

Last year, Indonesia managed to attract 788,000 Chinese tourists through continued promotional activities. However, the country aims to pull 1.5 million visitors from China in 2024, preferably to destinations beyond Jakarta and Bali.

 

Bali Indonesia

Bali, Indonesia (Source: Jeremy Bishop on Unsplash)

 

Many travel agencies and hotels continue to promote family holidays and honeymoon packages in an attempt to restore the revenue from Chinese travelers to pre-pandemic levels.

Fortunately, Indonesia saw a sharp increase in travel bookings from China after a tourism video went viral on Weibo showing how the Lunar New Year was celebrated in the country.

Although tourists from China tend to explore the traditions of the country they’re visiting, they’re also curious about how the country’s Chinese community blends its culture with the local scene.

 

4.   Japan

Travel bookings from China to Japan have seen an unusual uptick compared to last year. With high-net-worth locals being more smart with their disposable income, they recently flocked to “The Land of the Rising Sun” in search of luxury bargains.

From pre-owned luxury watches to vintage clothes and bags, Japan’s thrift store market seems to thrive, attracting the interest of travelers around the world. With the country’s strict laws on counterfeit goods, Chinese tourists naturally consider Japan a credible source of authentic luxury items.

 

Luxury Vintage Stores in Japan

Luxury Vintage Stores in Japan (Source: Jing Daily)

 

Compared to other countries in Asia, Japan tends to put more thought into curation and acquiring rare luxury items. This distinct quality alone makes the country extra attractive in the eyes of Chinese fashion enthusiasts.

Most of the traction on Japan’s luxury thrift stores also comes from top industry KOLs, who influence China’s social media channels. They often release video content or participate in online forums recommending stores they visited and post step-by-step guides on how to find rare luxury items in the country.

 

5.   South Korea

South Korea recorded an increase of over 470% in Chinese tourist arrivals in 2024. This positive outlook is mainly due to the country’s visa-free initiatives for Chinese travelers.

Beyond the demand for vacation destinations like Jeju, the popularity of South Korea among Chinese tourists stems from the prevalence of Korean culture and K-pop. Many locals would align their overseas travel plans with the schedule of famous musical events or concerts.

 

Shopping District in South Korea

Shopping District in South Korea (Source: Shawnanggg on Unsplash)

 

Many younger Chinese tourists tend to forego traditional destinations in South Korea. Instead, they visit popular streets and shops they saw going viral online. The surge of this tech-savvy demographic has led many local businesses to adopt China’s payment apps and use local social media platforms to promote their offerings.

 

6.   Australia

After the massive dwindling of tourist arrivals from China during the pandemic, Australia has seen a slight positive outcome in this market segment for the last few months.

The records show that in December 2023, the country welcomed around 535,000 Chinese travelers. While this is nowhere near the 2019 statistics, it’s still a high leap from the extremely low five-digit numbers recorded from 2021 to 2022.

Beyond recreation and vacations, the demand for international education options can also significantly boost a destination’s appeal to Chinese students and parents.

 

The University of Sydney

The University of Sydney (Source: Ethan Shi on Unsplash)

 

Despite the decline caused by the pandemic, 22% of international students in Australia are of Chinese nationality. Many educational institutions in the country have a long history of research and academic collaborations with China, making Australian schools appear credible when recruiting Chinese students.

 

7.   Singapore

In merely two months of 2024, Singapore saw a surge of 327,000 Chinese visitors. This is a record of tourism recovery, given that this statistical data covers 96% of February 2019’s tourist arrivals from China.

These excellent numbers came on the heels of the Chinese holidays, from the Lunar New Year celebrations to the Labor Day “Golden Week.”

 

Merlion Park Singapore

Merlion Park, Singapore (Source: Joshua Ang on Unsplash)

 

On Ctrip (China’s largest online travel agency), flight bookings from China to Singapore show a 20% increase compared to the 2019 data for the period of May 1st to 5th. On the other hand, Tocheng Travel (another Chinese OTA) has noted a similar increase for the same period in terms of both hotel bookings and air transport.

 

Reasons Why Chinese Travelers Fly Abroad

 

1. Influence of Chinese Social Media

Top social media platforms in China play a crucial role in shaping how locals perceive global travel trends. In Little Red Book, travel-related hashtags and topics are taking over the platform.

In fact, terms like Neighborhood Warming (近邻升温) and Authentic Local Flavors (吃地道风味) are among the most popular Xiaohongshu trends in the past few months.

 

travel-related topics on Xiaohongshu

 

2. Popularity of Wellness Travel Trends

Health and wellness are among the most consistent trends in the Chinese market. It’s only natural that this emphasis extends to travel preferences. Chinese travelers are increasingly seeking destinations that offer wellness experiences, such as spa retreats, meditation centers, and fitness-oriented resorts.

The COVID-19 pandemic has amplified the focus on health, making wellness travel even more appealing. Countries like Thailand, Japan, and Indonesia are popular choices, mainly because they are known for their luxurious spa resorts and wellness programs.

 

3. The Prevalence of Online Travel Agencies (OTAs) in China

China has several online travel platforms that offer comprehensive services, making it easier for travelers to plan and book their trips. Major OTAs like Ctrip (now Trip.com), Qunar, and Fliggy have revolutionized how Chinese travelers approach travel planning.

These platforms provide a one-stop solution for booking flights, hotels, and tours, often at competitive prices. They also offer user reviews, detailed itineraries, and customer service in Mandarin.

 

Chinese Online Travel Agencies

 

Ready to Dominate the Chinese Outbound Travel Market?

The change in Chinese travel trends notably affected how local tourists look for their next overseas destinations. With more digital resources influencing a regular consumer’s purchasing decision, it’s important for foreign businesses to lay out a strategic marketing strategy to attract these potential customers.

 

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At Sekkei Digital Group, we understand the complexity of China’s business scene. With extensive industry experience and expertise, our dedicated team can help your brand reach the right audience and create proven and tested campaigns that turn them into loyal customers.

 

Sekkei Digital Group Services

 

Whether you intend to build a digital presence on China’s OTA platforms or create official profiles on local social media apps, we have all the digital solutions you need. Contact us today to learn more.

 

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