Recent trends in travel show a noticeable shift in the preferences of Chinese travelers. According to a survey conducted by consulting firm Oliver Wyman, only 14% of high-income households in mainland China that traveled internationally last year plan to go abroad again in 2024. This change in behavior can be attributed to several factors, including the abundance of domestic travel options and the rising costs of international travel.
Domestic tourism has become increasingly popular in China, especially in the wake of the Covid-19 pandemic. Travel booking site Trip.com reported a significant increase in bookings for rural destinations within China in 2023, with trips and revenue surpassing pre-pandemic levels during public holidays. Smaller cities such as Yangzhou, Luoyang, Qinhuangdao, Guilin, and Zibo experienced the fastest growth in tourism bookings during recent holidays.
While the surge in domestic tourism has had a positive short-term impact on local economies, the long-term sustainability of this trend remains uncertain. Some regions, such as the Guangxi autonomous region, have seen a significant increase in tourism revenue and economic activity. Local governments are actively promoting their destinations through social media platforms like Douyin and Xiaohongshu to attract more tourists.
The popularity of certain regions in China has been boosted by television shows, social media, and viral content. For example, the town of Zibo saw an influx of visitors after its barbecue skewer culture gained traction on social media. Similarly, Harbin city attracted millions of visitors during the New Year’s Eve holiday due to its unique attractions. TV shows set in remote regions like Altay in Xinjiang province have also led to increased tourism.
China’s extensive network of high-speed trains and flights has made it easier for people to travel to smaller towns and cities for short getaways. Domestic air ticket bookings have surged, with consumers seeking emotional fulfillment and personalized travel experiences. The emphasis on exploring diverse destinations has prompted businesses and local governments to intensify marketing efforts to attract visitors.
Despite the current preference for domestic travel in China, experts predict that international travel will eventually rebound. Full recovery to pre-pandemic levels is expected to take longer than initially forecasted, with a potential return to 2019 levels by late 2025. International tourist destinations will need to enhance their offerings to meet the evolving preferences of Chinese travelers, who are becoming increasingly discerning in their travel choices.
The shift in travel preferences among Chinese travelers towards domestic destinations reflects a broader trend influenced by factors such as cost, convenience, and safety. While the impact on local economies and tourism industries has been positive in the short term, the long-term sustainability of this trend will depend on various factors, including the ability of destinations to adapt and innovate to meet evolving consumer demands. Ultimately, the changing landscape of travel in China presents both challenges and opportunities for the tourism industry to thrive in the coming years.
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