China’s outbound tourism sector has shown strong signs of recovery in the first half of 2024, supporting global travel, hospitality and luxury retail brands. It is worth noting that this recovery is driven not only by young people, but also by older travelers and Gen Z women, according to China Trading Desk.Latest Quarterly Travel Sentiment Survey (CTD).
The survey, conducted among 15,000 Chinese travelers, reflects a broadening market base and sustained growth in international travel among Chinese citizens.
During the Golden Week holiday in May, more than 1.5 million Chinese travelers ventured abroad, reaching 87% of the number of outbound trips seen during the same period in 2019.
This figure highlights a strong rebound. The CTD survey indicates that the second quarter of 2024 surpassed the first in terms of tourism activity, with a marked increase from April to June.
The survey found that 59% of foreign travelers in the second quarter were women, with 63% aged 18 to 29. It is worth noting that 58% of them were first-time international travelers, and 61% were planning one or two international trips in the coming year. Booking habits show a dual trend: nearly 70% book within a month of travel, while a growing segment plans three to six months in advance, reflecting both the spontaneity and careful preparation of Chinese tourists.
A significant shift sees more than 20% of second quarter travelers aged 35 or older, indicating increased participation from older demographics.
“Our first quarter survey showed that young, educated women are the top Chinese outbound travelers,” said Subramania Bhatt, founder and CEO of CTD. “The second quarter data reveals that older travelers are increasingly joining this trend, visibly expanding the international travel market in China.”
The CTD’s findings are consistent with recent reports: Singapore, Thailand, Malaysia, Japan and South Korea remain popular destinations for Chinese travellers. However, interest in Europe and Australia is on the rise, reaching 10.1% and 8.2% respectively.
“This mix of familiar and new destinations reflects a desire to balance comfort and novelty,” said Subramania Bhatt, CEO of CTD.
Travel intentions remain strong, with 39.4% of respondents planning international travel within the next six months, up from 37.1% in the first quarter. Nearly 45% plan to increase the frequency of their international travel. The 18-29 age group (70.6%) and residents of first-tier cities (62.35%) show the greatest enthusiasm, indicating a young, affluent segment hungry for more global experiences.
In the second quarter, interest in health, wellness and nature tourism increased. Travelers are increasingly looking for destinations that offer natural landscapes and wellness activities. “This shift toward health-conscious travel creates opportunities for destinations and service providers to meet the changing demands,” Bhatt noted.
Economic factors (23.7%) and health and safety concerns (20.7%) primarily influence travel plans, highlighting the need for destinations to consider safety and affordability.
Chinese outbound travelers are predominantly educated urban dwellers, with 52.6% holding a bachelor’s degree and 59.1% living in first-tier cities. This profile highlights the importance of targeting educated urban populations in tourism marketing.
Independent travel remains popular, especially among younger travelers. Around 41% of travelers aged 18-24 prefer independent travel over group travel, a preference shared by 53.8% of all respondents. This trend reflects a growing demand for personalized and flexible experiences.
Digital platforms are at the heart of Chinese tourists’ travel planning. Travel apps like Ctrip or Qunar are preferred by 20.4% of respondents, while 18.4% use Xiaohongshu and 12.2% prefer Douyin. This digital reliance underscores the need for a strong online presence and strategic partnerships with influencers to engage Chinese travelers.
Booking habits are more spontaneous: 69% of travelers book their tickets less than a month before departure. However, 16.5% plan between one and six months in advance, indicating a mix of impulsive and planned travel behaviors. Most travelers (59.2%) opt for stays of five to ten days, while 18.2% prefer ten to fifteen days, suggesting a trend towards immersive experiences.
CTD’s Q2 2024 Traveler Sentiment Survey offers key insights for luxury brands targeting Chinese outbound travelers. It is worth noting that 43% of travelers plan to spend at least RMB 25,000 ($3,439) on their trips.
High-end accommodations are preferred, with 61.8% of respondents choosing four-star hotels and above. This trend offers luxury hotels the opportunity to offer tailor-made experiences that meet expectations of quality and exclusivity.
Competitive pricing (25.7%) and discounts (23.2%) remain the top motivators for luxury purchases abroad, highlighting the importance of strategic pricing. Younger travelers, particularly those aged 18-29, are increasingly seeking diverse and unique luxury products, indicating a demand for distinct and personalized shopping experiences.
