China Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update

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Explore thorough market trends and insights from the ‘China Source Tourism’ report:

  • Get an in-depth analysis of traveler flows and spending patterns to understand the market better.
    • The report looks at tourist profiles and summarizes the key reasons that they travel.
  • Garner exhaustive data on the main and developing destination markets across regions.
  • Stay up to date with current and future opportunities for tourism businesses seeking to tap into the China outbound travel market.
  • Assess the impact of COVID-19 on domestic and outbound tourism markets.

How is our China Source Tourism’ market report unique from other reports in the market? This report provides:

  • Clear insight into the developments within China’s domestic and outbound tourism markets.
  • Data and analysis to discuss future trends related to domestic trips, international departures, traveller spending, and main destination markets.
  • In-depth analysis of traveler flows, spending patterns, main destination markets, and current and future opportunities for tourism businesses seeking to tap into the China outbound travel market.
  • A strong understanding of the opportunities in the country, as well as the risks, to support better business decisions.

We recommend this valuable source of information to anyone involved in:

  • ​​Tour Operators and Travel Agencies/OTAs/Event Planners
  • Entertainment, Recreation and Holiday Planners
  • Hospitality Industry – Leaders and Startups
  • Strategy, Marketing, and Business Development
  • Market Intelligence and Portfolio Managers
  • Professional Services – Investment Banks, PE/VC firms
  • M&A and Investment Consultants
  • Management Consultants and Consulting Firms

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China Source Tourism Report Overview

The total outbound trips in China was 95.73 million in 2022. The China source tourism market research report provides an in-depth analysis of source markets and infrastructure developments. The report also offers an in-depth understanding of the China source tourism market dynamics through opportunities and challenges analysis. Furthermore, a comprehensive analysis of the types of travelers will help in understanding the propensity of the demand side.

Key Segments ·       Domestic Tourism

·       Outbound Tourism

Key Tourism Types ·       Sun and Beach Holidays

·       Visiting Friends or Family

·       City Break Holidays

·       Cultural Holidays

·       Adventure/Sport Holidays

·       Gastronomical Holidays

·       Multi-Stop Trip Holidays

·       Eco Holidays

·       Cruise

·       Wellness/Medical Holidays

·       Religious Holidays

·       Wedding Related Holidays

·       LGBTQIA+

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China Source Tourism Market Dynamics

Before the COVID-19 pandemic, China was the world’s largest outbound tourism market and accounted for more than 9% of total spending in outbound tourism. Leisure is the most popular reason for travel, followed by VFR and business travel. Thus, the volume of domestic trips recovered in 2023, however, domestic expenditure is projected to recover by 2024. In addition, many Chinese travelers prefer to travel abroad in families or groups. Therefore, holiday destinations that would reflect the needs of everybody in the group are their most popular choice such as Hong Kong, Macau, and Thailand. Consequently, travel companies need to build a positive environment and reputation with travelers to gain customer’s trust and loyalty.

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China Source Tourism Market Segmentation by Segments

Domestic tourism led the market in 2023

The key segments included in the China source tourism sector are domestic tourism and outbound tourism. Domestic travel is projected to grow owing to a slow recovery in outbound air traffic, which will increase the recovery and outperformance of the domestic tourism industry. In addition, China’s well-established transportation links and infrastructure will also support domestic travel market growth.

China Source Tourism Market Analysis by Segments, 2023 (%)
China Source Tourism Market Analysis by Segments, 2023 (%)
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China Source Tourism Market Segmentation by Types

Sun and beach holidays were the most preferred holiday type in the China source tourism market in 2021

A few of the common tourism types in the China tourism market include sun and beach, visiting friends or family (VFR), gastronomical holidays, city breaks, culture, and adventure/sport, among others. The sun and beach vacation type held the highest market share by the tourism types, followed by city break in 2021.

Chinese tourists also appreciate gastronomy tourism as it allows them to explore diverse cuisines, experience local flavors, and understand culinary traditions. Food is a significant aspect of Chinese culture, and many travelers see trying local dishes as a way to connect with the culture of a destination. Additionally, sharing food experiences on social media has grown in popularity, which also contributes to the appeal of gastronomy tourism among Chinese travelers. Thus, the popularity of gastronomy tourism for Chinese tourists far exceeds the global response.

China Source Tourism Market Analysis by Tourism Types, 2021 (%)
China Source Tourism Market Analysis by Tourism Types, 2021 (%)
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China Source Tourism - Opportunities and Challenges

Leveraging personalized experiences and excellent customer service presents a significant opportunity for businesses to attract Chinese tourists. Many Chinese tourists, primarily millennials, exhibit a higher disposable income and a heightened desire for personalized travel experiences. Ensuring Chinese tourists feel valued and understood is pivotal for both initial attraction and subsequent retention. Businesses can achieve this by implementing personalized elements such as multilingual staff, translation services to overcome language barriers, and providing customized itineraries and special services/amenities.

However, attracting Chinese tourists proves to be a formidable challenge due to their diverse preferences and the intensified global competition. These factors especially challenge the small tourism providers’ growth as they encounter difficulties comprehending and aligning with the distinct habits, preferences, and payment methods used by Chinese tourists. In addition, limited resources pose obstacles to conducting comprehensive market research and executing strategic marketing campaigns tailored specifically for this demographic.

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Table of Contents


China’s Tourist Profile

Domestic Tourism

Outbound Tourism

Main and Developing Destination Markets



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