A recent survey shows that since China reopened its borders over a year ago, about six in ten (63%) residents have expressed readiness to travel abroad and explore the world, with plans to embark on adventures to more distant destinations.
According to a survey released by Bloomberg on Wednesday (April 24), the biggest shift from the 2023 version is that only one in ten respondents outright refuse international travel. The previous survey indicated that over half of Chinese consumers had no plans to travel abroad, with 31% stating they were not interested.
The survey was conducted by marketing company Dragon Trail International among 1,015 mainland Chinese tourists in 127 regions, including first, second, and third-tier cities, between March 6 and 19.
Sienna Parulis-Cook, Director of Marketing and Communications at the company, stated that compared to a year ago, Chinese tourists are now much less hesitant about outbound travel.
The China Tourism Academy predicts that the number of Chinese tourists globally in 2024 will reach 130 million, which is 84% of the pre-Covid-19 levels. In 2019, around 155 million Chinese tourists traveled abroad, spending $253 billion overseas.
Among the 181 respondents who have already made plans for overseas travel, 94% have booked more than one destination. Approximately 16% of respondents mentioned they will be touring Europe.
Shopping is an essential part of many Chinese tourists’ overseas travel experience, with international businesses eagerly anticipating high-spending Chinese tourists. Nearly a quarter of respondents said their shopping budget per trip ranges from $5,000 to $10,000, with 16% willing to spend even more.
A report by luxury brand LVMH states that in the first quarter of 2024, demand for fashion and leather goods among Chinese consumers has increased by nearly 10% both domestically and internationally.
However, compared to other major travel destinations, the United States is experiencing longer wait times to benefit from outbound travel from China.
Data from aviation analysis company Cirium shows that due to visa issuance delays, flight volumes between China and the U.S. were down 78.8% in the first quarter compared to the same period in 2019. In stark contrast, flights between the U.S. and other regions in Asia have nearly rebounded, only 4% below pre-pandemic levels.