In recent years, there has been a noticeable shift in the travel preferences of Chinese tourists. A survey conducted by consulting firm Oliver Wyman revealed that only 14% of high-income households in mainland China, earning at least 30,000 yuan a month, who traveled internationally last year are planning to go abroad again in 2024. The primary reasons cited for this shift include the abundance of domestic travel options and the cost-effectiveness of traveling within mainland China compared to international destinations. This change in behavior has been driven by the availability of affordable travel options and the desire to explore more of their own country.
The rise of domestic tourism has had a significant impact on the local tourism industry in China. Travel booking site Trip.com reported a surge in bookings for rural destinations within China in 2023, with bookings growing by 2.6 times compared to pre-pandemic levels. During the recent May holiday, domestic tourism trips and revenue surpassed pre-pandemic levels in 2019, while international trips lagged slightly behind. Smaller cities such as Yangzhou, Luoyang, Qinhuangdao, Guilin, and Zibo saw the fastest growth in tourism bookings during the holiday period. This trend is expected to continue, with domestic tourism predicted to surpass pre-pandemic levels this year.
The Influence of Social Media and Television
The popularity of social media platforms and television shows has played a significant role in boosting tourism in less developed parts of China. Local governments have been leveraging platforms like Douyin and Xiaohongshu to promote their regions and attract tourists. Videos and content that go viral on social media have proven to be highly effective in driving visitor traffic to specific destinations. Additionally, television dramas and shows featuring certain regions have served as a great draw for tourists. For example, the television drama set in Altay led to a nearly 38% surge in visitors to the remote part of Xinjiang province during the recent May holiday.
Businesses and local governments in China are working together to attract tourists and boost revenue in their respective regions. Collaboration with events like Miss Tourism Asia pageant has been instrumental in raising awareness and attracting visitors. Destination-specific events and promotional activities aim to establish long-term tourist interest in cities across China. These collaborative efforts are crucial in sustaining the growth of the domestic tourism industry and ensuring a steady influx of visitors to various regions.
The preference for domestic travel among Chinese consumers suggests that a full recovery in international travel to pre-pandemic levels may not occur until late 2025. This delay is attributed to the evolving travel preferences and behaviors of Chinese tourists, who are increasingly seeking emotional fulfillment and personalized experiences in their trips. In the long term, international tourist destinations will need to adapt and upgrade their offerings to cater to the evolving demands of Chinese travelers, who are becoming more discerning and selective in their choices.
The rise of domestic tourism in China presents both challenges and opportunities for the travel industry. While international travel may see a slowdown in the short term, there is immense potential for growth in the domestic tourism sector. By leveraging digital platforms, collaborative initiatives, and enhancing visitor experiences, China can continue to attract tourists and drive economic growth in the travel industry.