1. CHINA OUTBOUND
TOURISM 2023
1377, JIANG CHANG ROAD
GREENLAND CENTRAL PLAZA
ROOM 2001 | SHANGHAI, CHINA
EMMA ZHOU WWW.MARKETINGTOCHINA.COMc
10 TRENDS
WWW.CHINESETOURISTAGENCY.COMc

2. TREND
Basic “Travel+”
Travel+Agriculture
Travel+Forestry
Travel+Culture
Visiting fields.
Advanced “Travel+”
Travel+Sports
Travel+Education
Travel+Retail
More interactive with travel destinations.
Just observing the views and taking photos, not interactive, not impressive enough.
Visiting forests.
Visiting historical places.
Climbing/skiing and etc.
Travel and educate children.
Eg. Guochao market (similar
to Christmas market)
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3. TREND
DIGITALISING
Visitor Destination
Agency Travel platform
Hotel
• Cloud tourism
• Online order
• Online sharing
• Travel news
• Online order
• Self check-in&out
• Robot service
• Membership system
• Travel news
• AR tour
• Live streaming retail
• Smart tour guide
• Security management
• Data management
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4. • Young people pursue high-quality life, willing to pay for hobbies.
• Due to the epidemic, people prefer not to travel with strangers.
• According to Ministry of Culture and Tourism of PRC, small group tour orders in 2020 Chinese national holidays
are more than that in 2019.
• Many small travel agencies or even a person organise small group tours.
• According to Ctrip, in 2020, family trip trading volume is 24% more than 2019.
• During 2023 spring festival, family trip orders is 6 times more than the same time last year.
TREND
Personalisation
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5. SOME GRAHPS
According to Ctrip, during 2023 spring festival, international airline tickets were sold 4 times than
the same time last year. So it is the same for international hotel orders. And the tickets of oversea
scenic spots tickets were increased 60%.
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6. SOME GRAHPS
According to the data from National Bureau of Statistics,
there’s a big drop of oversea travel in 2020, but it’s gradually
recovering and expected to reach 20 million visits in 2022.
Oversea travel visits (10k) WWW.CHINESETOURISTAGENCY.COMc

7. SOME GRAHPS
70% Chinese travellers take budget as the most important factor when planing for a trip
Source: 2023 China Airports Passenger Services and Consumption Market Research Annual Report
Nearly 80%
Chinese travellers
look for good value for
money.
More than 50%
Chinese travellers will
consider travel off-
season or longer trip
for lower cost.
Nearly 75%
Chinese travellers will
start their travel plan
early to have more
discounts.
74%
Chinese travellers
believe a longer trip is
a better way to save
money than several
short trips.
Many Chinese travellers plan to increase their budget on what they think is worth the price
More than 60%
Chinese travellers will increase
the budget to make up for the
travel they miss in the past
years.
67%
Chinese travellers
plan to spend a lot of
money to ensure a
perfect experience. WWW.CHINESETOURISTAGENCY.COMc

8. SHOPPING TRENDS
Source: 2023 China Airports Passenger Services and Consumption Market Research Annual Report
According to Airpo research, in 2021, 35% Chinese travellers prefer domestic brands
over international brands. In 2022, 45% Chinese travellers prefer domestic brands.
• Chinese travellers still prefer international brands, but their fondness towards domestic brands is increasing
Louis Vuitton plan to open 3 more airport duty free shops in China before the end of 2023.
• It’s not clear what products attract Chinese travellers (no relevant information found), but judging from
luxury companies strategic move, there’s a big possibility that Chinese travellers will still favour luxury
goods when travel overseas.
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9. POPULAR DESTINATIONS
POPULAR DESTINATIONS
Thailand
Japan
Spain
France
USA
Italy
Germany
Canada
UK
Australia
Source: survey results from Qyer WWW.CHINESETOURISTAGENCY.COMc

10. ACTIVE PLAYERS
Domestic and international travel
services. Low price
Air ticket International market, base in Singapore
North America market, base in LA
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11. ACTIVE PLAYERS
Scenic spot ticket
Hotel & local homestay & apartment
Train & airline ticket
Short trip
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12. ACTIVE PLAYERS
Fliggy is an Online Trip Agency belongs to Alibaba Group. It provides
domestic and foreign transportation, hotel accommodation, scenic spot
tickets, destination tours and other products and other tourism services.
China International Travel Service offers domestic and international
travel services.
WWW.CHINESETOURISTAGENCY.COMc

13. ACTIVE PLAYERS
Tuniu offers domestic travel and visa services.
Mafengwo offers domestic and international travel services, and special
in the travel notes.
WWW.CHINESETOURISTAGENCY.COMc

14. POPULAR SOCIAL MEDIA FOR TRAVEL
Chinese people don’t have specific preference when it comes to travel social
media. Many popular social media have travel information, usually the bigger
the platform is, the more information can be found. Chinese people can find
travel information on Douyin, WeChat, Xiaohongshu, Weibo, Bilibili. And
tourism apps such as Mafengwo, Ctrip and Qunar. So instead of finding
popular social platforms, maybe it’s better to find tourism KOLs.
Example: tourism KOL on WeChat
Example: tourism KOL on Bilibili
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15. MORE INFORMATION
tourism@marketingtoc
hina.com
1377, JIANG CHANG ROAD
GREENLAND CENTRAL PLAZA
ROOM 2001 | SHANGHAI, CHINA
WWW.MARKETINGTOCHINA.COM WWW.CHINESETOURISTAGENCY.COMc