China’s evolving tourism landscape

China’s tourism is making a strong comeback in 2023, driven by key trends that reveal changing traveler preferences

Aug 23, 2023

Domestically, easier travel rules and higher incomes are fueling local exploration. Internationally, outbound tourism is gradually recovering with a focus on immersive experiences, wellness, and cultural discovery.

Key takeaways

  • Chinese travelers are becoming more tech-savvy, seeking out tech-enhanced experiences like virtual reality tours. This shift is boosting cultural, heritage, and wellness tourism;
  • Social media, especially platforms like TikTok and WeChat, are vital for engaging with Chinese travelers effectively;
  • In essence, China’s tourism resurgence is multifaceted, with travelers seeking enriched experiences, digital engagement, and authenticity.

Get the full story at China Briefing

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