Chinese tourists are back - just not in the U.S.

A lack of flights, visa challenges and broader geopolitical tensions remain significant hurdles to luring Chinese tourists

Only 19% of Chinese adults with international leisure travel plans in the next 12 months plan to go to North America, according to recent data from Morning Consult. This is down from 37% in 2022 and puts North America on par with destinations like Eastern Europe and the Middle East, which have seen increased interest from China this year.

Key takeaways

• The number of flights between the U.S. and China hovers around just a dozen a week per side, compared with more than 150 before the pandemic;
• While there has been recent progress in restoring much of the flight capacity that has been lost, visas remain a looming hurdle;
• Beyond just the logistics of getting to the U.S., a frosty geopolitical relationship is also pushing away Chinese tourists who might not feel completely secure that there won't be a hiccup in their trip when visiting the U.S. from China.

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