Chinese travel demand back, Europe set to gain

The rising willingness of the Chinese to travel abroad more in the coming 12 months lays a solid foundation for a significant recovery in 2024

According to the organizers of the ITB travel conference, there has been a surge in demand for international travel in China, reaching its highest point in two years. This information is based on a survey in which approximately 80% of respondents indicated their intention to travel abroad in the upcoming 12 months.

Key takeaways

• Key findings from the survey revealed that roughly half of those surveyed not only had plans to travel internationally within the next year but also expressed a desire to do so more frequently than in the past, if possible;
• Interestingly, there was a notable increase in interest in traveling to Europe, surpassing previous preferences for neighboring countries among Chinese travelers;
• However, the survey suggests that Chinese travelers may adopt a more budget-conscious approach in their future trips. Respondents expressed an interest in saving on travel expenses by considering off-season travel, shortening their stay, or seeking out more cost-effective accommodation options.

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