Chinese travelers increasingly interested in longer trips and slow travel

Chinese travelers are becoming more sophisticated and discerning, and are seeking out more meaningful and authentic travel experiences

May 8, 2023

An new Ctrip report, which surveyed 10,000 Chinese tourists, found that 40% of respondents preferred trips lasting more than seven days, while 60% were interested in "slow travel" experiences that allow them to immerse themselves in local cultures.

Key takeaways

  • The report attributes this trend to several factors, including rising incomes and a growing middle class in China, as well as an increasing desire among Chinese travelers to seek more meaningful experiences when they travel;
  • Many Chinese tourists are now looking for experiences that go beyond shopping and sightseeing, and are instead interested in activities such as cooking classes, hiking, and cultural exchanges with locals;
  • Chinese travelers are increasingly turning to independent travel, rather than organized group tours, due to the proliferation of travel apps and online resources;
  • Chinese travelers are increasingly interested in traveling to less traditional destinations, like Spain, Italy, and Australia.

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