The returning Chinese traveler is evolving

Although they did not travel internationally over the past three years, they continued to travel domestically and explore new offerings

May 10, 2023

Annual domestic trips remained at around 50 percent of pre-pandemic levels, amounting to 8.7 billion domestic trips over the past three years. During this time, the domestic market matured, and travelers became more sophisticated as they tried new leisure experiences such as beach resorts, skiing trips, and “staycations” in home cities.

These are some of the characteristics of a typical traveler:

  • Experience-oriented: The Chinese rebound tourist is planning their trip around experiences. Outdoor and scenic trips remain the most popular travel theme;
  • Hyper-digitized: While digitization is a global trend, Chinese consumers are some of the most digitally savvy in the world; mobile technologies and social media are at the core of daily life;
  • Exploration enthusiasts: Chinese travelers are also keen to explore the world and embark on novel experiences in unfamiliar destinations.

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