The trend of Chinese travelers choosing domestic destinations over international ones is on the rise. According to a recent survey by consulting firm Oliver Wyman, only 14% of high-income households that traveled abroad last year plan to do so again in 2024. The main reasons cited for this shift include the abundance of local travel options and the high cost of international travel. Traveling within mainland China is much more affordable, with average costs per person significantly lower compared to trips to foreign destinations like Hong Kong or Japan, making domestic travel a more attractive option for many Chinese tourists.
Local tourism has seen a significant boost in China following the easing of Covid-19 restrictions in late 2022. Travel booking platforms like Trip.com reported a surge in bookings for rural destinations within China, with some areas experiencing up to 2.6 times growth compared to pre-pandemic levels. During recent public holidays, domestic tourism trips and revenue surpassed pre-pandemic levels, while international trips remained below 2019 figures. Smaller cities like Yangzhou, Luoyang, Qinhuangdao, Guilin, and Zibo witnessed the fastest growth in tourism bookings during these holidays, indicating a strong preference for exploring lesser-known destinations within the country.
Challenges and Opportunities for Localities
While the increased interest in less developed parts of China presents opportunities for economic growth through tourism, sustainability remains a concern. Local governments are taking steps to capitalize on this trend by promoting tourist attractions through initiatives like social media campaigns and cultural events. Regions like Guangxi are actively investing in publicizing their natural landscapes and heritage sites to attract more visitors and stimulate economic activities. These efforts have resulted in a considerable rise in tourism revenue and a boost in local consumption.
Television shows, social media, and online platforms have played a crucial role in driving tourism to specific regions in China. Popular TV dramas set in remote areas have led to a surge in visitor numbers, with viewers being drawn to explore these locations in person. Social media platforms like Douyin and Xiaohongshu have also been effective in promoting destinations and attracting tourists. Furthermore, unique cultural experiences, such as the barbecue skewer culture in Zibo and the ice sculptures in Harbin, have gained significant attention on social media, leading to a substantial increase in tourist footfall.
China’s well-developed network of high-speed trains and flights has made travel more accessible, allowing people to visit smaller towns and cities for short getaways. The convenience of domestic travel options, coupled with an increased focus on personalized and emotionally fulfilling experiences, has driven a surge in air ticket bookings within the country. Businesses and local governments are partnering to enhance marketing efforts and create destination-specific events to attract visitors and boost tourism revenue in the long run.
Future Outlook and Challenges
While the current preference for domestic travel among Chinese consumers is expected to continue, a full recovery in international travel to pre-pandemic levels may take longer than anticipated. Experts predict that international destinations will need to upgrade their offerings to cater to the evolving preferences of Chinese tourists, who have become accustomed to modern and stylish travel services within China. The tourism industry is likely to see further growth and development, with a focus on creating unique and engaging experiences to attract both domestic and international travelers. As the landscape of Chinese tourism evolves, stakeholders will need to adapt to changing trends and consumer demands to remain competitive in the global travel market.