In light of the COVID-19 pandemic and its subsequent impact on travel, Chinese high-income households are now showing a preference for domestic travel over international destinations. A recent survey by consulting firm Oliver Wyman revealed that only 14% of families earning at least 30,000 yuan a month in mainland China, who traveled internationally last year, are planning to go abroad again in 2024. This shift can be attributed to the abundance of domestic travel options and the cost-saving benefits of traveling within mainland China. According to the survey, the average cost per person for a domestic trip is significantly lower compared to traveling to international destinations like Hong Kong or Japan.
The resurgence of local tourism in China has been a bright spot in the country’s recovery from the economic effects of the pandemic. Booking data from Trip.com shows a substantial increase in bookings for rural destinations within China, indicating a shift in travel preferences towards exploring lesser-known regions. During recent public holidays, domestic tourism trips and revenue surged compared to pre-pandemic levels, showcasing the growing interest in exploring local destinations. Smaller cities such as Yangzhou, Luoyang, Qinhuangdao, Guilin, and Zibo have experienced significant growth in tourism bookings, signaling a shift towards off-the-beaten-path destinations.
While domestic tourism in China is thriving, international travel is facing challenges in the current landscape. With uncertainties surrounding the global situation and concerns about safety, Chinese travelers are hesitant to venture abroad. This sentiment is further reinforced by the increase in passport applications in the United States, where travelers are eager to resume international trips. The divergence in travel preferences between Chinese and American tourists highlights the changing dynamics of the global tourism industry.
The surge in local tourism in China raises questions about the sustainability of this trend and its long-term impact on less developed regions. Local governments and tourist spots are taking initiatives to capitalize on the growing interest in domestic travel, with efforts such as increasing publicity and tourist subsidies. Regions like Guangxi have implemented strategies to boost consumption and tourism revenue, leveraging social media platforms to attract visitors. These initiatives have shown promising results in stimulating economic activity and driving tourism growth in previously overlooked areas.
Television shows and social media platforms have played a significant role in promoting tourism in specific regions of China. By highlighting cultural heritage, unique customs, and culinary experiences, media channels have successfully attracted tourists to less explored destinations. The popularity of certain TV dramas and social media trends has led to a surge in visitors to regions like Altay in Xinjiang province and Harbin city, showcasing the influence of entertainment on travel decisions. Additionally, the Miss Tourism Asia pageant has emerged as a promotional platform for showcasing diverse destinations and cultural experiences to a wider audience.
Looking ahead, the Chinese tourism industry is expected to continue its focus on domestic travel, with international travel likely to recover at a slower pace. The evolution of travel preferences and the emphasis on emotional fulfillment and personalized experiences are reshaping the industry landscape. Businesses, local governments, and tourism agencies are collaborating to enhance destination-specific events and promote diverse attractions. As Chinese tourists become more discerning and demanding, international destinations will need to upgrade their offerings to align with the evolving expectations of travelers. The dynamic nature of the post-pandemic travel industry requires continual innovation and adaptation to meet the changing needs of travelers.