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How Travel Brands Can Boost Chinese Outbound Tourism Recovery in 2023

As countries reopen their borders to international tourists, the travel industry is gearing up for a strong recovery. For China, the world's largest and highest-spending outbound tourism market, the outlook is particularly encouraging. But the recovery of Chinese outbound tourism still faces some challenges, such as limited flight capacity and visa processing for some destinations.


In this article, we'll explore how travel brands can nurture the recovery of Chinese outbound tourism in 2023. We'll share insights from Dragon Trail’s survey results and provide actionable steps for product creation, services, and marketing that will most appeal to outbound Chinese travellers.


Survey Findings: What Chinese Travelers Want


According to the survey, many Chinese travellers are still undecided about their travel plans for 2023. About 26% say they hope to travel outbound but haven’t booked a trip yet, and a further 27% are unsure about travelling outbound before the end of 2023. This presents a significant opportunity for travel brands to influence consumers’ future decisions.

The biggest factor preventing Chinese travellers from leaving home is safety concerns. Tourism brands can address this by emphasizing safety, stability, and friendliness in their marketing messages. Our survey also found that food, landmarks, and local experiences are the top reasons for travelling abroad. In particular, travellers want to try local food (56%), experience local life (52%), and visit landmarks (56%). Beach and sea destinations are also popular (45%).

While Asia remains the leading destination for Chinese travellers, the diversity of the list of intended travel destinations shows that there is interest well beyond short-haul favourites. Survey respondents named 44 destinations around the world, including every continent. Japan and South Korea are among the top five destinations for Chinese travellers, despite restrictions placed on them earlier this year.

How Can Travel Brands Encourage Bookings?


To encourage bookings, travel brands should consider offering full-service products that include visas, flights, accommodation, and a tour guide. The survey found that 61% of respondents would opt for this type of product. Although independent travel has been on the rise, many Chinese travellers still prefer complete packages.

Safety concerns are the most significant obstacle preventing Chinese travellers from leaving home, so travel brands should prioritize safety in their marketing messages. Emphasizing the stability and friendliness of destinations and services can also help ease concerns.


Finally, the survey found that many travellers are still undecided about their travel plans for 2023. This presents a significant opportunity for travel brands to influence consumers’ future decisions. By appealing to travellers' desire for local experiences and offering full-service packages that address safety concerns, travel brands can help nurture the recovery of Chinese outbound tourism in 2023.


The recovery of Chinese outbound tourism in 2023 presents significant opportunities for travel brands. By understanding the concerns and desires of Chinese travellers, brands can create products, services, and marketing campaigns that appeal to this market. Safety concerns are the most significant obstacle preventing Chinese travellers from leaving home, so brands must prioritize safety in their messaging. By offering full-service packages that address safety concerns and appeal to the desire for local experiences, travel brands can help accelerate the recovery of Chinese outbound tourism.


Contact us to understand how you can reach out to Chinese travellers and advertise your brand.

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