What Drives Chinese Travellers? Insights From the Outbound Tourism Index

China’s outbound tourism has entered a new chapter in 2024, marked by recovery, reinvention, and rising expectations. While Hong Kong and Macau remain key gateways, the real momentum lies in overseas markets. From Southeast Asia to Europe, from Oceania to Latin America, Chinese travellers are rediscovering the world with a mix of enthusiasm and discernment.

Outbound trips reached 123 million last year—a 41% increase on 2023 and nearly 80% of 2019’s peak. This rebound is more than a numerical recovery; it reflects a shift in how and why Chinese travellers engage with destinations abroad. This article draws on insights from the 2024 China Outbound Tourist Satisfaction Report, compiled by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism).

A New Curiosity for the World

After years of restricted movement, Chinese travellers are embracing international experiences with renewed passion. The motivations have expanded well beyond sightseeing. Increasingly, journeys are designed around highly specific interests: a football match in Spain, a food festival in Japan, a concert in Australia, or a Michelin-starred dinner in Paris. Even niche attractions—a single restaurant or seasonal delicacy—are becoming reasons to travel.

This diversification has reshaped the global map of Chinese tourism. Beyond traditional hotspots, Belt and Road destinations in West Asia and North Africa are seeing a surge of interest. The appetite for discovery suggests that outbound tourism is evolving into a more personalised, lifestyle-driven activity, where cultural depth and authenticity outweigh box-ticking itineraries.

Regional Appeal: Familiarity and Exploration

Asia: Comfort Zones with Added Variety

Asia continues to dominate with 62% of all outbound visits. East and Southeast Asia, in particular, are magnets for Chinese travellers thanks to short-haul convenience, cultural affinity, and service environments tailored to their needs. Vietnam has emerged as a standout, combining affordability with cuisine and Mandarin-friendly services. For many, these destinations feel like a “second living space” where everyday comforts are seamlessly available.

Europe: A Stage for Heritage and Culture

Europe, meanwhile, offers a very different appeal. Chinese visitors often describe their experiences as “one step, one story”—immersing themselves in art, architecture, museums, markets, and food. In 2024, satisfaction levels for European trips rose significantly, suggesting that travellers who seek cultural enrichment find Europe’s offer both distinctive and rewarding.

Oceania: Slow Journeys in Nature

Australia and New Zealand maintain their place among the most highly rated destinations. Both countries are perceived as restorative escapes where natural beauty, seafood, and outdoor lifestyles provide a slower, more reflective pace. This contrasts strongly with urban life in China, making Oceania particularly attractive to those in search of tranquillity.

The Americas and Africa: Niche, but Resonant

Latin America is gaining traction, especially Argentina, where tango culture, bustling markets, and dramatic landscapes offer something strikingly different. Africa, by contrast, appeals through safari adventures and affordability. Visitors consistently cite authenticity and value for money, making the continent a compelling choice for adventurous travellers.

The Satisfaction Index: Progress with Pressures

The overall satisfaction index for Chinese outbound tourists in 2024 stood at 80.06, firmly within the “satisfied” range. Thirteen of the 27 monitored destinations scored above 80. Yet the report highlights that expectations are rising: having experienced rapid innovation and digital convenience in domestic tourism, Chinese travellers are now more demanding abroad.

• Strengths: Shopping satisfaction grew by +2.55 points, reflecting the success of destinations that integrate retail with cultural and leisure experiences. Destination image scores also climbed (+1.94), helped by creative marketing and the warmth of local residents.

  
  

• Weaknesses: Accommodation, dining, attractions, and public services all dipped slightly, under pressure from inflation, supply chain disruption, and service gaps compared with China’s domestic standards.

Innovation in Marketing and Experience

Destinations are responding with creativity to capture attention and loyalty. Malaysia has focused on Mandarin-language services, mobile payment integration, and new direct flights. Singapore has turned its attractions into pop-culture experiences by linking them to celebrity programmes and live events. Spain and the UK are leaning into football, music, and heritage to broaden their appeal. Australia is highlighting Indigenous culture and street art, while Argentina is making tango and markets central to its narrative.

These strategies are working: entertainment and leisure satisfaction rose by more than 3% in 2024, underscoring the effectiveness of combining cultural experiences with social engagement.

Challenges Destinations Must Confront

Despite clear progress, challenges remain if destinations are to sustain momentum.

1. Safety Perceptions

   Chinese travellers are highly sensitive to visible safety cues. Well-lit streets, police presence, orderly transport, and secure hotels are vital in shaping perceptions. While incidents are rare, even small lapses can reduce the feeling of comfort.

   
   

2. Service Standards

   At home, Chinese tourists enjoy seamless digital services—mobile payments, high-speed internet, and streamlined booking. When overseas environments lack these, frustration can arise. Public service satisfaction fell by 1.6% in 2024, reflecting this gap.

   
   

3. Hospitality Gaps

   Core areas such as accommodation, dining, and transport still lag behind pre-pandemic levels. Language barriers, tipping expectations, and booking complexities illustrate the ongoing adjustments destinations need to make.

   
   

Outlook: People as the Best Bridge

China’s outbound tourism is back—more resilient, diverse, and demanding. For destinations, the task is clear: raise service standards, ensure visible safety, and deliver authentic experiences. As the report concludes, “the most beautiful scenery is always people”. Destinations that connect with Chinese travellers through warmth and authenticity will lead the way.

Now is the time to adapt strategies, strengthen partnerships, and design experiences that truly resonate with Chinese travellers — contact us now!