New trends in chinese tourism: what international brands need to know

The chinese tourism market is undergoing significant changes, with new trends emerging that are influencing how chinese travelers plan and experience their trips abroad.

According to Dragontrail, here are five key trends that international brands should keep an eye on to attract this rapidly evolving segment of travelers.

1. Rise of independent travel: the popularity of independent travel is on the rise, with a 390% year-on-year increase in related searches. This reflects a growing preference among chinese travelers for personalized and tailor-made experiences, steering away from traditional package tours. Travelers are seeking greater freedom and flexibility, desiring to explore destinations at their own pace.
2. Interest in visa-free destinations: another strong trend is the interest in countries that offer visa exemptions. This has seen a 743% increase in searches, indicating that simplicity in travel requirements is a decisive factor in choosing destinations. Countries like Singapore, Malaysia, and Thailand are benefiting from this trend, making their destinations more accessible to chinese tourists.
3. Seasonal travel: seasonal travel is becoming increasingly popular, with a 263% year-on-year increase. However, for the chinese market, “seasonal” doesn’t just refer to the classic four seasons but also includes major holiday periods like chinese New Year and Golden Week. Brands should start promoting offers and marketing campaigns two to three months before these holidays to capture the attention of travelers.
4. Immersive experiences: chinese travelers are showing a growing interest in immersive and unique experiences. Searches for these types of experiences have increased by 282%, including both nature activities like scuba diving and cultural experiences like concerts and art exhibitions. These experiences are particularly appreciated by those looking to enrich their trip with activities that go beyond simple tourism.
5. Technology and travel planning: With the increased use of digital platforms and social media for information gathering, chinese travelers are beginning to plan their international trips well in advance. On average, planning starts 50-60 days before for short-haul trips and up to 90-120 days for long-haul travel. These travelers are meticulous, using over 100 search queries and reading hundreds of posts to prepare thoroughly.

At Twissen, we observe that for international brands, understanding these trends and adapting their marketing strategies and offerings can present a significant opportunity to attract and satisfy the growing segment of chinese travelers.

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.