China’s Golden Week holiday begins on 1 October, and this year is set to mark a significant milestone in the recovery of Chinese outbound tourism. ForwardKeys’ analysis indicates that air tickets issued for Chinese outbound travel have reached 85% of 2019 levels — a 32% increase compared to last year. Meanwhile, new Chinese traveller sentiment data from Dragon Trail International also points to a holiday surge.
To look deeper into these emerging trends, ForwardKeys, in partnership with Dragon Trail International, will be hosting a joint webinar on Wednesday, 25 September (9 am UK, 4 pm China).
This session will provide invaluable insights for destinations and travel and tourism businesses looking to capitalise on the opportunities presented by the resurgence in Chinese outbound travel.
The key themes we’ll be addressing on Wednesday include:
Golden Week 2024 is set to outperform the previous year
Early indications suggest that this Golden Week will see a significant departure from the travel patterns observed in 2023. Last year, the coincidence of Golden Week with the Mid-Autumn Festival resulted in a heavily concentrated peak in departures on the first day of the holiday period. This year, however, ForwardKeys reveals a more distributed pattern with multiple peaks in travel activity expected throughout the week. The outlook suggests a broader return to international travel — realising pent-up demand following the pandemic.
Dragon Trail’s survey data highlights the substantial progress that Chinese outbound travel has made since last year. As of August 2024, 16% of survey respondents had already taken an outbound trip this year, compared to just 4% at this same time last year. Of those who have already travelled outbound in 2024, 60% have taken at least two outbound trips.
Asian destinations dominate, while interest in long-haul travel grows
As might be expected, we see a strong preference for Asian destinations amongst Chinese travellers during the upcoming Golden Week. Popular destinations within the region include Malaysia, Hong Kong, and Singapore, all offering a blend of cultural attractions and favourable travel conditions.
However, there has been a notable increase in interest in long-haul travel, particularly to Europe, the Middle East and Australia. This trend suggests a growing confidence in undertaking longer journeys and a desire to explore destinations further afield.
Diverse motivations are driving Chinese outbound tourism
Understanding the motivations driving Chinese travellers is crucial for businesses looking to attract this resurgent market. Our upcoming webinar will discuss the diverse range of factors influencing destination choices, going beyond simple leisure travel.
From immersive cultural experiences and attendance at major sporting events to exploration of natural landscapes and pursuit of adventure tourism, we will shed light on the key drivers shaping the choices of Chinese travellers over the upcoming holiday.
