Tour OperatorsAustralia on the radar with long-haul Chinese travellers

Who’s travelling where for CNY 2020

Australia’s Great Ocean Road in Victoria.
Australia’s Great Ocean Road in Victoria.

SHANGHAI - China’s National Immigration Administration is predicting  the total number of Chinese outbound travellers over Chinese New Year 2020 is expected to reach 6.31 million, which constitutes a year over year growth of 12.48%. group’s 2020 Chinese New Year Travel Outlook Report shows:

-    the largest number of Chinese outbound travellers are those from first-tier cities: Shanghai, Beijing, Guangzhou and Shenzhen. The rest are mostly “new first-tier cities” such as Nanjing, Hangzhou, Chengdu, Tianjin, Wuhan, Chongqing, Xi’an, Xiamen, Fuzhou, Wuxi, Hefei, Kunming, Ningbo, Changsha, Suzhou and Shenyang.

-    According to data, as of December 10, tourists from more than 298 cities globally have used Group’s different platforms to book products including group tours, independent tours, customised tours and activities at more than 419 overseas destinations in over 100 countries.

-    Bookings made via travel websites and mobile devices are still the main channels used by Chinese outbound travellers, with 62% of orders placed online and 38% placed via Group’s offline stores.

-    Long-haul trips: Australia has become the most popular destination for Chinese outbound travellers due to climate. Other popular destinations are the United States, Italy, New Zealand, the United Kingdom, Spain, Russia, France, UAE and Germany.

-    Shorter outbound trips: Japan remains the most popular option for Chinese outbound travellers seeking a holiday closer to home, followed by Thailand, Singapore, Malaysia, Vietnam, Indonesia, Philippines, Cambodia, Sri Lanka and India. Many Chinese outbound travellers choose to visit Japan to enjoy its snowy landscapes and hot springs. Furthermore, visa process has been simplified. says it expects an increase in the number of bookings to South-east Asian and tropical island destinations in the month ahead due to the easing of visa restrictions and simplified processes for Chinese nationals visiting countries such as Thailand and Laos.

-    Group tours are still the most popular travel products on’s platforms for Chinese outbound tourists, with group tours accounting for 65% of orders, and independent travel and customised travel products accounting for the rest. Customised travel popular with private family tours - upgrade of group tours seeing growth by more than 100%.

-    More than 90% of users chose products with high ratings (4 or 5 diamond grades), according to group travel and individual travel order data on the Group platform.

-    The post-80’s generation are the most significant travel demographic over Chinese New Year, comprising 33% of total orders placed on Group’s platforms. The proportion of bookings made by the post-90 and post-2000 generations also increased dramatically, reaching 33% in total and demonstrating the strong growth potential of the younger travellers.

-    Many Chinese outbound travellers spend CNY travelling with their family. This year 49% of travellers are travelling with their children and 11% travelling with their parents over the break.

The Chinese New Year is taking place earlier in 2020 than previous years, with Chinese New Year’s Eve on Jan. 24, 2020.

Source: Data from Vacation BU Ctrip

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