A new report by Finn Partners and Consumer Search Group titled
"Outbound Rebound: The Return of Chinese Travelers" reveals that almost
90% of affluent Chinese travellers miss travelling abroad and intend to
increase their pre-pandemic pace of overseas travel this year.
The survey, conducted between 10-24 January 2023, gathered responses
from over 2,000 affluent Chinese in first-, second-, and third-tier
cities in China and Hong Kong, who have travelled overseas before the
pandemic and have an average annual household income of over RMB1.4
The report offers insights into changing travel behaviours, needs, and expectations of affluent Chinese travellers:
• About 1 in 2 affluent Chinese travellers plan to take at least 5
trips in 2023. On average, they plan to take 5.9 trips this year, up
from 5.6 in 2019.
• Younger affluent Chinese travellers aged 21 to 25 continue to be the most frequent travellers.
• 72% plan to take vacations lasting from 6 to over 10 days, with the
average trip duration being 8.7 days in 2023, compared to 8.4 days in
• Affluent Chinese travellers plan to increase their travel budget by
15% to RMB102,500 (US$15,299) in 2023, with those from tier-one cities
and the 36-plus age group showing the most significant increase.
• More than one-third of affluent Chinese travellers plan to fly
first or business class, and 1 in 2 choose to stay in luxury or upscale
• Over 70% of respondents desire slow, recuperative travel, with
immersion in local culture, taking better care of themselves, and
attending more events becoming more important.
• Good experience drives loyalty, with favourite destinations
including Japan, Singapore, Thailand, South Korea, the US, New Zealand,
• Natural scenery is a top priority for 60% of travellers, and 56%
prefer experiences that include camping, hiking, outdoor adventures, and
• Hotel brands are becoming a deciding factor in destination choice, especially for Gen Z travellers.
• Chinese travellers expect to resume their pre-pandemic level of
international business travel this year, at an average of 2.1 trips.
• Staycations are becoming more popular, with 80% planning to
continue domestic travel, and 31% expecting to take four to ten
staycation trips in the next 12 months.