Chinese outbound travellers are increasingly favouring small group
tours (20 pax and under) and customised experiences, according to Dragon
Trail International’s 2024 Chinese Outbound Travel Trade Survey.
The survey, conducted in June and July with nearly 300 respondents,
revealed that 52% identified small or private group tours as the most
popular travel product, more than doubling last year's 24%.
Additionally, 55% noted that group tours of 11-20 participants are
currently the most popular for outbound travel.
Seeking unique and local experiences
There is a growing demand among Chinese travellers for unique and
local experiences, with 58% of survey respondents indicating that
customers are prioritising these. Furthermore, 62% highlighted the
importance of high quality and comfort. Sienna Parulis-Cook, Dragon
Trail International’s Director of Marketing and Communications,
remarked, “For younger travellers, there is a real desire to get off the
beaten track... to experience local life a little bit more,” including
visiting smaller villages or participating in local festivals.
Top destinations: Southeast and Northeast Asia
Southeast Asia and Northeast Asia have emerged as the leading regions
for Chinese outbound travel, with Southeast Asia ranking first in both
travel trade sales (61%) and growth potential (52.9%). Northeast Asia
follows closely, with Japan particularly attractive due to its weak
currency. Janice Meng, Market Research Analyst at Dragon Trail
International, explained, “Visa exemptions introduced by Southeast Asian
countries over the last year coupled with the proximity of these
regions has further boosted their popularity.”
E-commerce leads sales channels
The survey also highlighted the dominance of e-commerce platforms in
the Chinese outbound travel market. A significant 63% of respondents
reported selling through platforms like Ctrip and Qunar, while 49%
utilised WeChat.
Diverse travel motivations emerging
Jane Carter, International Sales Manager at Informa Markets, noted
during the webinar, “Chinese tourists prefer small group tours and
customised tours — the demand for customised services is increasing.”
She added that travellers born in the 80s and 90s, now the main
demographic, are seeking more diverse travel experiences, including
concerts, music festivals, and art tours.