After almost three years of travel interruptions due to the COVID-19 pandemic, Chinese tourists can gradually start traveling again. Before the Covid-19 pandemic, China was the world’s largest source of outbound tourists. It took 170 million trips and contributed $253 billion to the global economy in 2019. This year, Chinese tourists are projected to take 110 million international trips, two-thirds of the 2019 level.
The return of Chinese tourists is the economic boost that the global tourism and retail sectors have been missing. According to a sentiment survey compiled in December, more than half of travelers from mainland China indicated that they’d be ready to travel as soon as restrictions are removed. And 32% planned to travel within two years. More than half indicated that they plan to spend more on travel over the next year than they did before Covid.
But there’s a problem: Destinations hoping to cash in again will need to take a fresh approach that speaks to the Chinese tourists who’s spent three years away from the world. The Chinese outbound tourist will not be the same as they were before. So you have to prepare and adapt for that.
Here are four major adjustments that destinations and brands need to consider with regard to global tourism’s biggest market.
Safety is very important
After pricing, destination safety ranks as second in importance for Chinese travelers (63%). That’s not surprising. Given the horrific wave of anti-Asian hate attacks globally, including in the US, Canada, Italy, Brazil and New Zealand, since the pandemic. The safety factor will be critical for the first wave of Chinese independent travelers before mass tours resume. and the latter at least offer the ability to feel more secure in a crowd.
More than two-thirds of Chinese travelers ranked the US as the destination they consider least safe to visit as of December. Other bottom-rankers in the survey: Israel, Peru, Chile, the UK and Spain.
Serve Diverse Travelers
The first wave of long-haul travelers in 2023 will be experienced independent travelers, including millennials, Gen-Z and luxury travelers.
While some will visit neighboring Asian countries because they’re easy to get to as well as inexpensive and familiar, others will seek new destinations. The game is no longer to go where everybody goes but to discover and find new places that not so many Chinese have visited before.
Offer Value-Packed Experiences
Before the pandemic, bragging about big spending was considered impressive. However, what’s deemed impressive now is spending on experiences and learning by having done something, not merely flashing wealth. Value for money has become important to Chinese travelers. Especially considering the increased costs of travel and the absence of discount tour packages.
Reduce Visitor Visa Hurdles
Covid testing is no issue for the Chinese, who are used to it. But simplifying the visa process. Providing an e-visa would attract more Chinese travelers. Convenience ranked as the third-most-important factor for Chinese tourists.
That makes destinations such as the United Arab Emirates, Jordan, Qatar, among others, well positioned to receive Chinese visitors this year. South Korea and Japan, destinations popular among Chinese tourists, are in a pickle for having imposed severe entry restrictions on Chinese travelers. China has retailed with visitor visa bans.
Above are four major adjustments that destinations and brands need to consider with regard to global tourism’s biggest market. And before starting, you need to do very clearly marketing research to know what your target audiences most concern and who they are. Deep Digital China, as an experienced Chinese digital marketing agency, can help you get a whole and clear view of China marketing. If you want to learn more about Chinese digital marketing, just contact us for further information.