Chinese outbound tourism market experienced further growth in 2024

Kenya is among the biggest beneficiaries amid a surge in the number of Chinese tourist arrivals in the East African country.

Eric Biegon
8 Min Read
Highlights
  • The Institute of International Research at the China Tourism Academy says Chinese tourists are increasingly prioritizing the quality of their travel experiences and personalized needs, seeking to immerse themselves in the local lifestyles of their destinations.

Latest data shows that in 2024, Chinese citizens continued venturing further abroad to explore tourist destinations, signaling a strong recovery following the pandemic.

Countries like Thailand, Singapore, and Malaysia, which currently offer visa-free entry for Chinese citizens, have become popular destinations.

At the same time, Countries participating in the Belt and Road Initiative have reported an uptick in their share of the Chinese outbound tourism market this year. It has also emerged that nations like Kazakhstan, Uzbekistan, South Africa, Egypt, Kenya, Tanzania, and Zimbabwe are actively targeting the Chinese tourism market by providing more convenient services to attract more Chinese visitors.

By virtue of its unique natural landscapes, cultural charm, and diverse tourism experiences, Africa has also become a hot destination for Chinese tourists. In recent years, there has been a continuous increase in the number of Chinese tourists visiting the continent.

Kenya is among the biggest beneficiaries amid a surge in the number of Chinese tourist arrivals in the East African country. The figures for this year aren’t out yet, but with recent trends, it is easy to project a rise in numbers from China. Last year, the Kenya Tourism Board (KTB) disclosed that tourism arrivals from China to the East African country stood at 52,865 as of the close of 2023. The figures, according to KTB, confirm that China was the most improved tourism source market, having grown by a whopping 161 per cent from 20,260 in 2022.

The majority of the tourists visiting the country, the agency established, come for leisure holidays as well as business and conferences. Buoyed by these numbers, KTB says it sees a huge opportunity in the large numbers of Chinese outbound travellers and aims to attract over 150,000 tourists annually from the East Asian nation, now ranking as the world’s second-largest economic power.

The Institute of International Research at the China Tourism Academy says Chinese tourists are increasingly prioritizing the quality of their travel experiences and personalized needs, seeking to immerse themselves in the local lifestyles of their destinations.

Information gathered from various travel agencies and online platforms indicates that visa-free countries for Chinese citizens are among the top choices for outbound travel this year, enabling spontaneous trips.

Since December 2023, Malaysia, Singapore, and Thailand have gradually implemented visa-free policies for Chinese citizens. As a result, many Chinese tourists have chosen these three countries as their preferred outbound travel destinations.

Statistics reveal that, as of December 1, Thailand has welcomed 6.21 million Chinese tourists this year, making China the largest source of visitors to the country. In the first half of this year alone, Chinese tourists made 1.45 million trips to Singapore, outpacing arrivals from any other nation. From January to September, over 2.5 million Chinese tourists visited Malaysia, surpassing the same period in 2019, and the total for the year is expected to reach 5 million.

“Outbound tourism in 2024 continues to recover and is approaching the levels of 2019,” remarked Yang Jinsong, director of the Institute of International Research at the China Tourism Academy.

According to Yang, this year’s key trends in outbound tourism include increased demand for high-quality travel experiences among tourists and a corresponding push from market players for premium product development and enhanced supply chain optimisation.

Improved facilitation, such as streamlined visa processes and more flight options, is also driving the rise in outbound travel, Yang noted. He added that popular short-haul destinations in Southeast Asia and Northeast Asia remain attractive, while Belt and Road partner countries are increasingly inviting Chinese tourists to explore their unique offerings.

According to China CYTS Tours, the outbound tourism market has seen a robust recovery this year, with significant increases in both the number of outbound travellers and overseas travel spending.

Data from Qunar, a Chinese online travel services provider, indicates a 50 per cent increase in hotel bookings in popular outbound travel cities, and it is anticipated that total outbound travel bookings for the year will surpass those of 2019.

Statistics from the travel service platform Fliggy reveal that a range of niche destinations with unique natural and cultural landscapes, as well as distinctive experiences, have emerged as “dark horses” in outbound travel this year. Countries such as Nigeria, Zambia, Chile, Turkey, Serbia, Kazakhstan, Croatia, the Czech Republic, Hungary, and Belgium have all experienced rapid growth in tourism bookings.

Marija Labovic, director of the Tourism Organisation of Serbia, recently reported a 71 per cent increase in the number of Chinese tourists visiting Serbia from January to September this year compared to the same period last year.

Furthermore, an executive from the online travel services provider Mafengwo indicated that Central Asia has become a popular destination for young travellers seeking new experiences. The widely popular TV series “To the Wonder” has not only boosted tourism in the Xinjiang Uygur Autonomous Region but has also drawn attention to Kazakhstan, which features similar landscapes. As a result, Almaty has emerged as a sought-after tourist city in Central Asia.

Uzbekistan, home to several World Heritage sites, has seen a notable rise in tourism interest, with Samarkand, Tashkent, and the ancient city of Khiva receiving the most attention.

Following the visa exemption agreement signed between China and Uzbekistan in early December, searches for Uzbekistan tourism surged by 97 per cent compared to the previous month.

Dai Bin, director of the China Tourism Academy, stated that more Chinese tourists are now willing to invest in enhancing their quality of life during their travels, which includes opting for upscale accommodations, enjoying superior dining experiences, exploring museums and art galleries, and attending high-quality cultural performances. They seek to discover small, exquisite, and welcoming life scenes for a more profound experience, Dai added.

An executive from China CYTS Tours highlighted that the consumption habits of Chinese outbound tourists have shifted, with a greater emphasis now on the quality of tourism and immersive experiences.

“They are willing to spend on experiential activities, seeking personalised and high-quality travel services,” the executive noted.

“Chinese travellers are increasingly attracted to immersive outbound travel experiences that provide unique and authentic encounters, such as local trains, ferries, river cruises, and hot air balloons. Cultural activities, including hands-on cooking of regional dishes, touring ancient cities by horse-drawn carriage, and visiting local homes, are also gaining popularity,” stated an executive from UTour Group.

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