The landscape of travel in China is rapidly evolving, with a noticeable shift towards domestic tourism over international destinations. Recent surveys have shown that high-income households in mainland China are increasingly opting to explore their own country rather than travel abroad. The main reasons cited for this shift include the abundant domestic travel options available within China and the high costs associated with international travel. With the average cost per person for domestic travel significantly cheaper than international trips, it is no surprise that more and more Chinese travelers are choosing to explore their home country.
The Covid-19 pandemic had a significant impact on the travel industry worldwide, and China was no exception. As travel restrictions began to ease towards the end of 2022, domestic tourism in China started to flourish. Booking data from Trip.com revealed a surge in bookings for rural destinations within China, with smaller cities such as Yangzhou, Luoyang, Qinhuangdao, Guilin, and Zibo experiencing rapid growth in tourism during public holidays. This trend suggests that domestic tourism in China is on track to surpass pre-pandemic levels, with international travel taking longer to recover.
Local authorities and businesses across China have been proactively promoting domestic tourism to boost economic growth in their regions. By leveraging social media platforms such as Douyin and Xiaohongshu, these entities have been able to showcase their cultural heritage and attract millions of viewers. Videos and content that have gone viral on social media have translated into increased tourism flow, as seen in towns like Zibo and Harbin. Additionally, television dramas featuring specific regions have also played a significant role in driving tourism, as demonstrated by the surge in visitors to Altay in Xinjiang province.
China’s extensive network of high-speed trains and flights has made it easier for people to explore small towns and remote areas that were previously challenging to access. The convenience and affordability of domestic air travel have led to a 30% increase in air ticket bookings in the first quarter of the year. This improved connectivity has opened up opportunities for personalized trips and emotional fulfillment for Chinese travelers, who are increasingly seeking unique and diverse travel experiences.
Businesses, local governments, and even beauty pageants are coming together to promote domestic tourism and attract visitors to various destinations across China. Miss Tourism Asia, for example, has partnered with tourist spots and local governments to create destination-specific events that aim to draw visitors for years to come. Looking ahead, experts predict that a full recovery in international travel to 2019 levels may not occur until late 2025, emphasizing the need for international destinations to upgrade their offerings to cater to the evolving preferences of Chinese tourists. As Ashley Dudarenok, founder of China digital consultancy ChoZan, aptly put it, “Chinese tourists are not so easy to please,” highlighting the importance of continually enhancing the travel experience to meet their expectations.