Ashley Dudarenok, a Chinese Serial Entrepreneur, on How Travel Destinations, Hospitality and Retail Shall Prepare for the China Tourism Rebound
Alarice International Limited
6 min read
HING KONG, CHINA / ACCESSWIRE / June 14, 2023 / As the world reopens its doors, Chinese tourists are ready to explore: Is your business prepared to welcome them back? Chinese consumers, driven by pent-up demand and sluggish international flight capacity, recently took domestic tourism trips that amounted to 119% of 2019 levels during the May Day holiday.
MK Digi World, Monday, June 12, 2023, Press release picture
As China's economy recovers from the pandemic, once-adventurous travellers are now more cautious about planning distant vacations. Obstacles such as logistical challenges, bureaucratic red tape, and the gradual restoration of planes on runways further discourage long-haul bookings.
"Another factor is the slow processing of tourism visas, as Chinese authorities work through a backlog of requests after resuming services," says Ashley Dudarenok, founder of Alarice, a China-focused digital marketing agency and ChoZan 超赞, a digital consultancy with focus on China. "During the Labor Day holiday, domestic travel bookings on Fliggy exceeded pre-pandemic levels, while overseas bookings increased but still trailed behind short-haul trips."
Dudarenok believes that as international flights steadily recover in 2023 and 2024, the time is ripe for businesses to tap into the reinvigorated Chinese tourism market. Capitalising on this resurgence will require a deep understanding of Chinese tourists' preferences and expectations, as well as a keen awareness of the evolving travel landscape.
To effectively prepare for the return of Chinese tourists and ensure your business is well-positioned to meet their needs, it is essential to arm yourself with the latest insights and strategies. Dudarenok and her team at Alarice have recently published a 2023 China Tourism Report: How to Win with Chinese Tourists 2023. Here are some of the takeaways from the report.
Alarice International Limited, Monday, June 12, 2023, Press release picture
Photo from China Tourism Report 2023 by Alarice
DESTINATIONS AND MOTIVATIONS OF CHINESE TOURISTS
The most sought-after destinations currently include Singapore, South Korea, Hong Kong, Japan, and Thailand for short-haul trips, while the US, UK, and Australia are preferred for long-haul journeys, according to Trip.com, a leading travel platform.
"The preference for short-haul flights can be attributed to their affordability and the pre-existing popularity of destinations like Singapore, South Korea, and Japan among Chinese tourists." says Dudarenok.
"The initial phase of 2023 is expected to be dominated primarily by non-leisure travel, encompassing business trips, family reunions, student travel, and healthcare-related journeys." She adds, "Chinese business travellers will be keen on reconnecting with leading global economies like the US, Japan, and Europe. Additionally, countries such as the US, UK, and Australia are popular among Chinese students, making family reunions a significant component of travel plans. Overseas leisure travel is hindered by limited international flight availability, high costs and some fears over going abroad and not being welcomed."
NEW CHINESE TRAVELLER GROUPS IN 2023
In 2023, Chinese tourists are embracing diverse travel preferences, leading to the emergence of new traveller groups. These distinct segments are driven by factors such as novelty, cultural immersion, spirituality, time efficiency, and gastronomic exploration.
Niche Travelers
Young travellers are increasingly drawn to hidden gems and off-the-beaten-path destinations. By prioritising unique and individualised experiences, these tourists find the best views while avoiding crowded hotspots.
Rural Tourism
An increasing interest in rural landscapes and traditional culture is driving the growth of rural tourism. This trend supports local economic and cultural development while preserving the rural environment and cultural heritage. Deeper and more diverse rural experiences are being offered by the tourism industry to cater to this demand.
Spiritual Tourism
Facing pressures from education, work, and life, many young Chinese tourists are seeking spiritual solace by visiting temples and other places of spiritual significance. This pursuit of peace and cultural experiences is especially popular among the post-90s generation.
Foodie Travel
Food-centric travel is gaining popularity among Chinese tourists who enjoy exploring regional cuisines and local cultures. The industrial city of Zibo exemplifies this trend, as its viral barbecue led to a surge in tourism and a significant boost to the local economy.
Bootcamp-Style Tours
A growing number of travellers opt for whirlwind tours that cover multiple cities and attractions in a short time. These budget-friendly trips cater to tourists eager to maximise their experiences within a limited timeframe.
Alarice International Limited, Monday, June 12, 2023, Press release picture
Photo from China Tourism Report 2023 by Alarice
By understanding these emerging travel preferences and catering to the specific needs of each group, businesses can better serve Chinese tourists and capitalise on new opportunities in the travel industry.
CHINESE TRAVELLERS' EXPECTATIONS
Chinese tourists have diverse travel demands, primarily focusing on unique cultural experiences, personalised services, nature exploration, and international travel.
1. Unique cultural experiences: Many Chinese tourists seek distinctive destinations to explore local cultural heritage, traditional crafts, and intangible cultural assets. They are also keen on trying local cuisine, entertainment, and shopping experiences.
2. Personalised services: Instead of traditional group tours, more Chinese tourists prefer customised itineraries tailored to their interests and needs, seeking more individualised and bespoke travel services.
3. Safety: In light of increased scams in countries against Chinese people, which have led to instances of individuals being held captive due to fraudulent job offers or deceptive online relationships, Chinese tourists now place a higher emphasis on safety and reassurance during their travels.
2023 - 2024 CHINA TRAVEL OUTLOOK
A cautious approach to Chinese tourism demand in 2023 is advisable, as international travel volumes are expected to recover at a slower pace. Regional favourites are likely to benefit the most during the gradual return to pre-pandemic levels, with Chinese tourists primarily sticking to familiar destinations within Asia Pacific.
Significant growth in the travel market, barring any artificial restrictions caused by global events, is anticipated to take place in 2024. The China Tourism Academy projects domestic tourism revenue to reach 71% of pre-pandemic levels this year, while COTRI forecasts that 170-180 million outbound trips will be made from mainland China in 2024, exceeding 2019 figures.
The return of Chinese tourists presents a golden opportunity for businesses to capitalise on the resurgence of the travel industry in 2023 and 2024. For more insights and to better prepare for the return of Chinese travellers, get a free copy of the China Tourism Report: How to Win with Chinese Tourists 2023 today.
READY TO LEARN MORE?
Alarice is a social media agency that develops tailored digital marketing strategies for China and executes them. ChoZan 超赞 is a China-focused digital consultancy backed by research and trend watching. Ashley Dudarenok is a Chinese serial entrepreneur, award-winning digital marketer, keynote speaker and author.
