Chinese tourists follow the New Silk Road to niche destinations

As Chinese tourists hit the road this summer – visiting the usual destinations like Thailand, Japan, France, and Italy along with domestic spots like Hainan and Aranya – one interesting trend is the growing popularity of countries a bit more off the beaten path. Hewing closely to nations involved in Chinese President Xi Jinping’s signature Belt and Road Initiative (BRI) – also known as the “New Silk Road” – Chinese tourists are fanning the globe in search of new experiences, better value for money, and less crowded locales. Southeast Asia has seen a Chinese tourist boom in 2024, driven by the region’s reputation for relatively affordable destinations and recent visa exemption agreements. Notably, Thailand and China agreed to a mutual visa waiver starting March 1, allowing citizens to travel visa-free for up to 30 days, while China and Singapore signed a mutual 30-day visa-free entry agreement this February. Interest in Southeast Asia among Chinese tourists has extended to the likes of BRI participants Cambodia and Laos. In the first five months of 2024, more than 326,000 mainland Chinese tourists visited Cambodia, a rise of 43% YoY. Meanwhile, Laos has become an attractive destination following the recent announcement of a new policy allowing 15 days of visa-free travel for Chinese visitors. According to data from Alibaba’s online travel agency, Fliggy, searches for flights to Laos doubled within an hour of the policy’s announcement on June 26. Owing to ease of travel and enticed by a highly publicized charm offensive, Chinese tourists are increasingly heading to Kazakhstan, which announced a mutual 30-day visa-free policy in November last year. Kazakhstan has proven popular among Chinese travelers interested in outdoor activities, with destinations like the Shymbulak Ski Resort, Lake Kaindy, and Charyn Canyon attracting particular attention. In 2023, Kazakhstan welcomed 367,000 Chinese tourists, a tenfold increase from the previous year, with expectations the influx will reach 500,000 this year. European interest in the BRI is best described as mixed, with 17 of the European Union’s 27 countries being members, most concentrated in Eastern Europe. While members like Italy, Greece, and Portugal already receive significant numbers of Chinese tourists, a clear trend is emerging in which these travelers are drawn to countries portrayed in state-run media as “friendly” BRI members. One country cashing in on its close political ties with the People’s Republic of China is Hungary, whose leader, Viktor Orban, recently visited Beijing for talks with President Xi Jinping. Last year, Hungary reported over 300,000 guest nights by Chinese tourists, underscoring the impact of increased direct flights from China. Budapest, now a key European hub, offers 21 direct flights weekly to seven Chinese cities, making it the most connected Central or Eastern European city to China. Data from travel agencies like Qunar and Tuniu show a surge of interest in destinations like Serbia and Montenegro this year, with Serbia – which trumpets close ties with Beijing – seeing a Chinese tourist boom in recent years. Roughly 85,000 Chinese tourists visited Serbia in 2023, a 230% YoY increase, each staying for an average of around three nights. Over the next one to two years, Serbia aims to make Chinese tourists its largest international visitor contingent, with efforts to promote destinations beyond Belgrade within the China market.

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Chinese tourists follow the New Silk Road to niche destinations