From Jingdezhen to Serbia: China’s new travel hotspots

As China’s domestic and international travel markets continued their robust recovery this summer, emerging trends reflect evolving preferences among Chinese tourists. Data from Alibaba’s travel platform Fliggy indicates a growing inclination toward lesser-known, budget-friendly destinations, both within China and abroad. This shift is marked by a preference for self-guided and personalized travel experiences, underscoring broader changes in consumer behavior. Domestic exploration China’s domestic tourism resurgence has been remarkable. While major cities like Beijing, Shanghai, and Shenzhen continue to draw significant tourists, an increasing segment is seeking smaller, niche destinations offering unique cultural experiences and natural beauty. Jingdezhen, renowned for its porcelain, is seeing a surge in visitors attracted by its convenient transportation, affordable options, and rich cultural heritage, including ancient kilns and art galleries. Other destinations growing in popularity include Puyang, known for its acrobatic shows and archaeological sites, and Qinghai Lake, a stunning natural retreat. Sichuan’s Deyang and Shanxi’s Shuozhou have also emerged as favored spots, drawing travelers with their local cuisines, temples, and pagodas. This trend reflects a broader movement toward exploring less crowded, more immersive locations, signaling a shift in China’s domestic tourism landscape. Global adventures While domestic travel thrives, Chinese tourists are also venturing abroad in increasing numbers. Summer bookings to international destinations such as France, Egypt, Turkey, and Serbia have doubled compared to last year. The allure of unique activities, such as cruising on the Seine in Paris, sandboarding in Dahab, and hot air ballooning over Cappadocia, has proven irresistible. This resurgence in international travel is not without its challenges, particularly given ongoing constraints on flight capacity, but it presents significant opportunities for global destinations eager to attract Chinese tourists. As Staci Mellman, senior vice president of integrated market at Brand USA, recently told Jing Daily, the evolving preferences of Chinese travelers, particularly in the luxury segment, demand innovative and personalized experiences that resonate with their desire for authenticity and exclusivity. Self-guided travel and car rentals Fliggy’s data reveals a substantial increase in domestic car rentals, surging more than 60% YoY in the summer months. This suggests Chinese tourists are increasingly favoring self-guided holidays and road trips which offer flexibility to explore at their own pace and customize their itineraries according to personal interests. The rise of self-guided travel is also apparent in outbound tourism, with over 80% of Fliggy’s bookings being for independent activities. This highlights a shift toward personalized travel experiences, whether exploring historical landmarks, dining at popular local spots, or simply enjoying a leisurely afternoon at a trendy café. The data suggests Chinese tourists are becoming more adventurous and seeking unique experiences that allow deeper connections with their destinations. Strategies for niche destinations As outbound travel from China rebounds, destinations worldwide are revisiting their strategies to capture the attention of Chinese tourists. With international flight capacity yet to fully recover, some destinations face significant hurdles in attracting and retaining these travelers. Countries like Thailand and Japan have successfully leveraged favorable visa policies and weaker currencies to draw in Chinese tourists, while others, such as France, capitalize on major events like the Paris Olympics to boost appeal. But the challenge remains: how can less-traveled destinations attract a share of this lucrative market? To appeal to Chinese tourists, particularly those seeking unique experiences, destinations must offer personalized, immersive travel options that stand out from traditional tourist paths. Chinese travelers are starting to explore places that offer more than typical sightseeing, drawn to places that provide a deeper cultural connection, wellness retreats, and meaningful opportunities to engage with local traditions. Destinations that succeed in attracting Chinese tourists emphasize exclusivity and authenticity, with Southeast Asia seeing a boom in 2024. Cambodia and Laos are increasingly attractive, driven by the region’s affordability and recent visa exemption agreements, while offering cultural richness and less commercialized experiences compared to their more developed neighbors. These destinations capitalize on their unique cultural assets and natural beauty, positioning themselves as off-the-beaten-path alternatives to the usual hotspots. In Europe, some countries are leveraging political and cultural ties with China to attract tourists. Hungary has seen a surge in Chinese visitors, partly due to increased direct flights and its portrayal as a “friendly” Belt and Road Initiative (BRI) partner. Similarly, Serbia is experiencing a tourism boom by promoting destinations beyond Belgrade, its capital, showcasing the country’s natural landscapes and historical sites. These efforts highlight the importance of strategic marketing and tailored experiences in attracting Chinese tourists to lesser-known destinations. The role of digital engagement A critical factor in attracting Chinese tourists is integrating digital engagement strategies. Chinese tourists are meticulous planners, relying heavily on social media platforms such as Xiaohongshu, Douyin, WeChat, and Weibo to research, plan, and share travel experiences. Destinations effectively utilizing these platforms to showcase their unique offerings and engage with potential visitors are more likely to succeed in drawing Chinese tourists. Influencer partnerships and user-generated content are also powerful tools in promoting niche destinations that might otherwise go unnoticed. To retain and build upon interest, destinations must also address the logistical challenges posed by the current travel landscape. Improving flight connectivity and simplifying visa processes are essential steps in making locations more accessible to Chinese travelers. Offering tailored services, such as Chinese language support and familiar payment systems such as Alipay and WeChat Pay, can also enhance the travel experience and encourage repeat visits.

From Jingdezhen to Serbia: China’s new travel hotspots

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Published September 10, 2024

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From Jingdezhen to Serbia: China’s new travel hotspots