How digital trends, pop culture are reshaping Chinese travel

As China prepares for its Golden Week (October 1 to 7), recent reports from Mafengwo, Dragon Trail, and Fliggy offer a clear snapshot of evolving Chinese travel trends. These reports reveal how cultural influences, digital platforms, and a renewed enthusiasm for global travel are reshaping where and how Chinese citizens choose to explore. The data paints a picture of a dynamic tourism market, where domestic destinations are being transformed by media trends, and outbound travel is making a strong comeback after years of pandemic-related stagnation. Media’s impact on domestic travel According to data from Mafengwo, TV dramas, video games, and variety shows play an increasing role in influencing travel choices, particularly among younger generations. This year, destinations like Xinjiang and Shanxi have seen a surge in popularity, largely due to their portrayal in popular cultural works. For instance, the Northern Xinjiang Ring Route, highlighted in the TV series My Altay, has become one of the most sought-after travel experiences this fall. Similarly, the ancient architecture of Shanxi, featured in the popular game Black Myth: Wukong, has drawn young travelers eager to explore these culturally rich sites. Mafengwo notes that searches for "fall travel" have surged by 116% over the past month, with natural scenic spots emerging as the top choice for seasonal travelers. This shift towards destinations featured in pop culture reflects a growing preference among Chinese tourists for experiences that connect them with the cultural narratives they encounter in the media. Newly published data from Fliggy, Alibaba’s online travel platform, underlines this trend, highlighting a surge in interest for emerging destinations like Wulong in Chongqing, Nujiang in Yunnan, and Shuozhou in Shanxi. These locations, known for their stunning scenery and affordable prices, are becoming popular choices for culturally inspired domestic travelers. Outbound tourism rebound Amid a boom in domestic travel, Dragon Trail’s September 2024 Chinese Traveler Sentiment Report reveals a parallel resurgence in outbound tourism. The report, based on a survey of 1,025 Chinese travelers conducted last month, shows a significant increase in the number of Chinese travelers venturing abroad. By August, 16% of respondents had already taken an international trip, compared to just 4% in the same period last year. This recovery reflects growing confidence among Chinese tourists to explore destinations beyond their borders once again. Supporting this trend, data from the Qunar platform shows that, as of September 12, international flight bookings for China’s National Day holiday have doubled compared to the same period last year. These bookings cover 1,597 cities across 144 countries, with more than half of the newly added destinations in Africa. Fliggy’s 2024 National Day Holiday Travel Forecast echoes this resurgence, highlighting that popular outbound destinations include Japan, Thailand, and South Korea, with countries like Chile, Croatia, and Finland experiencing the fastest growth in bookings. Additionally, outbound travel this year emphasizes unique experiences, such as cultural tours and outdoor activities, which are seeing significant demand. Interestingly, Fliggy also reports that cruise vacations and self-driving tours abroad are booming, with overseas rental car bookings surging by over 150%, and cruise reservations skyrocketing by nearly 600% compared to last year. This aligns with the broader trend of Chinese travelers seeking more personalized and adventurous experiences. Budget-conscious travelers Both Dragon Trail and Fliggy highlight a common theme: Chinese travelers are budget-conscious, but are willing to spend more on experiences that offer memorable encounters. According to Dragon Trail, most outbound travelers plan to spend 10,000-30,000 RMB ($1,417-$4,250) on their trips, with a strong preference for allocating funds towards food, entertainment, and cultural activities. This trend is mirrored in domestic travel, where gastronomic and themed experiences are increasingly popular. Fliggy’s data underscores this emphasis on experiential travel, noting that travelers are prioritizing quality and variety, with average spending up by nearly 6% compared to last year. Popular activities include cultural tours, traditional costume photography, and outdoor pursuits like forest hikes and sailing. Moreover, Fliggy observes that both inbound and outbound travel options have become more affordable, with hotel and flight rates lower than last year. This affordability, combined with a focus on unique experiences, makes travel during this Golden Week particularly attractive. Digital platforms The influence of digital platforms is another key takeaway. Both Mafengwo and Dragon Trail emphasize the central role that social media and online travel agencies (OTAs) play in shaping travel decisions. Chinese travelers are increasingly using platforms like Xiaohongshu, WeChat, and Ctrip not only to find inspiration and build travel itineraries but also to make bookings. For destinations, this underscores the importance of a robust digital marketing strategy to capture the attention of Chinese tourists. Collaborating with OTAs, leveraging user-generated content, and maintaining active social media profiles are critical tactics for reaching this digitally savvy audience. Looking ahead As we look towards the remainder of 2024 and into 2025, the insights from Mafengwo, Dragon Trail, and Fliggy suggest that the Chinese travel market is at a pivotal point. The trends of culturally influenced domestic travel, outbound tourism recovery, and the growing importance of digital platforms indicate a market that is both dynamic and evolving. For the global tourism industry, understanding these shifts will be crucial in attracting and retaining Chinese tourists. Destinations that can offer culturally immersive experiences and maintain strong digital engagement will be well-positioned to capture this lucrative market. The upcoming Golden Week holiday will serve as a key barometer for these trends, likely setting the tone for Chinese travel behavior in the year to come.

How digital trends, pop culture are reshaping Chinese travel

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Published September 25, 2024

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How digital trends, pop culture are reshaping Chinese travel