In July, Wu Siyan from Nanning, Guangxi Zhuang Autonomous Region, and her husband took their daughter to Thailand. It was the first time the seventh grader had traveled to another country.

"Traveling in another country was an eye-opener for us, especially for my daughter. Some customs in Thailand are similar to those in China's Yunnan Province, but it was still a great opportunity to explore the rest of the world," she told Beijing Review, adding that it only took around two hours to fly from Nanning to Bangkok, capital of Thailand.

Summer is a peak time for outbound travel for Chinese, particularly young people and parents with children. Data from flight travel app Umetrip indicate that the number of inbound and outbound passenger flights in the first half of July soared by 58 percent year on year.

According to Zhang Mingyang, a senior researcher at the research institute of LY.COM, a leading Chinese travel agency, the rapid growth in international flight availability has led to a decrease in the overall price of some outbound flights. This, in turn, has rendered outbound travel products more cost-effective, further stimulating demand.

Out for more

The Cross-Border Travel Consumption Trend Report 2023-24, co-published in July by the World Tourism Alliance, MasterCard, China's No.1 online travel agency Trip.com Group and tech giant Alibaba's Alipay super app, highlights that a range of policy initiatives and the restoration of international air connectivity have fueled the resurgence of China's outbound tourism market.

The report further suggests that China's tourism economy is rapidly rebounding from 2023 to 2024, with outbound travel poised to unleash even greater opportunities and stimulate the global tourism industry.

So far, China has reached agreements on simplifying visa procedures with over 40 countries and achieved comprehensive mutual visa exemption with more than 20 countries, including Thailand, Singapore, the Maldives and the United Arab Emirates. In addition, over 60 countries and regions currently have visa-free or visa-on-arrival policies for Chinese citizens.

Buoyed by these policy initiatives, China's outbound tourism revival has continued to gain momentum. During the May Day holiday from May 1 to 5, a major holiday period for Chinese travelers, approximately 1.89 million trips were made by tourists from China to nearly 200 countries and regions. China has emerged as the world's largest source of international tourists.

The trend is expected to continue. According to LY.COM, as of August 6, the booking enthusiasm for long-haul outbound travel during the upcoming National Day holiday, from October 1 to 7 this year, had almost doubled compared to last year. Europe has emerged as the fastest-growing long-haul outbound travel destination for this specific holiday. For example, multi-country European travel packages, lasting 11 to 17 days, are in high demand. These packages feature a range of immersive experiences, such as cruises, museum tours, and winery visits, which have proven appealing to Chinese tourists. Additionally, there has been an uptick in bookings for destinations in Australia, the Americas, the Middle East and Africa.

According to Małgorzata Tańska, Director of the Polish National Tourist Office in Beijing, Chinese tourists have long preferred to visit multiple European countries, such as Poland, the Czech Republic, Hungary and Austria, in a single trip. However, she noted that recently, some Chinese travelers have started to opt for mono-destination programs, focusing on a single country.

"While catering to many Chinese tourists' preference for sightseeing, visiting historical cities and experiencing culture when traveling in Poland, we have also developed new, specialized tourism products and services, such as wellness treatments, which are popular among women, as well as horse riding and music-themed activities, enriching their experience," Tańska told Beijing Review.

She added that Chinese tourists and local Poles can communicate smoothly in English. Plus, increased bilateral exchange has further promoted mutual understanding between the two peoples.

"The cultural and economic exchange between Poland and China is growing rapidly. The number of Chinese professionals and companies coming to Poland to participate in exhibitions has almost doubled this year compared with last year," Tańska said. "More Polish people are visiting China as well."

The resumption of direct flights between Beijing and Prague in late June was described by the Czech Tourism Authority as a big step toward boosting inbound tourism from China.

Jiri Pos, Chief Executive Officer of Prague Airport, believes the renewal of this long-distance air route is a long-term priority, with Asia being a major source market for the Czech tourism industry. He told Xinhua News Agency that the connection to Beijing will provide a great opportunity for Czech tourists to explore China—and Asia at large.

Katariina Wakonen, a data analyst at Visit Finland, a public tourism promotion agency, expressed that Finland might benefit from the anticipated growth in Chinese travelers across Europe. She projected that the number of Chinese tourists visiting Finland will recover to pre-2019 levels by 2026.

Young vibes

Many young Chinese travelers no longer deem visiting landmark attractions to be the sole focus of their trips abroad. Increasingly, going to pop concerts and attending music festivals are becoming important motivations for their overseas travel.

To cater to this growing demand, tourism companies have started developing specialized travel products. For instance, Trip.com Group recently teamed up with SBS, a leading TV network in the Republic of Korea. Together, they launched travel packages that bundle concert tickets, admission to scenic spots, hotel accommodations, and even transportation services to and from concert venues. These newly introduced travel products sold out instantly upon their launch in June.

In addition, having completed the national college entrance examination, or the gaokao, in June, many Chinese high school graduates have now started making trips with their parents to renowned universities and museums around the world. The United States, the United Kingdom and Australia have become popular destinations for these educational and cultural tours.

The gaokao is a milestone for Chinese students aspiring to pursue higher education. This year, the number of gaokao applicants reached a record high of 13.42 million.

To facilitate the passport application process for these high school graduates, several exit-entry administration service centers across China have offered special services to expedite the application process.

(Print edition title: Wanderlust Waves)

Copyedited by Elsbeth van Paridon

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