After the zero-Covid and entry policy were eased, Chinese outbound tourists have increased their search for foreign destinations. Then what should we do in order to attract visitors from Vietnam’s pre-pandemic largest inbound market? Learn about the sentiment as well as liking and behaviors of Chinese tourists to come up with right decisions and policies.
More than half will travel outside of China within a year of reopening
According to research by Dragon Trail, a marketing solutions company based in China, more than half of travelers (52%) plan to travel outside of mainland China within a year. 84% will plan a trip abroad within two years of reopening. 16% said that they wouldn’t travel overseas. The study results also showed gender differences. Specifically, women are more likely to plan travel as soon as restrictions are eased than men.
Nature tourism remains the top priority, followed by theme parks and road trips
The trip to discover nature is the top choice of Chinese people. Amusement parks, water parks and zoos are tied for 2nd place, followed by self-guided road trips. In addition, sports tourism is increasingly popular, possibly thanks to the FIFA World Cup in Qatar. Meanwhile, cultural tourism drops sharply, probably because the need for relaxation among Chinese tourists is higher than the need to learn about culture after prolonged restrictions. Interest in island tourism also decreases.
Online source is still the top information source
Social media platforms, websites and OTAs (Online Travel Agent) continue to be the top channels for Chinese to access information about destinations. This highlights the importance of using digital channels to reach potential visitors. Travel bloggers are also preferred by nearly half of mainland tourists.
Prioritize price, safety and convenience when choosing travel products
When it comes to travel products, price and safety are still decisive factors. Moreover, convenience should be emphasized in tourism products to motivate travel. Businesses and destinations need to focus on these factors if they want to please Chinese visitors.
Why Chinese tourists travel abroad
Trying local cuisine and lifestyle is the main purpose of Chinese tourists for their next overseas trips. Beaches and seaside destinations are also on the wish lists of more than half of respondents. Additionally, visiting iconic museums and architecture still ranks high.