According to Dragon Trail International's 2024 China Outbound Travel Industry Survey, Chinese outbound travelers are increasingly preferring small-group tours (20 people or less) and customized experiences.
The survey, conducted among nearly 300 respondents in June and July, found that 52% cited small or private group tours as their most popular travel product, more than double last year's 24%. Additionally, 55% said group tours of 11-20 people are now the most popular option for international travel.
Seeking unique and local experiences
Chinese travelers are increasingly seeking unique, local experiences, with 58% of survey respondents saying these are a priority for their customers. Additionally, 62% emphasized the importance of high quality and comfort. “Younger travelers have a strong desire to get off the beaten path and experience a bit more of local life,” says Sienna Parlis-Cook, director of marketing and communications at Dragon Trail International, which includes visiting small villages and attending local festivals.
Popular destinations: Southeast Asia and Northeast Asia
Southeast Asia and Northeast Asia have emerged as the leading regions for Chinese outbound travel, with Southeast Asia ranking first in both travel revenue (61%) and growth potential (52.9%). Northeast Asia follows, with Japan being particularly attractive due to its weak currency. Janice Meng, market research analyst at Dragontrail International, explained that “visa exemptions introduced by Southeast Asian countries over the past year, combined with the proximity of these regions, have further boosted their popularity.”
E-commerce is the leading sales channel
The survey also highlighted the dominance of e-commerce platforms in China's outbound travel market, with 63% of respondents saying they sell through platforms such as Ctrip and Qunar, and 49% using WeChat.
Emergence of diverse travel motivations
“Chinese tourists prefer small group and customized tours, and there is a growing demand for customization services,” Jane Carter, international sales manager at Informa Markets, said during the webinar, adding that the current majority of travelers born in the '80s and '90s are looking for more diverse travel experiences, such as concerts, music festivals and art tours.
