Institution predicts that over 60% of Chinese tourists with overseas travel experience will resume outbound trips to Hong Kong this year | Respondents | Tourists
Chinese tourists are gradually resuming outbound tourism. According to a survey released by international management consulting firm Aowei Consulting on the 12th, 40% of mainland Chinese tourists who had experienced outbound travel before the epidemic have resumed overseas travel this year; It is expected that by the end of this year, 62% of Chinese tourists with overseas travel experience will resume outbound travel.
Aowei Consulting surveyed 3945 consumers aged 18 and above living in mainland China. Research shows that the Chinese outbound tourism market may fully recover after the second half of 2024. Among the respondents who had experience traveling abroad before the epidemic but did not plan to travel this year, 24% said they would arrange to travel next year, and 59% planned to resume overseas travel by 2025 or 2026. Among the respondents who have never traveled abroad before, 37% consider traveling overseas before 2026.
According to a survey, Hong Kong, China is the most popular destination for mainland tourists, with 23% of respondents traveling or planning to visit Hong Kong this year. Other popular destinations include Western Europe, Japan, and South Korea. Tourists who had never traveled abroad before the pandemic preferred short distance destinations, with the top three most popular destinations being South Korea, Hong Kong, and Singapore.
Research shows that beyond "sightseeing", "shopping" has become the primary purpose of Chinese tourists traveling abroad. Outbound tourists will spend 48% of their travel expenses on shopping. It is worth noting that emerging luxury consumers in China are still enthusiastic about shopping domestically, with only one-third of this group planning to go overseas for shopping. 55% of respondents believe that there is sufficient supply of products in mainland China, and 36% say that they can completely find their favorite brands in mainland China.
Zhou Qinuo, Vice Director and Partner of Retail and Consumer Goods Business at Aowei Consulting, stated that international luxury brands face organizational and systemic challenges to ensure that they can provide the ultimate service experience for Chinese consumers with increasingly diverse demands. Brands that can successfully respond to this challenge will become the biggest beneficiaries of the return of Chinese tourists.