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Sunday, June 23, 2024 At the beginning of the year, an increase in Chinese tourists during the Lunar New Year marked a recovery from the pandemic’s impact. As we move through the auspicious Year of the Dragon, this trend is anticipated to accelerate, with outbound Chinese travel possibly nearly doubling in 2024. According to Oxford Economics, travel is expected to rebound to almost 80% of its pre-pandemic volume, signaling a robust resurgence in travel between China and Europe.

However, emerging reports indicate that today’s Chinese tourists have evolved compared to their pre-pandemic counterparts. They are now in search of unique experiences and have different expectations. How can the travel industry engage this evolving group of travelers? We consulted with top experts at travel technology firms who are deeply familiar with the market to delve into the potential opportunities and obstacles.



Gareth Matthews from global travel distribution provider Didatravel – which is China-based and the biggest outbound wholesale seller of travel in China – confirms that “Initially the recovery was focused on the APAC destinations, but we’ve seen a recent spike in bookings from China to various parts of Europe, North America and even LATAM”. Matthews goes on to explain that “hoteliers and other suppliers of travel services need a strong distribution strategy in place – this isn’t just about having a Chinese language website. Chinese travellers heavily rely on booking c.

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