Beijing, China – Outbound travel from China is experiencing a surge as the highly-anticipated “Golden Week” approaches, with a notable shift in destinations and travel preferences among Chinese tourists. Fliggy, a prominent travel booking platform in China, reports an increase in bookings for overseas trips during the National Day holiday period from October 1 to 7. According to data from Fliggy, Chinese travelers are gravitating towards familiar destinations in the Asia-Pacific region like Japan, Hong Kong, South Korea, Australia, Thailand, Malaysia, Singapore, and Vietnam. However, there is a noticeable uptick in bookings for destinations outside the region, including Chile, Croatia, Belgium, Hungary, the Czech Republic, Finland, Norway, the Netherlands, the United Arab Emirates, and Sri Lanka.
Analysts from Goldman Sachs Equity Research predict modest growth in China’s domestic travel volume during the upcoming holiday period, while outbound travel is expected to remain robust, surpassing 2019 levels by 94%. Long-haul destinations are gaining popularity among Chinese travelers, with Trip.com indicating a significant shift towards countries like Australia, the United States, New Zealand, the United Kingdom, France, and Spain for the upcoming Golden Week. The average duration of bookings for this year’s holiday exceeds seven days, with European destinations seeing even longer stays.
Interestingly, there is a growing trend among Golden Week travelers to seek unconventional experiences in lesser-known locations. Trip.com highlights a rising interest in off-the-beaten-path destinations in both Asia and Europe, with bookings to places like Yokohama, Takayama, Ito in Japan, and Granada, Seville in Spain experiencing notable growth. Additionally, Chinese tourists are increasingly opting for activities such as car rentals, cruises, hiking, fishing, and sailing during their travels, seeking unique and immersive experiences.
Despite economic challenges in China, travelers are demonstrating a willingness to spend more during this year’s Golden Week, with a nearly 6% increase in spending compared to the previous year. The lower airfares and hotel prices are driving this trend, as noted by HSBC Global Research in a report on Chinese online travel agencies. Qunar, a Beijing-based online travel agency, also highlights the growing interest in outbound travel from lower-tier cities in China, with significant growth in bookings from third-tier and below cities, as well as second-tier cities.
Overall, the evolving preferences and behaviors of Chinese travelers reflect a dynamic shift in the outbound travel landscape, with a blend of traditional and unconventional choices shaping the upcoming Golden Week holiday. The rising confidence in travel, coupled with a desire for unique experiences, paints a promising picture for the travel industry amidst ongoing global challenges.