HONOLULU (KHON2) — The pandemic has had a major impact on the tourism industry, especially with a decline in travelers from China. But the latest data from eTurbo shows a strong recovery for Chinese tourists.
Outbound travel bookings from mainland China are surging 392% for 2024 compared to 2023. Before the pandemic, Chinese travelers took 155 million international trips, spending $245 billion. The world has been eagerly awaiting China’s return to international tourism.
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China has been slow to reopen and recover despite easing of travel restrictions. The anticipated surge in Chinese travel in 2023 did not materialize, but 2024 will be different.
Industry data through March 31 shows that Chinese travelers are extremely enthusiastic. Though not yet reaching pre-pandemic levels, there has been a notable increase in demand for peak travel bookings. For example, bookings for travel before the 2024 Lunar New Year reached 106% of 2019 levels in late January.
Honolulu has seen a significant increase in popularity among Chinese tourists. The city has risen from ninth to fifth place in the list of most popular travel destinations. The change is part of Hawaii’s broader strategy to attract more Chinese tourists.
The overall increase in outbound travel from China is being driven by a variety of factors, including falling airfares, making travel more affordable.
Reflecting their spending habits and travel preferences, Chinese tourists are increasingly preferring to travel in business class and premium economy class. Airlines have responded by significantly increasing capacity on outbound flights, with some routes growing by more than 3,000% to meet surging demand.
Chinese travelers are meticulously planning their trips and have already planned and booked trips for the Golden Week holiday in October, with data showing that these bookings have increased 1,347% year-on-year.
In the EMEA region, travel peaked in January with a 676% increase and continued to perform well throughout the year, while North America saw strong growth in the first quarter, particularly in Hawaii.
As disposable income rises in China, Chinese travellers are spending more, with an average daily spend expected to reach $1,000. Countries around the world are strategising to attract these wealthy tourists. While popular travel routes are shifting, the top 10 destinations for Chinese travellers in 2024 will remain largely the same as in 2023, with notable changes such as Australia and Malaysia moving up the rankings.
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Visa waiver agreements and lower airfares have contributed to an increase in the number of Chinese outbound travelers, and 2024 will be a landmark year for the global tourism industry as it adapts to the return of Chinese tourists.
