Evolving Chinese Market Presents Golden Opportunities

With growing demand for luxury experiences and rising confidence in exploring Africa beyond traditional destinations, China is presenting golden opportunities for operators that can effectively target the unique preferences of the worlds largest outbound travel market.

Research by digital marketing firm Dragon Trail International found that 57 of 495 surveyed Chinese travel agencies expect the countrys outbound market to finally make a full recovery to the pre-pandemic figure of just under 155million trips in 2025.

In a webinar presented to operators and suppliers on March25, ATTAs official China representative and MD of Travel World China, Lin Yu , said the market experienced a period of significant evolution post-COVID.

Preferences have shifted from just sightseeing to immersive and meaningful experiences and there is growing demand for luxury travel and personalised services along with sustainable tourism. Weve also seen independent, family and small group travel featuring more strongly alongside the traditional large group travel, said Yu.

There is rising confidence in not only exploring well-known destinations such as South Africa, Kenya and Tanzania but also countries such as Zimbabwe, Uganda and Rwanda, Yu added.