China’s travel trade is upbeat about outbound travel business, and more than half of travel agents polled by Dragon Trail International (DTI) at the end of 2024 think the market will fully recover by the end of 2025.
The third and largest DTI survey to date, with 465 respondents, show that industry players are optimistic about the economy and consumers’ buying power, while noting that consumers are also looking for the best price.
Sienna Parulis-Cook, DTI, director of marketing and communications, said other key survey takeaways show young travellers as a growing demographic; the silver market has high potential; tradeshows in China stand out over international events; the luxury travel market is diverse; new sales channels Douyin and Xiaohongshu offer the best conversion; and Chinese-language services are still in demand, especially in hotels.
Breakdown of travel sales by world region show 92 per cent of respondents sell Asia, with 78 per cent saying the region sold the best in 2024.
Of the 78 per cent selling Europe, 43 per cent said the region sold the best last year; and of the 55 per cent selling Americas, 16 per cent said the region sold the best in 2024.
Forty-four per cent said East Asia had the most potential this year, followed by 36 per cent for South-east Asia, citing reasons such as short distances, similar culture, visa-free or favourable visa policies, cost effectiveness and favourable exchange rate.
Western Europe received a 25 per cent share of having the most potential and Northern Europe 22 per cent – the former for being economically developed, offering good scenery and environments; the latter for unique, extraordinary natural landscapes, being quieter, less crowded and providing social media hotspots.
The recovering economic environment is leading to increased disposable income for travel, respondents noted.
Future visa-free or visa-simplified policies will stimulate demand for specific outbound travel destinations, while niche destinations and unique experiences are on the rise, and silver travel represents a blue ocean market, they added.
Focused findings among 194 respondents show that Chinese island travellers are seeking gourmet experiences, beach environments and island hopping trips; while focused findings among 100 respondents on cruise travel show it has market potential with a young customer base as well as increasing demand for experiences and appetites for diverse itineraries and destinations.
