The China Outbound Tourism Research Institute (COTRI) and Check-in Asia (CA) will be running a webinar on Chinese Outbound Tourism in the Year of the Water Rabbit in 2023 on January 17, 2023 at 09.00 GMT.

This webinar will run in conjunction with the launch of an e-handbook that addresses the reopening of China and the next wave of Chinese outbound travellers. Titled 88 Practical Ways to Prepare for the New Wave of Chinese Visitors, the e-handbook was written by COTRI’s founder and director Wolfgang Georg Arlt and CA’s CEO Gary Bowerman, with the assistance of research expert Rong Zheng.

Anita Chan, CEO of Compass Edge, a hospitality and online solution provider, will participate in the discussion on their latest insights and practical advice for adapting to the shifting demands and expectations of post-pandemic Chinese visitors.

Other discussion topics will include continuous research of travel and consumer trends across China over the past three years to help tourism stakeholders and governments, F&B, retail, journalists, public relations and marketing agencies, prepare for the new wave of Chinese visitors.

According to Bowerman, Chinese society – including the behaviour and demands of consumers and travellers – has changed dramatically in the past three years.

“These changes, both large and less pronounced, will influence the mindset and behaviour of Chinese travellers,” he said.

Arlt noted: “Many millions of Chinese are eagerly waiting for the moment when they can travel overseas once again for business, education, health, family reunions and leisure. Many new opportunities will emerge for travel providers offering customised services for carefully targeted market segments.”

He continued: “That said, tough challenges await travel operators planning to revive previously successful engagements with the Chinese outbound market. We are about to enter a radically new era of tourism, and this will require innovative new strategies.”

The authors said travel players “should prepare thoroughly for each individual segment because the scale of China’s outbound travel recovery could be faster and more diversified than anticipated”.

This is because many travellers are motivated to travel abroad as soon as possible for business trips, business events, education, health, VFR and “a long-coveted overseas vacation”, despite high air ticket prices and possible visa complications.