Issues and Trends (1Q & 2Q 2023): Mapping China Travel Sentiment and Expectations

China’s border reopening offers several opportunities for DMOs and players in the visitor economy to attract a very conveyed market. Though the tourism boom has not yet materialised for all regions depending on restrictions imposed to (or hurdles perceived by) Chinese travellers, it is the right time to measure their travel sentiment in the post-COVID-19 era, including travel intentions, desires and expectations.

Combining multiple data sources, this report provides an update on the 2023 trends regarding Chinese international travel sentiment. It also highlights some of the most interesting levers destinations can pull to be on China’s bucket list in the short term – or at least “China-ready” in the longer term when travel restrictions are fully lifted.

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