An update published this week by McKinsey and Company to its Survey of Chinese Tourist Attitudes finds that although consumer confidence is growing, desire for travel remains unstable.
And 86% of respondents to the most recent survey rated "close to zero COVID-19 in the destination country" as #1 condition for undertaking an international trip.
#2 condition "removal of quarantine in China upon return" followed closely at 84%.
Current aspirations of Chinese travelers surveyed - driven largely by government travel policies - are:
- Take a short trip to a new destination, cited by 49%
- Long trip to a new destination (29%)
- Long trip to a destination visited before (13%)
- Short trip to a destination visited before (10%)
Trip experiences most wanted (top 5):
- Outdoors and scenery (47%)
- Culture and history (44%)
- Beach and resort (39%)
- Health and wellness (37%)
- Family/children (37%)
For the first time since this series of surveys was begun in February 2020, Shopping and Dining dropped below the top 5 experiences desired.
McKinsey concludes from the results of this most recent survey that for the Chinese "International travel remains attractive, but recovery seems to be still a long way off."
