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Chinese travelers want to see close to zero COVID-19 in destinations before booking international trips
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24 February 2022

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China Outbound International Travel

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):

  1. Outdoors and scenery (47%)
  2. Culture and history (44%)
  3. Beach and resort (39%)
  4. Health and wellness (37%)
  5. 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."


David Boggs President/CEO ACRO Global|Publisher Tourism Marketer
David H. Boggs
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