Millennial FITs dominate Chinese outbound travel in 2023

Newly released Chinese Outbound Travel Trade Survey from Dragon Trail Research indicates that outbound travel from PRC is recovering and that so far in 2023 Millennial FIT travelers dominate travel agent bookings.

Findings are based on 101 validated responses to an online survey conducted between 7 June and 3 July 2023 of actively selling mainland Chinese travel agents

Key findings:

• 61% of respondents cited in-person events as their preferred way of working with overseas destinations and suppliers.
• 56% said that online training and webinars would help them in working with overseas suppliers.
• Travelers born in 1990s and 1980s are driving Chinese travel agent business in 2023.
• With outbound group travel still restricted by the PRC government - following outbound group travel being banned for more than 3 years until February this year - FIT and small-group tours are the focus of agents right now.
• Natural beauty, relaxation, experiences and family travel are hot right now.
• Travelers value quality and experience over low price.
• Top barriers to travel are visa difficulties and high airfares.
• Although about half of agents surveyed said they are willing to do business in English, most strongly prefer communicating with overseas partners in Mandarin.

Typical current cost of outbound trips from PRC:

• Americas and Europe: US$1395 to US$2789 per person and up
• Southeast and North Asia: US$279 to US$1395 per person
• Oceania and Africa/Middle East: us$279 to us$2789 per person

Most popular travel themes in 2023 (top 5):

1. Beach and island, cited by 37% of respondents
2. Family travel 33%
3. Nature 31%
4. Arts & Culture 31%
5. Adventure/sports 30%

Most important sales channels for PRC agents (top 5):

1. In person at events, cited by 70%
2. Through WeChat official account 59%
3. In person at a shop 58%
4. Via website 57%
5. Directly via chat on WeChat 56%

Agents' predictions for world regions of greatest potential for outbond travel from PRC in 2024 (top 5):

1. Europe, cited by 74%
2. Southeast Asia 48%
3. North America 43%
4. South Asia 26%
5. North Asia 22%

Comment: 2024 should be a busy year for receptive operators in Europe and North America who are proficient in doing business in Mandarin. If you want Chinese business, think about locking in a relationship with one or more before they get booked up.