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China must restore brand image as a tourist destination for recovery

04/29/2020| 7:22:24 PM|

As the market that had the second-highest spending in tourism, China must conquer the impact of Covid-19 and attract visitors to come back.

Pre Covid-19, China was predicted a steady CAGR of 2% between 2016 and 2020 reaching 63.9 million international arrivals, according to GlobalData, a leading data, and analytics company.

GlobalData’s latest report, ‘Case Study: Impact of Covid-19 on Destinations’, reveals that the predicted forecast of 64 million international arrivals in 2020 will be impacted due to Covid-19. 

Amber Barnes, Travel and Tourism Analyst at GlobalData, says: “China as a tourist destination will not be able to rebound quickly and it is uncertain how long it will take the tourism industry to recover. Additionally, the brand image of China as a destination may be damaged. This is due to the virus starting in China which means tourists may have fear of the destination.”

 “Tourism organizations and authorities must promote and reassure tourists that China is a safe tourism destination to attract tourists once Covid-19 is controlled.”

Barnes concludes: “China does have the potential to recover as a destination. The country previously has shown robustness to recover from a pandemic. … This emphasizes that although a lengthy process, the brand image and tourism destination can be restored provided the relevant DMOs engage travellers with effective campaigns.”

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TAGS: GlobalData | rebound | tourism
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