Chinese consumers are now more likely to state their willingness to travel than last September, according to the latest findings in Dragon Trail Research’s Chinese Consumer Travel Sentiment Report.
But when it comes to outbound travel, caution and uncertainty define market sentiment.
Asked to rate safety levels for 12 overseas destinations, Chinese travelers expressed high perceptions of safety for Singapore and Japan, with mixed appraisals for Australia, Thailand, and European countries.
North American destinations, especially the US, were widely seen as unsafe, while responses around South American countries indicated limited knowledge about this part of the world.
While so much has changed since the start of the pandemic, preferences around global travel destinations and activities are consistent with Chinese outbound travel prior to COVID-19. Asia remains the first-choice global region for outbound travel, followed by Europe, with North America in third place – despite the region’s poor image for safety.
In what will likely be good news for many tourism providers, trying local foods and visiting attractions such as landmarks and museums still top Chinese travelers’ priority lists, with activities in nature also ranking high.
The report also offers a detailed look at travel motivations and drivers of travel intention, showing high value placed on friendliness to Chinese travelers, the pandemic situation in the destination, external messages from the government and travel agencies, and social pressure.