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HomeStatistics & TrendsThe New China Outbound Tourism Handbook 2023 forecasts 228m. Chinese travellers per year by 2030

The New China Outbound Tourism Handbook 2023 forecasts 228m. Chinese travellers per year by 2030

A new handbook written for the global tourism industry expects Chinese outbound travel to recover quickly from the three-year pandemic hiatus.

The number of outbound trips made by Chinese citizens is expected to increase from 170 million in 2019 to reach 228 million in 2030, according to the new China Outbound Tourism Handbook 2023: 88 Practical Ways to Prepare for the New Wave of Chinese Visitors. The 200 million milestone of annual cross-border movements from China is likely to be breached in 2028 – 14 years after it reached the 100 million mark in 2014.

The China Outbound Tourism Handbook 2023: 88 Practical Ways to Prepare for the New Wave of Chinese Visitors is co-written by Wolfgang Georg Arlt and Gary Bowerman. It will be published as an e-book on 22 January 2023.

The Handbook introduces the developmental drivers of the first 25 years of Chinese outbound tourism since it officially began in 1997, and assesses the outlook up to 2030. The main section is divided into 88 key themes that will influence the development of Chinese outbound travel throughout 2023 and beyond.

Vital travel drivers discussed range from VFR and Business Travel to Family Trips and Student Travel. Niche segments featured include Winter Sports, Pop Culture Tourism, Self-drive & RVs, Adventure Travel and Weddings & Honeymoons. Consumer engagement strategies through Social Commerce, Mixed Reality and Metaverse Marketing, Virtual Idols and Livestreaming are covered. So, too are the latest developments in Duty-free Shopping, Chinese Brands, Camping & Glamping, Travel Fashion and Themed Hotel Staycations. Each of the 88 segments features a quick-read summary at the beginning, a page of up-to-date commentary and three bullet-point takeaways at the end. These are directly applicable actions to help travel, tourism and hospitality businesses tailor their products and services as well as their marketing to meet the new needs and aspirations of Chinese travellers.

The China Outbound Tourism Handbook 2023 explores the dramatic changes within China over the past three years – and guides readers to view Chinese tourism through a new lens for an unfolding era of travel. It explores the emerging travel, technology, fashion, branding, retail, marketing and lifestyle trends in China during the pandemic. It discusses the diverse impacts of the Covid-Zero policy on travellers and travel businesses. The authors also provide practical advice and tips for travel industry players to enhance international travel and tourism experiences for Chinese tourists.

8 Quotes from the China Outbound Tourism Handbook 2023:

  1. “Some airports carefully planned for the regrowth of travel and a return of Chinese travellers. Other airports are less primed. This will be carefully noted by Chinese tourists, who research their trip routes in minute detail.”
  2. “Smartphone apps drive everyday lifestyle choices. Expectations of tech-enabled convenience will surprise unprepared travel companies and destinations.”
  3. “Quality for money will be more important than before the pandemic. For a desirable travel product customised in the right way for the right market segment, Chinese visitors are still willing to pay premium prices.”
  4. “In the coming years, self-drive and RV tours will become a more visible part of the Chinese outbound market especially in countries with high levels of perceived road safety.”
  5. “Staycation innovation encouraged local residents to celebrate landmark events in style and offered enviable short-break experiences for guests during periods when inter-provincial travel was available.”
  6. “Special Interest could be a powerful tool to mitigate over-tourism and seasonality.”
  7. “Consumer trends in China’s fast-growing lower-tier cities are far from homogenous, and distinctive patterns of outbound travel will emerge from each one.”
  8. “Investment, creativity and innovation in night tourism culture will continue to increase. This is raising the expectations of Chinese tourists. In 2022, major cities noted that post-1990s tourists were staying out later and spending more into the early hours of the morning.”
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Tatiana is the news co-ordinator for TravelDailyNews Media Network (, and Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.