龙途国际旅游业潜力挖掘

Tappinginto

Travel’sPotential

ChineseOutboundTravelTradeSurvey

DragonTrailResearchJanuary2025

PhotobyQuangNguyenVinh,Pexels

DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Introduction:TheChineseoutboundtraveltradeisheadinginto2025optimisticand

readyfornewdevelopmentsinthemarket

ThepastfouryearshavenotbeeneasyfortheChinesetraveltrade–roughly100,000professionalslefttheindustrysincethestartofCOVID,post-reopeningrecoverygotofftoaslowstart,anddoubtsremainabouthowChina’seconomicenvironmentmightimpactoutboundtravelgoingforward.ButtheconsensusfromourDecember2024

surveyof465Chinesetravelagentscurrentlysellingoutboundtravelproductsisthatthiscontinuestobeadynamicmarket,fullofpromiseandpotentialfornew

developments.ThisoptimismaboutChina’soutboundtourismmarketfromthosewhoknowitbestbodeswellfortheupcomingChineseNewYearholidayfromtheend

ofJanuary2025,andtherestoftheYearoftheSnake.

MorethanhalfofsurveyrespondentsexpecttheChineseoutboundtourismmarket

tofullyrecoverbytheendof2025.Theyseeparticularlystrongpotentialfor

destinationsinAsia,buttheyarealsosurprisinglyupbeataboutNorthAmerica,

andhaverobustexpectationsforWesternandNorthernEuropeaswell.Theyoffer

clearandinformedinsightsonhigh-potentialareasformarketdevelopment,

includingsilvertravel,thepost-00sgeneration,cruise,smallgroups,nichedestinations,anduniqueexperiences.Resilientandresourceful,ChinesetravelagentshavebeenexperimentingwithnewsalesplatformslikeXiaohongshuandDouyin–andgetting

goodconversions.

Inordertosuccessfullytapintothisstrongmarketpotential,theChinesetraveltradeneedssupportfromoutboundsuppliersanddestinations.Oursurveyrespondentsarelookingforresourcesandcoopstohelpkeepupwitharapidlychangingmarket.

They’vebeenattendingawidevarietyofroadshowstogathernewinformation.

They’rekeentogoonFAMtripsandattendindustrytradeshowstolearnmore.

WithourbiggestsurveyoftheChineseoutboundtraveltradeyet,weaimtoprovideamulti-facetedpictureofthecurrentmarketthroughtheeyesoftheprofessionals

whoaremostimmersedinit.Thisreportalsoservesasaguideandroadmaptowherethebiggestfuturedevelopmentslie,withspecificandactionableadviceonhowto

makethemostofChina’sresurgentandever-evolvingmarketpotential.

TianaTian

MarketResearchAnalyst

SiennaParulis-Cook

DirectorofMarketingandCommunications

JaniceMeng

MarketResearchAnalyst

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DragonTrailResearch

ChineseTravelerSentimentReport

Methodology

From9-16December2024,DragonTrailResearchconducteda24-questiononlinesurveyoftravelagentscurrentlysellingoutboundtravelformainlandChinesetravelagencies.Surveyrespondentswerestrictlyvetted,andourdatacleaningprocess

identifiedandremovedinvalidresponses,resultinginatotalof465validresponses.

Samplebytypeofcompany

MICEtraveloperator,1%

Others,0.2%

Customized/themedtraveloperator,19%

OTA,13%Travelagency,67%

Samplebyregionofcompany

SouthwestChina,3%NortheastChina,6%

CentralChina,9%

NorthwestChina,2%

EastChina,39%

SouthChina,20%

NorthChina,21%

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

8keyinsightsfromChina’straveltrade

1)MorethanhalfofChinesetravelagentsthinktheoutboundmarketwillfullyrecoverbytheendof2025

OursurveydatashowsagenerallypositiveoutlookontheChineseoutbound

travelmarket.66%ofsurveyrespondentsexpectthemarkettohavereturnedtopre-pandemiclevelsbytheendof2025.Buttheanticipatedrecoveryvariesbyworldregion,withAsia(excludingtheMiddleEast)expectedtoseethequickestrecovery,followedbyEurope.

2)Chinesetravelagentsareoptimisticabouttheeconomyandconsumers’buyingpower,butalsolookingforthebestprice

China’seconomicenvironmentandconsumerconfidenceareseenbythe

majority(71%and68%,respectively)oftravelagentsasfactorsthatwillpositivelyimpacttheoutboundtravelmarketin2025.However,theyalsostresstheneedforcompetitivepricing,andarelookingfordiscountsfromoverseastravelsuppliers.

3)Youngtravelersareagrowingdemographic,includingforcruiseandluxurytravel43%oftravelagentssaythatthepost-00sgenerationisalreadypartoftheircorecustomerdemographic,andpost-00sandpost-90sstandoutasthemaincohortforislandtravel.Youngtravelersalsomakeupakeysubsetoftheluxurytravel

market,andthey’reevenincreasinglyinterestedincruises.

4)Thesilvertravelmarketshowshighpotential,butspecialconsiderationsneedtobemadewhendesigningtourproducts

China’ssilvertravelmarketisrapidlygrowing,andrichinuntappedpotential.

Retiredandsoon-to-retireluxurytravelerswithlargepensionsarelesspricesensitivethanothermarketsegments,andseekinghigh-qualitytravelexperiences.But

supplierswillneedtoconsiderkeyfactorssuchassafetyandcomfortwhencateringtothismarket.

5)TraveltradeshowsinChinastandoutsignificantlyoverinternationalexhibitions

Chinesetravelagentsaresignificantlymorelikelytoattendtraveltradeshows

heldinmainlandChinaandHongKong,comparedtothoseheldoverseas.Tradeexhibitionsarealsooneofoursurveyrespondents’preferredwaysforworkingwithoverseasdestinationsandbusinesses.Ifyou’relookingtoexpandyourChinese

traveltradenetwork,attendingeventsinChinaisamust.

6)Luxurytravelisadiversemarket

China’sluxurytravelmarketisnotamonolith.Accordingtotravelagents,it

comprisesthreedistinctdemographicgroupsbasedonageandbackground,andeachislookingfordifferentkindsofservicesandexperiences.

7)Newsaleschannelsofferthebestconversions

NearlyhalfofsurveyrespondentshaveembracednewsocialmediaplatformsDouyinandXiaohongshufortravelsales,andconversionratesareabove

average.SellingdirectlyviaWeChat,andatofflineevents,isalsoparticularlyeffective.

8)Chinese-languageservicesarestillindemand

WhetherahotelcanofferChinese-languageservicesisoneofthetopfactors

Chinesetravelagentsconsiderwhenchoosingpartnerstoworkwith,andChinese-languageservicesandChinesecateringarebothindemandfortravelproducts.

DragonTrailResearch

ChineseOutboundTravelTradeSurvey

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2025MarketOutlook

Morethanhalfoftravelagentsareoptimistic

aboutthemarket'santicipatedrecoveryin2025

Nearlytwoyearsafterthemarketreopened,howistheChinesetraveltrade’soutlookonrecovery?Aroundone-third(35%)ofoursurveyrespondentsexpectfullrecoveryoftheChineseoutboundtravelmarketinthesecondhalfof2025.Another22%areevenmoreoptimistic,andexpectrecoveryinthefirsthalfof

2025.However,sometravelagentsexpressedmorecautiousperspectives,with22%and10%sayingtheydonotanticipateChineseoutboundtraveltoreturntoitspre-pandemicleveluntil2026or2027,respectively.

WhendoyouexpecttheoverallChineseoutbound

travelmarkettoreturnto2019'slevel?

N=465

35%

22%22%

10%

9%

2%

Currently

already

recovered

H12025H2202520262027Others

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Whilerecoveryprogressvariesbyregion,Asiatakesthelead

TheexpectedrecoveryofChina’soutboundtravelmarketvariesfromone

destinationregiontoanother.Asia,thankstoitsproximitytoChinaandvisa

waiverprogramsputforwardbyseveralcountries,isseenastheregionwiththequickestrecovery.69%oftravelagentssaidtheythinkoutboundtraveltoAsia(excludingtheMiddleEast)hasrecoveredorwillrecoverbytheendof

2025.Europeisalsoconsideredquitepromising,with60%sayingtheyexpect

fullrecoverynolaterthan2025.Incontrast,itwilltakemoretimeforoutboundtraveltoAfricaandLatinAmericatorebound.AlthoughNorthAmericahassofarseenlimitedrestorationofairconnectivitycomparedtootherregions,therobustrecoveryoftouristspendingbyChinesetravelersintheUnitedStates

couldbeonereasonfortravelagents’cautiousoptimismonoutboundtraveltothisregion.

WhendoyouestimatetheChineseoutboundtravel

markettothefollowingregionstoreturnto2019'slevel?

N=465

2%

10%

22%

35%

22%

9%

2%

14%

29%

19%

28%

30%

33%

24%

25%

21%

13%

15%11%

12%7%

4%7%

1%

14%

25%

24%

21%

24%

21%

4%

25%

2%

22%

13%

4%

1%

11%

2%

23%

23%

29%

24%

30%

34%

13%

8%

6%

AsiaOceaniaMiddleEuropeNorthLatinAfrica

Overall

(except

Middle

East)

EastAmericaAmerica

AlreadyrecoveredH12025H2202520262027Others

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Chinesetravelagentsseegeopoliticsandcostsasthebiggestimpedimentstooutboundtravel

SurveyrespondentswereoptimisticaboutChina’seconomicenvironmentandconsumerconfidencein2025,with71%and68%sayingtheywouldhavea

positiveimpactonoutboundtravel,respectively.However,travelcostswereseenasoneofthebiggestobstacles,with45%sayingtheywouldhavea

negativeimpact.Thefactorwiththehighestnegativeimpact(51%)was

internationalpolitics,withinternationalconflictsandtensionsputtingsafety-conscioustravelersoffoutboundtrips.

WhatimpactdoyouexpectthefollowingfactorstohaveonChina’soutboundtravelmarketIn2025?

N=465

China'seconomicenvironment

Consumerconfidence

Internationalflightconnectivity

Visaandentrypolicies

Disposabletraveltime(suchaspublicholidays,paidannualleave,etc.)

Travelcosts

Currencyexchangerates

Internationalpolitical/geopoliticalsituation

Weather

71%7%22%

68%13%19%

65%17%17%

63%11%26%

48%20%32%

38%17%45%

37%34%29%

22%27%51%

17%54%29%

PositiveNotsureNegative

70%

40%

62%Asia:

92%|78%|76%

29%

18%

DragonTrailResearch

ChineseOutboundTravelTradeSurvey

EastAsiaandSoutheastAsiacontinuetostandoutforbothcurrentsalesandfuturegrowth

In2024,EastAsia(70%)andSoutheastAsia(62%)werethetoptwosub-regionstowhichthemosttravelagentsselloutboundtravel,nearlythesameresultsasinourJuly2024traveltradesurvey.Thesearealsotheregionsthattravel

agentsidentifiedashavingthebestsalesperformancein2024andthemost

growthpotentialin2025.Amongsub-regionsinEurope,WesternEuropeistheonetowhichthemostrespondentsselltravel(48%),andconsideredtohave

thebestsalesresultsin2024(18%)andthemostpotentialin2025(25%).Nearlythesameamount(47.5%)ofrespondentsaresellingtraveltoNorthAmerica.

Whileonly29%ofrespondentscurrentlyselltraveltoNorthernEurope,22%viewitashavingthemostfuturepotential.

Whichworldregionsdo

youselltravelto?

N=465

Whichregionshave

themostpotentialin2025?

N=465

51%

7%

5%

EastAsia

SoutheastAsia

SouthAsia

MiddleEast

44%

36%

14%

9%

5%

3%

13%

CentralAsia

48%

Europe:

78%|43%|62%

33%

29%

18%

14%

10%

WesternEuropeEasternEuropeNorthernEurope

25%

16%

22%

6%

22%

SouthernEurope13%

Americas:

55%|16%|22%

48%

12%

13%二

3%

NorthAmericaLatinAmerica

20%

2%

18%

12%

37%

3%

9%0%

Regionscurrentlysellto

Regionsthatsoldbestin2024

Regionswiththemostpotentialin2025

Oceania

Africa

Antarctica

17%

6%

2%

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

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Economicdevelopment,visapolicy,relationshipwithChina,culture,andsceneryallimpact

thepotentialofoutboundtraveldestinations

EconomicdevelopmentistheonefactormakingtheMiddleEast,Western

Europe,SouthernEurope,andNorthAmericatheregionswiththehighest

potentialtoattractChinesetravelersin2025,intheeyesoftravelagents.

CloserelationshipsandcooperationwithChinaalsohaveapositiveinfluence.Otherfactorsthatmakearegionpotentiallypromisingincludeexoticcharm,favorablevisapolicies,anduniquelandscapes.

Whydoyouthinkthefollowingregionshave

themostpotentialin2025?

Regionbase

EastAsia203Shortdistance,similarculture,visapolicy,exchangerate

SoutheastAsia167Shortdistance,cost-effective,visa-free

SouthAsia64Goodsceneryandweather

MiddleEast43

Economicallydeveloped,closerelationshipwithChina,

exoticcultureandscenery

CentralAsia

24

BeltandRoadInitiative,exoticfeatures,visa-free

WesternEurope117Economicallydeveloped,goodsceneryandenvironment

NorthernEurope103

Uniqueandextraordinarynaturallandscapes,quietandlesscrowded,socialmediahotspot

EasternEurope74

CloserelationshipwithChina,shortdistance

SouthernEurope61

Exoticcharm,economicallydeveloped,geographicallyadvantageous

NorthAmerica92

Economicallydeveloped,differentanddiverseculture,goodnaturalscenery,studyabroad/overseasstudent

Mildandcomfortableweather,distinctivelocalculture,gourmetfood

LatinAmerica11

Oceania

79

Goodsceneryandenvironment,out-of-seasontravel

Africa27China-Africacooperation,abundanttourismresources

Antarctica

11

Highbiodiversity,uniquegeographical

location

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

SouthandEastChinashowthemostpromiseforoutboundtravelnowandinthecomingyears

Currently,themostimportantoutboundtravelsourcemarketsinmainlandChinafortravelagentsareEastChina(61%)-hometoShanghaiand

Hangzhou;andSouthChina(58%)-includingGuangzhouandShenzhen.

Thesearealsotheareasinwhichsurveyrespondentsaremostlikelyto

increaseinvestmentoverthenextthreeyears,with45%investingmoreinSouthChinaand47%investingmoreinEastChina.HometoBeijingandTianjin,NorthChinawaschosenbyjust37%ofrespondentsasoneoftheirmainsource

markets,with36%planningtoincreaseinvestmentinthisareaduringthenextthreeyears.WhileSouthwestChina-includingChengduandChongqing-iscurrentlyonlyamainsourcemarketfor10%,morerespondentsseefuture

potentialinthisarea,with20%planningtoincreaseinvestment.

MainlandChina:

Outboundtravelsourcemarkets

5.NortheastChina16%|20%

4.NorthChina37%|36%

7.NorthwestChina10%|17%

1.EastChina61%|47%

3.CentralChina44%|40%

2.SouthChina58%|45%

6.SouthwestChina10%|20%

Themainsourcemarketsforcurrentoutboundtravelproducts(N=465)

Inthenext3years,whichmarketswillyouincreaseinvestmentin(N=465)

(multiplechoice)

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Outboundtravelmarketopportunitiesin2025

Therecoveringeconomicenvironmentisleadingtoincreaseddisposableincomefortravel

“Thedomesticeconomyisgraduallyrecovering,and

peoplehavemoreidlefunds.”

Futurevisa-freeorvisa-simplifiedpolicieswillstimulatethedemandforspecificoutboundtraveldestinationsamongChinesetourists

“Withthedevelopmentofinternationalrelations,many

countriesmayfurthersimplifyvisaproceduresforChinese

citizensandlowerthethresholdforvisaapplications,suchasreducingtheprocessingtimeandtherequireddocuments.

ThiswillgreatlystimulatethedesireofChinesetouriststotravelabroad.”

Nichedestinationsanduniqueexperiencesareontherise

“Thereisagrowingdemandforcountrieswithoff-the-

beaten-pathnaturalbeautyandrichculturalcustoms.”

“Forhigh-endtravelers,personalizedneedshavebecomethemainstream.Developingproductsforin-depthtravelandnichedestinationsisagoodstrategy.”

Silvertravelrepresentsablueoceanmarket

“Thesilvergroupisanewsegmentthattheoutboundtourismmarketshouldfocuson.Thisgroupareintheprimeoftheir

retirementyears,enjoyingtheirgoldenyears.Currently,

tourismfortheelderlygrouprepresentsavastuntapped

market.”

DragonTrailResearch

ChineseOutboundTravelTradeSurvey

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ProductsandSales

Smallgrouptoursandpost-00stravelersareemergingaskeymarkets

Foroutboundgrouptravel,thepopularityofgrouptourswith10orfewer

peopleisincreasing,chosenby40%ofsurveyedtravelagencies,upfrom36%inJuly’ssurvey.Thepost-00sgenerationisgraduallybecomingacoresegmentforoutboundtravel,too,selectedby43%ofsurveyrespondents,justbehind

thepost-90s(68%)andpost-80s(49%).

Whatsizeofgrouptoursaremost

popularnowforoutboundtravel?N=465

55%

50%

40%

36%

2%1%

9%7%

1-10people11-20people21-49people50+people

Dec-24Jul-24

Whichagegroupsareyourcurrentoutboundtravelcustomersmainlyfrom?N=465

68%72%

60%

49%

43%41%

23%26%

13%13%

2%3%

Post-00sPost-90sPost-80sPost-70sPost-60sPost-50s

Dec-24Jul-24

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Smallgrouptoursandfamilytravelarethemostcommonproductsonthemarket

Familytourproductsandprivatetourproductsarethemost

commontypesofoutboundtravelproducts,witheachsoldby59%ofsurveyedtravelagents.42%ofsurveyedtravelagentssellislandtravelproducts,andweaskedtheserespondentsmoreabout

islandtravel,withresultsanalyzedinthefollowingsections.Study

toursandluxurytoursaresoldby36%ofagentseach.Currently,just14%ofsurveyedagentsaresellingsilvergroupproducts.

Whichtype(s)ofoutboundtravelproducts

doyoucurrentlysell?N=465

Smallgroup/privategrouptours,59%Familytravel,59%

Islandtravel,42% Studytours,36%

Luxurytravel,36%

Businesstravel,29%

Self-drivingtours,24%

Cruisetravel,22%

Outdoor

activities,19%Silvertravel,

14%

Adventuretravel,14%

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Newplatformsofferthebestsalesconversion

TravelagentsnameDouyin(69%),Xiaohongshu(56%),andCtrip(56%)as

offeringthebestsalesconversionresultsforoutboundtravelproducts.Ctripisthemostpopularsalesplatform,usedby57%,whilenearlyhalfofsurvey

respondentssellthroughOTATongchengandsocialmediaplatformsDouyinandXiaohongshu.WeChatgroupsandpersonalaccounts(47%)andofflineevents(45%)werealsoidentifiedasofferinggoodconversions.

Channelstoselloutboundtravelproductsand

theoneswiththebestsalesconversionresults

N=465

56%

Ctrip

CurrentSalesPlatformBestConversion

57%

Douyin

49%

69%

Tongcheng

48%

35%

Xiaohongshu

48%

56%

WeChatOfficialAccounts

43%

37%

43%

Fliggy

34%

42%

Qunar

30%

Offlinestores

37%

39%

26%

Tuniu

18%

26%

Ownofficialwebsite

30%

25%

Offlineevents

45%

23%

WeChatgroup/

personalaccount

47%

9%

Klook

38%

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Chineseoutboundluxurytravelcomprisesthreemajoranddistinctdemographicgroups

FromtheperspectiveofChinesetraveltradeprofessionals,therearethree

majoroutboundluxurytravelergroups:Retiredorpre-retiredtravelerswith

largepensions,mainlyfromthepost-60sandpost-70sgenerations;high-

incometravelersprimarilyfrompost-70sandpost-80sgenerations;andyounghigh-spendingtravelersborninthe1990sand2000s.

Traveltradeview:

Chineseoutboundluxurytravelerprofiles

1

Retiredorpre-retiredtravelerswithlargepensions

Generationallabels:Post-60sandPost-70s

Sociallabels:Highlyeducated

Characteristics:Ampletime,lowpricesensitivity,pursuitofhigh-qualitytravel

Activitypreferences:"One-stop"cruisetravel,culturalandexperientialactivitiessuchasconcertsandcookingclasses

Generationallabels:Post-70sandPost-80s

2High-incomegroup

Sociallabels:Corporateexecutives,socialelites

Characteristics:Focusonqualityandhigh-comfortexperience,withhigh

demandsforaccommodation;Willingtopayapremiumforuniquetravel

experiencesandpreferenceforcustomizedservices;Highvalueonprivacy;Familytours,especiallymulti-generationaltours,arecommon

Activitypreferences:Golf,hotsprings,luxuryspas,privateislandvacations

Young,high-spendinggroup

Generationallabels:Post-90sandPost-00s

Sociallabels:Professionalsintheinternetorfinanceindustries;internationalstudents

Characteristics:Pursueahighqualityoflifeandwillingtospendmoneyontravel;Preferexperientialtravel,suchasextreme,visuallystriking,orbrag-worthydestinationexperiences

Activitypreferences:Polarexploration

3

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Islanddestinationsattractyoungcouples

andfamiliesinsearchofarelaxingvacation

Islanddestinations,especiallythoseintheAsia-Pacificregion,offerrelaxing

andsunnygetawaysforChinesetravelersyearround.Whatistheprofileof

travelerschoosingthesedestinationsfortheirtrips?Basedonoursurveydata,weseethatislandtravelersareyoung,with80%sayingthatthepost-90sand00sgenerationsarethecoredemographic.Theyaremostlikelytocomefromfirst-tiercities(70%).Whileislandtravelismostpopularforcouples(81%),the

familytravelermarketisalsoimportant,chosenby60%.Whataretheseyoungcouplesandfamilieslookingforfromtheirislandgetaways?Leisureand

relaxationisbyfarthemostpopulartheme,chosenby86%oftravelagents,aheadofdeepexperiencetravel(38%)andadventure/exploration(13%).

Traveltradeview:ThecharacteristicsofislandtravelersN=194

Age

Post-70s&80s35%

Post-90s&00s

80%

Post-60s6%

Sourcemarket

Tier-1Cities

70%

Tier-2Cities

47%

CoastalCities17%

Companions

Family

60%

Couples

81%

Solotravelers7%

Traveltheme

Deep

Experience38%

Leisure&Relaxation

86%

Adventure/Exploration13%

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Goodfoodandbeautifulbeachesareisland

travelers’priorities

Morethanhalf(58%)ofChinesetravelagentssaythatislandtravelerswill

allocatemoreoftheirbudgetsforgourmetexperiencesontheirtrip,withthebeachenvironment(49%)thesecondareainwhichtheywouldsplurge.

Shoppingwastheleastlikelyareaforspendingmoreonanoutboundbeachholiday,chosenbyjust22%.

WherewouldChineseislandtravelersprefertoallocatemoreoftheirbudget?N=194

GourmetExperience

58%

BeachEnvironment

49%

Island-hoppingExperience

42%

CulturalExperience

34%

HotelLocation

32%

HotelStyle

30%

HotelPrivacy

27%

Shopping

22%

IconsbyFreepik-Flaticon

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Cruisetravelshowspromisingpotential,withyoungerconsumers,plusdiverse

experiencesanditineraries

Thesurveyrespondentscurrentlysellingoutboundcruisetourproductssee

promisinggrowthpotentialforthemarketinthecomingyears,ascruisetoursprovidecomprehensiveexperiencesandgoodvalueformoney.Manyalso

mentionedthatthenumberofyoungconsumersembracingcruisetravelisontherise.Meanwhile,travelersnowhavehigherdemandsforcruisetour

experiences,suchasdining,accommodationandpersonalizeddesign.The

diversificationofcruisetouritinerariesisanothersignificanttrendseenintravelagents’responses,withdestinationsacrossAsia,EuropeandevenAntarcticamentionedasindemand.

Traveltradeview:RecenttrendsforChinese

outboundcruisetravelN=100

Growingmarketpotential

“Cruisetraveliscost-effectivewithuniquevacationexperiencesandwillbecomemoreandmorepopular”

“Themarketwillcontinuetogrow”

“Themarketwillgrowrapidlyandmarketsizewillgetlarger,integratingseaexcursions,onshoresightseeing,accommodationanddiningtogether”

Youngcustomerbase

“Moreandmoreyoungpeoplearechoosingcruisesfortheirvacation”

“Cruisetourtravelerstendtobeyounger”

“Family,parent-childandcoupletourdemandshaverisensignificantly”

Increasingdemandsforexperiences

“Consumersplacemoreemphasisoncruisediningandaccommodationexperiences”“Increasingdemandsforthehigh-endsideandprivacyofcruisetravel”

“Touristshavebecomemoredemandingofcruisetoursandpreferpersonalizeddesign”

Diverseitineraries/destinations

“Diversificationofcruisetouritinerariesanddestinations”

“CruisetravelinThailandandJapanarepopular”

“UniquelandscapesinnorthernlatitudessuchasFinlandandIcelandarefavoredbythemarket”

“Antarcticahaspotential”

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Productsaimedatsilvertravelersarecloselytiedtosafety,comfort,andprice

Comparedtogeneraloutboundproducts,travelagenciesmakemoreeffortsregardingthesafety,cost,andcomfortofproductsaimedatthesilvertravelmarket.Asthesetravelersareaged50andabove,medicalsecuritymeasuressuchasaccompanyingmedicalstaffandhealthcheck-upsareneededto

ensureasafejourney.Wellnessactivities,smallergroupsizes,reasonable

walkingdistancesandresttime,andotheradaptationsforoldertravelersareneededtomeetthisconsumergroup’sdemandsforcomfort.Sometravel

agenciessaidtheywilladjustthepriceofsilvergroupproducts,includinglowerpricesorhigherdiscounts.

Traveltradeview:

AdaptationforsilvertravelproductsN=65

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DragonTrailResearch

ChineseOutboundTravelTradeSurvey

Whenchoosingahotel,Chineselanguag