The recovery of international travel in 2023 was slower than expected after China reopened its borders. However, experts are optimistic that in 2024, a full recovery will occur, reestablishing China as the world’s largest travel market.
The latest data from the United Nations World Tourism Organization, or UNWTO, indicates that the Chinese outbound tourism market recovered about 55 percent in the third quarter of 2023. As reported by global travel data provider OAG, in November 2023 domestic capacity surpassed 2019 levels by 11 percent, but international seats were 57 percent of numbers from November 2019.
Oliver Sedlinger, an international tourism consultant at Sedlinger and Associates in Beijing, is optimistic about the Chinese market. He highlighted 2023’s strong comeback and predicted a positive outlook for 2024, emphasizing the need for the European travel industry to reengage with the Chinese market.
He stressed the importance of reestablishing connections, staying informed about market trends, and not overlooking the vast potential of the Chinese market.
“For long-term strategic benefits, I think it makes a lot of sense to observe this market and to learn about its travel preferences,” Sedlinger added.
Wolfgang Arlt, director of the China Outbound Tourism Research Institute, predicted fierce competition among China, the United States and Germany for the title of the largest global outbound tourism source market in 2023, with all three countries reaching similar levels.
However, Arlt stated that “in 2024, China for sure will be back as world No 1, with China’s arrival numbers in most destinations to reach, at the very least, almost the same level as the pre-pandemic year of 2019”.
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