Released on 30 May by Tencent Marketing Insight and Tongcheng Research Institute, the Chinese Travel Consumption Trends White Paper 2023 outlines top consumer trends and preferences for travel, based on a survey of more than 2,000 travelers.
Click here to read the full original report (in Chinese). We’ve summarized the main trends here.
– 89% of respondents reported increased interest in traveling in 2023.
– 71% were planning to increase the number of trips they took in 2023, compared to previous years.
– 82% were planning to increase their travel budgets compared to 2019, seeking more comfortable accommodation, plus better food and local experiences.
– The top four trends for Chinese travel in 2023 are: 1) Niche and unique; 2) Free and relaxed; 3) New surprises and discoveries; and 4) In-depth local experiences
Looking at the 2023 May Labor Day holiday, searches for “niche” or “non-mainstream” (小众) were up by 172%, with searches for “unpopular” (冷门) up by 113%. This shows that Chinese travelers are now actively seeking out off-the-beaten-track destinations and trying to avoid crowds.
Chinese travelers are increasingly likely to be seeking relaxation when they travel. 65% said they didn’t want their travel days to be fully planned with activities. Visiting natural attractions and seeing flowers were popular springtime travel activities this year, and there was also a significant increase in searches for temples.
The report also highlighted the value and popularity of WeChat mini-programs for Chinese travelers. 61% of respondents said they use WeChat mini-programs to purchase travel products and services while on trips. 34% said they use mini-programs for accommodation, transportation, attraction tickets, activities, and/or F&B, while 24% each use the mini-programs of travel platforms and travel agencies. 80% of Tongcheng’s MAUs come from its WeChat mini-program.
WeChat mini-programs are not only seen as more convenient to use and find than stand-alone apps, but they’re also perceived as more reliable and authoritative sources of information because they are on WeChat
The wonderful partners we work with
Sign up for our free newsletter to keep up to date on our latest news
We do not share your details with any third parties. View our privacy policy.
This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the cookie policy. If you want to know more or withdraw your consent to all or some of the cookies, please refer to the cookie policy. By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to the use of cookies.