Chinese tourists seek less trodden path as overseas travellers decline, become choosier post-Covid
- Outbound tourists from China numbered 40.3 million in the first half of 2023, compared to 155 million in all of 2019
- Argentina, Kenya, the Maldives, and French Polynesia popular destinations this year, while private jet tours to Europe are also rebounding
Seasoned Chinese traveller Ma Wenjie has no use for tour groups. “When we go to Japan, we just walk the streets and eat as we wish,” she said.
The 50-year-old Beijing-based manager of a food import company has travelled to more than 10 countries, including Mexico, the United States, and – for diving adventures – the Philippines.
Ma and her husband most recently returned to Japan in September, and with each round-trip flight between Beijing and Tokyo costing about 2,800 yuan (US$383), the pair plan another trip in December having previously secured visas hassle-free.
“I like Japan. First off, it’s nearby,” added Ma. “We didn’t see any traditional sights.”
They prioritise personalised travel services catering to specific interests and passions
Japan is, according to Ma, easier and cheaper, although the pair have yet to venture to Europe, with visas “hard to get”.
Despite the obstacles, Ma and her middle-class peers are expected to travel in growing numbers, with flights set to increase further early next year, with visa backlogs not forecast to extend into 2024.
