“Reverse Travel” & “Therapeutic Tourism”: International Tourism Boards’ 2024 China Outlook

In 2019, with 155 million outbound trips, China was the undisputed travel market champion. The last three pandemic years brought China’s outbound travel market to a temporary (though dramatic) halt, but change is in the air. With adjustments in aviation, immigration, and consular policies, the Chinese outbound tourism industry is rapidly regaining its former top spot in 2023.

So far 2023, has more or less delivered on the long-promised “revenge travel”; Chinese visitors are undoubtedly back out in numbers at their old favourite spots. But the market is different, now. The pandemic has seen new travel modes emerge like “reverse travel” and “therapeutic tourism”. There’s also been shift in the market, with younger generations—Chinese millennials and Gen Z—emerging as the primary outbound travel force. They not only accounted for over 50% of the market, but also come with their own travel preferences and spending habits.

As the outbound travel market returns to growth, how to businesses connect with these new visitors’ mindsets in the post-pandemic era? We interviewed a number of leading overseas tourism bureaus' representatives in China to find a new way of thinking about tourism marketing and sales in post-pandemic China.

Saudi Arabia Tourism Bureau
Alhasan A. Aldabbagh, Asia-Pacific Regional President
China, being the world's second most populous country, has a strong passion for outbound travel and possesses significant purchasing power. In 2019, Chinese outbound travelers reached 155 million, making it the country with the highest number of outbound trips globally. Saudi Arabia fully recognizes the importance of the Chinese market and has observed an exponential increase in the number of Chinese tourists entering the country. From January 2023 to date, Saudi Arabia has already welcomed over 115,000 Chinese tourists. By 2030, our goal is to host 5 million Chinese tourists, positioning Saudi Arabia as their preferred long-haul destination.

Qatar Tourism Bureau
Ding Xiaoqin, Greater China Regional Manager
In 2019, we received a total of 67,000 tourists from China, and by the end of November 2023, we've hosted nearly 50,000 visitors from China. In terms of aviation capacity, Qatar Airways resumed routes to Chengdu and Chongqing by the end of September, indicating that Qatar Airways' routes in China have fully recovered to the levels seen in 2019.

Additionally, in late October, Xiamen Airlines officially commenced flights from Beijing to Doha, as well as the inaugural flight from Xiamen to Doha. Xiamen Airlines became the first Chinese airline to operate routes to Qatar and has engaged in comprehensive cooperation with Qatar Airways.

China is one of the most crucial source markets for the Qatar Tourism Bureau, with abundant potential. We look forward to closer collaboration with industry partners, timely sharing of more destination information, the creation of more targeted tourism products and routes, and providing more support for incentive travel, deepening our presence in first-tier cities, actively developing potential markets in second-tier cities, making Qatar a more attractive and diversified destination. We eagerly anticipate more Chinese tourists to visit Qatar for sightseeing and experience our warm hospitality.

South Africa Tourism Board
Gcobania Mancotywa, Regional Manager for Asia/Australia, Middle East
Since China gradually lifted outbound travel restrictions at the beginning of 2023, South Africa became one of the first destinations capable of accommodating Chinese group tourists. This policy change positively impacted South Africa's tourism industry, attracting a significant number of Chinese tourists seeking overseas travel experiences. According to recent data, from January to September of this year, over 28,000 Chinese tourists visited South Africa, marking a 247.7% year-on-year increase. Simultaneously, the average expenditure per Chinese tourist per visit to South Africa is approximately 50,000 Rand (equivalent to 18,518 RMB). Calculating based on the number of Chinese tourists visiting South Africa before the pandemic, this suggests that Chinese tourists contribute about 5 billion Rand annually to the South African economy.
With further relaxation of China's international travel restrictions, it is anticipated that the number of Chinese tourists visiting South Africa and their expenditure will continue to grow. This not only brings direct economic benefits to South Africa but also fosters cultural exchanges and mutual understanding between the two countries.

We then asked: “What types of tourism products are most popular in the Chinese market?”

Saudi Arabia Tourism Bureau
Alhasan A. Aldabbagh, Asia-Pacific Regional President
Chinese tourists are increasingly seeking unique and authentic travel experiences, and Saudi Arabia is rapidly becoming the preferred destination for such experiences. Saudi Arabia opened its tourism industry in 2019, which was relatively unfamiliar to many. This provided a tremendous opportunity for the Saudi Tourism Bureau to introduce Saudi Arabia as a new destination to China. As a destination rich in cultural heritage, Saudi Arabia boasts over 10,000 archaeological sites and six UNESCO World Heritage Sites, including the Balad Old Town in Jeddah, Diriyah in the capital Riyadh region, and Hegra in AlUla. Chinese tourists will discover in AlUla ancient sites dating back over 200,000 years, offering a glimpse into historical life and human civilization.
The Saudi Tourism Bureau will continue to collaborate closely with Chinese partners to enhance the existing framework and provide a better travel experience for Chinese tourists. Every Chinese visitor will find experiences suited to their preferences, whether it's ancient sandstone structures in desert valleys, dining under the stars, experiencing Bedouin camel rides, sharing desert life and cultural stories with locals, or floating amid extraordinary rock formations in AlUla via hot air balloons or helicopters.

Qatar Tourism Bureau
Ding Xiaoqin, Greater China Regional Manager
From an overall perspective, in 2023, the proportion of independent travelers from China to Qatar was relatively high. After the World Cup, the occupancy rate of luxury hotels also reached a new high of 62%, with Chinese tourists staying an average of two nights in Qatar. Meanwhile, Qatar boasts impressive attractions and activities, such as world-class museums, desert adventures, traditional markets, the Arab Cultural District, and state-of-the-art sports facilities. Additionally, Qatar offers vibrant art and cultural landscapes and a diverse range of dining options, from local Arabic restaurants to globally renowned top-tier establishments like Nobu, Coya, and Sushi Samba, catering to Chinese tourists. Overall, we are very friendly to Chinese tourists and have made ample preparations. Qatar has abundant hotel resources, including boutique hotels and large resorts, among which brands like Mandarin Oriental, Banyan Tree, Anantara, The Ritz-Carlton, Kempinski, DoubleTree by Hilton, Four Seasons, Fairmont, and Le Meridien are widely popular among Chinese travelers.

Jordan Tourism Board
Cheng Chenxiao, China Office Industry Manager
Jordan is located in Western Asia at the crossroads of Asia, Africa, and Europe. It possesses rich historical and cultural heritage as well as spectacular natural landscapes, increasingly attracting Chinese tourists.

Currently, Jordan's popular tourism products in the Chinese market mainly fall into two categories. One is the comprehensive tour of Jordan, which integrates historical culture, natural exploration, wellness, and gastronomic experiences. Besides visiting Jordan's most famous historical sites like the ancient city of Petra, the ancient city of Jerash, and other ruins, the itinerary also includes visits to Jordan's unique UNESCO natural and cultural site, the Wadi Rum Protected Area, as well as ample relaxation time at the Dead Sea, known in 2023 by the World Tourism Organization as a regional wellness center. The Dead Sea is acclaimed as one of the most therapeutically effective health resorts globally due to its salt content and mineral composition beneficial for the skin and body. Visitors can indulge in therapeutic activities like mud baths and saltwater baths here.

Of course, food plays an important role throughout the journey. In Jordan's comprehensive tours, apart from tasting traditional Jordanian cuisine, most products also provide an opportunity for participants to experience cooking Jordanian dishes themselves in Petra or Amman's cooking kitchens. Another type of product is Jordan's linked products with other countries, which typically involve a 4-5 day stay in Jordan, condensing elements of history, culture, nature, and wellness mentioned earlier into a short itinerary.

South Africa Tourism Board
Gcobania Mancotywa, Regional Manager for Asia/Australia, Middle East
South Africa is a country abundant with diverse natural landscapes, wildlife, and rich cultural heritage, attracting tourists from around the world. For the Chinese market, several types of tourism products are particularly favored:
Wildlife tourism: South Africa is renowned for its spectacular wildlife parks and nature reserves, such as Kruger National Park, offering unique opportunities for wildlife observation and photography, which greatly appeal to Chinese tourists interested in nature and wildlife.

Scenic exploration: South Africa's varied natural landscapes, from Table Mountain in Cape Town to the coastline of the Garden Route and the Blyde River Canyon, are popular destinations for Chinese tourists interested in exploring nature.

Cultural experiences: South Africa's cultural diversity, with 11 official languages and a history of multiple ethnicities, attracts Chinese tourists interested in experiencing Zulu culture, visiting historical sites like Robben Island, and learning about local traditional arts and crafts.

Wine tours: South Africa's wine-producing regions are renowned for high-quality wines and beautiful vineyard scenery, attracting many Chinese wine enthusiasts.

Adventure activities: South Africa offers various thrilling outdoor adventures such as paragliding, hot air ballooning, and cliff jumping, which are favored by young Chinese tourists seeking excitement.
Shopping and cuisine: Major cities like Cape Town and Johannesburg provide rich shopping experiences, while South African cuisine, including local dishes, seafood, and fusion cuisine blending multiple cultures, is a significant attraction.

Luxury experiences: South Africa also offers a range of high-end luxury tourism products catering to Chinese tourists seeking top-quality travel experiences. Numerous luxury lodges provide luxurious accommodation, ensuring guests experience five-star service and facilities while exploring South Africa's wildlife and natural beauty in private reserves or national parks, offering exclusive guided tours in an undisturbed environment.
Overall, South Africa's tourism products cater to various needs of Chinese tourists, ranging from luxury travel to backpacking, cultural exploration to natural adventures. Efforts will continue to increase flight connections and streamline visa policies to attract more Chinese tourists to choose South Africa as their travel destination.
Regarding the upcoming Chinese Spring Festival and 2024, what efforts and plans has your bureau made to attract Chinese tourists?

South Africa Tourism Board
Gcobania Mancotywa, Regional Manager for Asia/Australia, Middle East
South African Tourism Bureau has consistently aimed to strengthen its market presence to attract more Chinese tourists for experiences in South Africa.

Firstly, in terms of marketing and promotion, we are intensifying our promotional efforts in the Chinese market. Through social media, online platforms, and partnerships, we are promoting tourism in South Africa. Utilizing digital marketing strategies on platforms such as Weibo, WeChat Official Accounts, and short-video platforms, we are releasing content and the latest tourism information tailored to attract Chinese tourists. In the industry, we are enhancing cooperation with Chinese travel agencies and online travel service providers to jointly develop tourism products and promotional activities specifically for the Chinese market.

We are also focusing on training professionals in the South African tourism industry to enhance their understanding of Chinese culture and their ability to receive Chinese tourists. Simultaneously, we are developing tourism products that align with the preferences and demands of Chinese tourists, such as offering Chinese-speaking tour guides, Chinese tourism handbooks, and Chinese mobile apps. Additionally, we plan to create more tourism products associated with Chinese cultural festivals, such as special activities during the Spring Festival or themed tours, to attract Chinese tourists during the festive season.

Looking at long-term tourism promotion, the South African Tourism Bureau will dedicate efforts to visa facilitation and enhancing air connectivity. We aim to gradually simplify the visa application process, shorten approval times, optimize the e-visa system to reduce administrative barriers for Chinese tourists traveling to South Africa. At the same time, we will endeavor to increase direct flight routes or collaborate with airlines to offer more discounted tickets and flight options to facilitate tourism exchanges between the two countries.

Furthermore, considering that Chinese tourists increasingly value sustainable travel, the South African Tourism Bureau upholds similar principles by strengthening environmental protection measures and sustainable tourism projects to attract environmentally conscious Chinese tourists. Finally, post the COVID-19 pandemic, ensuring the safety and health of tourists is an aspect we greatly value. We will provide clear health and safety guidelines to enhance tourists' confidence.

Saudi Arabia Tourism Bureau
Alhasan A. Aldabbagh, Asia-Pacific Regional President
Saudi Tourism Bureau recently concluded its largest-ever consumer marketing campaign in China. From November 17th to 23rd, we transformed the iconic North Bund in Shanghai into a dazzling Saudi outdoor market. Over 77,000 visitors participated in the week-long event. There, they experienced the authentic atmosphere of traditional Saudi markets, tasted delicious food at the Date and Coffee Museum, engaged in traditional Saudi attire experiences, and participated in various vibrant cultural activities. Thanks to these visitors and over 100 media and influencers, Saudi Tourism Bureau's website traffic increased by over 5400%, with views on related live streaming platforms surpassing 300 million.

Saudi Tourism Bureau has planned exciting online and offline marketing activities to raise awareness among the tourism industry and consumers about Saudi Arabia's latest diverse products. We are utilizing popular Chinese social media platforms like WeChat, Weibo, RED (Xiaohongshu), and Douyin to showcase our unique products and create customized content and experiences for Chinese tourists.

We optimistically believe that the promotion activities at the Bund and the vibrant experience of the Saudi traditional market have ignited and inspired Chinese tourists to embark on a journey to experience the true home of Arabia. Since the start of these activities, we have received positive feedback, indicating a 16% growth in sales of Saudi Arabia as a tourist destination and a 277% increase in booking conversion rates. Simultaneously, to immediately experience Saudi Arabia's immersive experiences, we encourage our Chinese friends to watch our Saudi Experience Series movies and operation videos on Saudi Tourism Bureau's website and social media platforms to inspire and guide their future trips to Saudi Arabia.

Qatar Tourism Bureau
Ding Xiaoqin, Greater China Regional Manager
As one of the most crucial markets for the Qatar Tourism Bureau, we will continue to invest in the following aspects next year: Qatar Tourism Expert Training Program
Training more frontline staff in the tourism industry, including Chinese-speaking tour guides
Increasing the number of Chinese-speaking staff in hotels

Introducing electronic payment methods such as Alipay and WeChat Pay

In January 2024, the highly anticipated Asian Cup will attract attention across Asia. Both in Qatar and China, we will launch corresponding promotional activities to allow everyone to gain a deeper understanding of Qatar, the dazzling pearl of the Gulf.

Jordan Tourism Board
Cheng Chenxiao, China Office Industry Manager
To attract Chinese tourists, the Jordan Tourism Bureau has made a series of efforts and plans to enhance Jordan's attractiveness during the Chinese Spring Festival and in 2024. In terms of promotional activities, the Jordan Tourism Bureau plans to carry out promotions in the Chinese market specifically for the Spring Festival and 2024. This includes releasing tourism information on social media platforms, hosting online activities, and much more. Collaborative online and offline promotional activities with industry peers and assisting the Jordanian Embassy in organizing active cultural exchange activities between China and Jordan are also part of these efforts. These activities aim to increase Jordan's brand awareness and attractiveness, enabling Chinese tourists to better understand Jordan's culture, customs, and traditions.

Furthermore, we will collaborate with peers in the travel agency industry and airlines to create distinctive Jordanian deep-travel itineraries tailored for different customer groups, providing more convenient and comfortable travel experiences for Chinese tourists. Regarding visa policies, in addition to the convenience of on-arrival visas, Jordan introduced an online e-visa this year with a simple application process and fast approval times, further facilitating travel to Jordan for Chinese tourists. These efforts and plans aim to create a more welcoming environment for Chinese tourists, providing more convenience and distinctive activities to enhance their interest and enthusiasm for visiting Jordan.

How will the Belt and Road Initiative impact the tourism industry and create new growth centers?

South Africa Tourism Board
Gcobania Mancotywa, Regional Manager for Asia/Australia, Middle East
For the South African tourism industry, the Belt and Road Initiative (BRI) can bring multifaceted and multi-level promotion, creating new growth centers. Firstly, the BRI emphasizes improving infrastructure and transportation networks, including enhancing aviation connectivity by increasing direct flights and reducing travel costs, making travel between South Africa, China, and other countries along the BRI more convenient. Additionally, through the BRI, Chinese and other investors may increase their investment in South African tourism-related infrastructure, including hotels, resorts, transportation facilities, and tourist attractions, thereby enhancing South Africa's tourism reception capacity and service quality. The BRI also serves as a platform for cultural exchange; South Africa can utilize this platform to promote its unique culture and tourism resources, attracting more tourists from China and other BRI countries.

In summary, the Belt and Road Initiative offers new opportunities and development space for the South African tourism industry, aiding in diversified development and sustainable growth.

Saudi Arabia Tourism Bureau
Alhasan A. Aldabbagh, Asia-Pacific Regional President
The interaction between Saudi Arabia and China in the tourism industry is not a new phenomenon. China's trade relations with the Arab world can be traced back to the Silk Road era 1500 years ago. As the world's largest tourism industry investor, Saudi Arabia provides unprecedented investment opportunities. China, being the world's second most populous country, Chinese travelers possess strong purchasing power and a passion for travel. In 2019, the number of Chinese outbound travelers reached 155 million, making China the largest source country for international tourists.

Continued close cooperation will help Saudi Tourism Bureau advance its "China Readiness" strategy, and the Saudi government will continue significant investments in international connectivity and aviation infrastructure. Currently, there are four direct flight routes between Saudi Arabia and China, operating in Beijing and Guangzhou, with plans to introduce more flights soon.

Qatar Tourism Bureau
Ding Xiaoqin, Greater China Regional Manager
This year marks the tenth anniversary of the Belt and Road Initiative and the 35th anniversary of diplomatic relations between China and Qatar. For 35 years, China and Qatar have always understood and supported each other, jointly creating a chapter of friendly cooperation and mutually beneficial win-win situations. The high-level exchanges between the two countries have been close, and the five meetings between President Xi Jinping and Emir Tamim bin Hamad Al Thani in the past decade have guided the development of Sino-Qatari relations. Recently, a delegation led by Yin Li, member of the Political Bureau of the CPC Central Committee and Secretary of the Beijing Municipal Party Committee, successfully visited Qatar. Qatar participated as the guest of honor for the first time at the 23rd China International Fair for Investment and Trade held in Xiamen. In the nine years since the signing of the Belt and Road cooperation agreement between China and Qatar, pragmatic cooperation has continuously expanded and improved in many new benchmarks and breakthroughs in various fields such as trade, investment, energy, infrastructure, high technology, and green initiatives, from the Lusail Stadium to Hongqi sedans, from the Harelsa Solar Power Station to water-saving farms, Chinese brands and technology have flourished in Qatar.

This year, the first group of young Qatari students went to Beijing to participate in the "Chinese Bridge" summer camp. The first pair of giant pandas welcomed in the Middle East, "Si Hai" and "Jing Jing," celebrated their first anniversary in Qatar's new home, where grand celebrations were held for them by the Qatari people. This year, Qatar will also host the Sixth China-Arab Friendship Conference, continuing a new chapter of friendship between China and the Arab world and China and Qatar.

Jordan Tourism Board
Cheng Chenxiao, China Office Industry Manager
The Belt and Road Initiative is an important strategic proposal put forward by China aimed at promoting global connectivity and economic development. In the tourism sector, the Belt and Road Initiative will create new opportunities and growth points for Jordan's tourism industry.

Firstly, the initiative will promote economic and trade cooperation and personnel exchanges between Jordan and China. With the increase in the number of Chinese tourists, the Jordanian tourism industry will have greater development opportunities. Secondly, Jordan, as an important node of the Belt and Road Initiative, has an advantageous geographical location and cultural resources. The Jordanian tourism industry can strengthen tourism cooperation with surrounding countries and regions through the initiative's infrastructure construction and economic development plans, opening up new tourism routes and business models, and expanding its influence in the regional tourism market. Moreover, the Belt and Road Initiative will provide more investment opportunities and financing channels for Jordan's tourism industry. Chinese financial institutions and enterprises will be able to participate in Jordan's tourism development and investment, enhancing Jordan's tourism competitiveness and influence.

In summary, the Belt and Road Initiative brings new opportunities and challenges for Jordan's tourism industry. The Jordan Tourism Bureau and the industry will actively explore new channels, models, and directions for cooperation with the Chinese market, further expanding the Jordanian tourism market. At the same time, efforts need to be made to strengthen infrastructure construction, improve service quality, and protect cultural heritage and the natural environment to ensure the sustainable development of Jordan's tourism industry.