Visa-free entry boosts outbound Chinese tourists

Visa-free-entry policies for Chinese citizens have fueled a surge in outbound Chinese tourists, whose travel behavior has been shaped by their increased use of social media.

The increase in number of outbound Chinese travelers is expected to enhance people-to-people exchanges and cooperation in sectors beyond tourism, which will contribute to economic growth and stability, experts and officials said.

Chinese online travel platform Trip.com Group saw a year-on-year increase of over 40 percent in outbound bookings last summer, and countries that have implemented visa-free measures for Chinese nationals have risen in popularity.

Malaysia, Singapore and Thailand, which have introduced mutual visa exemptions with China, form a "golden route" for Chinese travelers. Bookings for the three countries last summer increased by nearly 50 percent year-on-year, according to Trip.com.

Countries with visa exemptions such as Tunisia and the United Arab Emirates were popular choices for Chinese travelers during the Dragon Boat Festival holiday in June, with tour bookings on Trip.com increasing by 171 percent and 141 percent respectively.

This surge in Chinese tourists has been bolstered by the increased use of social media to consult travel reviews and share travel experiences.

According to a 2023 report by Beijing-based media analytics company Topklout, over 80 percent of Chinese travelers consult online platforms when planning their trips.

"I go to Xiaohongshu for travel tips and recommendations, while using other social media platforms like Douyin for supplementary information," said Jin Dongkai, a Chinese tourist who visited Malaysia in May.

Zhao Hai, director of international political studies at the Beijing-based National Institute for Global Strategy, said there has been a generational change in Chinese travelers.

"The older generation traveled in groups. They went to Europe and visited eight or 10 countries all in one go. They went to Southeast Asia and visited Singapore, Malaysia and Thailand all in one go," Zhao said.

"The new way of traveling is very different, and that is what we call individual or family travel. This way, tourists follow an itinerary that they have created based on online research."

Wong Ah Wah, a restaurant in Kuala Lumpur that has gained popularity on Chinese social media, has seen an influx of Chinese diners.

"They (some Chinese diners) said they learned about us from social media and they know very well what our signature dishes are," said Wendy Loke, who has worked at the restaurant for over 40 years.

Ouyang Yujing, Chinese ambassador to Malaysia, said in a New Year speech reported by Malaysian media that 3 million Chinese visited the country from January to November, a year-on-year increase of 155 percent and surpassing the 2019 pre-pandemic level.

He added that the increase in tourism will enhance bilateral cooperation in areas beyond tourism such as technology, culture and education.

Zhao from the National Institute for Global Strategy said people-to-people exchanges can promote mutual understanding between China and countries such as Malaysia, and their friendship will ultimately contribute to peace and stability.

Contact the writers at huyuyan@chinadailyhk.com