Outbound tourism surges as young Chinese seek unique experiences

Bitten by the travel bug, thousands of Chinese people are planning holidays abroad during the upcoming eight-day Mid-Autumn Festival and National Day holiday. Niche destinations and immersive experiences are big draws, with the expansion of visa-free policies and increased international flights providing the perfect boost.

According to the United States-based lodging and short-term vacation rental provider Airbnb, the number of Chinese users searching for outbound stays with check-in dates between Sept 27 and Oct 8 has registered a nearly twofold increase year-on-year.

The most popular overseas destinations during the Golden Week holiday are Japan, Italy, France, Spain, New Zealand, South Korea, Indonesia, Australia, the US and the United Kingdom, Airbnb said.

Chinese travelers are driving a structural shift in outbound tourism by turning their attention from traditional hot spots to emerging overseas destinations, it noted.

Kong Zhiqiu, head of Airbnb China, said: "The Golden Week holiday has become a powerful catalyst reigniting enthusiasm for outbound travel. Chinese travelers are showing unprecedented curiosity about local cultures and unique experiences."

Driven by their interests and preferences when traveling abroad, young professionals ages 25 to 29 are treating travel as a lifestyle choice and seeking immersive experiences, Kong said, adding that Japan remains the top outbound destination among Chinese travelers during the holiday, with searches surging over twofold year-on-year.

Online searches for cities such as Fukuoka and Takamatsu in Japan increased threefold from a year earlier, he noted. European destinations also saw strong growth as searches for Italy, Spain and France all more than doubled.

Chinese travelers are also seeking natural beauty for the upcoming holiday. Searches for Okinawa's tropical beaches in Japan and Phu Quoc island in Vietnam witnessed over twofold and sevenfold year-on-year growth, respectively, according to Airbnb.

Some niche destinations are increasingly being sought out by Chinese travelers, Kong said, adding that tourists want more immersive experiences when traveling abroad in destinations that provide perfect settings for their photos.

For example, Wang Siyu, a Beijing white-collar worker, has booked a 10-day trip to Italy during the upcoming holiday. "I want to stay away from the hustle and bustle of cities. I will visit Lake Como in Italy as its distinctive lake and mountain scenery is captivating, and offers a fantastic opportunity for photography," he said.

Data from online travel agency Trip.com Group shows that Russia is expected to become one of the most popular long-haul outbound destinations for Chinese tourists during the extended holiday this year.

The search volumes for Moscow increased 3.3-fold month-on-month during the first week of September, and nearly fourfold year-on-year, while booking numbers on the platform rose 20 percent month-on-month and 80 percent year-on-year.

China started a one-year trial period on Monday for a policy allowing Russian holders of ordinary passports to enter the country without a visa. Moscow has said it will introduce a reciprocal measure in response to Beijing's move.

According to travel platform Tongcheng Travel, searches for international flight tickets for the Golden Week holiday increased more than 60 percent year-on-year, with short-haul destinations in East Asia and Southeast Asia emerging as favorites for Chinese tourists.

Industry experts said that China's outbound trip segment is expected to see steady growth this year, thanks to simplified visa application processes and more international flight options.

Dai Bin, president of the China Tourism Academy, said that Chinese tourists don't mind paying for good hotels and fine dining, as well as high-quality cultural performances, during their outbound trips, which helps to inject vitality into international destinations.

Lai Zhen, an analyst at market research company iResearch, said, "Chinese travelers are placing great emphasis on the quality of travel and personalized needs, and aspiring to immerse themselves in local lifestyles in overseas destinations."