The Belt and Road Initiative is drawing the attention of Chinese tourists to lesser-known destinations along the route, opening up new opportunities for the tourism sector. Hazel Chen / China Daily

Chinese mainland holidaymakers are set to discover lesser-known regions

The Belt and Road Initiative is unveiling little-known tourist destinations along the route to Chinese holidaymakers, opening up immense market opportunities for the tourism industry, said Chen Zhenyu, CEO of Qunar, China's top travel booking site.

"The initiative will be a boon to the tourism industry," Chen said. He has seen increasing interest in lesser-known regions such as Central Asia, the Middle East and North Africa in recent years, while Southeast Asia has long been a popular choice for Chinese tourists.

Proposed in 2013 by President Xi Jinping, the Belt and Road Initiative is China's plan to connect the country with over 50 countries in Southeast Asia, Central Asia, the Middle East, and African and European countries.

Flight bookings to the Belt and Road countries and regions accounted for 28 percent of all outbound bookings through Qunar last year, of which 22 percent were to Southeast Asia, according to Chen.

"Southeast Asia has always been a convenient market for Chinese tourists, but we are also observing rapid growth in other regions, which is worthy of our further anticipation," he told China Daily.

The industry has seen a growing appetite for trips to Africa and the Middle East among Chinese holidaymakers in the past few years, especially high-end tours.

The Middle East has shown an increase of 177 percent in terms of air and overnight visits from China since 2011, while visits to Africa have risen by over 300 percent in the past four years, according to statistics released by German market intelligence firm GfK earlier this year.

While projecting an optimistic outlook, Chen pointed out that political instability in those regions was hindering momentum.

"Central Asia, for instance, is the origin of many civilizations. Growth in the region was fast but still remains to be seen due to uncertainty in politics, which is the same for the Middle East and South Asia," Chen said.

More than 90 percent of travel agencies in China expect the Belt and Road Initiative to benefit the industry to a certain degree, according to 2015 research by the China Association of Travel Services and Beijing-based industry intelligence firm Ivy Alliance Tourism Consulting.

"Belt and Road boosts connectivity in the region. Closer personnel exchange, together with active promotion by travel organizations and suppliers of the destinations, will have a positive impact on outbound tourism," the report said.

However, the report also pointed out that the remittance of the benefits will be gradual and long-term.

Chen also projected a boost in inbound tourism. "Cultural exchange is a two-way process. When we travel abroad, we are also showcasing and promoting China to the world, which will bring people into China."

As a technology-oriented company, Qunar plans to explore intelligent ways to present tourism, aiming to improve the travel experience for its users.

For instance, travel information will become more real-time and comprehensive, eliminating mishaps or discomfort on journeys and making them truly relaxing.

"The most comfortable way of traveling can be achieved through technology. Functioning like a personal assistant, it will recommend and present the best to the users in a convenient way," he explains.

iris@chinadailyhk.com

(HK Edition 05/18/2016 page7)