2024-07-14
Ms. Jane SUN, CEO of Trip.com Group, delivered a keynote speech titled “Changes in China’s Tourism Industry and China-EU Tourism” successfully held in Budapest, Hungary. Below are the key points from her speech.
Over the past decade, China’s tourism industry has undergone significant changes, driven by rapid economic growth, increased per capita income, and the expansion of the middle class. Chinese outbound tourism has surged, making China the largest source of outbound tourists and a top spender globally. In 2019, approximately 155 million Chinese tourists traveled abroad, spending around $255 billion. According to data from Dubai Airport, Trip.com Group customers spend two to three times more than the average airport traveler. The outbound tourism market is now on a strong recovery trajectory. In 2023, Chinese tourists made nearly 110 million outbound trips, a number expected to grow further due to visa-free policies certain destination countries. During the Chinese New Year and May Day holidays, Trip.com Group recorded hotel bookings far exceeding 2019 levels. Countries worldwide are actively attracting Chinese tourists in a robust recovery in China’s outbound tourism market.
The partnership between China and the EU in tourism has seen substantial growth. In 2023, Europe welcomed approximately 6 million Chinese tourists, showing a strong recovery. In the first quarter of 2024, Trip.com Group’s European operations grew by over 900%. Italy, Spain, France, Germany, and Hungary remain top destinations for Chinese tourists in Europe. Chinese tourists’ high spending on shopping, dining, and cultural activities significantly contributes to local economies and job creation. Trip.com Group is enhancing collaboration with European partners to improve services in flights, hotels, attractions, and transport services, aiming to attract more Chinese tourists. Currently, Trip.com Group has offices in major cities like Frankfurt, London, Edinburgh, and Amsterdam.
Visa policies significantly impact tourism. Recently, some European countries have introduced visa-free entry policies and simplified visa procedures for Chinese citizens. The increasing number of direct flights between Chinese and European cities has also reduced travel barriers, making Europe more accessible to Chinese tourists. Countries like Singapore, Malaysia, Thailand, the UAE, and Saudi Arabia have introduced attractive visa policies and increased flight capacities. Europe can make further improvements to lower travel difficulties and attract more visitors.
Looking ahead, Chinese tourists are increasingly seeking authentic experiences that allow them to connect with local culture and people. Activities such as cooking classes, wine tours, and participating in concerts and local festivals are becoming popular. Sustainability is also a key consideration for Chinese travelers, with a growing number seeking eco-friendly travel options. Trip.com Group has observed a significant increase in bookings for eco-friendly flights, hotels, and electric vehicle rentals. Promoting sustainable travel options, such as electric vehicles and solar power usage, aligns with the preferences of younger Chinese travelers and enhances the appeal of European destinations.
The future of China-EU tourism cooperation is bright, with tourism playing a crucial role in economic growth, job creation, and cultural exchange while enhancing regional competitiveness. Strong diplomatic and business ties, along with increasing cultural exchanges, will continue to drive tourism growth. Trip.com Group is committed to supporting this growth by providing comprehensive travel products and seamless service experiences, promoting cultural understanding between China and Europe. Trip.com Group is dedicated to collaborating with all parties to promote sustainable tourism development and ensure the long-term prosperity of the China-EU tourism market.