2024年上半年中国出境旅游市场情绪报告

China Outbound Tourism Contents Background04 Market Sentiment05 Disclaimer17 Introduction In 2023, confidence in the Chinese outbound tourism market experienced a turbulentyear, transitioning from optimistic anticipation of the market reopening in the first halfof the year to a more rational outlook in the second half. Throughout 2023, the As an integral component of WTA's information and data services and to facilitateWTA members and global practitioners in comprehending and assessing thedevelopment trends and future prospects of China's outbound tourism market, the Throughout the survey process, the China Travel Association and its affiliated memberorganizations provided valuable support in distributing, collecting, and conducting Background The China outbound tourism market sentiment survey is a crucial segment ofthe tourism market sentiment survey jointly published by WTA and Horwath. This survey encompasses five questions designed to understand market expectationsregarding the development of outbound tourism volume, per capita expenditure, and totalrevenue levels in the first half of 2024. We conducted a comprehensive analysis and Each question in this survey corresponds to a sentiment index, depicting the market'soutlook on overall performance. This index ranges from -150 to +150, with "-150"representing a highly pessimistic outlook, "0" denoting neutrality in performanceexpectations, and "+150" indicating a very optimistic market outlook. In this survey, travel Sample Analysis This marks the seventh survey conducted by Horwath HTL and theWorld Tourism Alliance on the China outbound tourism market. This Destination Management/ Marketing Agency11%Travel Agencies35%Hotels17% Outbound tourism has benefited from several favorablefactors, rekindling market enthusiasm At the beginning of 2023, the gradual easing of cross-border travel restrictions and theresumption of group tour operations significantly bolstered market confidence. This As we step into 2024, a series of favorable policies have emerged. Starting on February9, 2024, Singapore implemented a visa-free policy for Chinese tourists, followed byThailand on March 1. Furthermore, Malaysia's implementation of a 30-day visa-freepolicy at the end of 2023 has revitalized interest in the classic "Singapore-Malaysia- These developments have influenced industry expectations for the outbound tourismmarket in the first half of the year. The survey findings reveal a comprehensive Market Sentiment Analysis How do you anticipate the overall performance of theoutbound tourism market in 2024 H1 compared to 2023 Overall Performance of Overall market performance expectations are positive and optimistic. In early 2024, a series of favorable policies for outbound tourism injected significant momentum into the market's recovery. According tothis survey, the overall performance index for the Chinese outbound tourism market in the first half of 2024 reached 35, marking a 9- Analyzing specific indicators of the outbound tourism market, the index for outbound tourism volume in the first half of 2024 soared to45, a 20-point increase from the same period in 2023. This indicates industry practitioners' confidence in the surge of outbound tourists inthe first half of the year. However, it is noteworthy that the index for per capita spending has decreased compared to the same period in2023, standing at a modest 29. This decline has also impacted the overall revenue expectations index. The relatively conservative What are your expectations for yourbusiness’s year-on-year growth or decline in Respondents are confident in the recovery of their ownorganizations and the performance of their regions, with Respondents‘ organizations/regions exhibit a performance sentiment index of 50,representing a 24-point increase from the same period in 2023. The The optimistic outlook of respondents' organizations/regions is somewhatcorrelated with their geographical locations. The sample of regional marketinterviews in this survey is predominantly concentrated in North China and EastChina, which also happen to be the most densely populated areas with industry Sentiment Score21 How do you expect each of the factors belowto i m p a c t t h e C h i n a o u t b o u n d t o u r i s m The anticipated indices for "Current VisaPolicies" and "International Flight Changes"have both increased compared to the same periodlast year, reaching 38. Since the second half of 2023,several countries have implemented favorable visapolicies for Chinese citizens, which is expected tofurther boost outbound tourism demand. Regarding “Instability in the InternationalPolitical Situation”continues to bethe most adverse factor impacting the The ongoing instability in internationalpolitics has made consumers morec a u t i o u sw h e n c h o o s i n g t r a v e l 15 What are the performanceexpectations for each outbound travel destination market below The tourism sentiment index forSoutheas