2024年上半年中国入境旅游市场情绪报告

China Inbound Tourism Contents Foreword03 Background04 Sample Description05 Market Sentiment Analysis06 Disclaimer17 Foreword With the relaxation of various control measures, the Chinese inbound tourism markethaswelcomedthepost-pandemic erafilledwithopportunities.China has successively formulatedvarious measures to facilitate foreign entry in order topromote cultural exchange andinteraction.Unilateral visa-free policies have been implemented for multiple countries WTA and its partner Horwath HTL, thegloballyleading hotel and tourism consulting company,are jointly releasing the “China Inbound Tourism Market Sentiment Report” for the 7th time. Weextendoursincere gratitude tothe China Association of Travel Agents and itspertinentmemberentities,along withFosunTourismGroup, for providing us with the images used in this Background The “China Inbound Tourism Market Sentiment Report,” which waspausedfor two years due to the industrydownturn,resumed inthe first half of 2023. Thisbiannualeconomic survey aims toassessthestate ofthe inbound tourism marketfollowinga full year of recovery,addressingfive questions to understand the market’s expectations for inbound tourist The sentiment indexprovidedfor each questionmirrors respondents'outlookon market performance. The index rangesfrom -150 to +150, where "-150"indicates a highly pessimistic outlook,"0" represents a neutral attitude, and "+150"denotes Sample Description This surveymarksthe7th sentiment survey conducted byHorwath HTLand the World Tourism Allianceregardingthe Chinese inbound tourismmarket. This reportencapsulatesthefindings ofthefirst-half 2024inbound Market confidence has reachedarecordhighwith the issuance of various favorable policies Despitethe comprehensive opening ofnationalborders at the beginning of 2023, inbound tourism demanddid not recoverasexpecteddue toseverallimiting factors,leading to arelatively subdued overall sentiment Numerouspolicies were introduced inthe second halfof 2023in order to bolsterinbound tourismdemand.These policiesaimed to optimize foreignentries,including implementing visa-free policies across designatedregions, issuing unilateralvisa-freepoliciesfor multiplecountries,andexpanding the acceptance offoreign However, the inbound tourism market stillgrapples withobjective challengessuch as a shortageofprofessional talents anddeficienciesininternational reception capabilities,alongwithotherissueslike The recentsurgeof snow tourism destinations in China,epitomizedby Harbin, has injected newvigor intothe market andeffectively established anexemplary benchmark for inbound tourism content creation. With Composite Sentiment Index Overall InboundTourism Performance All three performance indicatorshaveturned positive,with the outlook for tourist arrivals being particularly optimistic According to the National Immigration Bureau, the total number of entries and exits for residents abroadinthefourquarters of 2023has steadilyrecovered to42%, 65%, 77%, and 86% of the levels during the same period in 2019, respectively. With the issuance of various policies in the secondhalf of the year,mostrespondents hold an optimistic attitude towards various indicators of the overall market in the first half of 2024. It is •During the pandemic, the tourism industry chainsuffered severe damage, resulting in asurge in the cost of inboundtravel.Withthe post-pandemicrepair of the industry chain, the reception capacity of the inbound tourism market has steadily recovered, leading to a reduction in the Comparedtothe first half of 2023, please predictwhether the performance of inbound tourism in Respondentsaregenerallymoreconfidentintheperformancerecoveryoftheirownorganization Respondents’ exhibit a more favorable outlook for the expansion of their individualestablishments or local areas compared to their perceptions ofthe overallmarketperformance. The sentimentindexpeaks at 42, surpassing the overall market index by 20points.This statisticalfindingnot onlyunderscores the respondents' strong belief in the The influx of inbound tourists continues to mirror the current market trend, presenting ahighly promising indicator for each surveyed institution. Anticipated growth in tourist arrivals Sentiment Score23 How do you expect each factor belowto influence China’s inbound tourism With the relaxation of control measures, the impact of COVID-19 on the inbound tourism market hasconsiderably diminished, resulting inthe exclusion ofthisfactorfrom theprimarilyinfluencing factors in this survey.Among thesix main factors surveyed, respondentsgenerally Positive factors: Historically, China'svisapolicyhas served as the primary hindrance to the growth of the inboundtourism market.However, withthe countryimplementinga series ofinbound measures in the second half of 2023,continually enhancing the visa application process, and piloting unilateral visa-free policies for multiple countries, the relatedindex surged to a peak of 48 in this survey. R