Skift Take

As the Chinese travel market embraces personalization, technology integration, and enhanced experiences, the industry needs to adjust to this ever-changing landscape.

Peden Doma Bhutia

Think China’s travel recovery is “sluggish?” Don’t say that to Calvin Chu, managing director, international vacation business at Alibaba’s Fliggy.

Outbound travel is on the rise, he said and Fliggy has observed visa services sales topping 2019 levels, signifying the resurgence of wanderlust among Chinese tourists.

Flight bookings indicate a heightened interest in destinations within a four-hour flight range from major Chinese cities.

“The enthusiasm is clearly rekindling for Chinese travelers, who have historically played a substantial role in global outbound travel. The only concern now is for supply to pick up,” Chu said.

Chinese Tourists Are Traveling

Chinese tourists are opting to stay closer to home and that’s largely due to the ease of travel within the country, Chu said.

“Whether it's road trips or high-speed railways, tra