Sentiment and Growth Opportunities: Chinese Tourism Between Local Holidays and the Desire to Travel
There is increasing talk about the return of Chinese tourists to Europe, particularly to Italy. However, less is said about how to tap into the enormous growth opportunities—for the tourism sector and its entire ecosystem—that this new wave of travelers from the Far East brings with it.
Social networks, market research, and a strategic vision can help answer some key questions: What are the most desired destinations for Chinese travelers? How do they behave online and what do they talk about? Through which channels can they be reached, and which brands are the most appealing?
Attitudes and Characteristics of the Typical Chinese Tourist
According to the analysis conducted through ICONIC Social Intelligence, Retex’ proprietary platform which allows for the sentiment analysis of users connected to all Chinese social platforms by gathering valuable data and information, what primarily motivates tourists from the shadow of the Great Wall are the desires for culture, luxury, nature, and entertainment.
The new generation of Chinese tourists are young, under 35, and digitally savvy. They increasingly organize the various phases of their vacations independently, relying on social medias for suggestions as well as for choosing and booking services.
Children of the economic boom at the start of the millennium, often residing in major metropolises and possessing medium to high spending power, they share their adventures and vacations on Xiao Hong Shu (our Instagram, also known as RED) and Douyin (TikTok), seek inspiration on Kwai, and spend hours on WeChat. They travel in search of unique, engaging experiences that enrich their cultural identity and social status.
What Are the Most Sought-After Destinations for Travelers
From these initial indications, it’s easy to infer which destinations are most sought after on Ctrip, the leading Chinese travel booking app: in the first quarter of 2024, the top preferences for Europe are France, the United Kingdom, Italy, Iceland, and Switzerland.
France and Italy offer an intriguing variety of options, with fashion and luxury taking center stage, as well as a wide selection of breathtaking landscapes and art cities. The United Kingdom retains the allure of its history, particularly thanks to its capital, London. More wild and untamed experiences can be found in Iceland and Switzerland, with their rocky peaks, glaciers, and landscapes at the edge of the world.
It’s also interesting to note the concentration of searches, which occurs mainly in the weeks leading up to major national and international holidays. After all, what better time to travel abroad or return home?
What Are the Most Important Chinese Holidays
The most important Chinese holidays involve hundreds of millions of young and adult individuals eager for new experiences and adventures. Understanding the symbolic holidays under the shadow of the Great Wall helps to comprehend when, how, and why Chinese travelers decide to embark on their journeys. It also provides insights into how to tap into this enormous demand, which impacts not only the tourism sector but also those related to hospitality, culture, and luxury.
Chinese New Year
Undoubtedly the most well-known and significant traditional holiday, Chinese New Year culminates in a grand dinner with family and votive offerings to deities and ancestors, bringing good fortune for the new year. Many Chinese people, even those living abroad, return to visit relatives and friends or choose this occasion for a family trip. In 2025, Chinese New Year will begin on January 29 and will continue for two weeks.
Lantern Festival
Falling on the 15th day of the new year, the Lantern Festival marks the end of the Chinese New Year celebrations, ideally closing the first vacation window of the year for Chinese travelers. Once they return home, they take down traditional decorations and resume their daily routines.
Mid-Autumn Festival
Also known as the Moon Festival, it is celebrated on the 15th day of the eighth month of the year (usually in October). It consists of three days of mostly domestic celebrations with family and friends, featuring small gifts and the exchange of traditional mooncakes. Some people take this opportunity for a short trip.
Golden Week
Starting on October 1 and lasting for seven days, Golden Week commemorates and celebrates the founding of the People’s Republic of China. The break from work and study activities facilitates vacationers who wish to reunite with their families, discover unseen corners of their homeland, and visit new countries. Not surprisingly, it is the most important event for local tourism.
Christmas
In recent years, Christmas has also been celebrated in China, at least in its commercial sense imported from Europe. Markets and themed decorations illuminate homes and streets, especially in large cities, while some people begin to dream of snowy holidays and alpine landscapes.
Therefore, it is impossible for Italian brands interested in attracting the Chinese audience during holiday periods to ignore these occasions. The desire for new experiences and the willingness to spend increase significantly with the festive atmosphere, tourism flourishes, and all related activities benefit as well.
What Chinese Tourists Desire and How They Behave
But what do Chinese travelers desire during their vacation? And what is their sentiment towards overseas experiences?
First of all, Chinese users like to share experiences and travel-related content on social networks, generating discussions and expectations from other internet users, serving as both inspiration and a point of comparison.
By analyzing discussions and content on Douyin, Little Red Book, and WeChat, it is possible to know that events related to fashion and luxury generate an extremely positive sentiment towards France (73.5%), while the United Kingdom suffers from its colonial past and the controversy related to some Chinese artworks held by the British Museum, resulting in a negative perception of its cultural policies (47.2%). The sentiment towards Italy is positive due to the wealth of artworks, monuments, and cultural attractions, but it is slightly declining due to concerns related to the perception of low safety in Italian cities. The peace, efficiency, and wonder generated by the natural attractions of Iceland and Switzerland generate a decidedly positive sentiment towards these two countries (81.5% and 72.9%).
The Best Tools to Engage with Travelers
Brands, products, and services related to tourism must therefore be present online and especially on social platforms: it is here that stories are told and promoted, where the public’s mood is perceived, and new growth opportunities can be seized.
Xiao Hong Shu (RED)
The Chinese equivalent of Instagram integrates social networking and e-commerce. Travel is one of its most interesting trends, and nearly three-quarters of its users are under 35, a demographic that perfectly matches the profile of the ideal Chinese traveler in terms of age and habits.
Douyin
The Chinese version of TikTok has over 700 million active users and billions of short videos shared every day, many of which are about travel experiences. It is the ideal platform to engage local influencers, gain visibility, and build credibility with a new and curious audience.
With over 1.3 billion registered users, WeChat’s ecosystem allows users to do virtually anything: book tourist visits, purchase luxury gadgets, exchange messages and stories with contacts, and visit the mini-sites of companies related to their vacations. It is impossible not to have a presence on this channel.
Opportunities for Italian Brands
The digital world is the most flexible and direct approach to the Chinese audience, thanks to the vast array of platforms and various solutions to reach the desired target audience: Chinese travelers can be engaged before, during, and after their vacation, thus building an effective and personalized customer journey.
The most attractive Italian brands are certainly those related to hospitality (hotels, famous restaurants, etc.), fashion & luxury (ready-to-wear brands, etc.), public and private transportation, and exclusive experiential packages (customized guided tours, museums, etc.): they are the ones who must first commit to building an effective online presence, but also to meeting the needs of increasingly sophisticated customers seeking exclusive contexts.
Digital tools not only allow communication with ideal users but also enable understanding their tastes and needs, tracking their actions, and verifying their responses.
Thinking Long-Term for an Effective Multichannel Strategy
A multifaceted world and such a vast audience deserve a layered and ambitious vision, capable of devising a long-term multichannel communication and promotion strategy that aims to improve brand awareness and dialogue with the Chinese public, as well as purchase journeys.
Turning online storytelling into a digital business strategy is not simple, but it is the necessary condition to win over your users and not miss the opportunities that young Chinese travelers, eager for unique experiences and with good spending capabilities, bring with them.
