China's resumption of the outbound trip has gained pace since the downgrading management of the travel restrictions. Ctrip data indicate that this year's overseas travel for the seven-day Lunar New Year holiday has surged by 540% YoY (trip.com). Fliggy, Alibaba's travel platform reveals a quadrupled for outbound travel services has increased more than 10 times to the previous year (fliggy.com). Since February 6, pilot outbound group trips to over countries has also resumed. Search volume of the outbound trip has reached a three-year high on social media and OTA platforms. Netizens posted their eagerness to travel around the world with various travel desires.
What does it mean for destination tourism in the DACH region?
Chinese tourists are confident and willing to spend money on trip consumption. The DACH region's high-quality and attractive tourism-related businesses can benefit from this target segment. To attract the upcoming Chinese tourists now is the best and most important moment for high-quality tourism-related businesses to have content marketing strategies toward the Chinese tourists – especially historical retail brands, luxury and boutique hotels, and authentic local restaurants. It is worth bearing in mind that the destination image increasingly influences digital-savvy Chinese travelers through social media. Stylish vacations and stunning images of the local life experiences shape the destination's popularity.
