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Destinations in the Middle East have emerged as popular spots for China's upcoming May Day holiday, commonly known as Golden Week.
Overall overseas travel from China during the holidays this year remains 13% below 2019 levels. However, ForwardKeys ticket sales data showed that travel to the United Arab Emirates (UAE) surged by 66%, while Turkey recorded a huge 56% increase.
It is set to expand by 75% in the second quarter with increased seat capacity from Africa and the Middle East, leading to a surge in travellers.
Corresponding to the increase in seat availability to China, the number of travelers to Turkey increased by 56%, Italy by 19% and the UK by 12%.
Last month, Trip.com, China's largest online travel agency, announced record bookings in Abu Dhabi, with more than 57,000 nights booked in the past 12 months. From 2022 to 2023, outbound travel orders from Chinese travelers to the UAE across all products more than tripled.
Chinese outbound travel to the Middle East had already reached pre-pandemic levels during the Lunar New Year period in February.
Pre-pandemic travel patterns
ForwardKeys expects the May holidays to closely resemble pre-pandemic travel patterns, with significant travel peaks around April 27 and May 1.
In Asia, Malaysia has emerged as the best-performing destination for Chinese travelers, with flight bookings currently 42% higher than 2019 levels. Travel to these destinations is expected to exceed 2019 levels in May due to more generous visa policies, including visa-free travel to Malaysia and Singapore and simplified procedures to South Korea.
These findings are consistent with insights from Dragon Trail's Chinese Traveler Sentiment Report, which will be released later on Wednesday. Visa-free policies, direct flights and simplified application procedures are also making international travel more attractive and accessible, the report said.
According to ForwardKeys, a notable change in the passenger profile was a decline in group travel, which was down 53% compared to 2019 levels. In contrast, solo travelers have shown a strong interest in exploring destinations in Asia, increasing by 9%.
The Dragon Trail report also highlights the growing preference for independent travel among Chinese tourists. Travelers also prefer semi-self-guided trips and boutique groups of 6 to 10 people for their flexibility and convenience.
Value-oriented approach
In addition to flexibility and convenience, Chinese travelers seek relaxation and comfort while traveling.
Amid the challenges posed by the coronavirus pandemic and China's economic downturn in 2023, Chinese travelers are prioritizing relaxation and comfort on their travels.
Economic pressures have led to a value-oriented approach to travel planning, with the majority weighing their spending carefully to maximize value and choosing affordable travel options.
About 20% of respondents who said they would not travel abroad in 2024 cited income limitations as a barrier. Only a minority (11%) are willing to pay a premium for a superior product or service.
Most travelers allocate less than 20% of their income to travel, and the budget for upcoming trips usually ranges from RMB 10,000 to RMB 30,000.
Despite the focus on budget, shopping remains an essential part of international travel, with more than two-thirds of travelers spending at least RMB 2,000 (US$276) per trip. Local food and souvenirs are the main shopping categories, followed by cosmetics, clothing, shoes and bags.
Photo credit: Overall overseas travel from China during this year's May holidays was 13% slower than in 2019.
