With the arrival of the summer holidays and the “dog days” of the year, Chinese travelers are eagerly unleashing their pent-up energy on trips overseas. Surprisingly, some unexpected destinations have become new favorites, alongside the traditional choices of Europe and the US. Middle Eastern and African countries are now drawing increased interest.
Data from online travel platforms Tuniu and Trip.com reveals a significant surge in visa demands for various destinations since June. Popular choices among Chinese travelers include Singapore, Thailand, France, Malaysia, New Zealand, Italy, Spain, Vietnam, Greece, and Russia. Notably, European countries comprise only four of the top ten destinations, with the US absent from the list.
While European countries remain popular choices for most travelers, many are now showing interest in less conventional destinations such as Switzerland, Iceland, Serbia, and the Caucasus region. Furthermore, Middle Eastern and African countries have emerged as unexpected hotspots. South Africa, Kenya, Egypt, the UAE, and Iran have gained popularity among Chinese travelers.
The trend is evident in Trip.com’s data, which shows the cooling down of interest in traditional destinations like Europe, while the Middle East and Africa markets have become the “dark horse” of the summer outbound travel market.
According to industry experts, the shift toward exploring less familiar destinations is primarily due to the resumption of outbound tourism. The majority of travelers this year are experienced and seek fresh and niche experiences.
Supporting factors for the trend include relatively stable summer airfares from China to the Middle East and Africa, along with the recovery of flight numbers in the region. Additionally, group travelers find it easier to obtain visas for Egypt and the UAE.
Flight recovery rates in the Middle East have reached 70 percent compared to the same period in 2019, while Africa has seen a remarkable recovery rate of 127 percent.
Chinese travelers, like Zhao, a 26-year-old woman residing in Beijing, are attracted to Africa due to easier visa procedures. She plans to visit Kenya and Tanzania, highlighting her desire for a different style of travel compared to popular destinations in Europe and Southeast Asia. Zhao expressed her excitement to witness African wildlife and nature firsthand, fulfilling the dreams she had during the pandemic-induced lockdown.
In contrast, travel to some European and US countries has been hindered by lengthy visa application processes. Overcrowding has resulted in fully booked visa appointment slots for the Schengen area and the US, making it difficult for travelers to even secure a time slot. This, along with the high likelihood of visa rejection, has deterred many from considering these destinations.
As outbound travel gradually resumes, Chinese travelers are embracing new and unconventional destinations, seeking unique experiences and fresh perspectives.