Chinese tourism has been on a rebound since the lifting of travel restrictions in 2023, and Chinese tourists have evolved over the years in their spending behaviors and preferences. Favouring cultural elements during their travels has been on the rise and has reshaped global tourism dynamics. This was revealed by Huawei during the Global Eco Summit during the annual Huawei Developer Conference (HDC) 2024 which happened last month, with data from research by Quest Mobile on China Internet Commercial Market Trends.

While the research points to trends in domestic travel, it is clear that changing preferences highlight the importance and potential for global brands to tap into the Chinese market. But what can we learn from this evolving trend to understand the driving force behind cultural tourism among Chinese tourists?

Chinese tourism trends and the recent shift towards cultural tourism

Diving into the Quest Mobile research discussed during the conference, the Chinese market shows significant trends in user engagement and online advertising, with beauty, luxury goods, general eCommerce, and automobiles seeing substantial interest. However, the standout trend is the rapid growth in the cultural and tourism market. This shift is indicative of a broader change in consumer preferences, driven by several key factors.

The World Tourism Barometer Q1 2024 highlights China’s tourism industry returning to 80% of its pre-pandemic levels by the end of this year, with expectations to surpass 2019 levels by the end of 2025. This recovery trajectory is not just a return to the pre-pandemic levels but a sign of evolving interests.

In addition, Quest Mobile’s research reveals a strong recovery in outbound tourism, with increasing discussions among users and year-on-year growth in monthly active users for outbound travel-related apps. Notably, the younger demographic is playing a pivotal role, influenced by favourable visa-free policies and competitive exchange rates, making international travel more accessible and appealing.

At the same time, local entertainment and tourism are booming. Key mobile internet sub-sectors such as flight information, travel tools, train services, and hotel services are experiencing significant year-on-year growth. This indicates a growing interest in exploring not only international destinations but also domestic cultural heritage sites, historical landmarks, and traditional festivities.

The pivot to cultural tourism reflects a deeper societal trend. Chinese tourists, especially the younger generation, are increasingly seeking experiences that offer a connection to their cultural roots and historical narratives. The rise of digital platforms facilitating travel planning and sharing has further amplified this trend, making it easier for tourists to discover and explore cultural destinations.

What drives Chinese tourists towards cultural tourism?

Chinese tourists, especially Generation Z, are increasingly favouring unique and immersive travel experiences. Quest Mobile’s report highlights a significant shift in international tourism preferences among Chinese travellers, with a growing demand for diversified and immersive destinations. This trend is particularly evident among Gen Z and affluent travellers who seek unique experiences that can be shared online, showcasing their adventures and discoveries.

Content platforms like Xiaohongshu play a pivotal role in this shift. The rise in conversations about outbound tourism on Xiaohongshu reflects a growing interest in unique cultural attractions. Users share travel experiences and recommendations, turning the platform into a valuable resource for those seeking distinctive cultural experiences. This user-generated content helps shape travel plans, fostering a community-driven approach to discovering cultural destinations.

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Technology also plays a major role in driving this trend. The availability of apps such as language translators, QR code payments, accurate navigation, and automatic recommendations significantly enhance travel experiences. These innovations make it easier for tourists to explore and engage with cultural destinations confidently and conveniently. The seamless integration of technology in travel planning and execution allows for deeper, more enriching cultural interactions, further fuelling the interest in cultural tourism among Chinese travellers.

How can brands leverage this trend?

How can brands looking to enter the Chinese market leverage this trend? Brands can effectively tap into the growing interest in cultural tourism among Chinese travellers by integrating cultural elements into their marketing strategies.

Petal Ads, with over 580 million global monthly active users of Huawei devices, is uniquely positioned to connect brands with this audience. Leveraging first-party data, Petal Ads can identify and understand the preferences and behaviours of Chinese tourists, allowing brands to tailor their campaigns for maximum impact.

Petal Ads’ latest offering, the Petal Business Index (PBI), empowers brands by providing precise insights into consumer considerations within the Huawei ecosystem. By leveraging the PBI, brands can gain a deeper understanding of Chinese audiences, enabling them to craft targeted marketing strategies that resonate with the desire for unique and immersive cultural experiences.

In addition, during the Barcelona Tourism Workshop held in June, a key strategy that was discussed to attract more visitors was to de-seasonalize tourism. This can be done by increasing visitors during peak periods such as Lunar New Year and Golden Week. This is to decentralize tourism by extending the average length of stay and promoting high-quality experiences in lesser-known tourist spots.

Additionally, it can also help raise the average spend by offering attractive local products, including Michelin-star restaurants, luxury retail spots, and wineries. These efforts not only enhanced the cultural appeal of Barcelona but also catered to the specific interests of Chinese tourists. Brands can leverage the same strategy to help push for a steadier stream of tourists during non-peak seasons.

Brands can emulate this approach by promoting cultural experiences that highlight local heritage, traditions, and high-quality offerings. By aligning their marketing efforts with the interests of Chinese tourists and leveraging the powerful insights provided by Petal Ads and the PBI, brands can effectively engage this lucrative market and drive significant growth.

Bridging the gap between brands and the Chinese market

To attract Chinese travellers, destinations and brands should embrace and highlight cultural elements in their tourism offerings. Understanding the preferences of Chinese tourists, particularly their desire for unique and immersive experiences, is key. By focusing on authentic cultural experiences and high-quality local offers, brands can engage Chinese travellers and drive success.

Explore how Petal Ads can help your brand connect with Chinese audiences here.