China’s long, extremely restrictive lockdown was just lifted, and the return of mainland China’s outbound travel market is arguably *the* hottest topic in tourism. Finn Partners, with research consultancy Consumer Search Group, just released a study on more affluent Chinese consumers’ travel plans. First, they plan more overseas travel than their pre-pandemic pace: roughly half of them plan at least five trips this year. After being confined for three long years, they seek wellness, nature and “social connections.” Nature is the first priority for 60% of travelers (especially among those aged 36+ at 69%). And 56% are keen to actively incorporate wellness in their holidays, with one-third preferring camping, hiking, outdoor adventures and cultural immersion.
Read key findings.
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