Cross-border tourism consumption trends: China unbound

The global travel industry has been flying high. With a surge in consumer spending, new travel trends and patterns have emerged.

To support the sustainable and resilient recovery and development of the global tourism industry, the World Tourism Alliance, Mastercard, Trip.com Group and Ant Group have conducted research on cross-border tourism spending. Four major consumption trends have been identified: 

• The potential for cross-border tourism is sky-high thanks to economic growth
• The experience and event economy is driving consumption
• Cost-effective and eco-friendly experiences are the new preference in an era of “value”
• Destinations in Asia Pacific witnessed strong growth

One major highlight is the evolution of tourism consumption patterns as consumers shift from the more traditional spend on accommodations and shopping towards more experiential purchases like food and entertainment. This has led to:

• An increased preference of personalized travel options — like high-end customized tours
• The prevalence of themed and experiential travel
• A greater focus on value for money
• The growing usage of public transportation 

On a parallel path, the Chinese Mainland market is enjoying accelerated recovery patterns, both inbound and outbound. 

• The volume of cross-border travelers in the first quarter of 2024 reached 83% of the same period in 2019.
• Inbound: There has been a robust rebound of overseas tourism into Mainland China thanks to the expansion of unilateral visa-free arrangements, coupled with continuous enhancements to visa and payment facilitation measures. This has substantially boosted market confidence.
• Outbound: More Chinese tourists are traveling internationally as flights are covering more cities, seeing strong recovery and an unexpectedly high average spending. 
• With the growing momentum of this market, there is added confidence on the recovery and development of the global tourism industry as a whole.

Equally important is the sustainable development of tourism, which has emerged as a critical issue of global importance. As more destinations fully integrate sustainable elements into their growth strategies now, the environment, the communities and the economy stand to benefit and prosper in the long-term. 

From the emerging trends of the travel industry to the realization of market potential in countries such as Mainland China, the future of travel is looking at clear skies ahead. To read the rest of the research, click here.