Key Insights from China’s Green Book of Tourism

The Green Book of Tourism, released by the Tourism Research Centre of the Chinese Academy of Social Sciences, emphasizes the prospects for growth within China’s tourism industry, attributing this potential to policy innovations, digital advancements, and a focus on consumer preferences.

Future Growth The report highlights that the Chinese tourism sector is slated to thrive by concentrating on key areas such as innovation and sustainability while catering to evolving consumer demographics.

As international tourism rebounds, China is poised to capitalize on government policy support and investments in infrastructure. The report suggests that major focuses for the upcoming year will be more public holidays, key cultural and sporting events, and enhanced visa-free policies.

Urban Tourism Trends Moreover, there’s a noteworthy shift towards experiential urban tourism, significantly bolstering the global appeal of Chinese cities. Cities are leveraging social media to create unique travel experiences that invite deeper engagement from visitors.

Travel Preferences Tourists are increasingly favoring less crowded and cost-effective destinations, with a notable rise in self-guided and solo travel options—self-driving trips now account for 78% of domestic tourism.

Aging Tourist Demographic Aging populations are also influencing market demands, prompting the government to advocate for senior-friendly tourism initiatives, including group tours and special travel packages aimed at older travelers.