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Popular Overseas Travel Destinations for Chinese Travelers

In a recent study conducted by Asmark, a marketing research company based in Tokyo, it was revealed that over 70% of Chinese travelers prefer Asian destinations for their overseas trips. This finding, part of a comprehensive survey among Chinese individuals aged 20 to 50, underscores the shifting dynamics of travel interests following the COVID pandemic.

Background of the Survey

Conducted between March 24 and April 4, 2025, the survey focused on the overseas travel habits of Chinese residents. It highlighted key insights into their recent travel experiences, preferred destinations, travel companions, and perceptions of the countries they visit. While the pandemic led to a cautious approach towards international travel, signs of recovery are evident in the increase in Asian tourists visiting foreign destinations, specifically Japan, where foreign visitors hit a record 30 million from January to October 2024, boosted by favorable exchange rates.

Despite the surge in inbound tourism, the number of Chinese visitors to Japan saw a decrease from 8.9 million in 2019 to approximately 6.4 million in 2024. This paradox reflects broader travel trends that are shifting in favor of domestic and shorter international trips.

Key Findings of the Survey

Frequency of Travel

Among those surveyed, about 90% of individuals who traveled overseas in the past two years reported multiple trips, with an average of 4.2 trips per person. Notably, those aged 50 and above traveled more often than younger generations, and individuals with a monthly income exceeding 75,000 yuan exhibited the highest frequency of travel.

Travel Companions

When it comes to travel companions, familial ties dominate, with around 75% of respondents traveling with family. However, those in the higher income bracket indicated a tendency to travel with diverse companions, suggesting that financial capability enables broader travel experiences.

Preferred Travel Regions

The survey results indicated that Asia emerged as the most favored region for overseas travel, with approximately 75% of respondents visiting countries in Asia. Europe and the Americas followed, showcasing a clear preference for destinations closer to home. Interestingly, travelers earning less than 30,000 yuan displayed a significant inclination toward Asian countries.

Men in their 50s revealed a greater interest in regions such as the Americas and Africa compared to other age groups, suggesting diverse travel preferences driven by personal interests or financial freedom.

Impressions Before and After Travel

The perceptions surrounding travel destinations before and after travel experiences remained consistent. Travelers cited stunning landscapes, relaxation opportunities, and rich cultural traditions as essential positive impressions prior to their trips. Post-travel feedback echoed these sentiments, emphasizing the beauty and cultural richness of the places visited. Price-related factors, such as affordable meals or goods, did not significantly influence their travel motivations, indicating a preference for deeper experiences over budget considerations.

Conclusion

The results of the survey present a vivid picture of the evolving travel preferences of Chinese tourists. Asian countries dominate their travel plans, while family remains a crucial element of their travel experience. The insights garnered from this study can help travel operators and marketers understand the preferences and desires of this growing segment of travelers, guiding them in creating tailored offerings that resonate with these new trends.

For more detailed insights and data, please download the survey results here.