Arabian Travel Market Explores Strategies to Capitalize on China's Tourism Growth

Capitalising on China’s projected tourism growth was a key topic at Market Insights Summit at Arabian Travel Market (ATM).

The summit, which took place on the Global Stage at the Middle East’s leading travel and tourism exhibition, explored the potential of developing markets such as China.

Sharing the latest research from Huawei’s Petal Ads platform, Ghataura said,

“Between Q1 2023 and Q1 2024 the number of outbound Chinese tourists visiting the Middle East increased by 54%, with the UAE, Egypt and Saudi Arabia being the top destinations in the region for Chinese travellers. In 2023, China accounted for 10% of global travel, with a collective spending of approximately US $265 billion. The primary driver for China’s outbound tourists is the cultural experiences they can enjoy in foreign destinations.”

He added:

“In terms of when they travel, notable seasons are the May Day holiday, China National Day and the Spring Festival.”

According to Huawei's research, 66% of travelers to the Middle East seek cultural experiences, while outbound Chinese tourists are primarily drawn to luxury offerings and sporting attractions. There's a notable increase in the senior middle-class segment, prioritizing quality travel with higher disposable income. Dragon Trail International's consumer research indicates a significant rise in Chinese travelers' confidence and intention to travel. In 2023, 30% opted not to travel abroad, dropping to 10% in 2024. Notably, 5% have already traveled, and 18% have booked travel, with 94% planning visits to multiple destinations. Scenery motivates tourists to leave China, seeking diverse nature and culture. Word of mouth alongside traditional and digital marketing is crucial. Outbound tourism recovery is seen as an "upward spiral." Prioritizing storytelling and genuine audience engagement is vital for tourism boards to build trust and attract Chinese tourists.

ATM’s summit tomorrow will focus on ‘Luxury’, featuring speakers from leading international hospitality brands, including Raffles, The Lana (Dorchester Collection), Jumeirah, and Kempinski. Topics on the agenda at the Luxury Summit tomorrow include Bringing the Experience Economy to Luxury: Attracting Customers with One-off Moments That Matter and Luxury Product Development: What Travel Can Learn from Retail.

Another highlight tomorrow will be the announcement of the ATM Best Stand Awards, which recognise the design creativity and business-friendly appeal of exhibiting companies across six categories – ‘Best Stand Design’, ‘Best Stand for Doing Business’, ‘Best Stand Feature’, ‘Best New Stand’, ‘Best Use of Technology’ and ‘Sustainable Stand Award’.

News Source: Emirates News Agency