Industry News

Governments and tourism authorities worldwide are increasingly courting Chinese travelers, recognizing their outsized spending power. Observers said that as China's tourism demand steadily picks up, its broader impact on the global economy is gradually emerging.

BEIJING, May 5 (Xinhua) -- During the May Day holiday, Chinese travelers fanned out across the globe, bringing a surge in outbound travel demand from Africa and Europe to Central Asia. From hotels to tour operators, destinations are seeing a welcome uptick in business.

Daily inbound and outbound passenger flows are expected to average 2.25 million and peak at more than 2.4 million in a single day during the May Day holiday, the National Immigration Administration said on April 28.

Observers say Chinese tourists are increasingly seeking richer, more immersive experiences, prompting destinations around the world to expand their offerings, elevate service standards, and innovate in ways that inject new energy into the global tourism industry.

GROWING DEMAND

On May 1, in front of Sydney Opera House, one of Australia's most iconic landmarks, Chinese tourists lined up for guided tours led by Mandarin-speaking guides. Chinese visitor Hou told Xinhua that he was traveling with his parents and girlfriend on an eight-day independent trip to Australia during the holiday.

In Cholpon-Ata, a town on the shores of Lake Issyk-Kul in Kyrgyzstan, hotel owner Azizova has noticed a noticeable uptick in Chinese visitors. "Late on May 1, a group of eight Chinese tourists checked into our guesthouse. We've had Chinese guests in previous years, but never in such numbers," she said.

James Mussa, a 42-year-old freelance tour guide in Tanzania's Zanzibar with nearly a decade of experience, said he has clearly felt an increase in the number of Chinese tourists during this year's May Day holiday.

"Many Chinese tourists started contacting me as early as two months in advance to book their trips," Mussa said, noting that bookings for marine tours, snorkeling and cultural experiences on the island have increased significantly.

The May Day outbound travel boom is widely seen as a sign of China's vast potential in the global tourism market.

"China is a strategic market for European tourism, both in scale and value. Chinese travelers are also among the highest spenders," said Eduardo Santander, CEO of European Travel Commission, noting that Europe welcomed close to 10 million Chinese travelers in 2025.

Central Asia, once a niche destination, is rapidly emerging as a key market for Chinese nationals, supported by strong visitor growth, expanding air links and deeper economic ties with China under the Belt and Road Initiative.

"Travel demand between China and Central Asia is likely to become even more pronounced in the near future," said Mayur Patel, commercial and industry affairs leader for Asia-Pacific at OAG Aviation, a global travel data provider.

Passenger traffic from China to Central Asia rose 59.3 percent in 2025 from a year earlier, making it one of the fastest-growing regions, said Patel, citing data from China's civil aviation authorities.

ECONOMIC ACTIVATOR

Chinese outbound travelers are reshaping global tourism, favoring personalized, immersive, and high-quality experiences over traditional shopping-centric itineraries. Analysts say the shift is prompting destinations to upgrade services and diversify offerings.

Chinese tourists are shifting from "shopping-oriented consumption" to "experience-oriented consumption," said Caroline Paul, CEO of the French tourism marketing company Talents Travels, noting that the increase in Chinese tourists would have a "very significant" effect on the French economy.

Chinese tourists visit the Pyramids of Giza during the Spring Festival holiday in Giza, Egypt, Feb. 23, 2026. (Xinhua/Ahmed Gomaa)

Paul said that Chinese tourists have a "strong willingness" to consume, while domestic consumption in France remains relatively weak, making Chinese visitors an important driver for the tourism sector and related industries.

Governments and tourism authorities worldwide are increasingly courting Chinese travelers, recognizing their outsized spending power. Pre-arrival measures such as visa waivers and expanded flight capacity aim to lower barriers and capture demand early.

Once on the ground, destinations are enhancing convenience and accessibility, offering Chinese-language guides and seamless payment options. Longer-term strategies focus on developing immersive itineraries and forging closer partnerships with Chinese travel agencies, embedding the market into the local tourism ecosystem.

"We want Chinese passengers to feel our hospitality from the moment they board the plane," said Ibrahim Canliel, CEO of Air Astana, the flag carrier airline of Kazakhstan. The carrier plans to introduce Chinese-language films on flights, offering a tailored in-flight experience for its growing Chinese clientele.

Beyond entertainment, the airline is highlighting local culture and cuisine, adding traditional Kazakh dishes developed in collaboration with renowned restaurants to its menu. The strategy reflects a broader effort to capture high-value travelers through culturally attuned services and product differentiation.

"Nearly one hundred guides well-versed in local culture and routes can conduct tours fluently in Chinese now, with the spread of Chinese language education by Confucius Institutes and the steady expansion of the Chinese tourist market," said Liu Fan, Chinese Advisor to Madagascar's Ministry of Tourism and Handicrafts and General Manager of Madaverte Group.

Becoming a Chinese-speaking tour guide has emerged as a popular career path among today's Malagasy youth, given its relatively stable income and greater opportunities for international exposure, Liu said.

CONSUMPTION BENEFITS

Observers said that as China's tourism demand steadily picks up, its broader impact on the global economy is gradually emerging.

The recovery of Chinese consumption is a crucial driver of global demand, with its impact spreading widely across the tourism sector, said Feruz Dodiev, deputy head of the International Cooperation Department of the State Committee for Tourism Development of Uzbekistan. The spending of Chinese tourists energizes small and medium-sized businesses and creates jobs, he told Xinhua.

A group of Chinese tourists arrive at Istanbul Airport in Istanbul, T¨¹rkiye, Jan. 2, 2026. (Xinhua/Liu Lei)

In the Italian city of Florence, Jacopo Vicini, the city's deputy mayor for economic development and tourism, observed that Chinese visitors seek artisanal crafts and unique luxury experiences.

"Chinese tourists who choose Florence are discerning visitors with high spending power, seeking the excellence of our craftsmanship and the exclusivity of the luxury sector," said Vicini. "This not only supports the revenues of the local commercial system but also drives the modernization of hospitality services toward increasingly higher standards."

"Chinese consumers are playing an increasingly important role in supporting the recovery of the global tourism industry, especially in developing countries," said Humphrey Moshi, an economics professor at the University of Dar es Salaam in Tanzania.

Andrew Gatera, managing director of G-step Tours, noted that Chinese tourists are likely to reshape the global tourism industry in positive ways.

"As destinations adapt to meet Chinese travelers' expectations, these improvements often benefit all tourists, raising global standards," Gatera said.