Destinations within the Greater China region are likely to see the faster return of tourists from mainland China. Macau has witnessed robust recovery following the reopening of the border and mutual recognition of digital health codes.
New destination hotspots are emerging, particularly in western China, as the trend toward outdoor experiences gains traction. Chinese consumers are looking to experience rural destinations and new travel offerings, especially as high-spending consumers redirect their outbound travel budget to the domestic market.
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Understand the latest market trends and future growth opportunities for the Tourism Flows industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Tourism flows covers volume and spending by inbound, outbound and domestic visitors.See All of Our Definitions
This report originates from Passport, our Tourism Flows research and analysis database.
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