Latest News

Back to Latest News back


GlobalData highlights the need for tourism sector to adapt to Chinese preferences

GlobalData highlights the need for tourism sector to adapt to Chinese preferences
March 10, 2021

To stimulate the international travel demand among Chinese tourists, GlobalData - a leading data and analytics company - has highlighted the need for the tourism sector to adapt to Chinese preferences, social media channels and engaging Chinese tour operators.

The company’s latest report, ‘Tourism Source Market Insight: China’, reveals that China’s international departures declined by 52.5% in 2020 due to the outbreak of COVID-19. GlobalData’s COVID-19 Recovery surveys (June 2020 and December 2020 with 500 Chinese respondents) found that demand for international travel among Chinese respondents was lower in December 2020 compared to June 2020. The surveys suggested that 59% of Chinese respondents declared they would ‘somewhat’ or ‘strongly disagree’ with the statement ‘I will consider booking an international trip this year’ in December compared to 54% in June. 

GlobalData Travel and Tourism Analyst, Johanna Bonhill-Smith notes “COVID-19 and fears of xenophobia are both threatening the prospects of international departures from China. Additional steps are critical to interact with Chinese citizens to help spark international travel demand when travel is more easily accessible.

“Adapting to Chinese offerings such as hosting a website with Chinese language preferences or selling local tours and excursions in Mandarin can all add to the quality of a Chinese tourist’s experience. A destination that makes Chinese tourists feel welcome may be the first to see an increase in post-pandemic travel.

“Digital engagement across all verticals such as promotion, payment, advice and general experiences have always been desirable factors for Chinese tourists but for post-pandemic travel, this will grow in importance.

“China’s prime social media channels differ from the Western world with apps such as WeChat, Weibo and Douyin that are heavily used. Accepting payments from WeChat or Alipay for example can benefit across the travel and tourism supply chain – from a company and destination perspective.” 

Partnerships with Chinese tour operators is another route that can be taken. There is a strong desire for familiar and trustworthy products among Chinese travellers. Local operators will typically have first-hand experience in promoting to Chinese individuals and therefore, have greater leverage when servicing this market.

Bonhill-Smith concludes “even though 85% of its international departures are focused on destinations across the Asia-Pacific region, China regularly features in the top 10 international arrivals for destinations across the Middle East and Europe. It is the largest and most lucrative source market globally, so engagement is now critical to battle any anti-Chinese/racism fears and stimulate future travel demand of the Chinese tourists.”

Image:Tourism WA Hutt Lagoon 

Related Articles

7th January 2021 - GlobalData highlights digital passes can boost consumer confidence for travel and venue access

31st October 2020 - GlobalData highlights domestic tourism may not be sufficient for Thailand tourism recovery

28th April 2020 - GlobalData warns China’s tourism industry of encouraging premature mass tourism

27th April 2020 - GlobalData suggests potential damage to China’s tourism brand image

21st April 2020 - GlobalData predicts short term boost for Australian domestic tourism

15th February 2020 - GlobalData considers the impact of Coronavirus on South East Asian tourism

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all


The Fitness Generation is now part of NovoFit - see

read more

Fitness / Technology / Wellness



Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…

read more

Attractions / Entertainment / Sport / Technology / Ticketing


WATERPLAY Solutions Corp

Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…

read more

Aquatics / Attractions / Play / Recreation / Waterparks



Humanforce is a global provider of workforce management solutions for companies who need flexibility to manage complex workforces. Companies use Humanforce to manage everything from time and…

read more

Hospitality / Retail / Technology / Venues


State Wide Pool Services

Known as Hydrilla since September 2020 - see

read more



Enta Australasia

As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd.  Click here to view the VIVATICKET Pty Ltd listing.  19th July 2018 - ENTA…

read more

Technology / Ticketing / Venues



ICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…

read more

Attractions / Fitness / Recreation


@leisure Planners

@leisure is a team of experienced leisure, aquatic and sports facility managers and planners, with market modelling, sports management, recreation planning, business and GIS qualifications. We have…

read more



get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business