As sustainability becomes a central factor to the lifestyle choices of people around the world, travel is no exception. Chinese travellers are becoming increasingly conscious of the environmental impact of their journeys, with a survey by Trip.com finding that 85% of Chinese travellers rate sustainability in travel as important or very important, affecting how they plan travel itineraries and engage with destinations. From transportation to accommodation, sustainable travel is becoming a mainstream mindset, so any brand looking to attract the most Chinese travellers should adjust their strategy accordingly.
Low-impact transportation
Transportation contributes to a major share of travel emissions. To reduce their carbon footprint, Chinese travellers are increasingly choosing to get around via high-speed rail when travelling regionally. This transportation method tops driving for speed and short-haul flights for eco-friendliness, being especially popular in Europe and Japan. Studies also show that high-speed rail journeys emit up to 90% less carbon dioxide than plane flights that travel along the same route. As China invests further in rail infrastructure to achieve a lower emission aim, this fast and green mode of transport is certain to rise in popularity for future travel both domestically and outbound.
When flying is unavoidable, eco-conscious travellers will look for airlines with strong sustainability programmes and often purchase carbon credits, which offset any greenhouse gas emissions that exceed baseline levels. A 2023 report by McKinsey outlines that over 60% of Chinese respondents believe commercial aviation should become carbon neutral, which is expected to have risen alongside present climate concerns. Sustainable Chinese travellers will also look for flight paths with minimal stopovers, as studies show that emissions rise sharply with each takeoff and landing. This can influence holiday itineraries, with rising trends in longer, more immersive stays in one location reflecting a drop in interest for multiple-flight trips.
Supporting local communities
Eco-conscious travelling can also mean creating a positive social impact. Chinese travellers may participate in community based tourism experiences and conservation activities. These could entail cultural workshops, wildlife monitoring, tree planting or clean-ups, all of which contribute to the upkeep of a destination while allowing the traveller to gain a deeper understanding of it. Littering is a key issue that often accompanies over-tourism of a destination, raising the need for ‘clean-up’ tasks particularly on beaches and popular tourist areas. To combat this, many travellers are adopting a ‘leave no trace’ mindset when they visit a destination, carrying reusable water bottles/bags and cutting down generally on single-use plastics which reduces waste. Shopping local is also a good way to sustainably support destinations, such as purchasing traditional crafts and products, or consuming locally sourced cuisine which carries a lower environmental footprint than imported foods.
Sustainable accommodation choices
Eco-conscious Chinese travellers are paying closer attention to their accommodation choices, with more opting for locally owned boutique hotels, guesthouses or eco-lodges for their stays. Properties with green strategies such as renewable energy use, water-saving systems and waste reduction initiatives are favoured by this audience. Even simple measures like linen reuse programmes and refillable toiletries show a commitment to sustainability which is highly valued by the eco-conscious traveller. Since environmental awareness is becoming a deciding factor for wider audiences than ever, hotels and other accommodation choices should adapt to these values.
A report from Hong Kong PolyU shows that Chinese millennials (born between 1981 and 1996) are a central demographic for eco-conscious travel, helping to promote environmentally friendly behaviour when travelling and demonstrating clear preferences for sustainable tourism across travel pattern data. A joint report between Jing Daily and Airbnb China further finds strong interest in sustainability among those aged 35 and under, who view it as a core value of travel. A substantial portion of this audience are willing to pay more for eco-lodging, and almost all consider environmental performance when selecting their accommodations. On top of this, Jing Daily reports that 85% of respondents adhere to the environmental regulations at each destination they visit.
Technology and social media
Digital tools are starting to play larger roles in sustainable travel. For example, travellers can now download apps designed to track carbon emissions, which helps them to make more informed decisions regarding their travel methods. Online research can also highlight eco-friendly routes and sustainable businesses to complement a green itinerary. Social media platforms in China, such as RedNote, frequently display travel-related content that guides viewers on how to avoid over-tourism, encouraging travel to lesser-known destinations during off-peak seasons. This type of content aligns with recent trends in Chinese traveller’s preferences towards niche and off-the-beaten-track locations, but also reduces environmental strain on popular destinations as well as spreading economic benefit more evenly across regions. Destinations looking to attract the sustainable Chinese traveller should consider using social media to promote their location and the best (or least busy) times to visit, as well as spotlighting surrounding attractions and local businesses that may be lesser known.
How sustainable travel aligns with current trends
The growth of sustainable travel among Chinese audiences reflects a higher level of awareness and responsibility that goes hand in hand with recent travel trends. Instead of visiting as many places as possible in one trip, travellers are increasingly seeking single destination experiences where they can truly interact and connect with their environment. At the core of a sustainable traveller’s values is to engage responsibly with each destination they visit: to welcome this audience, tourism companies and brands must be open to cater for a different set of priorities as compared to mainstream tourism, ensuring sustainable options are available at every possible step of a journey.
Guanxi has experience with promoting destinations, accommodations and attractions to a wide demographic of the Chinese outbound travel market. For help with your brand, contact us here.