For today’s Chinese outbound traveller, safety is a must.

Why safety matters, and how it drives destination choices

On a global scale, safety and security now consistently rank among the top criteria in choosing destinations. But for the Chinese tourist, some factors have a particularly strong impact in travel intentions- such as health and safety measures post covid-19, or the cultural welcome put out by destinations. In a 2025 survey of Chinese travellers, destinations such as Hong Kong, Singapore and Switzerland were perceived to be the most safe. So how can a refined marketing strategy help to move your destination up this list?

The role of social media

News, particularly negative, safety-related stories, travels quickly through social media. Chinese platforms such as WeChat, Weibo, RedNote and Douyin feature posts that amplify safety concerns like crimes, scams or being made to feel unwelcome as these factors are of high importance to Chinese users when researching their next trip abroad. One post detailing a negative experience can rapidly spread and gather support, with others being able to share their own experiences via comment sections and discussion threads.

On the other hand, social media platforms also play a significant role in the discovery of destinations, with KOLs/ influencers uploading travel inspiration content detailing their experiences. This social proof is an important factor of promotion since authentic user stories matter a lot to the Chinese tourist who seek honest, detailed accounts of destinations before making travel choices.

Case study 1: Thailand

A 2025 report from Jing Daily describes a surge of concerns about safety from Chinese travellers with plans to visit Thailand for the Lunar New Year. This follows the rescue of a Chinese actor by Thai authorities from a scam hub in Myanmar, led by a human trafficking gang who adbucted him across the border. The news broke into a widespread social media discussion about safety and led to a steep decline in bookings according to travel agents.

In 2024, Thailand recorded 32 million foreign tourist arrivals, with the majority (6.2 million) coming from China. However, in the first half of 2025, Chinese visitor numbers dropped by a massive 34% in comparison to the previous year. This steep decline is attributed to the negative news around safety and shows just how crucial this issue is for the market.

Case study 2: Australia

Yet another incident in 2025 has made headlines as a 42-year-old Chinese woman was the victim of what appeared to be a racially motivated attack in Australia. Seven children have been charged over the violent assault of this woman and her husband at their apartment complex in Sydney, and footage of the incident has sparked public outrage on social media. The video shows the woman, who was searching a nearby park for lost keys, being surrounded by a group of teenagers who she claimed were shouting obsceneties at her and her husband. The situation quickly escalated as she was knocked to the ground and repeatedly punched and kicked by the group, attempting to sit up before being kicked in the face right as they fled the scene. The woman was left with extensive bruising, facial injuries, fractured fingers and impaired vision.

This incident has rightfully caused heightened concern among members of the Chinese community and the victim has since described life in Australia as ‘unsafe’, prompting many others of Chinese ethnicity to speak out about their experiences of racially motivated discrimination in Sydney on social media platforms such as Xiaohongshu. China’s consulate in Sydney spoke out about the volume of attacks in a statement that describes “violent acts against ethnic Chinese and Chinese students”, strongly condemning the incidents and urging Chinese nationals in Australia to “stay alert, strengthen safety awareness and avoid going out at night.”

The brutal attack prompted over 30,000 signatures of a petition calling for stronger action against racially motivated violence, drawing attention to the fact that this is not an isolated incident- similar groups of teenagers have been reported to be harassing individuals in a nearby square with acts of “mocking, spitting and intimidation.” The mass support for the victim and widespread social media coverage of this incident has led to negative views of Sydney in Chinese communities and deterred many from visiting the city.

How does safety affect study?

Aside from tourism, a large demographic affected by the safety of destinations is the Chinese student market. Since the COVID-19 pandemic, several challenges have emerged in the decision making process of students looking to study abroad, with many issues pointing towards safety. Concerns include racial discrimination, changing visa application policies which affect the perceived ‘welcome’ of a destination, and social and political environments.

Rising geopolitical tensions in the US has greatly contributed to the decline of Chinese students choosing to carry out their studies there, with the US increasingly placing restrictions on China in areas such as technology, talent and trade, as well as limiting cooperation between higher education institutions in China and the US. Although standing with the top study destinations across the globe, the US has seen the loss of around 100,000 students in the last 4 years because the perceived hostile study environment. Political stability is very important to Chinese students and their families, with a country’s relation to China being a make or break factor in their travel decisions.

Safety beyond crime- the importance of the ‘welcome’

When ‘safety’ is a key factor in choosing a destination, many assume crime or violence. However, for Chinese travellers ‘safety’ takes on a broader definition. Perceived ‘unwelcome’ treatment can deter travel as much as actual crime. The concept of a welcome to the Chinese outbound audience reaches beyond a polite greeting, where it is important to show warmth, respect and recognition of Chinese culture. It carries a cultural weight for travellers who seek to be seen and valued in their travels, not simply accommodated. Importantly, the welcome of a destination connects to feelings trust and safety in the Chinese tourist, who is more likely to believe they will be looked after if something goes wrong.

Important factors for destinations to consider in their welcome of Chinese guests is staff training e.g. ability to communicate in Mandarin, signage and payment systems such as Alipay and WeChatPay, all of which affect the comfort and therefore perceived safety of Chinese travellers. In a post-pandemic world, there is also concern among Chinese tourists that certain destinations might not be welcoming due to past perceptions that emerged about China’s involvement with the origin of Covid-19. The ‘welcome’ has become more crucial than ever, since avoiding discrimination is important to the Chinese market as a key component of feeling safe and welcomed when abroad.

Which destinations may benefit

For agencies advising Chinese outbound travellers, and destinations looking to attract them, some markets already hold a safe reputation. Switzerland has been explicitly outlined in a recent survey of Chinese travellers to be perceived as one of the safest outbound destinations, and anticipates a strong resurgence of this audience by the end of 2025, signalling a recovery from pandemic levels. The country offers unique, customisable opportunities such as mountain scenery, ski resorts and historical attractions that match well with the rising trend of experiential tourism seen in Chinese outbound travel this year. Above safety, Switzerland’s attractions sell a premium experience, with ease of access, good infrastructure, low crime rate and multilingual support that appeals to wealthier Chinese tourists who seek safe, bespoke experiences. Marketing campaigns focus on specific experiences such as winter sports which takes away from mass tourism and targets individual travellers.

The UK also continues to be a popular destination for Chinese tourists due to its stable infrastructure and solid reputation for safety. VisitBritain reports that Chinese travelllers appreciate language barrier support such as Mandarin signage and Mandarin speaking staff, with UK hotels and attractions increasingly adopting ‘China-friendly’ services such as food menu options and payment methods to reduce travel stress. Promoting experiences outside of London has also helped to increase interest and comfort in Chinese tourists by reducing over-crowding and directing attention to historical/ natural sites, where more immersive activities in smaller groups can be provided. This aligns well with perceptions of safety and promotes a favourable image of the UK where good culture, heritage and quality experiences await.

How to promote your destination as safe

Taking the time to reassure Chinese travellers of the safety of your destination will resonate with this audience and encourage travel. Key messaging to consider includes ease of communication, such as having Mandarin-speaking staff and/or accessible signage with clear information, enforced safety protocols such as security systems and reliable transport as well as visible cleanliness of the location. Messages should focus on comfort and peace of mind, showing the traveller how they are protected with supporting evidence to claims.

For example, the solo-female traveller audience, a quickly growing market in recent years, can be assured by seeing features such as women-only floors, well-lit corridors, and even more technologically advanced systems such as biometric door locks and mobile key access, prior to their trip. In this way, the entire Chinese outbound traveller demographic can benefit from seeing reassuring online content, positive reviews and third party endorsement/ certification before booking a trip, and your destination will too as these factors are crucial bringing in Chinese tourists.

What should you do if an incident does occur in your destination?

If an incident concerning safety does happen to take place in your destination, it’s important to know what to do next in order to avoid deterring the Chinese market. A good place to start is by acknowledging the situation: Chinese tourists have a heightened sense of safety when destinations actively address incidents, compared to them being looked over which is seen as dishonest and untrustworthy. Responding to social media posts amidst rapidly spreading reportage can be helpful in building back a positive image, although it is important to do this with cultural awareness as this can quickly backfire if not addressed sensitively.

Guanxi has knowledge of Chinese cultural expectations and standards of safety when abroad: to get in touch, contact us here.