While many might assume that Chinese travellers prefer coach travel, taxis or even rental cars when travelling abroad, there is a growing trend of choosing to take the train.

From Europe’s scenic rail journeys to Canada’s famous Rocky Mountaineer, Chinese visitors are embracing train travel like never before. This isn’t just a passing trend, it’s a reflection of cultural habits, economic factors and changing attitudes towards travel itself.

What exactly influences their transportation decisions? Is it the cost-effectiveness of rail passes, the comfort of spacious carriages, or perhaps the opportunity to soak in breathtaking landscapes along the way? Let’s dive into the key reasons behind these choices and what they reveal about the evolving habits of Chinese travellers abroad.

Europe’s Response to Rising Chinese Train Travellers

Train travel has become an increasingly popular choice for Chinese travellers exploring Europe. With the introduction of targeted initiatives, such as London North Eastern Railway’s investments in RedNote, Weibo and WeChat accounts, and Rail Europe’s WeChat Mini Program, it has now become easier for Chinese tourists to plan and book train journeys in their native language using familiar payment methods like WeChat Pay. This reflects a growing commitment by European rail providers to cater to the Chinese market, ensuring a smoother and more user-friendly experience for travellers seeking to navigate the continent by train.

Additionally, efforts to promote train travel among Chinese tourists have been evident since the EU-China Tourism Year in 2018. During this initiative, Eurail collaborated with National Geographic and Travelport to create UNESCO World Heritage rail itineraries tailored to Chinese travellers. The campaign encouraged visitors to explore Europe in a more immersive way, reflecting a shift in travel preferences from traditional guided tours to independent, experience-driven journeys. With these developments, train travel continues to grow as a preferred mode of transport for Chinese visitors in Europe, offering a mix of affordability, efficiency, and cultural enrichment.

Train travel continues to be a major draw for Chinese tourists in Europe, particularly in Switzerland, where public transport has seen consistent growth among foreign visitors. In 2018, sales of Swiss Travel System tickets increased by 6.4% compared to the previous year, reaching over GBP 115 million. Chinese travellers were the top foreign users of Swiss public transport, contributing GBP18 million in sales; an impressive 14.9% increase from 2017. This surge highlights the strong preference among Chinese tourists for efficient and scenic rail journeys, aligning with broader trends seen across Europe. The Grand Train Tour of Switzerland, which connects the country’s most picturesque routes over a 1,280-kilometre journey, has been a significant factor in this success, offering an all-encompassing rail experience that appeals to experience-seeking travellers.

Across the pond in Canada there has also been a growing interest in train travel from Chinese tourists, particularly with the Rocky Mountaineer, a luxury rail service that offers breathtaking views of the Canadian Rockies. Recognising this demand, the company introduced premium travel services tailored for Chinese visitors, including Mandarin-speaking hosts and specially curated experiences. The Rocky Mountaineer operates exclusively during the day, allowing travellers to fully appreciate the stunning landscapes through its oversized glass-domed carriages while stopping overnight in hotels. In 2019, approximately 1,000 Chinese tourists embarked on this iconic train journey, highlighting its increasing appeal within the Chinese market.

To further enhance the experience, the Rocky Mountaineer launched two premium vacation packages designed specifically for Chinese guests, featuring a selection of both Canadian and Chinese-inspired meals. The company has also partnered with Chinese travel agencies to expand its reach, making it easier for Chinese tourists to plan and book their Canadian rail adventures. With its combination of scenic beauty, high-end service and cultural accommodations, the Rocky Mountaineer is emerging as a preferred travel option for Chinese visitors looking to explore Canada in comfort and style.

Why Are Chinese Travellers Choosing Trains Over Coach or Domestic Flights?

Comfort and Convenience

The comfort and convenience offered by a mode of transport significantly influence Chinese tourists’ choices. For instance, the availability of amenities and the perceived quality of service can sway decisions. A study carried out in Thailand albeit about low-cost carriers revealed that perceived quality positively impacts brand attitude, which in turn affects purchase intentions. Chinese tourists value comfort and convenience in their transportation choices and opt for brands known to deliver. First Class rail travel is very popular with Chinese tourists, as it is with international Chinese students who appreciate the quiet, comfortable environment which allows for relaxation and a conducive study space.

The Train is an Experience

London North Eastern Railway (LNER), the train operating company which take passengers on the highly popular route from London to Scotland via the historical English cities of York and Durham, has focused a successful strategy in China by working with Chinese tour operators to include a segment of the journey as an upgraded product for their customers. This approach aligns to the increased demand from Chinese customers for experiential travel. Whilst the majority of the UK holiday itinerary will be by coach, LNER has successfully converted tour operators to see the opportunity for a better customer experience and a way to differentiate their itineraries from others, by including a British rail journey.

Scenic Value

Chinese tourists increasingly seek beautiful views that allow them to connect with local cultures and landscapes. Whilst coaches may travel on highways and motorways, trains often traverse countryside and follow coastlines, giving a better view and understanding of the geography of the destination.

Rise in Chinese Family Travel

Trains offer the perfect environment for families, and there is a specific increase too in multi-generational family travel amongst Chinese tourists. A train journey allows small children space to move around, a relaxing environment for families to sit, chat and play, boarding assistance if required, and facilities such as in-seat food services and easy access to toilets which can be very helpful when travelling with older and younger family members. The view from the windows and the journey itself also offer opportunities to educate children; something highly valued by Chinese parents as a key motivator for travel.

Sustainable, Familiar Travel, Straight to the City Centre

In China itself, trains are a very common and very popular form of transport, and the high speed networks connecting major cities are very well used by millions of commuters and tourists within China. It is fun to compare different ways of doing the same thing, but in a different country or culture, and this is a popular topic on social media posts in China. The sustainable aspects of travelling by train also make this a more desirable form of transport amongst a younger travelling segment, showing an increasing interest in sustainability. And, of course, there’s an unquestionable convenience of city centre stations, which allow for shorter onward journeys and more time spent in the destination, rather than travelling to it. Time is always highly valued.

Final Thoughts – Guanxi

In summary, factors such as convenience, comfort, the desire for immersive experiences, and environmental considerations play pivotal roles in shaping the transportation choices of Chinese tourists abroad. Recognising these preferences can help the tourism industry better cater to this significant and growing demographic, and we use research and feedback from our Chinese operator networks to keep ahead of these trends in rail travel. Guanxi has represented London North Eastern Railway in the Chinese market since 2018, and our experience in rail travel is further enhanced by our travel trade team who also have also worked within the Chinese office of the German national rail company, Deutsche Bann. If you are a rail company and want to increase the number of Chinese using your services, we are possibly the best-placed representation agency to help you with that objective. Please do get in touch to ask what we can do for you.

At Guanxi, we specialise in helping destinations, hotels, tourist attractions and travel companies attract and connect with Chinese travellers through sales representation, marketing, PR and Chinese social media. To learn more about how we can support your Chinese tourism strategy, email us at [email protected] or visit our ‘Contact’ page.