China is widely regarded as the most important travel market in the world, due to Chinese travellers’ tendencies to spend more and stay longer than the average tourist in each region they visit. The upcoming Chinese National Holidays for 2026 sees the New Year, Spring Holiday, Summer, and Golden Week as peak times for outbound travel. But where is the Chinese traveller going to?
A 2024 research survey on Chinese Outbound Tourism found that ‘beach and island’ was the second highest motivator for travel, with 43% of participants preferring this type of destination. In China, islands are particularly valued as, inspired by the teaching of Confucius, in Chinese culture the ocean represents wisdom, and mountains represent kindness. Islands have their own, unique cultural heritage which appeals to the Chinese traveller. Watersports and outdoor activities are also highly popular and therefore draw visitors towards the coast. Other trends in Chinese travel activities include nature-based tourism, for example, whale watching or rainforests, or photography of the dramatic coastlines and colourful scenery that many islands boast.
The Chinese tanning debate
There is a widespread misunderstanding that the Chinese do not like beaches and sunshine. It is true that there is a traditional Chinese traveller who does not like to be too exposed to the sun, and tanning is not considered desirable as it is reminiscent of working the land and poverty. But these tourists will still enjoy warmer climates, but protect themselves from the rays with hats and parasols. Modern, younger travellers are less concerned about sun exposure and tanning. However, whilst Chinese tourists love the sea and enjoy watersports and boat trips, it is true that they will not typically sit on a beach all day, uninterested in tanning and preferring to get out and explore the destination.
More than 50% of travellers to islands are Gen-Z, often being affluent students who love to travel. The family market is also a huge contributor to Chinese outbound travel audience statistics, although restricted to school holidays. This group sees many wealthy millennial parents who embark on multi-generational travel, usually in smaller groups and sometimes for educational purposes. Silver travelers, being the aging but still healthy population, tend to opt for group tours and cruises, are less confident explorers, and have more limited foreign language skills. In a recent survey, CTrip also found that 63% of their international travellers are from tier one cities, such as Shanghai, Beijing, Guangzhou, Shenzen, Chengdu and Wuhan.
Authentic experiences and gifting
Research finds that within more recent Chinese travel motivations, there is less emphasis on the ‘go to be seen’ and more emphasis on authentic experiences, meaningful activities and sustainability, such as nature and rural tourism. The combination of travel & learning is also very popular, particularly with the family market who value educational experiences. The local culture, food and wine of each destination is important to the majority of travellers, regardless of demographic. This authentic view can also be seen in the shopping patterns of Chinese tourists, who are now placing a higher value on local shopping experiences rather than designer purchases, influenced by mainstream social media platform Xiaohongshu or ‘RedNote’. Island communities often offer a range of local crafts and produce, all of which will be enjoyed by the Chinese tourists who will visit the factories and shops during excursions, keen to buy gifts for friends and family at home.
The Chinese travel trade is looking for new product
The scenic landscape, exotic culture and customs have always made many people yearn for distant islands, such as the South Pacific and the Indian Ocean. However, places like the Maldives are becoming less appealing. As more and more Chinese people holiday there, a destination can lose its allure, and, more significantly, the tour operators find themselves in a very competitive environment, meaning it is difficult for them to make good margins on the holidays they provide. New island regions, like the South Pacific and the Caribbean, offer an opportunity for new and therefore intriguing products, for operators, influencers and consumers alike.
China welcome continues to matter and visa-free is a super start
At the core of many Asian travellers’ principles is the safety of the destination and the welcome received upon arrival. Offering visa-free stays for Chinese tourists demonstrates welcome, respect and encourages visitation. Read about the importance of visa-free travel to the Chinese Outbound Market here.
The Caribbean as an example. 13 countries in the Caribbean now offer visa-free travel for Chinese citizens. This area is largely unexplored by the Chinese, and few familiarisation trips have taken place to the islands. There are itineraries in place, but they are quite limited and include short stops in many countries. A set of interviews with tour operators in 2024 reveals that, at the moment, it is the more experienced travellers who are going to the Caribbean. This is how destination development starts and island-based regions such as the Caribbean have opportunities to capitalise on the early interest, by offering travel trade fam trips, speaking to Chinese operators about what differentiates them, and discussing route development with Chinese airlines.
As the travel trade is seeking new products, an opportunity opens for island destinations to attract more high spending Chinese visitors. With beautiful scenery, superb photo opportunities, stunning marine life and natural features, the kudos and mystique of the exotic, and the fascinating, colourful and unfamiliar heritage and cultures of each community, islands can easily develop highly successful social media content to inspire visitation from Chinese guests.
For more insight on Chinese travel trends and advice on how you might best promote your island destination, please contact Guanxi here.