Chinese tourists’ tastes change rapidly – two major taboos must be avoided to earn their yuan

Twenty years ago, overseas travel was not yet popular among mainlanders, but as their economic strength grew, these increasingly affluent travelers began venturing around the world. According to a survey by the United Nations World Tourism Organization, since the year 2000, the frequency of mainlanders traveling abroad has increased at an annual rate of about 22%, making them the world’s largest group of tourism consumers. Last year alone, mainland China accounted for 55% of overall tourism spending in the Asia-Pacific region, also propelling Asia to become the most vibrant tourism market in the world.

Benefiting from the immense purchasing power of Chinese tourists, many countries including Taiwan, South Korea, and Japan have reaped substantial tourism revenues. However, if you want to maintain a “friendly” relationship with Chinese travelers, there are two absolute taboos that must never be touched: “sovereignty” and “politics.” The impact is especially keenly felt by tourism operators in Taiwan and South Korea. South Korea’s foreign defense policies have drawn dissatisfaction from China, while Taiwan, under the Tsai administration, has adopted ambiguous stances and policies on cross-strait relations. These issues have led Chinese tourists, who care deeply about “dignity,” to turn away, boycotting these destinations in favor of other countries.

In contrast, Japan has been far more astute. Japan can be said to have benefited the most during mainland China’s golden era of tourism. It has long been the favorite travel destination for Chinese people, not only for its beautiful scenery and rich history, but also because of the high-quality Japanese-made goods that sparked a “shopping frenzy.” In Tokyo’s major shopping districts, one can see Chinese tourists with astonishing purchasing power, buying everything from cosmetics and skincare products to electronics. It’s said that during last year’s National Day holiday, Chinese authorities were concerned that their citizens’ excessive shopping might even “undermine national stability,” leading to limits on the number of tour groups traveling to Japan.

The “shopping frenzy” has also shown signs of cooling as Chinese tourists’ travel habits evolve. Nowadays, mainlanders are gradually shifting from sightseeing tours to more in-depth travel experiences, and shopping is no longer the main focus of their itineraries. The demographic of Chinese tourists visiting Europe is getting younger, and hidden gems such as Iceland and Antarctica have become some of the hottest travel destinations. Interestingly, as Chinese travelers venture beyond Asia, there is one country they have never forgotten — Thailand, located in the Indochina Peninsula, which continues to see steady growth in tourist numbers.

Thailand is already a popular destination with abundant tourism resources; however, the reason Chinese tourists love Thailand so much is also tied to government policy. Since Chinese President Xi Jinping proposed the “Belt and Road Initiative,” the tourism sector has been fully committed to promoting travel along the Belt and Road routes. As a result, there has been a noticeable increase in the number of Chinese tourists visiting countries along the route, surpassing 50 million in 2017. Among these, ASEAN countries such as Thailand and Singapore have been particularly favored.

The reason Thailand has been able to capture the interest of Chinese tourists, apart from the fact that there have been no political or sovereignty-related tensions between Thailand and mainland China, also lies in the friendly nature of the Thai people, who have gone out of their way to prepare for their arrival. In Bangkok, airports and major transportation hubs now have Chinese-speaking staff, and simplified Chinese characters are widely seen on menus, street food stalls, attraction information boards, and tourist signs. Recently, even street vendors have started adopting mobile payment systems. These thoughtful and considerate services make Chinese tourists feel right at home. Many believe that if Thailand can continue to avoid offending its golden goose — Chinese tourists — it could surpass Japan and become the biggest winner in earning Chinese yuan.