Recently, data released by relevant institutions shows that from 2002 to 2011, the number of outbound tourists in China increased from 16.6 million to 70.25 million, a growth of 323%, the fastest among the world’s major outbound tourism nations.
Along with the release of this data, the topic of travel happiness among domestic residents has garnered widespread attention.
According to Duan Haibo, General Manager of Henan Baozhong Travel, a happy journey should have the following elements: first, the people around you are able to bring you happiness; second, the way you choose to travel is relaxing and comfortable; third, the destination you select is worth visiting.
What does a happy journey mean to you?
Voice 1: A happy journey has nothing to do with money
◎ The “luxury travel” trend boosts outbound and in-depth travel
In the view of proponents of “luxury travel,” abundant material conditions allow travelers to go farther and take their spirits to greater heights.
It is precisely for this reason that over the past decade, the number of Chinese citizens traveling abroad has more than tripled. China’s outbound tourism has grown the fastest among the world’s major outbound tourism nations, marking China’s leap from a major tourism country to a tourism powerhouse.
As of now, China has approved 146 countries and regions as group outbound tourism destinations for its citizens, with 114 already officially operational. It is estimated that in 2011, China contributed over 30% to global inbound tourism. China is not only an important global tourism destination but also a major source of tourists.
At the same time, domestic travel agencies continue to develop in-depth and leisure travel products to meet people’s desire for luxury travel.
For example, Henan Baozhong Travel recently launched in-depth travel products for southern China targeting middle-aged and elderly tourists to meet their demand for comfortable travel.
◎ The “budget travel” trend gives rise to various backpacker clubs
For those who prefer budget travel, “budget travel” doesn’t mean suffering—in fact, it brings a higher level of psychological satisfaction.
Nowadays, people are increasingly averse to restrictions and more inclined toward freedom. Currently, many countries encourage young students to travel.
In truth, the most important significance of “budget travel” is that no matter what your material conditions are, you can challenge your body within limited means and purify your spirit through the experience.
It is also for this reason that in recent years, there has been a growing number of spontaneously formed backpacker clubs within Henan Province. These backpackers travel in groups, valuing this free and unrestrained way of exploring.
At the same time, there are also more and more supporters of other budget travel methods such as cycling and hiking. These fresh ways of travel bring more excitement to tourists.
Voice 2: A happy journey must be free of fraud
◎ Zero or negative tour fees affect the happiness of travel
From the Hong Kong tour guide scolding incident a few years ago to the current strict supervision of zero or negative tour fees by relevant authorities, such tours, which were once common in Henan, are now rarely seen in the market.
Speaking on this topic, Shen Ning, General Manager of China Travel Service Henan Company, once said bluntly: “Zero or negative tour fees are the root cause of chaos in the tourism industry. Some travel agencies first attract tourists with extremely low tour fees—well below market price or even cost—then force or indirectly induce tourists to make purchases, thereby earning commissions and kickbacks from attractions and merchants. This is what you might call ‘getting the wool from the sheep’s back.’ The consequence of ultra-low tour fees is that tourists end up facing all kinds of additional spending. In the end, they not only save little money but also greatly affect their mood and overall experience.”
At the same time, travel products such as pure play tours, quality tours, and in-depth tours are gaining popularity among more and more tourists due to their comfortable itineraries.
◎ Self-guided travel leads to richer travel enjoyment
It is for this reason that more and more citizens are inclined to choose private customized travel options.
Mr. Li, a regional agent for a cosmetics brand, wanted to better motivate his employees, so he planned to organize a travel activity for his staff. In the end, he reached an agreement with a well-known local travel agency: the agency would plan a suitable group travel route for his employees and customize accommodation and dining standards according to his needs.
After the trip, Mr. Li was quite satisfied, and so was the travel agency: because the profit margin for private customized group tours is more substantial, and it is also easier to receive positive feedback.
Reporters learned that currently, travel agencies such as Henan Baozhong Travel, China Travel Service Henan Company, and Henan Lushida International Travel can all customize personalized group tour packages based on tourists’ needs.
Meanwhile, the format of self-guided travel is also being innovated by travel agencies in more and more diverse ways.
Taking self-driving tours as an example, China Travel Service Henan recently launched self-drive tour packages that combine two popular seasonal activities—admiring the autumn foliage and soaking in hot springs—featuring trips to Songshan Mountain for red leaves and to Yanling Huadu Hot Springs for a relaxing soak.