On the afternoon of June 26th, the China Tourism Research Institute and Fliggy Travel jointly held the "2024 Chinese Tourist Outbound Satisfaction Research Report Release and Global Tourism Consumption Laboratory Signing Ceremony" in Beijing. Dai Bin, President of China Tourism Research Institute, and Zhuang Zhuoran, Vice President of Alibaba Group and President of Fliggy, respectively delivered speeches and signed a strategic agreement to jointly build a "Global Tourism Consumption Laboratory".

Dai Bin pointed out in his speech that China's outbound tourism market continues to grow and is entering a new cycle of prosperous development. The upcoming summer tourism peak season will set a new historical high for the same period. With the wealth of experience in outbound tourism, Chinese tourists have slowed down their pace and are more willing to pay for a better life. Compared to the number and cost of outbound tourists, we pay more attention to tourist safety and service quality. I hope that tourist destinations can have more Chinese signage, Chinese cuisine, and Chinese services in tourist reception venues such as airports, hotels, restaurants, and museums. We hope that Chinese and foreign travel merchants, airlines, hotels, museums, tourist attractions, and resorts can cooperate more closely to provide high-quality services for Chinese outbound tourists.

Zhuang Zhuoran expressed in his speech that Fliggy Travel is honored to participate in the research project on Chinese tourists' satisfaction with outbound travel, and to jointly promote this valuable research work. He hopes to provide a perspective based on the super large scale market to help global destinations, millions of tourism merchants, and platform enterprises better understand the consumption landscape we face together.

During the achievement release phase, Zhang Jiayi from the Data Analysis Institute of our institute, on behalf of the research group, released the "2024 Research Report on Chinese Tourists' Outbound Satisfaction". The report points out that the satisfaction index of Chinese outbound tourists in 2024 is 80.06, which is in the "satisfactory" range. Against the backdrop of steady recovery in the outbound tourism market and accelerated iteration of tourist travel expectations and demand standards, maintaining a satisfactory level of outbound tourist satisfaction is inseparable from the continuous influx of destination innovation. In the future, the improvement of satisfaction among Chinese outbound tourists still needs to face many challenges such as enhancing safety, improving the quality of core tourism services, and strengthening public services.

Based on research surveys and data analysis in 2024, the research team has released the top ten destinations for Chinese tourists' outbound satisfaction in 2024, namely Macau, Singapore, the United Kingdom, New Zealand, Spain, Hong Kong, France, Australia, Malaysia, and Argentina.

In the theme sharing session, Suarez Salvia, Ambassador of Argentina to China, Mar í a Llinares, Tourism Counsellor of the Embassy of Spain in China, Situ Linli, Deputy Director of the Tourism Bureau of the Macao Special Administrative Region Government of China, and Nick Henderson, General Manager of the Tourism Australia China Region, shared their views on the reception of Chinese outbound tourists, changes in demand for outbound tourists, the recovery of the outbound tourism market, and the improvement of destination marketing innovation.

The roundtable dialogue session was chaired by Li Yang, General Manager of Fliggy Public Affairs, and discussed with five industry representatives including Lu Zhaoyi, Regional Director of Mainland China at the Hong Kong Tourism Development Board, Chen Yanmin, Senior Tourism Manager for Greater China at the New Zealand Tourism Board, Ma Qianqian, Media and Public Relations Manager for Greater China at the British Tourism Board, Cao Zhigang, Co founder and CEO of Longtu International, and Fan Xinheng, Senior User Research Expert at Fliggy Travel, on topics such as tourism market segmentation, marketing and promotion strategies, destination innovation, and trends and challenges in the outbound tourism market.

Contribution | Data Analysis Institute

Editor in Chief | Liu Xin

Source | China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism)

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