麦肯锡：2023年中国旅游业展望报告：隧道尽头的曙光（中译版）（11页）.pdf

1、Travel,Logistics&InfrastructureOutlook for China tourism 2023:Light at the end of the tunnelWith Chinas travel restrictions lifted,demand is strong among Chinese tourists.Heres where these travelers plan to go and what theyd like to do.April 2023 Getty Imagesby Guang Chen,Zi Chen,Steve Saxon,and Jac

2、key YuChina is now removing travel restrictions rapidly,both domestically and internationally.While the sudden opening may lead to uncertainty and hesitancy to travel in the short term,Chinese tourists still express a strong desire to travel.And the recent removal of quarantine requirements in Janua

3、ry 2023 could usher in a renewed demand for trips abroad.Domestically,there are already signs of strong travel recovery.The recent Chinese New Year holidays saw 308 million domestic trips,generating almost RMB 376 billion in tourism revenue.This upswing indicates that domestic travel volume has reco

4、vered to 90 percent of 2019 figures,and spending has bounced back to around 70 percent of pre-pandemic levels.This article paints a picture of Chinese travelers and their evolving spending behaviors and preferencesand suggests measures that tourism service providers and destinations could take to pr

5、epare for their imminent return.The analyses draw on the findings of McKinseys latest Survey of Chinese Tourist Attitudes,and compare the results across six waves of surveys conducted between April 2020 and November 2022,along with consumer sentiment research and recent travel data.From pandemic to

6、endemicBy January 8,2023,cross-city travel restrictions,border closures,and quarantine requirements on international arrivals to China had been lifted.This rapid removal of domestic travel restrictions,and an increase in COVID-19 infection rates,likely knocked travel confidence for cross-city and wi