iProspect: The changing landscape of Chinese tourists

iProspect, Dentsu's leading end-to-end digital media agency ( iProspect ) China recently released the "Changing Chinese Tourists" report, sharing the significant changes in Chinese tourists' behaviors and preferences in the post-epidemic era. Based on an in-depth analysis of current travel trends, the report explores the important factors that have caused these changes, the main driving forces of domestic tourists' travel, and how brands should increase their visibility and engagement among Chinese tourists.

Although 2023 is widely considered the year when Chinese tourists return, brands will be greeted by a completely different group of Chinese tourists than in the past. Faced with the reopening of overseas travel and more relaxed travel policies, this report focuses on how Chinese consumers will adjust their travel preferences accordingly. At the same time, the uncertain economic situation, employment situation and rising cost of living are also reshaping consumers' perceptions and affecting their travel plans.

Today’s Chinese tourists are more inclined to choose niche travel destinations, embrace outdoor activities, or plan a journey to find themselves. This also reflects their change in attitude towards life after the epidemic, and will inevitably affect the media strategy of brands. With the emergence of the "new normal" of travel, brands need to rethink their media touchpoints and planning ideas for Chinese tourists, and adjust their marketing and channel strategies accordingly.

 Key insights from the report include:

· Three factors leading to changes in Chinese tourists: The COVID-19 pandemic has brought about three key factors that have reshaped the values ​​and behaviors of Chinese tourists, and how these factors will continue to affect Chinese tourists.

· Nine major changes in Chinese tourists: These changes can help us gain a deeper understanding of Chinese tourists’ current travel motivations, travel groups, and travel time.

· Implications for media and brands: Our media planning framework can guide brands to find the right marketing opportunities to increase their visibility and engagement among Chinese tourists.