In early this month, the World Tourism Economic Trends Report (2018) was unveiled at the 2017 World Tourism Trade Fair in London. The report highlighted that the global tourism economy would experience robust and rapid growth in 2018. It is anticipated that China, currently leading in both total tourist numbers and tourism revenue, will maintain a strong development trend in 2018 and continue to drive global tourism forward. Roger Carter, an expert in international tourism destination management, noted that Chinese tourists have undergone significant changes in both quantity and characteristics.
For China's tourism industry, new trends are emerging. Once considered a minor activity, travel has now become a major national concern, closely tied to people’s well-being and increasingly reflected in official policies. In 2018, supported by government initiatives, China's tourism sector entered a new era with a fresh outlook. The report analyzed three major trends—market, industry, and societal—shaping China’s tourism landscape for the year.
Shared tourism is gaining momentum. Picture waking up early to share breakfast with your host, engaging in casual conversations, dining like a local after dinner, strolling through community parks, and exploring streets that locals love. This kind of immersive experience is becoming increasingly popular, giving rise to numerous shared accommodation platforms.
Short-term rentals, as part of the sharing economy, have seen explosive growth in China. Data shows that the online short-term rental market reached 8.78 billion yuan in 2016, more than doubling from the previous year. However, challenges such as security, privacy, and regulation have accompanied this growth, with occasional negative news surfacing. Chen Chi, founder of a shared accommodation platform, emphasized that China's cultural traditions and credit system still lack the necessary frameworks to fully support this industry.
In 2015, the State Council issued guiding opinions promoting the development of living service industries, including short-term and long-term rentals. This marked a step toward legitimizing the sector at the national level. Industry experts believe that these challenges will lead to better policies and clearer regulations. As seen with other sharing models like e-commerce and bike-sharing, the short-term rental industry is expected to see more structured guidelines in the future.
As a model that enhances resource efficiency and fosters trust, short-term rentals remain popular. By the end of 2016, Airbnb had over 75,000 listings in China. In November 2017, Airbnb’s co-founder and Chief Strategy Officer announced plans to invest more in China and accelerate localization. With a vast market and huge potential, China continues to attract global attention. The short-term rental market is projected to reach 16.96 billion yuan in 2018, nearly double the 2016 figure.
Technology is reshaping the tourism landscape. A recent survey by Bingo revealed that advancements in AI and digital tools allow travelers to access comprehensive travel information. More tourists are using technology to explore destinations and accommodations before booking. Over 80% of travelers expect to use VR for decision-making in the future. Virtual reality is gaining traction, with many tourism companies exploring its applications.
Destinations like Song City, Shanghai Disneyland, and OCT have integrated VR/AR to offer immersive experiences. Canada’s Quelight Forest project is a successful example, increasing visitor numbers from 6,000 to 72,000. In China, similar tech integrations have boosted the appeal of attractions. Fei Zhenxuan from the Shanghai Tourism Industry Association believes AR/VR is just beginning to take off and holds great promise for the future.
According to International Data Corporation, AI could boost global tourism revenue by over $47 billion by 2020. Companies that understand customer behavior and preferences will be well-positioned to capture a larger market share.
More foreign tourists are visiting China. A survey by the China Academy of Tourism found that most inbound visitors come for the first time. Li Xin from the China Tourism Institute noted that 80% of foreign tourists visit China for the first time, indicating strong market potential. Efforts to promote China internationally aim to attract more travelers and increase awareness of lesser-known destinations beyond traditional cities like Beijing and Shanghai.
China offers rich tourism resources and a safe environment, which is a major advantage for foreign visitors. According to the 2018 World Travel Risk Map, China is classified as a low-risk destination. Foreigners often praise China’s safety, with many expressing confidence in traveling alone in cities like Shanghai. This sense of security significantly enhances the positive perception of China among international tourists.
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