Post-pandemic situation of China’s outbound tourism: How to prepare for a sustainable and successful re-start of Chinese outbound tourism


The EU SME Centre, EUROCHAMBRES, Empresa Pública para la Gestión del Turismo y del Deporte de Andalucía, Instituto de Promocion Exterior de Castilla-La Mancha and Turespaña are happy to invite you to participate in an online workshop on China's Outbound Tourism market. It will take place on 8 July 2021 from 10:00-12:30 (Central European Summer Time) | 16:00-18:30 (China Standard Time).  

Outbound tourism from China has grown significantly over the past 15 years due to two main forces: a steady booming economy that expanded the Chinese middle class and the government’s ease of its control over outbound mobility for leisure activities. Though, the restrictions on mobility imposed during COVID-19 pandemic have deeply disrupted these positive dynamics. The Chinese economy has been recovering faster than all other G20 countries and it is possible to conclude that the COViD-19 crisis is economically over for China as GDP growth for Q4 2020 has been +6.5% Year-on-Year. This has a positive impact on the Chinese society and their intentions to start travels abroad as soon as the availabity of visa, air connections and trust in the safety of travel and of the destinations has been re-establised.

This workshop allows SMEs operating in the HORECA industry to understand the characteristics of the post-pandemic major segments of the Chinese market as well as the challenges and opportunities of China’s post-virus outbound tourism. Our expert will share the new approaches for sustainable development and will explain how to develop a suitable product adaptation plan.