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China Small Group Tours

Uncover new and exciting adventures in China by taking part in our small group tours. Go sightseeing at your own pace surrounded by travellers like you. Provided by top tour operators & travel companies, our small group tours in China will offer you the perfect balance between spending time on your own and group activities. View all small group tours .

249 China small group tours with 205 reviews

• In-depth Cultural
• Cultural Photography

8 Days China Silk Road Tours of Xining, Zhangye, Jiayuguan and Dunhuang

• Christmas & New Year

China Express

A great way to experience Chinese people, culture, history and many awesome attractions.

8-Day Small Group China Tour to Beijing, Xi'an and Shanghai

The food and hotel options were all of a very high quality. The more cultural activities were the ones that will stay with me the longest.

• 10% deposit on some dates Some departure dates offer you the chance to book this tour with a lower deposit.

11-Day Small Group China Tour to Beijing, Xi'an, Guilin and Shanghai

To call this a no shopping tour is misleading. Several times we were put in shopping situations.

Premium China

Wild Yunnan 8D: Kunming-Dali-Lijiang- Shangri-La

The whole itinerary was very good scheduled and not to packed, so we had time to stroll around the cities by ourselves as well.

• Sightseeing

6 Days Lhasa Gyantse Shigatse Group Tour

I felt relaxed during my trip. I will recommend this Tour to my friends and family who would like to travel to Tibet.

7 Days Lhasa To Shigatse and Namtso Group Tour

I love this trip so much! It is a lifetime experience I will never forget. When we look out from the window of the nomad tent, breathtaking!

Explore China

Discover China's Silk Road - 11 Days Private Tour

The drivers were punctual, the lodging was tidy, the staff was nice and friendly, and the meals were good.

• Book With Flexibility This operator allows you to rebook your dates or tours with them for free, waiving change fees.

• Train & Rail

China Experience

Classic Tibet 8 Days: Lhasa, Gyangtse, Shigatse, Sakya, Everest Base Camp

5 Days Guilin Tour with Yangshuo Cycling

The Best Journey of Yili in Xinjiang

Explore Beijing Xian Shanghai

Reviews of small group tours to china.

Great fun packed itinerary and wonderful leading by the guide Howard from Xian. Amazing, just go.

As a couple surprised by an fantastic individual tour by three very articulate guides and proficient drivers around Beijing, Xian and Shanghai. Learnt not only about history but culture and language today. Felt very safe even when venturing out alone around cities without guides. Our only issue was we could not get internet to connect but that is going to be more us being technophobic. However so supported by guides that not required.

This tour is the greatest China esperience! All guides go above and beyond to immerse you in the ancient China history, local culture, natural wonders. Absolutely professional and courteous service, best accomodations, balanced time and activities for perfect vacation. Special thanks to TravelChinaGuide agent Emily - helping all the way in planning the tour. Highly recommended tour and TravelChinaGuide team, especially for the first-time visitors to China.

• China Travel Guide | All You Need to Know

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China Group Tours 2024/2025

With stunning ancient architecture, marvelous cities ranging from Beijing to Shanghai, and one-of-a-kind festivals such as the Dragon Boat Festival and Chinese New Year, China should be on every traveler’s bucket list. China group tours are a great option for curious travelers who want the whole China package without the hassle or to meet like-minded people. Discover the culture and traditions of China in complete safety and with the guidance of experienced tour leaders—. simply enjoy your trip. Go on a street-food adventure and challenge your friends to try the most bizarre delicacies this country has to offer, visit breathtaking sites such as Jokhang and Lingyin temples, and celebrate all night long on Chinese New Year's Eve. Opt for small group tours of China if you prefer to maintain a family vibe through your trip, or choose bigger groups if you want to meet as many people as possible. No matter what, after a group tour of China, you will go back home with a renewed appreciation for life. Check out our group tours to China below.

• Tours in China
• China Travel Guide
• Things to Do in China

107 Group Tours in China with 303 Reviews

• Starts Shanghai, China
• Ends Beijing, China

China Highlights

• Best price guaranteed
• No booking fees
• Tour Type Small Group Tour
• Activities Cultural, religious and historic sites & Walking tours Cultural, religious and historic sites , Walking tours , Art and architecture , Countryside and village visits & City sightseeing 'data-more-tripid='3085'>+3 more
• Accommodation Hotel & Guest House
• Transport Train, Bus, Private Vehicle & Bullet Train
• Age Range 15-99 yrs
• Operated in English
• Brochure Price: US$ 1,745
• Special Deal (10%): - US$ 175
• Total Price from: US$ 1,570
• Jul 06 Only 2 seats left
• Jul 21 Only 7 seats left
• View More Jan 1, 2019 Jan 2, 2019 Jan 3, 2019

• Starts Beijing, China
• Ends Shanghai, China

Imperial China & Yangtze River Cruise

• Activities Cultural, religious and historic sites & Natural landmarks sightseeing
• Accommodation Hotel & Ship Cabin
• Transport Boat, Train, Private Vehicle, Bullet Train, Flight, Cruise Ship, Taxi & Minibus
• Age Range 16-99 yrs
• Brochure Price: US$ 5,398
• Special Deal (13%): - US$ 718
• Total Price from: US$ 4,680
• Jul 24 Only 8 seats left
• Oct 23 Only 8 seats left

China Express

• Activities Cultural, religious and historic sites & Art and architecture Cultural, religious and historic sites , Art and architecture , Culture shows and excursions & City sightseeing 'data-more-tripid='4405'>+2 more
• Accommodation Hotel
• Transport Train, Private Vehicle, Bus & Bullet Train
• Age Range 12-95 yrs
• Brochure Price: US$ 1,499
• Special Deal (15%): - US$ 225
• Total Price from: US$ 1,274
• Jul 12 Only 5 seats left
• Aug 16 Only 7 seats left

Historic China Tour - Small Group

• Free cancellation
• Trip customizable
• Activities Cultural, religious and historic sites & Museum and gallery visits Cultural, religious and historic sites , Museum and gallery visits & City sightseeing 'data-more-tripid='15238'>+1 more
• Transport Private Vehicle, Flight & Rickshaw
• Age Range 1-79 yrs

Walking the Great Wall

• Activities Trekking and Hiking & Cultural, religious and historic sites Trekking and Hiking , Cultural, religious and historic sites & Adventure 'data-more-tripid='7832'>+1 more
• Brochure Price: US$ 1,948
• Special Deal (5%): - US$ 88
• Total Price from: US$ 1,860
• Sep 21 Only 6 seats left
• Oct 19 Only 8 seats left

North China Getaway

• Activities Cultural, religious and historic sites & Art and architecture Cultural, religious and historic sites , Art and architecture , Walking tours , Natural landmarks sightseeing & City sightseeing 'data-more-tripid='3080'>+3 more
• Accommodation Hotel, Sleeper Train, Guest House & Hostel
• Transport Train, Bus, Private Vehicle & Sleeper Train
• Brochure Price: US$ 1,295
• Special Deal (20%): - US$ 259
• Total Price from: US$ 1,036
• Jun 12 Only 7 seats left
• Jul 10 Only 10 seats left

China Tour: Beijing, Xian & Shanghai - No Shopping Stops

• Activities Cultural, religious and historic sites & Museum and gallery visits Cultural, religious and historic sites , Museum and gallery visits & City sightseeing 'data-more-tripid='15234'>+1 more
• Transport Flight, Rickshaw & Private Vehicle
• Age Range 1-99 yrs

Trending Destinations in China

Best of China Small Group Tour: 11 Days

• Tour Type Group Tour
• Activities Natural landmarks sightseeing & Sightseeing Tours Natural landmarks sightseeing , Sightseeing Tours , Cultural, religious and historic sites , Classes and workshops & River cruise 'data-more-tripid='24225'>+3 more
• Transport Train, Flight & Private Vehicle
• Age Range 1-70 yrs

Yin and Yangtze - 15 days

• Activities Cultural, religious and historic sites & Art and architecture Cultural, religious and historic sites , Art and architecture , Wildlife , Natural landmarks sightseeing & Safari 'data-more-tripid='16144'>+3 more
• Transport Train, Boat & Flight
• Age Range 18-80 yrs
• Brochure Price: US$ 4,425
• Special Deal (25%): - US$ 1,106
• Total Price from: US$ 3,319
• Jul 06 Only 8 seats left
• Sep 07 Only 8 seats left

Explore China

• Activities Cultural, religious and historic sites & Local culture Cultural, religious and historic sites , Local culture , Countryside and village visits & Art and architecture 'data-more-tripid='3079'>+2 more
• Transport Train, Private Vehicle, Bus, Flight, Bullet Train & Taxi
• Brochure Price: US$ 3,365
• Special Deal (15%): - US$ 505
• Total Price from: US$ 2,860
• Jul 14 Only 7 seats left
• Sep 01 Only 7 seats left

• Starts Lhasa, China
• Ends Lhasa, China

Mount Everest Base Camp from Lhasa: 8-Day Group Tour

• Activities Natural landmarks sightseeing & Cultural, religious and historic sites
• Accommodation Hotel, Camping & Guest House
• Transport Bus & Train
• Age Range 5-70 yrs

• Ends Xian, China

China Express - 8 days

• Activities Cultural, religious and historic sites & Art and architecture
• Transport Train
• Brochure Price: US$ 2,175
• Special Deal (35%): - US$ 761
• Total Price from: US$ 1,414
• Jul 20 Only 8 seats left

Classic China Tour with Yangtze Cruise - Small Group

• Activities Cultural, religious and historic sites & Museum and gallery visits Cultural, religious and historic sites , Museum and gallery visits & City sightseeing 'data-more-tripid='15249'>+1 more
• Transport Train, Flight, Private Vehicle & Cruise Ship

Fine China - 13 days

• Activities City sightseeing & Cultural, religious and historic sites City sightseeing , Cultural, religious and historic sites , Art and architecture & Natural landmarks sightseeing 'data-more-tripid='15931'>+2 more
• Transport Flight & Train
• Brochure Price: US$ 3,825
• Special Deal (25%): - US$ 956
• Total Price from: US$ 2,869

Traveling to China? Chat with a local travel specialist in China who can help organize your trip.

China Tour Reviews

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"With one of the world's oldest civilisations, China is unlike anywhere else in the world. I love introducing our guests to China's ancient traditions and a wonderfully unique culture."

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Journey to the Forbidden City

Take a trip back in time to the Ming dynasty era with a visit to Beijing's Forbidden City. True to its name, this city was once reserved for elite imperial families but is now a complex of palace museums open for all to enjoy. Peel back layers of the country's religious culture at the Taoist and Buddhist shrines.

Bound for the iconic Great Wall of China

Luscious green valleys sprawl either side of China's 21,000-kilometre Great Wall. Take in its enormity and admire the green valleys that sprawl across both sides. With nearly 3,000 years of history held within some of its stones, a visit to this UNESCO World Heritage Site will connect you with a time long forgotten.

Watch the Legend of Kung Fu Show

With a mythical history and graceful moves seeped in self-defence, Kung Fu is a fighting form that is widely appreciated. Take a trip to Beijing's Red Theatre to peel back the layers of Kung Fu through dance, acrobatics and choreography that will dazzle before your very eyes.

Journey through Zhujiajiao Water Town

Asia's answer to Venice, visit Zhujiajiao Water Town to soak up the serenity of a Chinese village with endless charm. Gondolas and terrace homes drip in red lanterns and arched bridges connect various portions of the town that floats. Spend time on land to see Zhujiajiao's ancient rice shops, spice stores and the Qing dynasty post office.

Enjoy a relaxing foot massage at the Foot Reflexology Centre

A heartland of alternative medicine, China boasts many health practises that have gained attention and following across the world. Sign up for a relaxing session of foot reflexology to unwind from long days exploring and to feel altered 'qi' life force energy within.

Our top 5 things to do in China

Tap into the legend of Kung Fu, admire 3,000 years of history in the Great Wall and unwind with a session of foot reflexology. These are just some of the things we'll do while uncovering the many layers of diversity in China.

Temple of Heaven

Step back to the Imperial era at China's Temple of Heaven. Enter the Prayer for Good Harvests to admire the circular building's marble floor and elaborate roof, before spending time in the expansive manicured gardens. Here you walk in the footsteps of many Chinese emperors.

Great Mosque of Xi'an

Admire the 20 buildings and five courtyards of Xi'an, China's largest mosque. Spending some of its mid-years operating as a steel factory before being declared a protected cultural site, the Great Mosque of Xi'an is a symbol of China's cultural and political evolution.

National Museum of China

Attracting nearly 9-million visitors every year, the National Museum of China is an ode to the country's deeply ingrained arts and history. Gaze upon intricate porcelain from the Qing Dynasty and be amazed by the world's most significant piece of bronze work, Simuwu Ding. The many layers of China can be peeled back within the walls of this museum.

Best museums in China

Distant dynasties and ethereal religious monuments draw millions of visitors from around the globe. Here are just a few of the museums that are part of our China travel packages.

World-famous Chinese dumplings are even more delicious when consumed in their country of origin. Try these little pockets of steamed dough stuffed with various fillings of shrimp, pork and herbs with numerous condiments to compliment.

Peking Duck

Taste the Imperial era in slices of seasoned crispy skin duck. Best wrapped in thin pancakes with hoisin sauce and greens, this Chinese specialty is delicious whether consumed in a busy street market or upmarket restaurant.

Shanghai Hairy Crab

A seasonal delicacy found in the city of Shanghai, hairy crab is a must-try when on a China vacation. Find it unexpectedly in vending machines, or indulge in the sea creature freshly steamed at a restaurant with a sugary rice vinegar sauce for dipping.

Best food in China

No matter how many encounters you've had with Chinese food, nothing can compare to the authenticity of eating it in China. From dumplings to duck, we'll share the very best that's on offer.

What to pack for China

Pack for sustainable travel

Consider your environmental impact when you next take a trip and go single-use-plastic-free by packing a reusable water bottle, a steel straw, your own shopping bags and refillable toiletry bottles.

An open mind

Steeped in tradition and running on a clockwork of formal customs, China often commands patience and an open mind from its visitors. In no time at all, it will be these different systems that you love most about the country.

Antibacterial wipes

Though China group tours with us will see you avoiding most messy situations, it's still handy to keep antibacterial wipes on standby for just in case. Nothing feels more hygienic than a quick freshen up before mealtime.

A film camera

China is a photographer's dream. Capture these ancient lands with creative depth by taking along a film camera. There's something special about the Great Wall and ancient temples through a film style lens.

Though China is working hard to reduce its smog, some days often see the big cities enveloped in dense haze. Pack a mask, so it doesn't interfere with your plans to explore.

Extra bag space

China offers one of the world's most celebrated shopping holidays. Here, a sea of clothes, gadgets and accessories are sold off for a fraction of their price in other parts of the world. Allow space for your many inevitable purchases.

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China Group Tours | China Small Group Tours 2024

Travel around China in Small Groups at the Lowest Prices in 2024!

China Group Tours ON SALE in 2024:

Are you searching for an incredible China travel experience at a discounted price? Look no further! Asia Odyssey Travel is excited to announce a BIG SALE where our dedicated team has allocated the best travel resources to offer a 30% discount on the same group tour . Don't miss out on this opportunity to save while enjoying an unforgettable vacation through China.

Now is the perfect time to plan your long-anticipated vacation to China ! Traveling in a small group with like-minded fellow travelers is not only safe but also interesting and cost-effective. Each of our China group tour packages is well-designed to provide you with a delightful combination of iconic attractions and authentic local experiences. From exploring the imperial palaces and magnificent Great Wall in the ancient citadel of Beijing to visiting the Hometown of Giant Pandas , our China group tours offer the same level of classic exploration as our private packages. You are free to choose from our selection of 6 best group tours, which take you to the most popular destinations, or opt for our top recommended group packages for a unique touring experience. We also offer single-destination group adventures for shorter trips. It's your way to travel!

Our China Group Tour Features:

"Excellent Tour, best experience"

"A unique experience despite a difficult context thanks

to an experience team of organisers"

• 3 Best Group Tours
• China Group Tours from Beijing
• Tibet Group Tours
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3 Best China Group Tour Packages in 2024

Recommended China Group Tours from Beijing at Knockdown Prices

Take China Group Tours from Shanghai/Chengdu

Recommended Tibet Group Tours 2024

Why Makes Us Different? Why Travel in Group with Us?

What to Expect a Group Tour with Asia Odyssey Travel

Knowledgeable Local Guides

Comfortable & Air-conditioned Vehicle

Well-selected 3-star Hotels

Authentic Local Flavors

China Group Tour FAQs - Plan Your Group Travel Worry-free

A group tour means you will travel with a group of 2-12 travelers . If you are solo traveler, you need to share a room with a partner. And you will take a coach to the attractions, have lunch together at a round table. You can make friends and share ideas on the way. The prices are cheap.

A private tour is totally based on your personal likes and needs. You have your personal English-speaking guides and drivers, and the whole tour is very flexible. Hotels and meals are chosen according to your wish. The prices are higher than a group tour.

First, decide which group tour to take and then select your travel dates and click “join-in a tour”. You will get free enquiry and don’t need to pay immediately.

After sending us your requirements, one of our professional travel experts will get back to you within 0.5 to 24 hours and we guarantee to reserve a place for you first. When all the information have confirmed, then you make the payment. Please feel free to contact the travel expert directly if you have any questions prior to booking.

Book a group tour with Asia Odyssey Travel and the tour includes sightseeing and entrance fee in each destination, accommodation, meals (breakfast and lunch), transportation (transfers within a city and transport between cities), local guides and drivers... You can take a look at one group tour and check details.

Travelers from all over the world and from all walk of life will join our China group tour. Based on our statistics in past years, the average age of the group travelers is middle-aged and senior travelers and 40% are young people. You will meet like-minded travelers on your group tour and can make friends during the journey.

You may start your full day sightseeing at around 09:00 and ends at about 18:00 .

Timing may change slightly according to the season and activities. The local guides will pick you up at your hotels and escort you back.

Usually, breakfast and lunch are included in the tour . Breakfast are buffet and you can select your likes. And lunch are Chinese dishes served at round table, ordered by the tour guide. All you will need to do is let your travel expert know your dietary requirements and update your details at the time of booking. The travel experts will tell the tour guides in each destination and make the arrangement for you. While you’re travelling, the local guide will almost always double check for any dietary requirements verbally with the group before each meal.

Latest China Group Tours Reviews from Our Customers

Destination(s): Beijing, Xian, Shanghai

Date of Experience: Jan 24, 2024

Tour Customized by: Shirley

You May be Interested in This Tour: 8 Days Beijing Xian Shanghai Small Group Tour

Very good experience since 1st contact with agency, supported with great attention and helpful response by Rex until the last tour in Shanghai. All the city tours were conducted by well informed guides with fluent english.

In Beijing guided by Maggie Pan manage all tours with smart way and great attention. Great Wall, Tiananmen Square, Forbidden City, Heaven Temple, Summer Palace and Olympics games places. In Xi’an guided by Timo with great explanation and flexibility. Visited Muslim, Terracotta, Pagoda and Ancient Wall. In Guilin and Yangshuo guided by Chanel with very friendly and kindly way. Visitng Reed Flute Cave, Elephant Trunck Hill and Li River Cruise. In Shanghai guided by Qián with great attention and explanation and giving us time for shopping. Hotels selected were very good and confortable with delicious breakfast. Holiday Inn Express and Lisa’s Hotel (in Yangshuo).

Restaurants were local style with reasonable cost. As the price focus is in low cost travel pack with nices places to visit, consider also to wakeup early for fligths and trains. Suggestion for Improvement to Travel Agency: more detailed timing schedule.

Destination(s): Beijing, Xian, Shanghai, Guilin/Yangshuo

Date of Experience: Nov 17, 2023

Tour Customized by: Rex

You May be Interested in This Tour: 10 Days Beijing Xian Guilin Shanghai Small Group Tour

As a solo traveler seeking to connect with fellow partners, I opted for the cost-effective option of a group tour. After thorough online research, I discovered Asia Odyssey Travel's China Group Tour. The "13 Days Relaxing China Tour with Yangtze Cruise in Small Group" caught my attention. Joining this tour proved to be an incredible experience. From the awe-inspiring historical sites in Beijing and Xian to the captivating landscapes of Guilin, every moment left a lasting impression. The serenity of the Yangtze Cruise enhanced the overall relaxation on this small group tour. Wrapping up the journey in vibrant Shanghai was the perfect ending. I wholeheartedly recommend it to others!

Destination(s): Beijing, Xian, Shanghai, Guilin/Yangshuo, YangtzeRiver, Chongqing

Date of Experience: Sep 02, 2023

Tour Customized by: Isaac

You May be Interested in This Tour: 13 Days Relaxing China Tour with Yangtze Cruise in Small Group

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China lifts bans on group tours to US, Japan and other key markets

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Reporting by Casey Hall in Shanghai, Sophie Yu in Beijing and Joyce Lee in Seoul; Additional reporting by the Beijing newsroom, Kanishka Singh and David Shepardson in Washington and Doyinsola Oladipo in New York; Editing by Jamie Freed, Edwina Gibbs and Andy Sullivan

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Casey has reported on China's consumer culture from her base in Shanghai for more than a decade, covering what Chinese consumers are buying, and the broader social and economic trends driving those consumption trends. The Australian-born journalist has lived in China since 2007.

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Outlook for China tourism 2023: Light at the end of the tunnel

China 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 January 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. 1 China’s Ministry of Culture and Tourism. This upswing indicates that domestic travel volume has recovered to 90 percent of 2019 figures, and spending has bounced back to around 70 percent of pre-pandemic levels. 2 McKinsey analysis based on China’s Ministry of Culture and Tourism data.

This article paints a picture of Chinese travelers and their evolving spending behaviors and preferences—and suggests measures that tourism service providers and destinations could take to prepare for their imminent return. The analyses draw on the findings of McKinsey’s 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 endemic

By January 8, 2023, cross-city travel restrictions, border closures, and quarantine requirements on international arrivals to China had been lifted. 3 “Graphics: China’s 20 new measures for optimizing COVID-19 response,” CGTN, November 15, 2022; “COVID-19 response further optimized with 10 new measures,” China Services Info, December 8, 2022; “China reopens borders in final farewell to zero-COVID,” Reuters, January 8, 2023. This rapid removal of domestic travel restrictions, and an increase in COVID-19 infection rates, likely knocked travel confidence for cross-city and within-city trips. Right after the first easing of measures, in-city transport saw a marked drop as people stayed home—either because they were ill, or to avoid exposure. Subway traffic in ten major cities in mainland China fell and then spiked during Chinese New Year in February. Hotel room bookings also peaked at this time.

Domestic airline seat capacity experienced a minor rebound as each set of restrictions was lifted—suggesting a rise in demand as airlines scheduled more flights. Domestic capacity fluctuated, possibly due to the accelerated COVID-19 infection rate and a temporary labor shortage. International seat capacity, however, continued to climb (Exhibit 1).

By Chinese new year, China was past its infection peak—and domestic tourism recovered strongly. For instance, Hainan drew 6.4 million visitors over Chinese New Year (up from 5.8 million in 2019) and visits to Shanghai reached 10 million (roughly double 2019 holiday figures). 4 China’s Ministry of Culture and Tourism. Overall, revenue per available room (RevPAR) during this period recovered and surpassed pre-pandemic levels, at 120 percent of 2019 figures. 5 STR data. Outbound trips are still limited, but given the pent-up demand for international travel (and the upswing in domestic tourism) the tourism industry may need to prepare to welcome back Chinese tourists.

Tourism players should be ready for this; the time to act is now.

A demand boom is around the corner—Chinese tourists are returning soon

Before the pandemic, Chinese tourists were eager travelers. Mainland China had the largest outbound travel market in the world, both in number of trips and total spend. 6 World Tourism Organization (UNWTO) Tourism dashboard, Outbound tourism ranking. In 2019, Mainland Chinese tourists took 155 million outbound trips, totaling $255 billion in travel spending. 7 China’s Ministry of Culture and Tourism. These figures indicate total outbound trips, including to Hong Kong and Macau. China is also an important source market for some major destinations. For instance, Chinese travelers made up 28 percent of inbound tourism in Thailand, 30 percent in Japan, and 16 percent of non-EU visitors to Germany. 8 United Nations World Tourism Organization (UNWTO) database.

Leisure travel was the biggest driver of China’s outbound travel, representing 65 percent of travelers in 2019. In the same year, 29 percent of travelers ventured out for business, and 6 percent journeyed to visit friends and relatives. 9 Euromonitor International database.

Our most recent Survey of Chinese Tourist Attitudes, conducted in November 2022, shows that Chinese tourists have retained their keen desire to explore international destinations. About 40 percent of respondents reported that they expect to undertake outbound travel for their next leisure trip.

Where do these travelers want to go?

The results also indicate that the top three overseas travel destinations (beyond Hong Kong and Macau) are Australia/New Zealand, Southeast Asia, and Japan. Overall, respondents show less interest in travel to Europe than in previous years, down from 7 percent to 4 percent compared to wave 5 respondents. Desire to embark on long-haul international trips to Australia/New Zealand increased from 5 percent to 7 percent, and North American trips from 3 percent to 4 percent since the last survey. The wealthier segment (monthly household income over RMB 38,000) still shows a high interest in EU destinations (13 percent).

There are stumbling blocks on the road to recovery

While travel sentiment is strong, other factors may deter travelers from taking to the skies: fear of COVID-19; the need for COVID-19 testing which can be expensive; ticket prices; risk appetite of destination countries; and getting a passport or visa.

Chinese travelers may favor domestic trips, even if all outbound travel restrictions are removed, until they feel it is safe to travel internationally. A COVID-19-safe environment in destination countries will likely boost travelers’ confidence and encourage them to book trips again. 10 “Long-haul travel barometer,” European Travel Commission, February 1, 2023.

Travel recovery is also dependent on airline capacity. Some international airlines might be slow to restore capacity as fleets were retired during COVID-19 and airlines face a shortage of crew, particularly pilots. Considering that at the time of writing, in April 2023, international airline seat capacity has only recovered to around 37 percent of pre-pandemic levels, travelers are likely to face elevated ticket prices in the coming months. For instance, ticket prices for travel in the upcoming holidays to popular overseas destinations such as Japan and Thailand are double what they were in 2019. 11 Based on Ctrip prices. Price-sensitive travelers might wait for ticket prices to level out before booking their overseas trips.

Chinese airlines, however, appear more ready to resume full service than their international counterparts —fewer pilots left the industry and aircraft are available. Chinese carriers’ widebody fleets are mostly in service or ready to be redeployed (Exhibit 2).

Moving forward, safety measures in destination countries will affect travel recovery. Most countries have dropped testing requirements on arrivals from mainland China, and Chinese outbound group travel has resumed but is still limited to selected countries.

Many Chinese travelers—maybe 20 percent—have had passports expire during the COVID-19 period, and China has not been renewing these passports. Renewals are now possible, but the backlog will slow travel’s rebound by a few months. 12 Steve Saxon, “ What to expect from China’s travel rebound ,” McKinsey, January 25, 2023. Furthermore, travel visas for destination countries can take some time to be processed and issued.

Taken together, these factors suggest that the returning wave of Chinese travelers may only gather momentum by the Summer of 2023 and that China’s travel recovery will likely lag Hong Kong’s by a few months.

Overall, China is opening up to travel, both inbound and outbound—all types of visas are being issued to foreign visitors, and locals are getting ready to travel abroad. 13 “China to resume issuing all types of visas for foreigners,” China Briefing, March 14, 2023.

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The returning chinese traveler is evolving.

Although Chinese travelers did not have opportunities to travel internationally over the past three years, they continued to travel domestically and explore new offerings. Annual domestic trips remained at around 50 percent of pre-pandemic levels, amounting to 8.7 billion domestic trips over the past three years. 14 China’s Ministry of Culture and Tourism. During this time, the domestic market matured, and travelers became more sophisticated as they tried new leisure experiences such as beach resorts, skiing trips, and “staycations” in home cities. Chinese travelers became more experienced as thanks to periods of low COVID-19 infection rates domestically they explored China’s vast geography and diverse experiences on offer.

Consequently, the post-COVID-19 Chinese traveler is even more digitally savvy, has high expectations, and seeks novel experiences. These are some of the characteristics of a typical traveler:

• Experience-oriented: Wave 6 of the survey shows that the rebound tourist is planning their trip around experiences. Outdoor and scenic trips remain the most popular travel theme. In survey waves 1 to 3, sightseeing and “foodie” experiences were high on the list of preferences while traveling. From waves 4 to 6, culture and history, beaches and resorts, and health and wellness gained more attention—solidifying the trend for experience-driven travel. Additionally, possibly due to the hype of the Winter Olympics, skiing and snowboarding have become popular activities.
• Hyper-digitized: While digitization is a global trend, Chinese consumers are some of the most digitally savvy in the world; mobile technologies and social media are at the core of daily life. COVID-19 drove people to spend more time online—now short-form videos and livestreaming have become the top online entertainment options in China. In the first half of 2022, Chinese consumers spent 30 percent of their mobile internet time engaging with short videos. 15 “In the first half of the year, the number of mobile netizens increased, and short videos accounted for nearly 30% of the total time spent online,” Chinadaily.com, 27 July 2022.
• Exploration enthusiasts: Chinese travelers are also keen to explore the world and embark on novel experiences in unfamiliar destinations. Survey respondents were looking forward to visiting new attractions, even when travel policies limited their travel radius. Instead of revisiting destinations, 45 percent of respondents picked short trips to new sites as their number one choice, followed by long trips to new sites as their second choice.

Consumers are optimistic, and travel spending remains resilient

McKinsey’s 2022 research on Chinese consumer sentiment shows that although economic optimism is seeing a global decline, 49 percent of Chinese respondents reported that they are optimistic about their country’s economic recovery. Optimism had dropped by 6 percentage points since an earlier iteration of the survey, but Chinese consumers continue to be more optimistic than other surveyed countries, apart from India (80 percent optimistic) and Indonesia (73 percent optimistic) (Exhibit 3). 16 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Chinese consumers are still keen to spend on travel, and travel spending is expected to be resilient. Wave 6 of the tourist attitude survey saw 87 percent of respondents claiming that they will spend more or maintain their level of travel spending. Moreover, when consumers were asked “which categories do you intend to splurge/treat yourself to,” travel ranked second, with 29 percent of respondents preferring travel over other categories. 17 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Against this context of consumer optimism, the wave 6 tourist attitude survey results shed light on how travelers plan to spend, and which segments are likely to spend more than others:

• The wealthier segment and older age groups (age 45-65) show the most resilience in terms of travel spend. Around 45 to 50 percent of travelers in these two groups will spend more on their next leisure trip.
• The wealthier segment has shown the most interest in beach and resort trips (48 percent). Instead of celebrating Chinese New Year at home with family, 30 percent of Chinese travelers in the senior age group (age 55-65) expect to take their next leisure trip during this holiday—10 percent more than the total average. And the top three trip preferences for senior travelers are culture, sightseeing, and health-themed trips.
• When it comes to where travelers plan to spend their money on their next trip, entertainment activities, food, and shopping are the most popular categories. These are also the most flexible and variable spending categories, and there are opportunities to up-sell—attractions, food and beverage, and retail players are well positioned to create unique and unexpected offerings to stimulate spending in this area (Exhibit 4).

Independent accommodation is gaining popularity

Overall, Chinese consumers have high expectations for products and services. McKinsey’s 2023 consumer report found that local brands are on the rise and consumers are choosing local products for their quality, not just for their cheaper prices. Chinese consumers are becoming savvier, and tap into online resources and social media to educate themselves about the specific details and features of product offerings. 18 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

Furthermore, 49 percent of Chinese consumers believe that domestic brands are of “better quality” than foreign brands—only 23 percent believe the converse is true. Functionality extended its lead as the most important criterion influencing Chinese consumers, indicating that consumers are focusing more on the functional aspects of products, and less on emotional factors. Branding thus has less influence on purchasing decisions. 19 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

These broader consumer sentiments are echoed in the travel sector. Chinese travelers pay attention to cost, but do not simply seek out the lowest prices. While 17 percent of wave 6 respondents are concerned about low prices, 33 percent are on the hunt for value-for-money offerings, and 30 percent prefer good discounts and worthwhile deals.

And consumer sentiment regarding local brands holds true for travel preferences. Independent travel accommodation continues to be the preferred choice for most respondents, increasing in share against international chain brand hotels (Exhibit 5). Almost 60 percent of respondents prefer independent accommodation such as boutique hotels, B&Bs, and Airbnb—an 8 percentage-point increase since 2020.

Local chain brand hotels remain stable, the favored accommodation for 20 percent of respondents. These hotels are seen as a more standardized option, and as most are located in urban areas, they target the budget traveler segment.

Opting for independent accommodation is not considered a trade down; Chinese travelers expect a high level of service. In particular, respondents in the wealthier segment picked independent options (57 percent) over international premium brands (27 percent).

Premium independent options for the wealthier segment are abundant, specifically in leisure travel. Setting up a premium brand hotel requires long-term construction periods and heavy capital investment. Small-scale boutique hotels or B&Bs, on the other hand, are more agile solutions that can ramp up in the short term. This may explain the abundance of premium independent offerings. For instance, in destinations such as Lijiang and Yangshuo, between seven and nine of the top-ten premium hotels listed on Ctrip are independent boutique hotels.

Premium independent accommodation’s strength lies in quality guest experience with a genuine human touch. The service level at premium independent establishments can even surpass that of chain brand accommodation thanks to the high staff-to-room ratio, which easily reaches 3:1 or even 5:1. 20 “Strategic marketing analysis of boutique hotels,” Travel Daily , June 3, 2015. For hotels in Xiamen, Lijiang, and Yangshou, Ctrip service ratings of premium independent hotels are all above 4.7, outperforming international chain brand hotels.

Travelers are becoming smarter and more realistic during hotel selection, focusing on fundamental offerings such as local features and value for money. Across all types of hotels, local features are one of the most important factors influencing hotel selection—even for chain brand hotels which have a reputation for mastering the standardized offering. On average, 34 percent of respondents report that local features and cultural elements are the key considerations affecting their choice of hotel.

Outbound Chinese tourists are evolving rapidly, becoming increasingly diverse in their travel preferences, behaviors, and spending patterns. Chinese travelers are not homogeneous, and their needs and preferences continue to evolve. Therefore, serving each group of tourists may require different product offerings, sales channels, or marketing techniques.

The path toward eco-friendly travel in China

How international travel and tourism can attract outbound chinese travelers.

China’s lifting of travel restrictions may cause some uncertainty in the short term, but a promising recovery lies ahead. Chinese tourists have maintained a strong desire to travel internationally and are willing to pay for this experience. They are also discerning and looking for high-quality accommodation, offerings, and service. As boutique hotels are becoming more popular, international hotel brands hotels could, for example, aim to stand out by leveraging their experience in service excellence.

With renewed travel demand, now may be the time for international travel and tourism businesses to invest in polishing product offerings—on an infrastructural and service level. Tourism, food and beverage, retail, and entertainment providers can start preparing for the rebound by providing unique and innovative experiences that entice the adventurous Chinese traveler.

Craft an authentically local offering that appeals to experience-driven Chinese travelers

Chinese travelers have suspended overseas trips for three years, and are now looking to enjoy high-quality experiences in destinations they have been to before. They also want to do more than shopping and sightseeing, and have expressed willingness to spend on offerings geared towards entertainment and experience. This includes activities like theme parks, snow sports, water sports, shows, and cultural activities. Authentic experiences can satisfy their desire for an immersive foreign experience, but they often want the experience to be familiar and accessible.

Designing the right product means tapping into deep customer insights to craft offerings that are accessible for Chinese travelers, within a comfortable and familiar setting, yet are still authentic and exciting.

Travel and tourism providers may also have opportunities to up-sell or cross-sell experiences and entertainment offerings.

Social media is essential

Social media is emerging as one of the most important sources of inspiration for travel. Short video now is a major influence channel across all age groups and types of consumers.

Tourist destinations have begun to leverage social media, and short video campaigns, to maximize exposure. For example, Tourism Australia recently launched a video campaign with a kangaroo character on TikTok, and overall views soon reached around 1.67 billion.

The story of Ding Zhen, a young herder from a village in Sichuan province, illustrates the power of online video in China. In 2020, a seven-second video of Ding Zhen turned him into an overnight media sensation. Soon after, he was approached to become a tourism ambassador for Litang county in Sichuan—and local tourism flourished. 21 “Tibetan herder goes viral, draws attention to his hometown in SW China,” Xinhuanet, December 11, 2020. Another Sichuan local, the director of the Culture and Tourism Bureau in Ganzi, has drawn visitors to the region through his popular cosplay videos that generated 7 million reviews. Building on the strength of these influential celebrities, visitor numbers to the region were said to reach 35 million, more than two-and-a-half times 2016 volumes. 22 “Local official promoting Sichuan tourism goes viral on internet,” China Daily, June 17, 2022; “The Director of Culture and Tourism disguises himself as a “Swordsman” knight to promote Ganzi tourism,” Travel Daily , June 17, 2022.

Online travel companies are also using social media to reach consumers. Early in the pandemic, Trip.com took advantage of the upward trend in livestreaming. The company’s co-founder and chairman of the board, James Liang, hosted weekly livestreams where he dressed up in costume or chatted to guests at various destinations. Between March and October 2020, Liang’s livestreams sold around $294 million’s worth of travel packages and hotel room reservations. 23 “Travel companies adapt to a livestreaming trend that may outlast the pandemic,” Skift, October 26, 2020.

Livestreaming is being used by tourism boards, too. For instance, the Tourism Authority of Thailand (TAT) collaborated with Trip.com to launch a new campaign to attract Chinese tourists to Thailand as cross-border travel resumed. The broadcast, joined by TAT Governor Mr Yuthasak Supasorn, recorded sales of more than 20,000 room nights amounting to a gross merchandise value of over RMB 40 million. 24 “Trip.com Group sees border reopening surge in travel bookings boosted by Lunar New Year demand,” Trip.com, January 13, 2023.

International tourism providers looking to engage Chinese travelers should keep an eye on social media channels and fully leverage key opinion leaders.

Scale with the right channel partners

Travel distribution in China has evolved into a complex, fragmented, and Chinese-dominated ecosystem, making scaling an increasingly difficult task. Travel companies need to understand the key characteristics of each channel type, including online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies as each target different customer segments, and offer different levels of control to brands. It also takes different sets of capabilities to manage each type of distribution channel.

Travel companies can prioritize the channels they wish to use and set clear roles for each. One challenge when choosing the right channel partner is to avoid ultra-low prices that may encourage volume, but could ultimately damage a brand.

Meanwhile, given the evolution of the postCOVID-19 industry landscape and rapid shifts in consumer demand, travel companies should consider direct-to-consumer (D2C) channels. The first step would be selecting the appropriate D2C positioning and strategy, according to the company’s needs. In China, D2C is a complicated market involving both public domains (such as social media and OTA platforms) and private domains (such as official brand platforms). To make the most of D2C, travel companies need a clear value proposition for their D2C strategy, whether it be focused on branding or on commercial/sales.

Create a seamless travel experience for the digitally savvy Chinese tourist

China has one of the most digitally advanced lifestyles on the planet. Chinese travelers are mobile-driven, wallet-less, and impatient—and frequently feel “digitally homesick” while abroad. Overseas destinations and tourism service providers could “spoil” tech-savvy Chinese travelers with digitally enhanced service.

China’s internet giants can provide a shortcut to getting digital services off the ground. Rather than building digital capabilities from scratch, foreign tourism providers could engage Chinese travelers through a platform that is already being used daily. For example, Amsterdam’s Schiphol Airport provides a WeChat Mini Program with four modules: duty-free shopping, flight inquiry, information transfer, and travel planning. This contains information about all aspects of the airport, including ground transportation and tax refund procedures.

Alibaba’s Alipay, a third-party mobile and online payment platform, is also innovating in this space. The service provider has cooperated with various tax refund agencies, such as Global Blue, to enable a seamless digitized tax refund experience. Travelers scan completed tax refund forms at automated kiosks in the airport, and within a few hours, the refunded amount is transferred directly to their Alipay accounts. 25 “Alipay and Global Blue to make tax refunds easy for Chinese tourists,” Alizila, June 23, 2014.

Such digital applications are likely to be the norm going forward, not a differentiator, so travel companies that do not invest in this area may be left behind.

Chinese travelers are on the cusp of returning in full force, and tourism providers can start preparing now

With China’s quarantine requirements falling away at the start of 2023, travelers are planning trips, renewing passports and visas, and readying themselves for a comeback. Chinese tourists have not lost their appetite for travel, and a boom in travel demand can be expected soon. Though airlines are slow to restore capacity, and some destination countries are more risk averse when welcoming Chinese travelers, there are still options for Chinese tourists to explore destinations abroad.

Tourism providers can expect to welcome travelers with diverse interests who are willing to spend money on travel, who are seeking out exciting experiences, and who are choosing high-quality products and services. The returning Chinese traveler is digitally savvy and favors functionality over branding—trends suggest that providers who can craft authentic, seamless, and unique offerings could be well positioned to capture this market.

Guang Chen and Jackey Yu are partners in McKinsey’s Hong Kong office, Zi Chen is a capabilities and insights specialist in the Shanghai office, and Steve Saxon is a partner in the Shenzhen office.

The authors wish to thank Cherie Zhang, Glenn Leibowitz, Na Lei, and Monique Wu for their contributions to this article.

Xi Jinping sends message to 14th China-U.S. Tourism Leadership Summit

A view of the Bell Tower in Xi'an, northwest China's Shaanxi Province, March 19, 2024. /CFP

Chinese President Xi Jinping on Wednesday sent a message to the 14th China-U.S. Tourism Leadership Summit held in Xi'an, northwest China's Shaanxi Province.  

In his message, Xi noted that this year marks the 45th anniversary of the establishment of diplomatic relations between China and the United States.

"The foundation of China-U.S. relations was laid by the people, the door of China-U.S. relations was opened by the people, the stories of China-U.S. relations are written by the people and the future of China-U.S. relations will also be created by the two peoples," said Xi.

Stressing tourism is an important bridge for the people of China and the U.S. to interact and know each other, the Chinese president expressed warm welcome for U.S. tourists to travel to China to gain first-hand experience of China.

Xi voiced the hope that people from all walks of life in the two countries would take the summit as an opportunity to deepen exchanges and build consensus.

He also called for using tourism cooperation to promote people-to-people exchanges, continue friendship between China and the U.S., and help translate the San Francisco vision into reality.

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Young people from China and the US cheer at the opening ceremony of the 14th China-US Tourism Leadership Summit in Xi'an, Northwest China's Shaanxi Province on May 22, 2024. Photo: cnsphoto

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China is building a more positive tourism image globally, with more foreign visitors sharing their good travel experiences online and not unfairly stereotyping the country.

Two Mad Explorers from Ireland, a video blog channel on YouTube with more than 160,000 subscribers, has recorded the experiences of two travelers from the European country who started their trip to China two weeks ago from Chengdu, the capital of Southwest China's Sichuan province. They describe Chengdu as "clean, beautiful, very modern and an affordable place to visit".

Two visitors from Italy, Sydia and Mica, told Douyin blogger Broke Laowai, who has over 600 followers, that they have traveled to Beijing, Pingyao in Shanxi province and Xi'an in Shaanxi province.

Sydia said she found the people in China to be very kind and thoughtful. They try to help foreigners even if the latter don't speak Chinese and they themselves don't speak fluent English, she said.

The two visitors from Italy also praised mobile phone applications such as Alipay and WeChat, calling these "very cool" apps for ordering coffee, hailing rides and making payments.

China's inbound tourism recorded a good performance after the nation announced its visa-waiver policies for residents of some European and Asian countries and regions in late 2023.

Starting in December, China offered visa-free entry to ordinary passport holders of six countries — France, Germany, Italy, the Netherlands, Spain and Malaysia — allowing them to stay on the Chinese mainland for up to 15 days for tourism, business and family visit purposes, and also allowing them to transit without a visa.

The policy was extended to another six countries, including Switzerland and Ireland, in March, with its expiration date extended to Dec 31.

The National Immigration Administration issued 466,000 visas to international travelers in the first quarter of 2024, up nearly 120 percent year-on-year, data from the administration showed. Nearly 2 million visits were made to the mainland by visa-exempt foreign nationals in the first quarter, up 266 percent year-on-year.

The boom in inbound tourism continued during the May Day holiday. Around 1.76 million inbound trips were made to the mainland over the five-day break, which started on May 1, the Ministry of Culture and Tourism said.

Travel portal Trip.com Group said that inbound travel bookings grew 130 percent year-on-year on the platform, while airport pickup services surged 342 percent year-on-year during the holiday.

Zhang Jinshan, a researcher on tourism planning and development at Beijing Union University, said that China's visa "openness and accessibility" was key to its inbound tourism growth.

"China has made efforts to optimize its visa issuing procedures and made some groundbreaking changes in its visa policies starting in 2023. The inbound tourism market has embraced rapid recovery since earlier this year, with the growth of international travelers from some countries exceeding our expectations," he said.

Zhao Jing, director of customized tours at travel portal Tuniu, said that international travelers like planning their trips in advance, and China's optimized entry policies will give them more time to prepare for their trips as well as boost their confidence in getting to know the country better.

The relaxed entry policies have also cheered up domestic tourism companies, prompting them to channel more resources into launching new products and improving services, Zhao said.

"The inbound tourism (market) has great potential yet to be tapped. I think the optimized policies will also attract more people to work in the sector," she added.

Zhang, the tourism researcher, suggested that China expand its visa-free policy to some neighboring countries, and also to countries and regions involved in the Belt and Road Initiative, in order to gain a larger share in inbound tourism.

In addition to improving payment, network and accommodations services for international travelers, China can channel more resources to deepen reform, enhance openness and improve the nation's image to secure the stable and sustainable development of inbound tourism, he added.

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China scores first win at Women's Volleyball Nations League 2024 Macao presented by Galaxy Entertainment Group

The second day of Women’s Volleyball Nations League 2024 Macao presented by Galaxy Entertainment Group, jointly organized by the Sports Bureau of the Macao SAR Government, Galaxy Entertainment Group, and the Volleyball Association of Macao, China got underway today (29 May) at the Galaxy Arena. Italy scored a straight-set victory over France, while China came from one set down to beat the Netherlands 3-1 behind the support of the home crowd.

Three exciting matches will be on show tomorrow: Dominican Republic v Italy at 12:30 p.m., France v Japan at 4 p.m. and Brazil v Netherlands at 7:30 p.m.

Host beat the Netherlands

The highlight of the second matchday saw China pitted against the Netherlands with both teams fighting for ranking points in order to qualify for the Paris Olympics. The host made a slow start to the match with some uncharacteristic errors as the Netherlands took an early lead en route to winning the first set 25-21. Unfazed by the early setback, China gradually improved its game by strengthening its blocking. Outstanding plays by Gong Xiangyu and Wang Yuanyuan helped the team win the second set 25-23 to level the match. With momentum on its side, China edged the third set 25-23 with the Li Yingying, Wu Mengjie and Yuan Xinyue starring on both offense and defense. The Netherlands tried to mount a comeback in the fourth set with attacking plays by Elles Dambrink and Jolien Knollema, but China managed to withstand the pressure thanks to exceptional performances by Wu Mengjie and captain Yuan Xinyue to win the set 25-21 and the match. China plays Japan next on 31 May as the team aims for consecutive victories in Macao.

Italy secured comfortable win

In the first match this afternoon, a well-rounded Italy side made light work of France, winning 70% of the receiver points to secure a comfortable straight-set win (25-15, 25-14, 25-14).

Tickets sales have received overwhelming response. Limited tickets are available for purchase via Damai application and mini program and MacauTicket.com. In addition, limited tickets for some sessions are available for sale at the Galaxy Arena. The tickets are priced between MOP 180 and MOP 1,380, depending on the seat section and match session. All ticket prices are in Macao Patacas (MOP) or Renminbi (CNY), and same prices apply to both Macao Patacas and Hong Kong dollars. Each person can purchase a maximum of four tickets per session. Every person taller than 1.2m in height requires a ticket for admission. Children who are less than 1.2m in height and do not occupy a seat can enter the venue free of charge when accompanied by a paying adult at all times, and each adult can only bring along one child.

Holders of Macao Resident ID Card can enjoy a 10% discount, and holders of a Macao full-time Student Card, Macao residents aged 65 or above, or holders of Registration Card for Disability Assessment can enjoy a 20% discount. Discounts are only available for tickets of 30 May sold at the Galaxy Arena, with each person limited to one discounted ticket per session. The concession is valid while stocks.

The Women’s VNL Macao 2024 will continue tomorrow (30 May) until Sunday (2 June). For more details, please visit the event website at www.macaovnl.com or the Sports Bureau website at www.sport.gov.mo, or follow the ‘Macao Major Sporting Events’ Facebook page, ‘澳門體育’ WeChat official account and ‘澳門特區體育局’ (Macao SAR Sports Bureau) WeChat subscription account.

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Hilton optimistic about tourism in China

Global hospitality company Hilton is confident about the recovery of the tourism market in China, driven by rising number of international travelers and hails China as a significant contributor to the global travel economy, according to its top executive.

Christopher J. Nassetta, president and chief executive officer of Hilton and national chair of the United States Travel Association, visited China this week to attend the 14th China-US Tourism Leadership Summit in Xi'an, Shaanxi province.

On May 22, Nassetta delivered a keynote speech that underscored Hilton's confidence in the recovery of travel and the power of tourism to bring people together.

"China is a significant contributor to the global travel economy, and represents Hilton's next largest market outside of the United States," said Nassetta.

"We see the important strides that China is making to welcome back international travelers, and have every confidence in the full return of its travel industry."

Nassetta said the company is committed to promoting international exchange, advancing professional opportunities and bringing diversified new offerings to Chinese travelers in this new golden age of travel.

Hilton has now operated more than 660 hotels across 10 brands in over 210 destinations in China as of April 2024. Since 2020, Hilton has opened more than 100 new hotels every year in the country.