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Chinese tourists
LifestyleTravel & Leisure

Travel after the coronavirus pandemic: Chinese tourists will initially stay in Asia-Pacific, experts say, and head outdoors for custom experiences

  • Destinations closer to home, exclusive experiences and an increased use of technology could be on the cards for Chinese and East Asian tourists
  • Central-Eastern and Southern Europe could gain appeal from the traditionally popular countries in the west of the continent

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A woman takes a photo of cherry blossoms inside Inokashira Park, in western Tokyo, Japan, on March 26. Experts predict Asia-Pacific destinations will play a big part in travel for Chinese and East Asian tourists immediately after Covid-19. Photo: Getty Images
Silvia Marchetti

The coronavirus pandemic is likely to create a “new normal” when it comes to travel and tourism. But when the borders have all reopened, what might that look like? We asked experts to share their views on what Chinese and East Asian travellers will be looking for in a post-Covid-19 world, and how the West could again woo such visitors. 

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Tourism will probably make a significant recovery before the coronavirus has been fully tamed, however, so John Ap, director of the Global Centre for Tourism Education & Training at Macau’s Institute for Tourism Studies, foresees a cautious return to old ways. 
“Until the Covid-19 situation is totally under control, long-haul trips will be substituted by point-to-point travel. No grand tours per se,” says Ap, who predicts that international outbound tourism will remain below 2019 levels until at least 2023. “If an emergency arises, like a new virus hotspot, Chinese tourists will want to get back home fast, so they will likely [choose to holiday] no more than two-to-three hours away, possibly within their own country.”

Assuming ongoing uncertainty, tour operators will have to be flexible and resilient, and provide more experiences that are tailored and exclusive, Ap says.

Chinese tourists take selfies in Lisbon, Portugal, pre-pandemic. Europe is preparing to woo back Asian globe-trotters and flexibility will be key. Photo: Getty Images
Chinese tourists take selfies in Lisbon, Portugal, pre-pandemic. Europe is preparing to woo back Asian globe-trotters and flexibility will be key. Photo: Getty Images

“What sort of experience do we want to provide – that’s the key. ‘More’ is not necessarily better; travel will not be about numbers but quality,” says Ap. “Chinese tourists will look at the ‘caring capacity’ of destinations and businesses to safely accommodate and be able to offer a good experience, not a crowded one.”

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