Resources - news, events, videos & presentations

Chinese Consumer Travel Sentiment Report: March 2021

Dragon Trail Research’s newest consumer survey reveals cautious optimism about travel, perceptions of outbound destinations, and key drivers of travel intention

March 31, 2021 – Compared to Dragon Trail Research’s September 2020 Chinese Consumer Travel Sentiment Report, our latest findings show that Chinese consumers are now more likely to say that they’re willing to travel. But especially when it comes to outbound travel, caution and uncertainty define market sentiment.

Asked to rate safety levels for 12 overseas destinations, Chinese travelers expressed high perceptions of safety for Singapore and Japan, with mixed appraisals for Australia, Thailand, and European countries. North American destinations, especially the US, were widely seen as unsafe, while responses around South American countries indicated limited knowledge about this part of the world.

While so much has changed since the start of the pandemic, preferences around global travel destinations and activities are consistent with Chinese outbound travel prior to COVID. Asia remains the first-choice global region for outbound travel, followed by Europe, with North America in third place – despite the region’s poor image for safety. In what will likely be good news for many tourism providers, trying local foods and visiting attractions such as landmarks and museums still top Chinese travelers’ priority lists, with activities in nature also ranking high.

The report also offers a detailed look at travel motivations and drivers of travel intention, showing high value placed on friendliness to Chinese travelers, the pandemic situation in the destination, external messages from the government and travel agencies, and social pressure.

Click here to view and download the full report.

For future reports and updates on the Chinese travel market and news about upcoming webinars and other events, subscribe to our monthly newsletter, and follow us on LinkedIn, Twitter, and Facebook.

This Chinese Consumer Travel Sentiment Report is brought to you by Dragon Trail Research, founded in 2019 to empower decision-making for the travel industry. We deliver quantitative and qualitative research fueled by statistics to help our clients uncover market trends, evaluate tactics, and engage their target audience.

Especially during this unprecedented period for world travel, Dragon Trail Research can help you to build your pandemic recovery strategy, with first-hand data and local market insights.

Our services include:

– Traveler Sentiment Analysis
– Awareness & Satisfaction Studies
– Competitor Analysis
– Travel Trade Surveys
– Customized Research

Please contact us at to discuss your research goals and needs for the Chinese market, as well as cooperation and partnerships.

Share this:

This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the cookie policy. If you want to know more or withdraw your consent to all or some of the cookies, please refer to the cookie policy. By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to the use of cookies.