Intersect Communications Inc. conducted a survey on travel consumption during the 2024 National Day holiday, targeting residents in China. The results were released just before the holiday. This survey was carried out between September 5 and 6, 2024, using Tencent’s messaging app “WeChat” via its survey function. A total of 556 respondents from ten cities participated, including 135 men and 421 women.
According to the survey, 80.4% of respondents reported that their attitudes toward travel have changed compared to before the COVID-19 pandemic. The most frequently cited change was in travel destinations, noted by 67.8% of participants. Other notable shifts included adjustments in travel budgets (55.9%) and timing (49.2%).
Additionally, 84.9% of respondents, or 472 people, expressed anticipation for special sales or promotions during the National Day holiday, whether domestically or abroad. Interest was particularly high for everyday consumer goods, including cosmetics, digital products, food, and travel. Among these categories, cosmetics were the most expected (68.0%, or 321 people), followed by digital products (61.4%, or 290 people), food (56.1%, or 265 people), and travel (54.9%, or 259 people). Fashion and accessories, while slightly below half, also attracted considerable interest, with 49.2% (232 people) looking forward to special deals.
When asked about their financial situation during the holiday, 73% of respondents said they would spend as usual or increase their spending, indicating that concerns about economic downturns are not widespread. Furthermore, when inquiring about travel destinations for those planning trips abroad, 53.1% mentioned Japan as their destination, likely influenced by the yen’s depreciation. This underscores Japan’s continued popularity as a travel destination among Chinese tourists.
Among those planning to visit Japan during the National Day holiday, Hokkaido stood out as the most favored destination, with about 70% of respondents selecting it. Reasons for choosing Hokkaido included its beautiful natural landscapes and the night views from Mount Hakodate. Notably, 34.0% (49 people) of those who chose Hokkaido were repeat visitors, having visited at least once before. Tokyo was the second most popular destination, with 51.7% (107 people) of respondents planning a visit, while Osaka ranked third with 25.6% (53 people). Respondents who chose Tokyo cited its status as the bustling capital of Japan, a prime shopping destination, and a hub for anime. Meanwhile, those who opted for Osaka mentioned its fun atmosphere and the attraction of Universal Studios Japan.
Based on these findings, Intersect Communications anticipates a further increase in the number of tourists from mainland China. As such, they emphasize the importance of effective promotions targeted at inbound tourists, especially given that many Chinese travelers create shopping lists prior to their trips. Measures aimed at increasing awareness before the trip and stimulating purchases during the visit are crucial. Moreover, as the number of inbound tourists continues to rise, addressing issues such as over-tourism, tourism pollution, and disaster preparedness through digital transformation (DX) initiatives will become increasingly important.
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