Image Credit: Xinhua News Agency
The 2024 China International Fair for Trade in Services (CIFTIS) has seen a surge in interest from foreign destinations eager to attract Chinese tourists. The event, held at the China National Convention Centre, has become a key platform for showcasing global travel opportunities to an increasingly enthusiastic Chinese audience.
He Qian, a representative at the Cuba pavilion, reported a notable increase in inquiries following the resumption of a direct flight between Beijing and Havana, which has reduced travel time by ten hours. He noted a significant uptick in visitor interactions, with over 20 new contacts added to his WeChat within a few hours.
Spanish officials, including Marbella’s mayor Angeles Munoz Uriol, have also been proactive in extending invitations to Chinese tourists. The city aims to capitalise on its rich tourist offerings, a crucial sector for the local economy.
The fair highlights a broader trend, with China now the world’s largest source of international tourists. According to the China Tourism Academy, outbound Chinese tourism is expected to exceed 130 million this year, up 49 percent from 2023. Researchers at Qunar have observed a growing interest in distant destinations, with outbound bookings covering 1,597 cities across 144 countries, particularly in Africa.
Tourism professionals, such as Zhang Lei from UTour Group, have noted a 30-35 percent annual increase in travel to Africa, driven by expanded destinations and diversified tourism experiences. Zimbabwe’s Victoria Falls and London’s cultural attractions have been showcased with advanced technologies to entice visitors.
Visa-free and electronic visa policies have further boosted this trend. Thailand and Indonesia, for instance, have benefited from easier access for Chinese travellers, while Morocco’s visa exemption since 2016 has consistently attracted more visitors.
Industry experts, including Radouane Chaouki of the Moroccan Embassy in China, anticipate that the resumption of more international flights will enhance travel options and further stimulate the tourism sector.