In the past decade, Chinese tourism’s total revenue saw double-digit annual growth. Just before COVID-19 shocked the industry, the country’s 6 billion domestic and 155 million outbound trips from mainland China generated around $1 trillion in travel spend. This propelled China to the top of global rankings for domestic tourism spend and outbound traveler numbers.
Now, confidence in post-pandemic tourism recovery is growing. Chinese travelers are still yearning to travel—and with domestic and international reopening policies in place, tourism’s recovery is on the horizon.
In a new report, The path toward eco-friendly travel in China, McKinsey, Accor, and Trip.com Group explore how the Chinese travel industry impacts the…