THERE REALLY IS LIGHT AT THE END OF THE TUNNEL!

On Monday, China announced that travelers would no longer be required to enter quarantine upon arrival, in one of China’s most significant steps toward reopening since the coronavirus pandemic began.

From Jan. 8, incoming travelers will be required to show only a negative polymerase chain reaction, or P.C.R., test within 48 hours before departure, China’s National Health Commission said. Limitations on the number of incoming flights will also be eased.

For those who are connected to global tourism, this is an important milestone.?In 2019, Chinese global travelers comprised over 150 million travelers and spent over $250 Billion on global travel and shopping.

Inbound returning quarantine to China has been the greatest impediment to global Chinese travel for the past years.

?What’s Next?

?Just because the doors are open does not mean everyone will fly tomorrow.?The first step is for flights to come back.?Chinese national airlines have excess aircraft in storage which can easily be moved into flight operations and will likely be scheduled in the next weeks.?Global carriers will take longer as they will have to adjust schedules and equipment.?But as soon as the ticket sales take off, the planes will be at the gates.

?Many global Chinese travelers have visa’s from years past as many nations around the world have been issuing multiple entry long term visas before Covid. By some estimates, over 100 million Chinese travelers have valid visa’s to Europe, North America and Australia.

Safety & Comfort:

In 2020 when Chinese domestic tourism reopened, the key factor for most travelers was safety – did they feel secure traveling. The same will apply here.?Do Chinese travelers feel safe abroad, not just from the threat of Covid exposure, but in the event they require healthcare, will they be able to navigate global hospitals, insurance, cost and return to China if needed.

?In 2020, Chinese domestic tourism was essentially closed for the first four months of the year but by December, travel had rebounded to levels greater than in 2019.?Global Chinese travel can come back this fast as well.

In a recent survey we conducted on our China Wechat social media platforms for global Chinese travelers, 94% indicated that if they could easily travel internationally they would.

The New Global Chinese Traveler:

?After so many years away from the world, the global Chinese traveler in 23 will look and behave differently from what most travel suppliers were accustomed to in 2019.?Our Wechat survey recently showcased that most interested international travelers are more likely to be FIT, age 25 – 45, female, English language comfortable, having traveled internationally pre-covid as often as 2-3 times per year.

?Experience and spend will be the foot print of the Chinese traveler in 23, while budget mass market tourism from China is not likely to reemerge until 24 or 25.

?Marketing Tools:

?For many global travel suppliers now is the time to reengage and start using the tools that can most easily connect you to Chinese travelers, including China Wechat, Weibo, Douyin and more.?Western social media does not work in China and using the local social media tools is the only way to connect with FIT and industry resellers.

As we approach the official reopening, we’ll continue to update you here.?Please check back for more news and ideas.

?From Shanghai.

?Alexander Glos