On the afternoon of June 26th, the China Tourism Research Institute and Fliggy Travel jointly held the "2024 Chinese Tourist Outbound Satisfaction Research Report Release and Global Tourism Consumption Laboratory Signing Ceremony" in Beijing. During the achievement release phase, our assistant researcher Zhang Jiayi, on behalf of the tourist satisfaction research group, released the main viewpoints of the "2024 Chinese Tourist Outbound Satisfaction Research Report" and the "2024 Top 10 Destination for Chinese Outbound Tourist Satisfaction".

The Tourist Satisfaction Research Group of China Tourism Research Institute has been conducting data monitoring and research on tourist satisfaction for the three major markets of domestic, inbound, and outbound for 16 consecutive years. In 2024, the research team collected 40000 market survey data from 27 major outbound destination countries and regions, as well as hundreds of thousands of tourist evaluation data from 102 countries and regions, using a combination of offline airport interception, online platform research, SMS surveys, and other multi-channel data to form the "2024 Chinese Tourist Outbound Satisfaction Research Report". The core points are as follows:

In 2024, the number of Chinese citizens traveling abroad reached 123 million, and the outbound tourism market is steadily recovering. The acceleration of innovation in the domestic tourism market has raised the travel expectations and demand standards of domestic residents, and the iterative demand has been transmitted to the outbound tourism market. Outbound tourists are more picky about the experience content and public services of overseas destination countries and regions. In 2024, the satisfaction index of Chinese outbound tourists was 80.06, which fluctuated throughout the year and remained in the "satisfactory" range throughout the year.

From the fluctuation trend of satisfaction among Chinese outbound tourists, it can be seen that in 2024, the regional and quarterly differences in satisfaction among outbound tourists are narrowing. Affected by multiple factors such as international passenger flights, the global supply chain still in a recovery period, inflation driven price increases in many parts of the world, and increased friction in bilateral and multilateral international relations, the experience and satisfaction of outbound tourists in terms of overseas accommodation, catering, attractions, cost-effectiveness, and public services in 2024 will experience downward fluctuations compared to the same period.

With the steady growth of the outbound tourism market and the accelerated iteration of tourist demand, the satisfaction of Chinese outbound tourists is closely related to the active and surging innovation of destinations. The friendliness of residents, the renovation of destination gameplay, shopping and tourism, the innovation of travel services, the innovation of overseas destination marketing, and the emergence of niche destinations support a good tourism experience for Chinese outbound tourists.

In the future, the continuous improvement of satisfaction among Chinese outbound tourists still needs to face many challenges such as enhancing safety perception, improving the quality of core tourism services, and strengthening public and platform services.

After comprehensive calculation, the research team has released the "Top 10 Destination for Chinese Tourists' Outbound Satisfaction in 2024": Macau, Singapore, UK, New Zealand, Spain, Hong Kong, France, Australia, Malaysia, and Argentina.

Please refer to the QR code at the end of the article for the original key points of the report

對于報告的關鍵點，掃描下面的二維碼

Contribution | Data Analysis Institute

Editor in Chief | Liu Xin

Source | China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism)

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