• Thailand and Japan are No. 1 and No. 2 in popularity of “overseas travel” – Sightseeing in Asian countries is popular
• Generation Z is leading the way – young people born in the 2000s and 1990s are leading the trend
• 130 Million Chinese Tourists to Travel Abroad by 2024

IntaSect Communications, Inc. (headquartered in Chiyoda-ku, Tokyo; Tan Yufeng, President; hereinafter referred to as “IntaSect”), an overseas promotion and inbound support company for China, Taiwan and other countries, is pleased to announce that it has conducted a survey conducted by Mafengwo*1, the largest travel information media in China, on after Based on a large-scale data analysis of demand trends and user profiles for overseas travel during the Chinese New Year in 2024, the first Chinese New Year in Corona, we have examined and forecast future demand in the Chinese tourism market, including the recovery of the travel market, including inbound travel from China to Japan, and travelers’ behavioral preferences.

1 IntaSect has been the official exclusive Japanese distributor of Mafengwo since 2019. ( https://www.intasect.com/mafengwo/ )

Big Data Analysis
Thailand is No. 1 in popularity for overseas travel, Japan is No. 2.

Thailand was the most popular overseas destination for the 2024 Chinese New Year vacation, according to big data from Ma Bee Orbital. The country’s many faces, from the temples and distinctive nightlife of the capital, Bangkok, to the lush forests and spectacular nature of the northern inland regions, and the beautiful beaches and night markets of the southern islands, which have been used as movie sets, made it an attractive destination for Chinese travelers. Other than Thailand, the most popular countries, in order, were Japan, Singapore, Malaysia, Vietnam, South Korea, Indonesia, Australia, the United Arab Emirates, and Italy. Overall, Asian countries were the most popular, with Singapore’s popularity rising sharply. Words searched for in Singapore included “parent-child travel,” “zoo,” “Ferris wheel,” and “snorkeling. The country is gaining attention as a safe and enjoyable place to visit with young children.

The most popular cities for “long-distance travel” are Sydney, Melbourne, and London.
On the other hand, the most popular long-distance international destinations that are not in Asia or other nearby countries are the major Australian cities of Sydney (#1) and Melbourne (#2). In Europe, London (3rd), Paris (4th), Barcelona (5th), and Rome (6th). This was followed by Los Angeles (7th) and New York (9th) in the U.S., and Moscow (8th) and Vladivostok (10th) in Russia. Many of the sightseeing words searched for in Sydney included “whale watching,” “scuba diving,” and “cruise ships,” activities that are unique to Sydney, which is one of the largest cities in the southern hemisphere and also has vast wilderness, and popular tourist attractions include the Sydney Opera House, Taronga Zoo, Popular tourist attractions include the Sydney Opera House, Taronga Zoo, Bondi Beach, Darling Harbor, and the Sydney Fish Market.

2. Persona Analysis
Trend-driven international travel is led by women and younger generations, mainly Generation Z.
According to data, women accounted for 60% of this year’s Chinese New Year travelers. In addition, younger generations born in the 2000s, 1990s, and 1980s accounted for 93% of all those who traveled during Chinese New Year, with those born in the 2000s and 1990s, known as “Generation Z,” accounting for 50%. In terms of cities, first-line cities*2 accounted for 35%, and new first-line cities*2 also contributed 32%. Furthermore, the top cities for overseas travel product customers were the first-line cities of Beijing, Shanghai, Guangzhou, and Shenzhen, and the new first-line city of Chengdu.

2 Cities that play an overall important role in China are considered “first-line cities” and include Beijing, Shanghai, Guangzhou, and Shenzhen. There are 15 “new first-line cities”: Chengdu, Chongqing, Hangzhou, Chongqing, Chongqing, and Guangzhou. Chengdu, Chongqing, Hangzhou, Wuhan, Suzhou, Xi’an, Nanjing, Changsha, Tianjin, Zhengzhou, Dongguan, Qingdao, Kunming, Ningbo, and Hefei (according to the First Finance & Economics, a Chinese economic information media company, and its affiliated New First Line City Institute)

Parents, children, and families” are the main market for Chinese New Year; long-distance travel is a popular choice
During the Chinese New Year vacations, “parents, children, and families” accounted for 45% of the data analysis in the travel group. This shows the importance of family reunions in the Chinese tourism market. In addition, “Travel with friends” was the most popular option for non-family members, accounting for 26% of the total. Traveling alone accounted for 18%, and traveling with loved ones accounted for 11%.

Also noteworthy is the marked increase in interest in traveling to long-distance (extended) areas during the Chinese New Year vacations, with more than 70% of tourists choosing to travel for four days or more. This reflects the fact that tourists are seeking richer and deeper travel experiences and investing more time in their trips. Popular activities are diverse, ranging from snowy mountains to tropical islands, with skiing being the most popular among travelers. There is also a growing interest in temple festivals, lantern festivals, and folkloric performances that expose travelers to local culture.

3. 130 Million to Travel Abroad in 2024 (China Tourism Research Institute)
According to the China Tourism Research Institute’s recently released “Annual Report on China’s Outbound Travel Development (2023-2024),” the pace of international tourism revival in the Asia-Pacific region will clearly accelerate as the Chinese tourism market becomes more dynamic and willing to travel abroad. In 2023, the number of international travelers from China is estimated to have exceeded 87 million, and is projected to reach 130 million by 2024.

According to the survey, the largest number of young people among them traveled abroad, with the age group of 22 to 41 years old accounting for 83% of the total %を占めています。また、大学卒業と大学専門課程修了者の海外旅行者が最も多く、合計約74% In addition %を占めています。また、大学卒業と大学専門課程修了者の海外旅行者が最も多く、合計約74%. Among the occupations of international travelers, freelance travelers make up the largest percentage, with residents of metropolitan areas being the main group of travelers. Furthermore, more than a quarter of respondents are willing to travel long distances, with a desire to travel in Europe and the United States. Southeast Asia and the Hong Kong, Macau, and Taiwan regions of China were next on the list. Specific destinations cited include Hong Kong and Macau in China; Japan, South Korea, and Taiwan in Asia; and the United Kingdom, France, Germany, Italy, and the United States in Europe.

Long vacations in China – Next 5 consecutive holidays at the beginning of May
The long vacations in 2024 and Chinese New Year in 2025 are scheduled as follows.
The long vacation period is a time of heightened interest in overseas travel, and it is necessary to foster the desire to attract visitors and further improve the system for accepting visitors to Japan.

［Spring Festival] February 10 (Sat.) to February 17 (Sat.)
[Qing Ming Festival] April 4 (Thu.) to April 6 (Sat.)
[Labor Day] May 1 (Wed.) to May 5 (Sun.)
[Dragon Boat Festival] June 8 (Sat.) to June 10 (Mon.)
[Mid-Autumn Festival] September 15 (Sun.) to September 17 (Tue.) [National Day] October 1 (Tue.) to October 7 (Mon.)
[National Day] October 1 (Tue) – October 7 (Mon)
Source: State Council Office, October 25, 2023

*The Chinese New Year in 2025 will be celebrated from Wednesday, January 29, less than two weeks earlier than in 2024.

IntaSect publishes a column ( https://inbound-isc.com/) on our website that explains and introduces the latest trends in the Chinese market.

We welcome questions and interview requests from various media regarding the latest trends in China (related to tourism to Japan), as well as inquiries from organizations and private companies nationwide regarding inbound and acceptance measures.

■What is Ma Bee Pit ( https://www.mafengwo.cn/ )?
It is the largest travel information media in China, popular in mainland China and Greater China, with 100 million users and a large number of reviews posted on travel destinations. Users collect travel information on “Tabimae” and make reservations at restaurants and hotels, then make travel plans on “Tabinaka” using the posted information, and share their travel experiences and photos on “Tabinaka” and “Tabi Ato”. The collection of travel information through “Tabimae,” “Tabinakaka,” and “Tabiato” will create a virtuous cycle that will be further spread by users.
It is used by many people, mainly in the younger generation in China, as a media for distributing popular information on tourist destinations and as a platform for making travel product reservations.

Company Profile
Trade Name ： IntaSect Communications, Inc.
Representative ： President Tan Yufeng
Location ： B・M Bldg. 2F, 3-1 Kanda Ogawamachi, Chiyoda-ku, Tokyo 101-0052, Japan
Founded ： November 2000
Business ： Overseas promotion and inbound (visitors to Japan) support, mainly for mainland China and Taiwan,
Cross-border EC for China, affiliate operation agency, affiliate site patrol,
System development, etc.
Capital ：98.56 million yen
URL ：https://www.intasect.com

Inbound promotion business for mainland China and Taiwan, including Baidu’s core agency for overseas inbound advertising, customer attraction support such as official Japan sole agency for Mafengwo, the No. 1 travel social media site in China, KOL and video solutions, cross-border e-commerce support, WeChat Pay, Alipay and other multi-payment “IntaPay”, SNS post monitoring, affiliate site patrol, offshore development, work style reform such as e-contracts, AI, healthcare, IoT-related services, and other services. IntaPay, a multi-payment system for WeChat Pay, Alipay, etc., other cutting-edge technologies such as SNS post monitoring, large-scale affiliate operation improvement, affiliate site patrol, offshore development, work style reform such as electronic contracts, and research and development related to AI and healthcare IoT, etc., are used as weapons. We are currently developing a wide range of businesses both domestically and internationally using cutting-edge technologies.

[Contact]
Sales Management Consulting Division, IntaSect Communications, Inc.
03-3233-3524 (business hours: 9:00 to 18:00 weekdays)
E-mail address: intapay@intasect.co.jp
Web inquiry form: https://www. intasect.com/contact.html