Bei Jing Shang Bao·2025-07-03 09:02Core Viewpoint - The Chinese inbound tourism market is experiencing a strong recovery and a new landscape, with expectations to fully restore to 2019 levels this year, driven by the 240-hour visa-free transit policy [1][3]. Group 1: Recovery of Inbound Tourism - Ctrip's inbound tourism business has recovered to 70%-80% of 2019 levels and is expected to fully recover and even exceed 2019 levels this year [3]. - In Q1 2025, Ctrip's inbound tourism bookings are projected to grow by approximately 100% year-on-year [3]. - Southeast Asian tourist numbers are rapidly increasing due to the visa-free policy, while European and American tourist numbers are also recovering [3]. Group 2: Destination Preferences - Major cities like Beijing and Shanghai are regaining their attractiveness as inbound tourism destinations, with Shanghai benefiting from its international urban image and social media presence [3]. - Emerging cities such as Chengdu and Chongqing are gaining popularity among inbound tourists, leveraging unique cultural elements like the panda [3][4]. - Unique destinations like Xinjiang and Heilongjiang are showing significant potential, particularly for Southeast Asian tourists attracted by winter sports [4]. Group 3: Challenges in Recovery - Despite the positive trends, challenges remain, including insufficient visa processing and airline capacity [5]. - The European and American markets have substantial growth potential but face transportation bottlenecks, such as high ticket prices due to limited flight availability [5][7]. Group 4: High-Value Tourist Segment - European and American tourists, typically high-net-worth individuals, are crucial for enhancing the value of China's inbound tourism [7]. - Ctrip is collaborating with airlines to restore international routes and optimize capacity to attract more high-end tourists [7]. Group 5: Future Growth Strategies - The inbound tourism sector has significant growth potential, with optimistic projections of a 50% annual growth rate, potentially doubling in two to three years [8]. - Ctrip is focusing on enhancing multilingual service capabilities, particularly for Arabic and Russian, to cater to a diverse range of inbound tourists [9][11]. - The company plans to upgrade its inbound tourism products and services, expanding from half-day tours to comprehensive travel experiences covering various aspects of tourism [12].