China’s tourism sector sees some positive signs, but full reopening will be ‘painful and bumpy’

During the three-day new year break, domestic tourist trips grew 0.44 per cent year on year, but were still only 42.8 per cent of 2019 levels

Fragile consumer sentiment was reflected in underwhelming box office sales over the holiday period, down 45.7 per cent on last year

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Tourists visit a movie-themed town during the new year holiday in Zhongmu county, Henan province. Photo: Xinhua

Published: 6:30pm, 3 Jan 2023

China’s tourism sector showed signs of recovery over the new year holiday, but consumer confidence is still fragile following Beijing’s abrupt abandonment of its zero-Covid policy, analysts said.

During the three-day break that ended on Monday, 52.71 million domestic tourist trips took place, a year-on-year increase of 0.44 per cent, but still only 42.8 per cent of 2019 levels, according to data from the Ministry of Culture and Tourism released on Monday.

Domestic tourism revenue could hit 26.52 billion yuan (US$3.8 billion) over this year’s holiday, a year-on-year rise of 4 per cent, or about 35.1 per cent of the same period in 2019, the ministry said.

Data from Ctrip, China’s largest online travel firm, also showed a rise in outbound travel over the new year break, as well as an increase in bookings for the seven-day Lunar New Year holiday at the end of January.

Taipei, Macau, Seoul, Singapore, Hong Kong, Bangkok, Tokyo, London, Los Angeles, and Sydney were the top 10 city destinations for Chinese travellers, Ctrip said on Monday.