Tracking Chinese outbound traveler behavior, booking intent, and destination perceptions — published multiple times a year since 2021.
Dragon Trail's Chinese Traveler Sentiment Report is a recurring primary research publication produced by Dragon Trail Research. Published multiple times a year, it tracks outbound traveler behavior, booking intent, destination perceptions, and spending across consistent survey waves — enabling year-on-year and season-on-season comparisons.
Unlike supply-side proxies such as flight volumes or visa applications, this series provides direct, consumer-level evidence of where the Chinese outbound market stands and where it is heading. It is designed for overseas tourism boards, hotels, airlines, and travel brands seeking to understand and reach the Chinese traveler market.
Each edition introduces a forward-looking section on an emerging industry topic — from AI in travel to cruise behavior and self-drive trends — positioning the series as a longitudinal benchmark for the global travel industry's most important outbound market.
SEPTEMBER 2024
By the end of summer 2024, Chinese outbound travel continues its upward trajectory with significant year-on-year gains. Dragon Trail's survey of 1,025 Chinese travelers reveals a market making substantial progress — with 16% of respondents already having traveled outbound in 2024, compared to just 4% at the same time last year.
6 KEY TAKEAWAYS
Quotas applied on age, gender, and city tier to reflect market distribution. 51% of respondents had previously traveled outbound.