Wednesday, September 25, 2024 As global travel slowly returns to normal, the number of Chinese tourists heading abroad is expected to exceed 130 million this year—a remarkable 50% increase from last year. However, despite this growth, outbound travel has yet to fully rebound to pre-pandemic levels. Interestingly, many Chinese travelers are now forgoing traditional Western destinations in favor of Middle Eastern countries such as the United Arab Emirates (UAE), Egypt, and Saudi Arabia.
These nations are attracting Chinese tourists with their rich cultural heritage, renowned hospitality, and unique attractions. In the first quarter of this year alone, the number of Chinese tourists visiting the Middle East surged by over 50%. Several factors contribute to this boom, including significant investments in tourism infrastructure and enhanced air connectivity between China and Middle Eastern countries, making travel more accessible and convenient.
Earlier this year, Chinese traveler Liang Xuemin visited Dubai, exploring iconic landmarks such as Palm Jumeirah and the Burj Khalifa, the world’s tallest building. Liang and her family decided to celebrate the Spring Festival—commonly known as Chinese New Year—in the UAE after discovering that air tickets to Dubai were significantly cheaper than to China’s popular tropical destination, Hainan Island. “Round-trip tickets to Hainan during the Spring Festival were priced between 5,000 to 6,000 yuan (US$712 to US$855),” said Liang.
“But when we found round-trip tickets to Dubai for only around 2,800 yuan, we couldn’t pass up the opportunity.” Dubai’s visa-free entry for Chinese travelers further enhanced the appeal, making it a seamless option for the 290,000 Chinese visitors who traveled there in the first four months of this year—a 101% increase from the previous year. With 88 weekly flights to 14 Chinese cities, Dubai is poised to continue drawing large numbers of Chinese tourists.
Other Middle Eastern cities, including Riyadh and Doha, are also seeing a rise in Chinese visitors. According to Schubert Lou, Chief Operating Officer at travel service provider Trip.com, there is a noticeable shift in travel behavior, with tourists prioritizing cultural experiences over shopping.
“There’s a growing interest in the cultural and artistic aspects of these destinations,” said Lou. “Chinese tourists are looking to immerse themselves in the history and customs of the places they visit.” China’s expanding business ties with the Middle East are also fueling tourism growth.
Visa-free access and increased flight routes have made the region even more accessible to Chinese travelers. According to Shukor Yusof, founder of aviation advisory firm Endau Analytics, this surge in tourism aligns with China’s foreign policy goals, showcasing the country’s continued relevance in global travel post-pandemic. While the number of Chinese tourists to the Middle East continues to grow, industry experts say countries in the region must upgrade their services to better cater to this market.
This includes providing language support, developing guided tours, and tailoring experiences to meet Chinese travelers’ expectations. For travelers like Liang, the Middle East remains an exciting region to explore. “We’re eager to experience more of the cultural diversity and customs,” she said.
“Egypt, for example, offers a completely different experience compared to places within China. We hope to visit and see it for ourselves.” As Middle Eastern countries continue to enhance their tourism infrastructure, they are quickly becoming top holiday destinations for Chinese tourists seeking both adventure and cultural enrichment.
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