On July 28, the China Tourism Academy, in collaboration with a research team, unveiled its "Big Data Report on Outbound Tourism in the First Half of 2023".

According to the data collected by the research team, a total of 40.37 million Chinese mainland tourists embarked on outbound trips during the first half of the year. Short-haul destinations saw the earliest recovery, with 93.95% of travelers choosing destinations within Asia. Among these, Guangdong province emerged as the driving force behind outbound tourism, accounting for an impressive 67.56% of all travelers.

The report highlighted that among 19 typical regions worldwide, East Asia and Southeast Asia stood out as the top destinations for outbound tourists due to their convenient transportation, visa facilities, and abundant tourism resources, attracting 83.92% and 8.59% of the travelers, respectively.

In terms of popular destinations, Chinese Hong Kong, Chinese Macao, and Chinese Taiwan were the primary choices for outbound travelers, comprising a substantial 79.89% of all trips. Nearby countries such as Thailand, Japan, South Korea, and Singapore maintained high appeal, while long-haul destinations in Europe and America showed swift recovery. The United States, Canada, and Australia were among the first choices for outbound tourists.

The report attributed the increasing interest in "Belt and Road" cooperation as a driving factor for Chinese mainland residents choosing to travel to countries along the route. These travelers tended to stay longer in their chosen destinations. Notably, "Belt and Road" countries accounted for 70% of the top 20 destinations with the longest average stays.

The report also revealed that the majority of outbound tourists came from economically developed regions with higher income levels. Besides Guangdong, other major players in outbound tourism included Shanghai, Beijing, Jiangsu, Zhejiang, and Fujian. Over 90% of Chinese mainland outbound tourists came from the top 10 provinces and cities in terms of the number of travelers, with Guangdong alone accounting for 67.56% of the total.

According to the data collected by the research team, a total of 40.37 million Chinese mainland tourists embarked on outbound trips during the first half of the year. Short-haul destinations saw the earliest recovery, with 93.95% of travelers choosing destinations within Asia. Among these, Guangdong province emerged as the driving force behind outbound tourism, accounting for an impressive 67.56% of all travelers.

Chinese mainland outbound tourists have shown an increasing interest in immersing themselves in local lifestyles and experiences. Data revealed that the average stay of East China outbound tourists in a single destination was 2.51 days.

2023年上半年出境旅游，广东游客是主力军

7月28日，中国旅游研究院联合课题组发布了《2023年上半年出境旅游大数据报告》（以下简称《报告》）。

根据联合课题组数据监测显示，上半年出境游目的地共计接待内地（大陆）游客4037万人次，短距离的出境游率先恢复，93.95%的游客集中在亚洲地区。广东省游客成为出境游主力军，客源占比更高达67.56%。

《报告》显示，在全球19个典型区域中，交通和签证便捷、旅游资源丰富的东亚、东南亚地区接待出境游客最多，分别占比83.92%、8.59%。

从热门目的地来看，中国香港、中国澳门、中国台湾是出境游主要目的地，接待出境游游客共占比79.89%；泰国、日本、韩国、新加坡、马来西亚、缅甸、越南等周边国家保持较高热度，欧美等发达国家的长线出境游恢复较快；美国、加拿大、澳大利亚，英国、德国等游客量排名比较靠前。

《报告》认为，随着“一带一路”相关合作不断深入，内地（大陆）居民赴“一带一路”沿线国家旅游意愿增强，停留得也更久。在单个旅游目的地停留时间最长的前20个目的地中，“一带一路”沿线国家占了七成。

《报告》显示，上半年出境游客源地主要集中在经济发达、收入水平较高的省市，广东、上海、北京、江苏、浙江、福建等省市游客成为出境游主力军，超过九成的内地（大陆）出境游游客集中在客源排名前10的省市，仅广东省的客源占比为67.56%。

TOP20的客源城市出境游客占比共81.90%，北京、上海、广州、深圳等一线城市游客占比达到35.6%，东莞、杭州、成都、南京、苏州、重庆等新一线城市，位于珠三角地区的珠海、中山、佛山，泉州等二线城市客源占比均较高。其中，珠海市客源占比高达27.84%。

内地（大陆）出境游游客越来越倾向于感知和体验当地生活方式，数据监测显示，东部地区出境游游客在单个目的地的平均停留时间为2.51天。

文 | 羊城晚报全媒体记者 黎存根
翻译 | 刘佳慧