Suarez Salvia先生，

各位同事、各位朋友，

下午好！

2024年，中國公民出境旅游人數(shù)超過1.23億人次，出境旅游滿意度為80.06分，均處于歷史高位水平。2025年春節(jié)中國公民出境旅游378.38萬人次，同比增長5.2%，其中出國游客90.76萬人次，勞動節(jié)假期更有兩位數(shù)的增長，形成階段性出境旅游小高峰。過去十個(gè)季度的數(shù)據(jù)表明，中國出境旅游市場持續(xù)增長，正在進(jìn)入繁榮發(fā)展新周期，即將到來的暑期旅游旺季將再創(chuàng)同期歷史新高。

從出境旅游流向與流量來看，東亞、東南亞國家和港澳臺地區(qū)依然是近程市場最重要的旅游目的地，其中，日本超過泰國成為第一大外國旅游目的地。歐盟國家、俄羅斯、澳大利亞穩(wěn)居遠(yuǎn)程目的地的頭部位置。所在國家和地區(qū)的首都、首府、主要城市、自然和文化遺產(chǎn)地更是中國游客愿意到訪并深度體驗(yàn)的文化空間和消費(fèi)場景。值得關(guān)注的是，在北美市場下行的同時(shí)，“一帶一路”沿線的中亞、西亞、北非和中東歐市場以顯而易見的速度增長，尤其是哈薩克斯坦、烏茲別克斯坦、摩洛哥、阿聯(lián)酋、塞爾維亞等對華免簽國家，正吸引越來越多“說走就走”的中國游客前往探索。加勒比地區(qū)、南美洲、非洲和南太平洋島嶼國家也有了越來越多中國游客的身影。過去一年中，中國游客位居南極客源市場第二位，阿根廷成為中國游客滿意度排名前十位的目的地國家，也不是出乎意料的新聞。

各位同事，各位朋友，

隨著出境旅游經(jīng)驗(yàn)的豐富，中國游客腳步慢下來了，更愿意為美好生活付費(fèi)。在社交平臺旅游資訊的加持下，游客要住高品質(zhì)的酒店，吃有特色的美食，參觀有文化底蘊(yùn)的博物館、美術(shù)館和古老的村鎮(zhèn)，欣賞高水平的文藝表演，發(fā)現(xiàn)更多小而精、小而美、小而暖的生活場景并深度體驗(yàn)之。游客不僅要去地標(biāo)性建筑、歷史文化街區(qū)和景區(qū)景點(diǎn)拍美照發(fā)朋友圈，還會去美術(shù)館和畫廊觀摩當(dāng)代藝術(shù)精品；不僅會去香港的旺角、澳門的威尼斯人、東京的銀座、布宜諾斯艾利斯的OH! Buenos Aires、馬德里的英國宮El Corte Inglés、悉尼的維多利亞女王大廈QVB、莫斯科的國際商業(yè)中心購買大牌商品，也會去休閑街區(qū)和社區(qū)中心商店選購性價(jià)比高的日用品牌；不僅會在主城區(qū)觀光游覽，還會去衛(wèi)星城和鄉(xiāng)村莊園領(lǐng)悟在地文化和傳統(tǒng)生活之美。越來越多的游客在大模型和生活類應(yīng)用軟件的幫助下，自助乘坐當(dāng)?shù)氐墓步煌?，在戲劇場和菜市場之間自由切換，異國他鄉(xiāng)的城市、街區(qū)和鄉(xiāng)村秒變主客共享的美好生活新空間。

越來越多的海外目的地推廣機(jī)構(gòu)、行業(yè)協(xié)會和私人公司開始系統(tǒng)研究中國游客的消費(fèi)行為，精準(zhǔn)洞察中國出境旅游市場趨勢。旅行商向主要客源市場有針對性推出了家庭游、親子游、研學(xué)游、度假游等分眾產(chǎn)品，甚至為游客專門設(shè)計(jì)了當(dāng)?shù)靥厣朗?、時(shí)令海鮮，以及音樂、美術(shù)、工藝和民俗等旅游線路。這些都是我們樂于看到的趨勢，希望更多的中國游客在海外旅游目的地分享異國他鄉(xiāng)的美好生活，在文明對話和文化交流中提高綜合素質(zhì)，增強(qiáng)文化自信。在可以預(yù)見的未來，中國將不再追求在任何時(shí)候?qū)θ魏螄叶急３致糜钨Q(mào)易順差，也不會輕易采取貿(mào)易和非貿(mào)易壁壘對出境旅游進(jìn)行管制。

各位同事，各位朋友，

相對于出境旅游者的人數(shù)和花費(fèi)，我們更加關(guān)注游客安全和服務(wù)品質(zhì)。本次發(fā)布的出境游客滿意報(bào)告表明，中國澳門、新加坡、英國、新西蘭、西班牙、中國香港、法國、澳大利亞、馬來西亞、阿根廷等前十位國家和地區(qū)擁有如下共同特征：人文體驗(yàn)感、購物休閑和居民友好度評價(jià)普遍較高，數(shù)字出行、特色美食和更多的本地活動參與，一再證明了景觀之上是生活、最美的旅行是人的鏈接、從風(fēng)景到場景等當(dāng)代旅游新理念。同時(shí)，我們也關(guān)注到海外目的地還存在一些有待改進(jìn)甚至令人不安的現(xiàn)象：交通、餐飲、住宿等核心環(huán)節(jié)面臨提質(zhì)壓力，公共空間、夜間出行和交通秩序存在著感知風(fēng)險(xiǎn)。有的游客說，“盡管都市夜色很美，晚上還是沒敢出去，感覺不太放心”“總是得提防錢包和手機(jī)，真的不太輕松”“整個(gè)酒店沒有幾個(gè)監(jiān)控，大堂黑”。受此影響，中國游客對出境目的地的交通、餐飲、住宿、景點(diǎn)評價(jià)分別下降了1.5%、0.7%、0.8%、0.8%。中國游客的人身自由和財(cái)產(chǎn)安全的保障，需要各國中央和地方政府特別是公共安全部門、文化和旅游部門、應(yīng)急管理部門和救援機(jī)構(gòu)之間切實(shí)加強(qiáng)合作，不斷提升海外目的地的安全認(rèn)知和體驗(yàn)場景的細(xì)節(jié)信任。中國和意大利等國家警務(wù)部門的合作經(jīng)驗(yàn)是可資借鑒的，中日韓、東盟與中蒙俄旅游部長會議，內(nèi)地與港澳旅游工作會商機(jī)制是應(yīng)當(dāng)堅(jiān)持的，更多的雙邊旅游年和多邊旅游合作機(jī)制是值得推廣的。希望旅游目的地國家能夠在機(jī)場、車站、酒店、餐飲、博物館等旅游接待場所多些中文標(biāo)識、中式餐飲和中文服務(wù)。希望中外旅行商、航空公司、酒店、博物館、旅游景區(qū)度假區(qū)更加緊密合作，為中國出境旅游者提供高品質(zhì)的服務(wù)。中國旅游研究院愿意為海外目的地國家和地區(qū)提供游客滿意度調(diào)查、旅游市場監(jiān)測與消費(fèi)行為分析、中國市場推廣，以及與哲意公司合作的“歡迎中國（Welcome Chinese）”認(rèn)證與培訓(xùn)等方面的數(shù)據(jù)交換、人員交流和項(xiàng)目合作。

我們也期待更多的國際和港澳臺游客在中國觀光、休閑和度假，體驗(yàn)一個(gè)文化傳承、科技創(chuàng)新的中國，一個(gè)民族復(fù)興、人民幸福的中國，一個(gè)開放包容、主客共享的中國。

Tourist Satisfaction as a Barometer of the Outbound Tourism Market

——— Speech at the Release of the China Outbound Tourist Satisfaction Report

June 26, 2025 · Beijing

Good afternoon.

In 2024, China recorded over 123 million outbound tourist departures, accompanied by a satisfaction score of 80.06—both reaching historic highs. During the 2025 Spring Festival alone, outbound travel reached 3.78 million trips, marking a year-on-year increase of 5.2%, including more than 907,600 international journeys. The holiday of International Workers' Day sustained this upward momentum with double-digit growth, highlighting a strong seasonal surge. With ten consecutive quarters of positive growth, China's outbound tourism has clearly entered a new cycle of prosperity. Looking ahead, the upcoming summer travel season is poised to set yet another record.

In terms of travel patterns, East Asia, Southeast Asia, and the Hong Kong, Macao, and Taiwan regions continue to be the leading short-haul destinations. Notably, Japan has overtaken Thailand to become the top foreign destination for Chinese travelers. For long-haul travel, the EU countries, Russia, and Australia remain top choices, with capital cities, major metropolitan areas, and natural and cultural heritage sites serving as focal points for both cultural exploration and consumer activity. A new trend worth highlighting is the relative decline in travel to North American destinations, counterbalanced by impressive growth in Belt and Road Initiative partner countries. Regions such as Central Asia, West Asia, North Africa, and Central and Eastern Europe have seen rapid growth—fueled in part by visa-free entry policies, particularly countries including Kazakhstan, Uzbekistan, Morocco, the United Arab Emirates, and Serbia, which have encouraged more flexible travel decisions. Additionally, destinations across the Caribbean, South America, Africa, and the South Pacific are attracting an increasing number of Chinese tourists. Remarkably, China is now the second-largest source market for Antarctic tourism. In this context, it is especially gratifying to see Argentina ranked among the top ten most satisfying destinations for Chinese travelers.

Colleagues and Friends,

As Chinese travelers with more international experience, we are witnessing a clear shift in preferences. The pace of outbound travel is becoming more measured, and tourists are increasingly willing to invest in quality-of-life experiences. Empowered by social media and digital travel platforms, today’s travelers seek more than sightseeing. They are choosing to stay in well-curated, high-quality accommodations, savoring distinctive local cuisines, visiting museums and galleries rich in cultural significance, exploring ancient towns, attending world-class performances, and discovering experiences that are refined, intimate, and emotionally resonant. Tourists no longer travel simply to check off iconic landmarks or capture photogenic backdrops for social media. They now visit art galleries to engage with contemporary works, and their shopping habits reflect broader curiosity and personal taste. While high-end malls—from Mong Kok in Hong Kong（China） and The Venetian in Macao(China), to Ginza in Tokyo, OH! Buenos Aires in Argentina, El Corte Inglés in Madrid, the QVB in Sydney, and Moscow International Business Center in Russia—remain popular, Chinese tourists are also exploring local neighborhoods and stores in search of authentic and accessible brands that reflect everyday local life. This new generation of travelers is also venturing beyond city centers into satellite towns and rural estates to appreciate the richness of local traditions and the rhythm of daily life. With the support of AI-powered navigation tools and personalized lifestyle apps, they can confidently use public transportation, navigate unfamiliar cities, and move seamlessly from theaters to farmers’ markets. In this way, international cities, suburbs, and countryside destinations are increasingly becoming open, shared spaces—places where travelers and local residents together enjoy the beauty of ordinary moments.

A growing number of international destination marketing agencies, industry associations, and private enterprises are now conducting in-depth, systematic research into the consumption behavior of Chinese travelers. Their goal is to gain accurate, data-driven insights into the evolving trends of China’s outbound tourism market. In response, travel agencies are offering increasingly targeted and specialized products for core market segments—ranging from family holidays and parent-child tours to study tours and vacation packages. Some have gone further to curate local culinary experiences, seasonal seafood offerings, and themed itineraries centered around music, art, handicrafts, and folk culture. These developments are not only innovative but also highly welcomed. We sincerely hope to see more Chinese tourists sharing their enriching experiences from overseas journeys, enhancing their global awareness through cultural exchange, and deepening their cultural confidence through meaningful dialogue with other civilizations. Looking ahead, China will move away from always aiming for a consistent tourism trade surplus with every country. We will not readily resort to trade or non-trade restrictions on outbound tourism.

Colleagues and Friends,

While outbound tourist numbers and spending are important indicators, we place even greater emphasis on the safety and quality of services provided to travelers. According to the newly releasedChina Outbound Tourist Satisfaction Report, the top ten destinations—Macao (China), Singapore, the United Kingdom, New Zealand, Spain, Hong Kong (China), France, Australia, Malaysia, and Argentina—share key strengths. These include high satisfaction ratings in cultural experiences, shopping and leisure, and overall hospitality. Notably, digital accessibility, signature cuisine, and active local engagement have reaffirmed the relevance of emerging tourism values such as “beyond the scenery lies daily life”, “the best journeys connect people”, and “from landscapes to lifestyles.” However, the report also highlights areas of concern. In several destinations, fundamental aspects such as transportation, food services, and accommodation face significant challenges in service quality. Additionally, safety risks are perceived in public spaces, nighttime mobility, and traffic conditions. Some tourists reported:“Although the city looked beautiful at night, I didn’t feel safe enough to go out.” “Worrying about my phone and wallet the whole time made the trip stressful.” “The hotel had poor lighting and very few visible security cameras.” As a result, satisfaction scores in transportation, dining, accommodation, and attraction experiences declined by 1.5%, 0.7%, 0.8%, and 0.8%, respectively. Ensuring the safety and security of Chinese tourists abroad requires stronger cross-border collaboration—especially among public security authorities, tourism departments, emergency services, and rescue organizations at both national and local levels—to continuously raise safety awareness and foster scenario-specific trust at international destinations. Successful practices such as the China–Italy joint police patrols offer valuable models. Similarly, regional cooperation frameworks like the Tourism Ministers’ meetings of China, Japan, the Republic of Korea, and the ASEAN, the China-Mongolia-Russia dialogue, and tourism coordination between Chinese mainland and Hong Kong/Macao should be actively sustained and expanded. Bilateral tourism years and multilateral cooperation mechanisms should be encouraged as platforms for mutual trust and shared growth. We also encourage destination countries to improve Chinese-language signage and offer culturally familiar services—such as Chinese cuisine and hospitality—at key tourist facilities, including airports, train stations, hotels, restaurants, and museums. Stronger collaboration among Chinese and international travel agencies, airlines, hotels, museums, and tourist attractions is essential to raising the overall quality of outbound travel experiences. The China Tourism Academy is ready to support destinations worldwide by providing services such as tourist satisfaction surveys, market monitoring, consumer behavior analysis, and China market engagement strategies. We also welcome cooperation on the“Welcome Chinese” certification and training program—jointly operated with Select—by means of information sharing, talent exchange, and cooperative initiatives.

We also look forward to welcoming more international visitors and those from China's Hong Kong, Macao, and Taiwan regions, to travel, relax, and enjoy their holidays here—to experience a nation where cultural heritage is preserved alongside technological innovation, where national rejuvenation is pursued through the well-being of its people, and where openness and inclusivity allow hosts and guests to share meaningful moments together.