Kazakhstan and Iceland have emerged as favored destinations among Chinese tourists, while Thailand continues to struggle with perceptions of safety, according to Dragon Trail International’s latest Chinese consumer sentiment research.
Iceland first emerged as an unexpected favorite in Dragon Trail’s August 2023 survey, and it continues to remain in the top 10 most coveted outbound destinations. It is boosted by depictions of natural attractions, such as aurora borealis and volcanos on Chinese social media and reality TV.
The easing of visa requirements has also been instrumental in attracting Chinese travelers. Following the relaxation of visa rules in 2023, travel from China to Kazakhstan skyrocketed 115%.
