Only 14% of high-income households that traveled internationally last year would go abroad again in 2024, according to a survey released this month by consulting firm Oliver Wyman.
Local governments outside China’s big cities have been stepping up their efforts to attract tourists, primarily through social media.
Within mainland China, smaller cities such as Yangzhou, Luoyang, Qinhuangdao, Guilin, and Zibo saw the fastest growth in tourism bookings during the May holiday, Oliver Wyman said.
