In China, Vacations and Day Trips Are a Family Affair

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By: Paramount Insights

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How often do Chinese consumers take vacations and visit local attractions? What inspires them to go  ̶ and who are the main decision-makers? To answer these questions, we reviewed our latest research on travel in China. Here’s what we found:

Chinese people enjoy several vacations each year. People in China take an average of 5.7 annual vacations, above the global average of 4.1. Their travel tends to be domestic, with close to two-thirds of their trips taking place within China.

They take many day trips – especially to theme parks, local events, and water parks. The average person in China goes to 6.9 entertainment-related events or attractions per year, compared with a global average of 6.2. They’re more likely to visit theme parks (86% China, 57% globally), local events like carnivals and food/arts festivals (77% China, 66% globally), and water parks (75% China, 47% globally).

They celebrate special occasions with travel. People in China are more likely to take a vacation or day trip to commemorate a family reunion (52% China, 25% globally), birthday (49% China, 41% globally), or anniversary (41% China, 20% globally). They believe the most important elements of a vacation are nice scenery, quality time with loved ones, and opportunities for memorable moments. For local excursions, they value opportunities for memorable moments, quality time with loved ones, and a chance to have fun.

They treasure their travel photos. Two-thirds (67%) of Chinese people agree that the photos they take are more about long-term memories than short-term fun.

Kids and teens have a say in family travel decisions. In China, women and men are equally likely to organize vacations and day trips. While about 9 out of 10 parents say they influence vacation destinations and activities the most, 7 in 10 teens believe they have the biggest influence. Younger kids participate in these decisions as well — 75% of parents with kids aged 6 to 11 say their children influence where they go and what they do, and 58% say they influence overnight accommodation choices.

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