China

China

Market Performance 

Chinese outbound travel has increased rapidly over the past two decades.  In 2019, China was the largest contributor of global tourism revenue. Over the past two years, Chinese travellers have returned to domestic travel however, it is anticipated that outbound travel will rebound when borders reopen as China has a large and growing middle-class willing to spend. China Outbound Tourism Research Institute (COTRI) believe that Chinese outbound tourism will surpass its record number of 180 million in 2019 by 2024. Bernstein Research project that the number of total outbound trips would surpass 365 million by 2030. 

Air Access 

Effective from 26th March 2020, Civil Aviation Administration of China (CAAC) announced the “Five One” policy – allowing one airline to serve one country, from one Chinese city to one foreign city, with no more than one flight a week. Major carries currently operate weekly flights to Europe or Middle East, with transits to Ireland. 

Why should you target this market? 

China is, and will continue to be, one of the most important emerging markets for the island of Ireland. 2019 saw the highest number of Chinese visitors to the island of Ireland, when we welcomed over 110,000 Chinese travellers. Tourism Ireland is confident of the long-term tourism prospects for the region and a return to growth. 

Tourism Ireland remain proactive in the market and are working hard to keep the island of Ireland front of through multiple consumer, trade and media channels. 

How to work with this market 

Throughout the year there are many ways we can work with you to promote your products or services to the China market through in-market virtual events, digital campaigns and publicity opportunities. 

Upcoming Activity 

  • Tourism Ireland and partner led trade workshops and fairs - Tourism Ireland Virtual China Sales Mission 2022, ETOA China European Marketplace 2022 and ITB China 2022.  
  • Digital engagement and content to reach +600,000 across Tourism Ireland’s social media channels – Weibo, WeChat and WeChat Mini Programme. 
  • Publicity opportunities to share your news, products and experiences.  


Click here to view our complete market profile for China and here for our top tips for doing business in China 

Please check the site on a regular basis, register for email alerts for the latest information and opportunities throughout the year for China. If you have any questions drop us a line, we're here to help. 

Market contact: Iris Wang