Destination of growth for outbound tourism

Beijing-based travel agency Qunar also reported that international flight bookings this summer exceeded those of the same period in 2019, with prices for international flights and hotels both lower than last summer.

Long-haul family trips to Europe have seen a quick recovery, while cheaper airfares and hotel prices have made Southeast Asia the most popular outbound destination, with a significant increase in the number of outbound travelers from smaller, third- and fourth-tier Chinese cities, according to Qunar.

The Paris 2024 Olympics held in France also fueled outbound travel. According to Tongcheng Travel, an online travel agency based in Suzhou, Jiangsu province, hotel bookings in the Paris region increased by more than 300 percent year-on-year, and flight bookings from major Chinese cities to Paris rose by over 80 percent.

In search of a bigger slice of China's outbound tourism market, many destinations have rolled out special arrangements to woo travelers.

In early September, the Tourism Authority of Thailand and the Association of Thai Travel Agents took 60 tour companies to a road show in Beijing to promote the country's offerings.

The show focused on new products and services from Thai travel agencies, scenic spots and transport providers, to boost travel from China.

The Tourism Authority of Thailand has rolled out special travel experiences, especially in less-visited areas, to stimulate interest.

"We want everyone to enjoy more of the hidden charm of Thailand," says Chuwit Sirivajjakul, executive director of East Asia region of Tourism Authority of Thailand.

Generally speaking, people are more familiar with Bangkok, Pattaya, Chiang Mai, Phuket, and Koh Samui, but Thailand also has many other places worth visiting, such as Krabi, Rayong and Trat, he says.

"In these cities, you can experience authentic traditional Thai culture and lifestyles. We've prepared activities to enhance the experience," he adds.

With 60 percent of Chinese tourists expressing a love for Thai cuisine, gourmet food recommendations have been included alongside cultural learning experiences.

"You can learn Muay Thai (Thai boxing), Thai massage, and even how to bathe elephants," Sirivajjakul says.