Unleashing the Chinese tourism market after the Covid-19 epidemic employing a tourist-centric approach: An industry experts’ perspective

Abstract

The tourism industry is a key driver of many economies, and emerging nations place a strong emphasis on it. Prior to the Covid-19 pandemic, Chinese tourists were on the rise in Asia and global tourism. However, the pandemic has severely impacted the tourism industry, and its recovery will be dependent on when China lifts its travel restrictions. This research aims to explore strategies to attract Chinese visitors once travel restrictions are lifted. To gather data, our study employed an exploratory approach and collected information from Chinese tourism industry experts who design tours for Chinese tourists visiting other Asian countries, specifically Sri Lanka, Maldives, and Thailand, using snowball sampling. Our findings highlight the importance of language, technology, and information availability in capturing the interest of Chinese tourists. Additionally, current industrial decisions necessitate a deep understanding of Chinese legislation and regulatory data. Reliable transportation infrastructure is also crucial for countries seeking to attract Chinese visitors. Notably, the findings of our study emphasize the need for collaboration between the government of the focus countries and China to support the tourism industry. By leveraging language, technology, information availability, and reliable transportation, emerging nations can unleash the potential of the Chinese tourism market once travel restrictions are lifted. This research provides valuable insights for industry practitioners, policymakers, and stakeholders seeking to tap into the Chinese tourism market in the post-pandemic era.