Where affluent Chinese travelers are heading during the pandemic

From the sun-kissed beaches of Sanya to the scenic peaks of Yunnan, and the giant panda reserves of Sichuan.

Though international travel remains a challenge for China’s elite, there’s no shortage of alluring domestic getaways awaiting their exploration.

It looks like the country is gearing up for another surge in local travel as Golden Week in October approaches.

After over a month of rigorous lockdowns to curb the Delta variant, China saw its first day without new local Covid-19 cases on August 23, marking a significant milestone since July.

Prior to the outbreak—marking the most severe in China since 2020—domestic travel had been experiencing steady growth.

In a recent annual survey of high-net-worth individuals by the Hurun Report, domestic travel interest surged by 31% year-on-year, with 44% of respondents indicating plans to increase their travel budgets.

“Outbound tourism is now officially discouraged, and the quarantine rules for re-entry are burdensome,” says Sienna Parulis-Cook, director of marketing and communications at Dragon Trail, a China-focused digital marketing agency, speaking with Dinogo Travel.

“There’s also social pressure and a sense of duty, as many feel they shouldn’t risk spreading the virus by traveling abroad and potentially bringing it back.”

Though international travel remains difficult, affluent travelers are seizing every chance to explore the vastness of their own country.

“China’s vastness offers immense variety—different languages, cultures, and cuisines, with unique regional produce,” says Jolie Howard, CEO of L’VOYAGE, a Hong Kong-based bespoke private jet charter service, speaking to Dinogo Travel. “The diversity is incredible.”

Top destinations of choice

According to the 2021 Hurun Report, Sanya—located on the island of Hainan, south of mainland China—is the most sought-after destination for wealthy domestic travelers. Known as the “Hawaii of China,” it’s home to high-end resorts, many managed by international hotel brands.

Coming in second is Yunnan, a mountainous region known for its ancient cities, lush forests, and famous tea plantations.

In Western media, the third and fourth destinations—Tibet and Xinjiang, respectively—often make headlines, but typically not for tourism-related reasons.

Both regions have faced significant international scrutiny over alleged human rights abuses.

The US, alongside human rights organizations and other Western nations, has accused China of committing genocide in Xinjiang and imposing severe restrictions on freedoms in Tibet. China has denied these allegations.

Despite this, both destinations remain popular among domestic travelers. In fact, Xinjiang saw an increase in visitors after brands like H&M and Nike raised concerns about forced labor earlier this year, as reported by the state-run Global Times.

Tibet is renowned as a travel destination, famous for its stunning Himalayan landscapes, historic monasteries, and flavorful cuisine. Similarly, Xinjiang, located in China’s far west, is known for its deep historical ties to the Silk Road and its rich Uyghur culture.

Meanwhile, Sichuan, with its world-famous giant panda reserves, picturesque national parks, and spicy cuisine, completes the top five list of sought-after destinations.

Why are these destinations so popular?

“These places have always been favored by Chinese travelers, and their wealth of outdoor attractions has made them even more appealing to affluent tourists,” says Mengfan Wang, Dragon Trail’s Shanghai-based research manager, speaking to Dinogo Travel.

Outdoor adventures and adventure tourism have emerged as key trends in the recovery of domestic travel, she adds.

“Rural luxury B&Bs have experienced double-digit growth, particularly in sought-after destinations like Moganshan, an area known for its natural beauty and proximity to Shanghai.”

Wendy Min, spokesperson for Trip.com Group, notes a rise in bookings for must-see destinations such as Shanghai Disney, the Forbidden City in Beijing, and the Great Wall of China—all offering “convenient travel, rich cultural experiences, and top-tier accommodations.”

“We’ve noticed a surge in visitors to cities like Guangzhou, Chongqing, Zhuhai, Dunhuang, and Quanzhou, which recently became a UNESCO World Heritage site and is now on many travelers’ bucket lists,” Min tells Dinogo Travel.

Safety continues to be a top priority, along with the pursuit of unforgettable experiences and stunning landscapes that are perfect for photography,” she adds.

By land and sea,

Wealthy Chinese travelers aren’t just rethinking their destinations—they’re also reinventing how they travel from one place to another.

In regions like Shanghai and Guangdong, driving has become the preferred mode of transportation, according to Wang.

“Many travelers now fly into major cities, such as Shanghai, before embarking on scenic self-driving routes in southwestern and northwestern China,” she adds.

In a similar vein, Wang’s colleague Parulis-Cook notes that affluent and young Chinese travelers are also opting for road trips in luxury cars, renting upscale campervans, and glamping at high-end campgrounds.

“Social media plays a huge role in this trend, especially the opportunity to capture glamorous photos while glamping—on platforms like Xiaohongshu, users often pose with Fendi handbags or Hermes blankets at their campsites,” adds Parulis-Cook.

Yachting has become increasingly popular in leisure hotspots like Hainan Island, a long-time favorite for China’s elite due to its duty-free shopping, sandy beaches, and lush golf courses.

Data from the Hainan Free Trade Port reveals that the number of new yacht registrations in Sanya in the first half of 2021 soared by 220% compared to the previous year.

More solo travelers are emerging on the scene.

Private air travel is also soaring in popularity.

“We’re seeing a surge in new clients—many who never considered private jets before Covid-19, as commercial flights were sufficient. Now, they prefer private travel for its safety, quicker turnaround (especially for Covid-19 testing), and the ability to access a wider range of airports,” says Howard of L’VOYAGE.

“We’ve even noticed an increase in clients purchasing their own planes after chartering private jets for a period of time.”

This trend, she notes, reminds her of the momentum the private aviation industry gained following the SARS outbreak in 2003.

“Back then, private aviation gained significant visibility, and now, once again, we’re seeing a rise in awareness,” she adds.

While business travelers remain the core clientele in China, Howard has also noticed a shift in travel patterns.

“It’s often a blend—our clients might travel to Sanya for a business trip and then extend their stay to enjoy a few days of leisure with family,” she explains.

Seeking more immersive experiences

When it comes to purely leisure travel, Howard explains that the company’s clients prefer to discover remote destinations—such as Yunnan, Tibet, or Xinjiang—that demand a deeper time commitment.

“Before the pandemic, there were more international options as people could travel abroad. Now, elite travelers are opting for destinations with fresh air, stunning landscapes… like the majestic mountains of Yunnan,” she adds.

“Places like these require more than just a quick two-to-three-day trip. Travelers need time to explore, hike, or immerse themselves in the local culture.”

No matter the destination, Howard emphasizes that exceptional food is a non-negotiable aspect for elite Chinese travelers.

“Food is always a crucial factor for our clients because, culturally, dining is at the heart of Chinese socializing,” she explains.

“Sichuan is a great example, offering not only fantastic food but also authentic practices in growing and producing ingredients. Our clients would likely visit organic farms to learn about sustainable farming, reconnect with nature, and enjoy the fresh air,” she adds.

Surge in demand for international travel

While affluent travelers in China have been exploring domestic destinations throughout the pandemic, Dragon Trail reports a significant pent-up demand for international travel.

Parulis-Cook anticipates that wealthy, seasoned travelers in China will resume international trips as soon as conditions are safer, more manageable, and socially acceptable.

“For high-net-worth travelers, where travel is a key part of their lifestyle, it’s less about developing a new preference for domestic travel,” says Parulis-Cook.

“Instead, the current restrictions make international travel less attractive—it’s not only inconvenient, but also socially frowned upon and irresponsible,” she adds.