Beyond Borders:
Why Chinese Travellers Are the Growth Engine for Southeast Asia and MENA
Even amid political friction and economic instability, one truth holds: Chinese travellers are back—and they’re spending. As Southeast Asia and the Middle East roll out welcome mats via visa waivers and open skies policies, the Chinese outbound segment has re-emerged as the most potent force in regional tourism growth.
Reclaiming the Skies
In 2024, China led global tourist recovery with outbound travel numbers approaching pre-pandemic levels. Markets like Malaysia (with a new bilateral visa waiver), Thailand (boosted by Songkran tourism), and the UAE (where intent to spend on flights is over 50%) are reaping the benefits1.
Why Chinese Travellers Matter
These travellers aren’t just plentiful—they’re premium. Millennials and Gen Z from China allocate up to 29% of their income to travel. They’re experience-driven, brand-loyal, and digitally fluent. For marketers, they represent an ideal segment for high-return campaigns.
The EternityX Advantage
EternityX’s programmatic precision empowers brands to micro-target Chinese audiences across borders and behaviours. From travel platforms to lifestyle apps, our ecosystem captures intent with unmatched granularity.
The future of travel growth lies in mobility across boundaries—and no audience is more ready to move than Chinese travellers. Brands that invest in reaching them now, across SEA and MENA, won’t just grow—they’ll lead.
Source: China Daily, UNWTO World Tourism Barometer (Jan 2025), Skyscanner1, Trading Economics, IMF, eMarketer, WARC, McKinsey, American Express 2025 Global Travel Trends Report.
CHINESE MEDIA ECOSYSTEM
Fast, Fragmented and Mobile-First
