October 2024
Market specific information
Significance for Azerbaijan
China is a key target market for tourism sector in Azerbaijan, which was headed for a growth pre-Covid19. It is a very perspective target market. Chinese tourists appreciate Azerbaijan’s history, culture, nature, hospitality, cuisine and its mix of modern look and ancient soul. Chinese tourists on average spend about $1,100 when visiting other countries, resulting to vast global contribution to economies of various international destinations.
Main holidays period
- Chinese New Year – January / February
- Labor Holiday – May 1
- The summer period (school holidays) – July – August
- National Day Holiday (Golden week) – October 1 – 7
- New Year Holiday – Winter Holiday (school holidays) – January 1 – 3
Tourist Information
Profile of the tourist
Chinese tourists are predominantly aged 22-41, with a significant number of retirees (65+) traveling frequently.
Holiday types
- City Breaks: Explore the urban landscapes of cities around the world and enjoy city walks.
- Cultural Holidays: High interest in museums, historical sites, and landmarks.
- Shopping: High interest in shopping among foreign brands.
- Adventure and Sports Holidays: Activities like golf, birdwatching, skiing.
- Cruises: Popular among the family with kids and older travelers.
Preferences
- Detailed Planning: Research extensively using online travel agencies, social media, and word-of-mouth.
- Value for Money: Seek good value and transparent pricing.
- Safety and Security: Prioritize safe and stable destinations.
- Comfort and Quality: Favor high-quality accommodations and services.
- Multi Destination: Visit multiple countries and destinations in a single trip.
Average Spending
In 2023, the average spending on tourism per trip for Chinese tourists was $1,100.
Key travel audience
- Families
- Seniors
- Couples
- Millennial generation
Information source
- Social Media (Wechat, Little Red Book, Douyin)
- Friends’ recommendations (Word of Mouth)
- Online travel agencies (OTAs)
- Travel agencies
Planning and travel decision period
Chinese tourists usually book 6 months in advance and have a tendency to combine tours. However, the decision-making process can vary:
- For long-haul trips, they might plan and book up to a year in advance.
- For major holidays or international trips, they might plan and book up to 6 months ahead.
- Short-term trips or last-minute bookings are also common, especially domestic travel and visa free countries in East Asia.
Means for purchase
- Online bookings
- Travel agencies
Distribution system
- Online travel agencies (OTAs): Trip.com (Ctrip), Qunar, Fliggy, Tongcheng, Tuniu
- Travel agencies: CTG (China Travel Group), China Comfort Travel, China CYTS Travel, Spring Travel, GZL, UTS Tourism, China International Travel Service
- Most visited travel and tourism websites: ctrip.com, fliggy.com, qunar.com, ly.com
Special interest tourism
- Rising Popularity of Customized and Small-Group Tours: Chinese tourists are increasingly favoring customized and small-group tours, seeking more personalized and intimate travel experiences.
- Expanding Travel Destinations: The increasing number of countries and regions offering visa-free or visa-on-arrival policies for Chinese tourists has further fueled the growth of outbound tourism, with both nearby and long-haul destinations gaining popularity.
- Emerging Market Trends: The Chinese tourism market is showing positive trends, including a growing preference for sustainable and eco-friendly travel options, an emphasis on cultural immersion and local experiences, and a diversification of travel purposes beyond traditional sightseeing.
Travel duration
Chinese tourists usually take a vacation of at least 7-10 days with 2-4 days of stay in one international destination, they generally prefer combined tours.
Travel trade information
List of leading tourism companies
- Trip.com (Ctrip)
- Fliggy.com
- Qunar.com
- Ly.com
- CTG (China Travel Group)
- China CYTS Travel
- Spring Travel
- China Comfort Travel
- GZL International Travel
- UTS Tourism
- China International Travel Service
Direct flights
Updated information about flight connectivity can be found on the interactive board of the State Tourism Agency of the Republic of Azerbaijan.
Major events in the market
- GITF and COTTM
- ITB China, every May
China tourists in Azerbaijan: Key insights
Arrivals
The number of Chinese arrivals to Azerbaijan increased significantly from 5,930 in 2014 to 25,542 in 2019, representing an overall growth of approximately 330% over this period.
From 2021 to 2023, the numbers started to recover post-pandemic, with arrivals increasing by 99% in 2022 and by 552% in 2023 compared to 2022, indicating a robust recovery trend.
In the first half of 2024, the arrivals were 16,609. This represents a 135% increase compared to the same period in 2023, and a 56% increase compared to the first half of 2019. If this trend continues, the total number of Chinese arrivals in 2024 is projected to reach approximately 54,000, indicating strong growth momentum, and show an increasing interest among Chinese tourists in travel to Azerbaijan.
Source: State Migration Service
Purpose of Visit
79% of Chinese visitors to Azerbaijan travel for leisure and entertainment purposes, while 21% visit for business reasons.
Average Spending
The average Chinese tourist spends 1,654 AZN in Azerbaijan, with 43% of their budget allocated to transport, followed by accommodation (24%) and food (20%).
Length of Stay
In 2023, 52% of Chinese stayed in Azerbaijan for 1-3 nights, while 28% stayed for 4-7 nights.
Popular Regions
The most visited regions by Chinese in Azerbaijan are Shaki, Gobustan, Guba, Gusar and Gabala.
Tourist Preferences and Interests
Chinese Tourists show as strong preference for various cultural and natural experiences connected to the ATB product sub-categories of historical buildings, monuments, museums, galleries & libraries, sports, Ethnic & Cultural Villages, Farms & agricultural production, shopping, Vineyards & wineries.
Products of Azerbaijan that connect to the China market can be grouped into “Fits all” – products that all first-time visitors should see or experience, “Add-ons” – products that can be seen or experienced with longer or repeat visits, and “Tailored” – products that are considered of specific relevance to the market.
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Fits all
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Add-ons
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Tailored
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Historical Buildings
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- Gobustan petroglyphs
- Baku Old City
- Kish Alban Church
- Sheki Khans Palace
- Sheki Khans Mosque & Cemetery
- Sheki Upper Caravanserai
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- Yanardag burning mountain
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- Victor Klein House (Goygol)
- Goygol Lutheran Church (Goygol)
- German wine cellars (Shamkir)
- Siemens Bridges (Ganja)
- Siemens building (Ganja)
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Monuments
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- Haydar Aliyev Centre
- Maiden Tower
- Ateshgah Fire Temple
- Flame Towers
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Museums, Galleries & libraries
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- Heydar Aliyev Center
- Shirvanshah Museum
- Carpet Museum
- National History Museum
- Gobustan Mud Volcano Centre & Museum
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- Shamkir Lutheran Church museum
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Sports
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Ethnic & Cultural Villages
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- Sheki old city (national heritage)
- Khinalig village (Caucasian-Albanian)
- Nij village (Udi / Caucasian-Albanian)
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- Basqal village (national heritage)
- Sim village (Talish)
- Ivanovka village (Russian Molokan)
- Red village (Mountain Jews)
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- Shamkir City German Quarter
- Goygol City German Quarter
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Farms & agricultural production
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Shopping
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Vineyards & wineries
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Additional information
China outbound tourism forecast
China's Tourism Market Trends Show Strong Momentum：
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The projected growth of the Chinese Outbound Tourism is estimated at 12.5% reaching 279 billion USD by 2031. By 2030 total number of Chinese outbound trips will reach almost 228 million. In conclusion, the Chinese tourists are eager to explore international destinations (especially after the pandemic) and this can be an opportunity for Azerbaijan as a destination. (Source: China Tourism Academy Report News Link 1 News Link 2)
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Largest International Tourism Source Market: Since the recovery of outbound tourism last year, China has become the largest source of international tourists. 144 countries and regions have become destinations for Chinese citizens to travel in groups.
- Rapid Growth in Outbound Tourist Numbers: In 2023, the number of outbound tourists exceeded 87 million, and it is predicted that the figure will reach 130 million in 2024 (Source: China Tourism Academy Report News Link 1 News Link 2)
- In 2033, China's tourism industry is expected to reach a value of USD 4 trillion, accounting for 14.1% of the Chinese economy, and Chinese tourists will contribute 23.3% of global outbound tourism consumption. (Source: TTG China News Link)
- Largest International Tourism Source Market: Since the recovery of outbound tourism last year, China has become the largest source of international tourists. 144 countries and regions have become destinations for Chinese citizens to travel in groups. (Source: People’ Daily News Link)
Top tips for the China market
- The Chinese trade has a strong focus on punctuality, relationships and communication (this means Chinese speaking communication as it is rare to find English speaking trade members).
- WeChat is preferred for initial and follow-up communications. Face-to-face meetings, especially during trade shows like ITB China, GITF and roadshows are highly valued.
- Key market centers to visit are 1st Tier Cities Beijing, Shanghai, Guangzhou and Shenzhen, New 1st Tier Cities like Chengdu, Chongqing, Hangzhou, Wuhan, Suzhou, Xi’an, Nanjing, Changsha, Tianjin, Zhengzhou, Dongguan, Qingdao, Kunming, Ningbo & Hefei.
Contact person
Gunel Alakbarova, Regional Manager for East Asia
