6月26日下午，2024中国旅游者出境满意度研究报告发布暨'全球旅游消费实验室'签约仪式在京举办。我院戴斌院长发表题为《游客满意度是出境旅游市场风向标》致辞演讲，全文分享如下：
尊敬的阿根廷共和国驻华大使
Suarez Salvia先生，
各位同事、各位朋友，
下午好！
2024年，中国公民出境旅游人数超过1.23亿人次，出境旅游满意度为80.06分，均处于历史高位水平。2025年春节中国公民出境旅游378.38万人次，同比增长5.2%，其中出国游客90.76万人次，劳动节假期更有两位数的增长，形成阶段性出境旅游小高峰。过去十个季度的数据表明，中国出境旅游市场持续增长，正在进入繁荣发展新周期，即将到来的暑期旅游旺季将再创同期历史新高。
从出境旅游流向与流量来看，东亚、东南亚国家和港澳台地区依然是近程市场最重要的旅游目的地，其中，日本超过泰国成为第一大外国旅游目的地。欧盟国家、俄罗斯、澳大利亚稳居远程目的地的头部位置。所在国家和地区的首都、首府、主要城市、自然和文化遗产地更是中国游客愿意到访并深度体验的文化空间和消费场景。值得关注的是，在北美市场下行的同时，“一带一路”沿线的中亚、西亚、北非和中东欧市场以显而易见的速度增长，尤其是哈萨克斯坦、乌兹别克斯坦、摩洛哥、阿联酋、塞尔维亚等对华免签国家，正吸引越来越多“说走就走”的中国游客前往探索。加勒比地区、南美洲、非洲和南太平洋岛屿国家也有了越来越多中国游客的身影。过去一年中，中国游客位居南极客源市场第二位，阿根廷成为中国游客满意度排名前十位的目的地国家，也不是出乎意料的新闻。
各位同事，各位朋友，
随着出境旅游经验的丰富，中国游客脚步慢下来了，更愿意为美好生活付费。在社交平台旅游资讯的加持下，游客要住高品质的酒店，吃有特色的美食，参观有文化底蕴的博物馆、美术馆和古老的村镇，欣赏高水平的文艺表演，发现更多小而精、小而美、小而暖的生活场景并深度体验之。游客不仅要去地标性建筑、历史文化街区和景区景点拍美照发朋友圈，还会去美术馆和画廊观摩当代艺术精品；不仅会去香港的旺角、澳门的威尼斯人、东京的银座、布宜诺斯艾利斯的OH! Buenos Aires、马德里的英国宫El Corte Inglés、悉尼的维多利亚女王大厦QVB、莫斯科的国际商业中心购买大牌商品，也会去休闲街区和社区中心商店选购性价比高的日用品牌；不仅会在主城区观光游览，还会去卫星城和乡村庄园领悟在地文化和传统生活之美。越来越多的游客在大模型和生活类应用软件的帮助下，自助乘坐当地的公共交通，在戏剧场和菜市场之间自由切换，异国他乡的城市、街区和乡村秒变主客共享的美好生活新空间。
越来越多的海外目的地推广机构、行业协会和私人公司开始系统研究中国游客的消费行为，精准洞察中国出境旅游市场趋势。旅行商向主要客源市场有针对性推出了家庭游、亲子游、研学游、度假游等分众产品，甚至为游客专门设计了当地特色美食、时令海鲜，以及音乐、美术、工艺和民俗等旅游线路。这些都是我们乐于看到的趋势，希望更多的中国游客在海外旅游目的地分享异国他乡的美好生活，在文明对话和文化交流中提高综合素质，增强文化自信。在可以预见的未来，中国将不再追求在任何时候对任何国家都保持旅游贸易顺差，也不会轻易采取贸易和非贸易壁垒对出境旅游进行管制。
各位同事，各位朋友，
相对于出境旅游者的人数和花费，我们更加关注游客安全和服务品质。本次发布的出境游客满意报告表明，中国澳门、新加坡、英国、新西兰、西班牙、中国香港、法国、澳大利亚、马来西亚、阿根廷等前十位国家和地区拥有如下共同特征：人文体验感、购物休闲和居民友好度评价普遍较高，数字出行、特色美食和更多的本地活动参与，一再证明了景观之上是生活、最美的旅行是人的链接、从风景到场景等当代旅游新理念。同时，我们也关注到海外目的地还存在一些有待改进甚至令人不安的现象：交通、餐饮、住宿等核心环节面临提质压力，公共空间、夜间出行和交通秩序存在着感知风险。有的游客说，“尽管都市夜色很美，晚上还是没敢出去，感觉不太放心”“总是得提防钱包和手机，真的不太轻松”“整个酒店没有几个监控，大堂黑”。受此影响，中国游客对出境目的地的交通、餐饮、住宿、景点评价分别下降了1.5%、0.7%、0.8%、0.8%。中国游客的人身自由和财产安全的保障，需要各国中央和地方政府特别是公共安全部门、文化和旅游部门、应急管理部门和救援机构之间切实加强合作，不断提升海外目的地的安全认知和体验场景的细节信任。中国和意大利等国家警务部门的合作经验是可资借鉴的，中日韩、东盟与中蒙俄旅游部长会议，内地与港澳旅游工作会商机制是应当坚持的，更多的双边旅游年和多边旅游合作机制是值得推广的。希望旅游目的地国家能够在机场、车站、酒店、餐饮、博物馆等旅游接待场所多些中文标识、中式餐饮和中文服务。希望中外旅行商、航空公司、酒店、博物馆、旅游景区度假区更加紧密合作，为中国出境旅游者提供高品质的服务。中国旅游研究院愿意为海外目的地国家和地区提供游客满意度调查、旅游市场监测与消费行为分析、中国市场推广，以及与哲意公司合作的“欢迎中国（Welcome Chinese）”认证与培训等方面的数据交换、人员交流和项目合作。
我们也期待更多的国际和港澳台游客在中国观光、休闲和度假，体验一个文化传承、科技创新的中国，一个民族复兴、人民幸福的中国，一个开放包容、主客共享的中国。
Tourist Satisfaction as a Barometer of the Outbound Tourism Market
——— Speech at the Release of the China Outbound Tourist Satisfaction Report
June 26, 2025 · Beijing
Your Excellency Ambassador Mr. Suarez Salvia of the Argentine Republic to the People's Republic of China,
Distinguished Guests, Colleagues, and Friends,
Good afternoon.
In 2024, China recorded over 123 million outbound tourist departures, accompanied by a satisfaction score of 80.06—both reaching historic highs. During the 2025 Spring Festival alone, outbound travel reached 3.78 million trips, marking a year-on-year increase of 5.2%, including more than 907,600 international journeys. The holiday of International Workers' Day sustained this upward momentum with double-digit growth, highlighting a strong seasonal surge. With ten consecutive quarters of positive growth, China's outbound tourism has clearly entered a new cycle of prosperity. Looking ahead, the upcoming summer travel season is poised to set yet another record.
In terms of travel patterns, East Asia, Southeast Asia, and the Hong Kong, Macao, and Taiwan regions continue to be the leading short-haul destinations. Notably, Japan has overtaken Thailand to become the top foreign destination for Chinese travelers. For long-haul travel, the EU countries, Russia, and Australia remain top choices, with capital cities, major metropolitan areas, and natural and cultural heritage sites serving as focal points for both cultural exploration and consumer activity. A new trend worth highlighting is the relative decline in travel to North American destinations, counterbalanced by impressive growth in Belt and Road Initiative partner countries. Regions such as Central Asia, West Asia, North Africa, and Central and Eastern Europe have seen rapid growth—fueled in part by visa-free entry policies, particularly countries including Kazakhstan, Uzbekistan, Morocco, the United Arab Emirates, and Serbia, which have encouraged more flexible travel decisions. Additionally, destinations across the Caribbean, South America, Africa, and the South Pacific are attracting an increasing number of Chinese tourists. Remarkably, China is now the second-largest source market for Antarctic tourism. In this context, it is especially gratifying to see Argentina ranked among the top ten most satisfying destinations for Chinese travelers.
Colleagues and Friends,
As Chinese travelers with more international experience, we are witnessing a clear shift in preferences. The pace of outbound travel is becoming more measured, and tourists are increasingly willing to invest in quality-of-life experiences. Empowered by social media and digital travel platforms, today’s travelers seek more than sightseeing. They are choosing to stay in well-curated, high-quality accommodations, savoring distinctive local cuisines, visiting museums and galleries rich in cultural significance, exploring ancient towns, attending world-class performances, and discovering experiences that are refined, intimate, and emotionally resonant. Tourists no longer travel simply to check off iconic landmarks or capture photogenic backdrops for social media. They now visit art galleries to engage with contemporary works, and their shopping habits reflect broader curiosity and personal taste. While high-end malls—from Mong Kok in Hong Kong（China） and The Venetian in Macao(China), to Ginza in Tokyo, OH! Buenos Aires in Argentina, El Corte Inglés in Madrid, the QVB in Sydney, and Moscow International Business Center in Russia—remain popular, Chinese tourists are also exploring local neighborhoods and stores in search of authentic and accessible brands that reflect everyday local life. This new generation of travelers is also venturing beyond city centers into satellite towns and rural estates to appreciate the richness of local traditions and the rhythm of daily life. With the support of AI-powered navigation tools and personalized lifestyle apps, they can confidently use public transportation, navigate unfamiliar cities, and move seamlessly from theaters to farmers’ markets. In this way, international cities, suburbs, and countryside destinations are increasingly becoming open, shared spaces—places where travelers and local residents together enjoy the beauty of ordinary moments.
A growing number of international destination marketing agencies, industry associations, and private enterprises are now conducting in-depth, systematic research into the consumption behavior of Chinese travelers. Their goal is to gain accurate, data-driven insights into the evolving trends of China’s outbound tourism market. In response, travel agencies are offering increasingly targeted and specialized products for core market segments—ranging from family holidays and parent-child tours to study tours and vacation packages. Some have gone further to curate local culinary experiences, seasonal seafood offerings, and themed itineraries centered around music, art, handicrafts, and folk culture. These developments are not only innovative but also highly welcomed. We sincerely hope to see more Chinese tourists sharing their enriching experiences from overseas journeys, enhancing their global awareness through cultural exchange, and deepening their cultural confidence through meaningful dialogue with other civilizations. Looking ahead, China will move away from always aiming for a consistent tourism trade surplus with every country. We will not readily resort to trade or non-trade restrictions on outbound tourism.
Colleagues and Friends,
While outbound tourist numbers and spending are important indicators, we place even greater emphasis on the safety and quality of services provided to travelers. According to the newly releasedChina Outbound Tourist Satisfaction Report, the top ten destinations—Macao (China), Singapore, the United Kingdom, New Zealand, Spain, Hong Kong (China), France, Australia, Malaysia, and Argentina—share key strengths. These include high satisfaction ratings in cultural experiences, shopping and leisure, and overall hospitality. Notably, digital accessibility, signature cuisine, and active local engagement have reaffirmed the relevance of emerging tourism values such as “beyond the scenery lies daily life”, “the best journeys connect people”, and “from landscapes to lifestyles.” However, the report also highlights areas of concern. In several destinations, fundamental aspects such as transportation, food services, and accommodation face significant challenges in service quality. Additionally, safety risks are perceived in public spaces, nighttime mobility, and traffic conditions. Some tourists reported:“Although the city looked beautiful at night, I didn’t feel safe enough to go out.” “Worrying about my phone and wallet the whole time made the trip stressful.” “The hotel had poor lighting and very few visible security cameras.” As a result, satisfaction scores in transportation, dining, accommodation, and attraction experiences declined by 1.5%, 0.7%, 0.8%, and 0.8%, respectively. Ensuring the safety and security of Chinese tourists abroad requires stronger cross-border collaboration—especially among public security authorities, tourism departments, emergency services, and rescue organizations at both national and local levels—to continuously raise safety awareness and foster scenario-specific trust at international destinations. Successful practices such as the China–Italy joint police patrols offer valuable models. Similarly, regional cooperation frameworks like the Tourism Ministers’ meetings of China, Japan, the Republic of Korea, and the ASEAN, the China-Mongolia-Russia dialogue, and tourism coordination between Chinese mainland and Hong Kong/Macao should be actively sustained and expanded. Bilateral tourism years and multilateral cooperation mechanisms should be encouraged as platforms for mutual trust and shared growth. We also encourage destination countries to improve Chinese-language signage and offer culturally familiar services—such as Chinese cuisine and hospitality—at key tourist facilities, including airports, train stations, hotels, restaurants, and museums. Stronger collaboration among Chinese and international travel agencies, airlines, hotels, museums, and tourist attractions is essential to raising the overall quality of outbound travel experiences. The China Tourism Academy is ready to support destinations worldwide by providing services such as tourist satisfaction surveys, market monitoring, consumer behavior analysis, and China market engagement strategies. We also welcome cooperation on the“Welcome Chinese” certification and training program—jointly operated with Select—by means of information sharing, talent exchange, and cooperative initiatives.
We also look forward to welcoming more international visitors and those from China's Hong Kong, Macao, and Taiwan regions, to travel, relax, and enjoy their holidays here—to experience a nation where cultural heritage is preserved alongside technological innovation, where national rejuvenation is pursued through the well-being of its people, and where openness and inclusivity allow hosts and guests to share meaningful moments together.
来源：中国旅游研究院 (文化和旅游部数据中心) 文章仅供学习交流，不作商业用途，版权归原作者所有，如侵权，请联系我们删除。