CHINA/INTERNATIONAL. This week’s announcement by the Chinese government of a new, third list of approved destination countries for outbound group tourism is expected to profoundly impact retailers and other travel-related businesses worldwide, according to digital, full-service agency Hylink (a Content Partner at this year’s Trinity Forum in Hong Kong*) .
As reported, the addition of 78 countries (see list below) brings the total number to 138. Crucially, the new list includes major traditional China travel shopping locations such as South Korea, Japan, the US, Australia and the UK.
Chinese news agency ECNS cited data from powerful Chinese online travel agency Ctrip revealing that searches for outbound travel products increased by more than 20 times in the hours after the news was released. The National Day holiday (1 October) has become the most popular time for outbound tours, Ctrip said.
“With the group tour ban lifted, retailers and travel stakeholders have a golden chance to capitalise on this pivotal shift,” said Hylink Group Americas Managing Partner Humphrey Ho*.
“China’s international outbound numbers, currently at about 30% of 2019 levels, signal vast untapped potential.”
Chinese group travellers constitute approximately one-third of the traveller volume in many long-haul destinations, Hylink noted.
The strategic nature of the further liberalisation of outbound group travel is anticipated to deliver a substantial boost to various sectors, especially in light of prevailing reports highlighting China’s efforts to address deflation amid subdued consumer activity during the post-pandemic recovery, the company added.
The luxury and travel industries quickly showed a positive response to the news, indicating a promising horizon for those quick to seize the opportunity, Hylink said.
“Europe witnessed substantial surges in luxury and travel stocks on Thursday, driven by investor enthusiasm for China’s pivotal choice. The foremost luxury stock indicators of the region registered a notable uptick of +1.9%, while the travel and leisure index displayed a commendable +1% climb, surpassing the overarching market trends.”
Shares in luxury goods powerhouse LVMH (majority owner of DFS Group as well as the owner of a star-studded portfolio of luxury brands popular with Chinese traveller) surged +3.43% yesterday on the news. 
Latest list of countries included in China’s approved outbound group tour programme
Asia: Oman, Pakistan, Bahrain, South Korea, Qatar, Lebanon, Bangladesh, Myanmar, Japan, Türkiye, Israel, India
Africa: Algeria, Ethiopia, Benin, Botswana, Equatorial Guinea, Cape Verde, Ghana, Cameroon, Côte d’Ivoire, Rwanda, Madagascar, Malawi, Mali, Morocco, Mozambique, Seychelles, São Tomé and Príncipe, Tunisia
Europe: Ireland, Estonia, Andorra, Austria, Belarus, Bulgaria, North Macedonia, Belgium, Bosnia and Herzegovina, Poland, Germany, Finland, Netherlands, Montenegro, Czech Republic, Latvia, Lithuania, Liechtenstein, Luxembourg, Romania, Malta, Monaco, Norway, Sweden, Cyprus, Slovakia, United Kingdom
North America: Antigua and Barbuda, Barbados, Grenada, Costa Rica, United States, Mexico, Trinidad and Tobago, Jamaica
South America: Peru, Ecuador, Colombia, Guyana, Suriname, Venezuela
Oceania: Australia, Papua New Guinea, Cook Islands, Federated States of Micronesia, Commonwealth of the Northern Mariana Islands, French Polynesia, French New Caledonia
For the original two lists, see table below.
*Note: Humphrey Ho and Hylink Group Head of Planning Yukun Li will be presenting at The Trinity Forum in Hong Kong on 25-26 October. Click here to learn more about the event.
