Alipay records surge in outbound Chinese tourists spending amid tourism recovery

The average spending of Chinese tourists using Alipay overseas doubled in the first quarter of 2023 compared with pre-pandemic levels in the same period in 2019 amid global cross-border tourism recovery.

According to the official release, outbound Chinese tourists on average made more transactions in the first quarter of 2023, with an increase of 20% compared with the same period in 2019. Furthermore, according to the forecast of China Tourism Academy, the number of inbound and outbound tourist visits is expected to exceed 90 million times, equivalent to 31.5% of the pre-pandemic level.

The top five shopping destinations by transaction volume for Chinese mainland Alipay users traveling cross-border are Macau, Hong Kong, Japan, Thailand and France, while the top five tourist destinations by number of transactions are Hong Kong, Macau, Japan, Thailand and Malaysia. Over 90% of merchants in Hong Kong have adopted Alipay to serve Chinese mainland tourists, and “transportation QR code” is the most popular search term on Alipay for these tourists in the first quarter of 2023.

Meanwhile, in the quarter, foreign exchange rates and benefits offered by local merchants are the most searched services by Chinese tourists on the Alipay platform when they traveled overseas, followed by air tickets and hotels.  Additionally, the search for mobile data increased by 600% compared with that of 2022.

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As there is rebound in outbound Chinese tourists spending, Alipay has been partnering with tourism boards and merchants to welcome the return of Chinese tourists in various ways. The Tourism Authority of Thailand has formed a strategic partnership with Alipay to offer exclusive benefits for Chinese travelers paying via Alipay in Thailand.

Korea Railway is among the latest to launch a mini-programme on Alipay to allow Chinese tourists to check train timetables of the country’s all major cities, reserve a ticket and make the purchase directly in the Alipay app, with a promotion from 10 April to 9 May.

Furthermore, merchants and brands from Asia to Europe are already gearing up to welcome Chinese tourists. Efforts by shopping destinations such as department stores Printemps in France, El Corte Inglés in Spain and La Rinascente in Italy, retail complex La Roca Village and Las Rozas Village in Spain, as well as leading travel retail operators like Dubai Duty Free, include hiring Chinese-speaking staff, launching dedicated benefits programs and campaigns for Chinese consumers, and offering convenient mobile payments and tax refund services through the Alipay platform.

MARKETING-INTERACTIVE has reached out to Alipay for further information.

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