Overview
This Global Market Profile report contains three sections. The Market Landscape section offers a look at spending forecasts, arrivals, and airlift to California. The Audience Insights section includes data on travel behaviors and accommodation and booking preferences. The California Traveler and Trip Insights section includes data on leisure travelers’ airline reservations and top U.S. visited destinations. For additional research download the full market report.
Note: While Taiwan is included in marketing outreach, it is not part of the research below.
Market landscape
China: Spend Forecast with YOY % change
Source: Tourism Economic (February 2025)
China: Non-Resident Arrivals at Ports of Entry
Source: NTTO/CIC Research
China: Accommodation Preferences
Q: Which of the following types of accommodations do you typically stay in when you are on holiday?
Source: YouGov (2024)
China: Booking Preferences
Q: Which of the following booking methods do you typically use when booking accommodations for the holidays?
Source: YouGov (2024)
China: Airline Reservations
Q: How were airline reservations made for this trip?
Source: SIAT 2023
China: US Destinations Visited
Q: What U.S. Destinations did you visit (include main destination)?
Source: SIAT 2023 (The following data is based on California travelers)
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