As global travel rebounds, one of the most exciting opportunities for Ireland’s hospitality and tourism providers lies in welcoming Chinese visitors – a growing and high-spending segment eager for new experiences and authentic destinations. 

A Market on the Rise 
In 2024, Chinese outbound tourism reached an estimated 54.3 million visits, with a global expenditure of over $209 billion. The market is projected to continue growing, potentially reaching pre-pandemic levels by the end of 2025. 

China remains the world’s top tourism spender, and a new wave of outbound travellers is once again putting the country at the forefront of international tourism. A rapidly expanding middle class with greater disposable income and an appetite for meaningful experiences is driving this resurgence. Chinese tourists are known for their preference for quality, experience, and authenticity over cost – a valuable insight for Irish tourism businesses seeking to differentiate their offering. 

Why Chinese Visitors Matter 
Chinese travellers are diverse, ranging from first-time package tourists to sophisticated, self-organised explorers. Travel is often viewed as a status symbol and a way to experience culture, luxury, and personal growth. With this comes higher expectations – and a desire for destinations that understand and respect their cultural values. 

For Irish tourism providers, this represents a significant opportunity. Understanding and catering to these expectations can result in strong word-of-mouth promotion, repeat visits, and a positive reputation within a vast and influential market. 

Timing the Welcome: The Year of the Horse 
The next Chinese Lunar New Year begins on February 17th, 2026, and ends on February 27th, culminating with the Lantern Festival on March 3rd. This festive period – marking the Year of the Horse – is a time when millions of Chinese travellers venture abroad, making it a prime opportunity for Ireland to showcase its warm hospitality and distinctive “Ireland Welcome.” 

Becoming ‘China Ready’ 
To truly connect with this audience, it’s essential to understand their cultural expectations, travel behaviours, and service preferences. That’s where the Centre for Competitiveness can help. 
Our “Be China Ready” Workshop supports hotels, restaurants, tour operators, attractions, and destinations in tailoring their services to meet the needs of Chinese visitors. Delivered by experienced trainers and supported by native Chinese tutors, this workshop is recognised by Tourism NI, Fáilte Ireland, and Tourism Ireland. 

Participants will: 
– Gain a deep understanding of Chinese visitor profiles and motivations 
– Learn how to adapt products, services, and communication styles 
– Develop the competence to create an authentic and respectful ‘Ireland Welcome’ for Chinese tourists 

Whether you’re an individual organisation or part of a destination group, this programme will equip your management and teams with the cultural insight and practical know-how to succeed in this dynamic market. 

Get China Ready – and Stay Ahead 
As the Chinese tourism market continues to grow, those who prepare now will be the ones to benefit most. Building awareness, training staff, and embracing cultural understanding are not just good practices – they’re key competitive advantages. 
To learn more about our Be China Ready workshop or to discuss tailored options for your destination, contact our CforC Hospitality and Tourism specialist, Dr Tony Lenehan – tony.lenehan@cforc.ie