Skift Take

U.S. tourism executives came back from their trips optimistic about the Chinese tourism market's recovery despite long visa wait times and the slow return of air connectivity.

Dawit Habtemariam

U.S. tourism businesses just finished their first post-pandemic sales missions to China — their first trips in four years.

Visit California and NYC Tourism + Conventions brought delegations of hotels, attractions and local businesses. Delegate members had meetings with China’s tour operators, travel agencies and members of its local travel industry.

Boosting travelers from China is a priority for U.S. tourism boards.

In 2019, China sent 2.8 million travelers to the U.S., making it the fifth largest source market, according to the National Travel and Tourism Office. In 2023, It is expected to reach just 849,000.

And in 2019, Chinese tourists were the U.S.'s top market in terms of spending – over $30 billion, according to Brand USA President and CEO Chris Thompson. Without them, he said, there will be no recovery for the U.S. tourism industry.

In August, China lifted pandemic-era group tour restrictions for the U.S. and other key markets.