The Research Center of the Islamic Consultative Assembly has recently published a report on the behavior of Chinese tourists worldwide. This report, based on conducted surveys, shows the criteria for selecting travel destinations and analyzes the statistics of Chinese trips to various destinations. China is one of the largest outbound tourism markets in the world, with the number of outbound trips from this country reaching approximately 146 million in 2024. Despite this capacity, Iran's share of this market remains limited. Chinese tourists also consider travel costs when choosing a destination, and the report notes some of their preference for staying in apartments owned by Chinese residents in Iran.
The Importance of Security and Cost in Destination Selection
China is one of the largest outbound tourism markets in the world; a market where understanding the preferences, concerns, and decision-making processes of its tourists can be strategically important for countries seeking to attract Chinese tourists. According to statistics provided in the reviewed reports, the number of outbound trips from China reached approximately 146 million in 2024. Despite this capacity, Iran's share of this market remains limited.
According to announced statistics, from March 21, 2023, to January 20, 2024, more than 54,000 Chinese tourists traveled to Iran. In contrast, Turkey attracted about 248,000 Chinese tourists in 2023, and the number of Chinese tourists in Uzbekistan reached approximately 42,500. The difference in these figures indicates that Iran, despite having historical, cultural, and natural attractions, faces challenges in converting its capacities into a significant share of the Chinese market.
Preferences of Chinese Tourists
Two surveys conducted in 2023 and 2026 show the criteria of Chinese tourists for selecting travel destinations. The first survey was conducted by Nanyang Technological University in Singapore in 2023, involving 500 Chinese consumers interested in foreign travel, and the second survey was conducted by Dragon Trail in April 2026, based on responses from 1,038 residents of mainland China. These two studies are not identical in terms of timing and sample population; therefore, their findings should be interpreted considering these differences.
Like any other country, Chinese people prioritize the security of the destination above all else. In the 2023 survey, security was rated at 68%, natural scenery at 64%, and the friendly behavior of people and cultural richness, each at 57%, as the most important criteria for destination selection. The ease of obtaining a visa was also important for 53% of respondents.
In the 2026 report, international security became the most influential factor in travel decisions, with 85%. Financial status at 76%, travel costs at 71%, and work-life balance at 70% followed in importance. The ease of obtaining a visa and access to flights were also significant for 62% of respondents. Natural and cultural resources of the destination were rated at 61% among the factors influencing travel selection.
These findings indicate that having historical and natural attractions alone is not sufficient to attract tourists. Uncertainty regarding security, flights, costs, and entry conditions can exclude even a culturally rich destination from travelers' choices.
Iran, especially after the outbreak of war, has faced serious challenges regarding security. On the other hand, there is insufficient information about tourist destinations, attractions in each city, historical sites, and even accommodations in Iran, even for domestic tourists. Iran's tourism advertising and the introduction of historical sites, cultural cities, and natural attractions must be accompanied by accurate information about travel conditions.
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