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With the largest outbound travel market in the world both in size and value opening up its borders early this year, tourism operators are eager to tap into Chinese penchant for novel experiences and deep exploration. According to a forecast by China Outbound Tourism Research Institute, Chinese border crossings will touch 170-180 million in 2024 surpassing the pre-pandemic height of 155 million. Following the pandemic plunge, the number is expected to climb to 110 million this year. Leisure travel, like in the previous years, will dominate the scene, with sustainability piquing the interests of many a tourist. To reach the post-Covid-19 Chinese traveller, whom McKinsey characterises as hyper-digitized, experience-oriented, exploration enthusiasts in its latest Survey of Chinese Tourist Attitudes, the regional travel and tourism industry will have to deploy more than the usual marketing strategies. Home to more than 1 billion smartphone users, China is one of the most digitally savv

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