Chinese travelers look for slice of American life

Fly-drive vacations gain appeal as discerning tourists visiting the United States opt for in-depth experiences, Li Jing reports.

Well-traveled Chinese tourists are developing a greater taste for US vacations that allow them to explore and be immersed in American culture.

Industry experts say travel agencies have seen a definite shift in demand in recent years, from multi-city tours and top attractions to a more independent style of travel, such as fly-drive packages.

"Cities in the United States linked to China by direct flights are still top priorities for tourists, but people are moving beyond attractions that simplely check a box," said Zheng Chun, Beijing office director for Brand USA, an initiative launched in 2009 by the US government to promote tourism.

"Instead, they are looking to either immerse themselves into the local culture and history, or explore something novel and unique."

A change in US immigration policy has also expedited the trend, she said, referring to the fact Chinese citizens can now apply for 10-year tourist visas and five-year student visas, thanks to an agreement signed by Chinese President Xi Jinping and US President Barack Obama in November.

Beijing radio DJ Chang Xiaohang has been to the US seven times, most recently in 2014 to drive from Los Angeles to San Francisco on Highway 1, listed by National Geographic Traveler as one of its "drives of a lifetime".

"It took me three days, with overnight stops in Santa Barbara and Monterey," the 30-year-old said. "I ate food at roadside diners, stayed in family-run hotels and went to a beach to see the sunset, sitting side by side with local Americans. The car I rented was a Ford Mustang. All these things are part of the American life, which made the trip even more enjoyable."

Fly-drive vacations are already the most popular option for Chinese people looking for a more in-depth experience, said Lin Lin at the Beijing office of LA Tourism.

The US came out as the No 1 destination for road trips in the China Outbound Self-Driving Report 2014, chosen by 46 percent of the people surveyed. Those interested in driving vacations were mostly aged 25 to 44, and tended to be industry experts, middle and senior managers, or entrepreneurs, said the report, which was compiled by Mafengwo, a major tourist information website, and online vehicle rental platform Zuzuche.

Renting a car has also become easier, with Hertz, one of the largest US rental agencies, now accepting Chinese driving licenses accompanied with an English translation of the license.

"Bookings from China are surging in the US market, doubling their number last year," said Wang Wei, manager of Hertz International Market Development. "California is seeing the largest volume of Chinese tourists, and most of them are renting seven-seat SUVs."

The US received 72.2 million international visitors last year, and the number is expected to hit 88.3 million in four years, according to the US Travel Association. The US Department of Commerce has said a large proportion of that growth will come from China, which is expected to send 3.1 million visitors in 2019, a 172 percent increase on 2013, making the country the third-largest source for overseas travelers behind Mexico and Canada.

Last year, 2.24 million Chinese travelers visited the US. In November, marketing specialist Michael Merner told China Daily that the US consulates in China had reported a 68 percent increase in visa issuance.

"This is the first year after the new visa policy," said Li Meng-ran with Beijing UTour International Travel Service. "The prime time for Chinese tourism to the US is expected to come between three and five years, as a considerable number of Chinese with US visas have not yet embarked on their trips."

Dai Yu, a marketing director for major online travel agency Ctrip, predicted that the number of independent Chinese tourists to the US will double or even triple this year compared with 2014. "Independent travel will dominate US travel for young Chinese this year."

Though the signs are positive for US tourism, industry insiders say the toughest challenge is getting noticed.

Destinations such as Minnesota and Michigan are trying to work out how to get on the tourists' itinerary. Alaska intends to lure tourists on their second or third trip, offering sights such as glaciers and bears. Guam is betting on the new trend of Chinese tourists holding marriage ceremonies abroad.

The ease of acquiring a visa is expected to accelerate the growth in repeated travel from China to the US, and experts say that after visiting major destinations on their first trip, Chinese tourists will want to explore deeper.

"The US is an immense country. It's diverse in its people, landscape, climate, and its way of life," said Zheng at Brand USA. "It's worth repeated visits."

Contact the writer at lijing2009@chinadaily.com.cn