After a challenging period, travelers again head for foreign climes, Yang Feiyue reports.

Yu Huiqing has had a busy summer taking groups of Chinese students on trips to Europe. More than 200 middle school students from Beijing recently took one of her trips to Germany and Austria that concluded in early August.

During the two-week journey, they saw the Alps, took in the beauty of the Rhine River, the rustic charm of Hallstatt in Austria, and learned the history of castles like Heidelberg and Neuschwanstein in Germany.

"We also arranged for them to participate in a lively and engaging nature class in the Black Forest," says Yu, a cultural tour manager with the Beijing-based travel agency, Utour.

The tour was designed to take the children out of their usual learning environment and help them develop a deeper, more integrated understanding of the world through the music, painting, architecture, and history of the two countries, Yu adds.

When the itinerary was released in July, it was quickly booked up. Parents who want to broaden their children's view and improve their foreign language skills were among the forces driving the popularity of the tour, which was one of many outbound cultural trips offered by the travel agency this summer.

"We organized more than 20 group-learning trips during the summer, including those to the United States and the United Kingdom, and they were all well-received by the market," says Li Mengran, marketing manager with Utour.

The trips are part of China's rising outbound tourism market.

"Judging by the current bookings (as of early September) for National Holiday trips abroad, the number of travelers has increased by 55 percent year-on-year," Li says.

Visa-easing policies, the recovery of international flights and cheaper costs have driven a strong rebound in the summer international travel market.

Countries such as Singapore, Malaysia and Thailand, which have introduced mutual visa exemptions with China, form a visa-free "golden route", making them the top choices for outbound travelers over the summer, according to industry players.

Bookings for the three countries increased by nearly 50 percent over the same period last year, while the average price has decreased by nearly 10 percent, according to a recent summer travel market report released by the Shanghai-based online travel agency, Trip.com Group.

According to the report, overall outbound bookings on its platform increased by over 40 percent year-on-year, with other countries such as South Korea, Australia, Vietnam and Indonesia also at the top of Chinese travelers' lists.

Beijing-based travel agency Qunar also reported that international flight bookings this summer exceeded those of the same period in 2019, with prices for international flights and hotels both lower than last summer.

Long-haul family trips to Europe have seen a quick recovery, while cheaper airfares and hotel prices have made Southeast Asia the most popular outbound destination, with a significant increase in the number of outbound travelers from smaller, third- and fourth-tier Chinese cities, according to Qunar.

The Paris 2024 Olympics held in France also fueled outbound travel. According to Tongcheng Travel, an online travel agency based in Suzhou, Jiangsu province, hotel bookings in the Paris region increased by more than 300 percent year-on-year, and flight bookings from major Chinese cities to Paris rose by over 80 percent.

In search of a bigger slice of China's outbound tourism market, many destinations have rolled out special arrangements to woo travelers.

In early September, the Tourism Authority of Thailand and the Association of Thai Travel Agents took 60 tour companies to a road show in Beijing to promote the country's offerings.

The show focused on new products and services from Thai travel agencies, scenic spots and transport providers, to boost travel from China.

The Tourism Authority of Thailand has rolled out special travel experiences, especially in less-visited areas, to stimulate interest.

"We want everyone to enjoy more of the hidden charm of Thailand," says Chuwit Sirivajjakul, executive director of East Asia region of Tourism Authority of Thailand.

Generally speaking, people are more familiar with Bangkok, Pattaya, Chiang Mai, Phuket, and Koh Samui, but Thailand also has many other places worth visiting, such as Krabi, Rayong and Trat, he says.

"In these cities, you can experience authentic traditional Thai culture and lifestyles. We've prepared activities to enhance the experience," he adds.

With 60 percent of Chinese tourists expressing a love for Thai cuisine, gourmet food recommendations have been included alongside cultural learning experiences.

"You can learn Muay Thai (Thai boxing), Thai massage, and even how to bathe elephants," Sirivajjakul says.

With the two countries celebrating the 50th anniversary of diplomatic relations next year, the Tourism Authority of Thailand is preparing a series of events to mark the occasion.

To get the ball rolling, Thailand launched the China-Thailand Friendship Mid-Autumn Festival on Tuesday and Nihao Month, which will run through October this year.

Between Jan 1 and Aug 17, more than 4.53 million Chinese tourists visited Thailand, solidifying China's position as the country's largest source of tourism, according to Thai authorities. This trend is supported by multiple factors, such as the bilateral visa-free policy and the stable demand for travel, and should help achieve the country's goal of receiving 7.3 million Chinese travelers this year.

Fiji also plans to deepen partnerships with Chinese travel agents, and develop tailored travel packages for Chinese visitors, especially after the Fijian Prime Minister Sitiveni Rabuka's visit to China in August.

"We will organize road shows in major cities in November to promote Fiji's tourism offerings," says Brent Hill, CEO of Tourism Fiji, adding that the country's tourism authority will also work with Fiji Airways to enhance connectivity with China.

In recent years, the island nation has seen a steady increase in Chinese visitors.

In 2019, more than 49,000 Chinese travelers visited, and arrivals have recovered by 58 percent in 2023 compared with 2019. "We have continued to see the accelerated recovery so far this year compared to 2023," Hill adds.

Fiji has developed the China Ready Program to support local partners by offering tool kits and training sessions to enhance their understanding of the Chinese market, including mobile payment options like WeChat Pay at tourist facilities, he says.

"China is a rapidly growing market and a crucial source for Fiji's tourism. It is diverse, and so are the preferences of its travelers. Understanding their needs is key, and in Fiji, we look forward to continuing to welcome Chinese guests to our island," Hill says.