ABSTRACT
The global tourism industry has been suffering in 2020 and 2021 like never before since the beginning of modern mass tourism following the outbreak of the SARS-CoV-2 pandemic. Chinese travellers, representing the biggest international tourism source market, were forced to discover the delights of domestic travel. Their preferences and demands have changed during this period and the next wave of Chinese outbound travellers will have to be greeted with services and products adapted to these new demands of an increasingly fragmented and sophisticated market, providing challenges but also advantages to smaller destinations and companies. Quality will become more important than quantity and small groups, and individual travellers will take the place of package group tours.
