Tourism Seychelles strengthened its engagement with China’s high-end travel segment through its participation in the DONG Luxury Travel Connection 2026, held from the 13th to the 17th of April at The Sanya EDITION. The event brought together more than 750 leading buyers and suppliers from 40 countries, facilitating over 20,000 one-to-one business meetings.
The destination was represented by Tourism Seychelles’ Director for the Chinese Market, Mr. Jean-Luc Lai-Lam, and Senior Marketing Executive, Mr. Yu Sen, in collaboration with Six Senses Zil Pasyon Seychelles.
Over the three days, in addition to the different networking meetings, the delegation conducted 53 targeted meetings with key luxury travel agencies from across China, focusing on strengthening trade partnerships and presenting Seychelles’ latest developments, including new luxury offerings and evolving air connectivity.
“China remains a key growth market for Seychelles’ luxury segment, and DONG Connection provides a valuable platform to deepen relationships with top-tier partners,” said Mr. Lai-Lam. “We are seeing strong demand for experience-led travel, particularly in nature, wellness and bespoke journeys, which aligns closely with our approach to sustainable, higher-value tourism.”
The engagement highlighted Seychelles’ positioning as a “higher value, lower impact” destination, appealing to travelers seeking authentic and sustainable experiences. Key offerings promoted included curated island-hopping itineraries, nature and biodiversity experiences, bespoke honeymoons, and an expanding wellness portfolio, alongside conservation and community-based initiatives.
The event also marked the launch of the “Luxury Travel Trends in China” white paper, underscoring a shift from material luxury to experience-driven travel. According to the report, 85% of surveyed high-net-worth travelers plan to increase their travel spending in the coming year, compared to just 11% who intend to spend more on traditional luxury goods.
The findings also point to evolving traveler profiles, with a growing number of self-made high-net-worth individuals and women playing a greater role in decision-making. Notably, 77% of respondents indicated a willingness to pay a premium for once-in-a-lifetime experiences, closely aligning with Seychelles’ strategy of delivering responsible, experience-led luxury.
