How Chinese Tourists Are Reshaping Overseas Travel
Now the largest group of tourists in the world, the Chinese made 130 million journeys abroad in 2017. But where are they visiting and what are they looking for in a trip? A new survey reveals some surprising results.
A report by J. Walter Thompson Intelligence that surveyed 1,500 adults in 16 Chinese cities has found a new generation of Chinese travellers are reshaping overseas travel. China Outbound: The New Face of Chinese Global Travel, reports that instead of opting for cookie-cutter tour packages, Chinese travellers are increasingly seeking out more adventurous trips that cater to their individual needs.
Among their changing priorities include journeys of self discovery, and a growing desire to learn about new cultures and seek out surprising experiences. Other areas of interest include spiritual pilgrimages or visits to religious sites, medical tourism, and even love tourism – travellers looking for love or to get hitched in countries that have legalised gay marriage.
China has been home to the world’s largest outbound tourism market since 2012. The amount of Chinese people taking international trips rose 7% from 122 million in 2016 to 130 million trips in 2017. Increasingly, in order to accommodate the world’s fastest growing group of travellers, hotels, attractions, and theme parks globally are hiring Chinese-speaking staff, as well as marketing on key Chinese social media apps like WeChat.
Japan, South Korea and Thailand are the the most visited destinations for Chinese travellers, with Australia, New Zealand, France and the UK also proving popular.
According to the report, Chinese travellers are shunning packaged tours in favour of travelling independently to more far-flung destinations. They favour places that offer some of the familiarities of home, such as Mandarin-speaking hotel staff and Chinese payment methods (Alipay or WeChat Pay), but by and large are looking for more local, real, and immersive experiences.
On average, Chinese travellers took a total of 2.5 foreign leisure trips over the past year, usually during China’s Golden Week, a semi-annual week-long national holiday. They also spent $115.29 billion abroad, up 5% from a year earlier, according to the government.
The report identified 12 emerging types of Chinese travellers. These include foodies, medical tourists, wander women (travelling in female-only groups or solo), filial travellers (bringing aged parents on an overseas holiday), and adventurous, sporty travellers.
The report also highlighted some of the top concerns Chinese travellers have when visiting abroad. These included terrorism, crime, not being able to communicate in countries where Mandarin isn’t spoken, and worries of being discriminated against.
Culture Trips launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes places and communities so special.
Our immersive trips, led by Local Insiders, are once-in-a-lifetime experiences and an invitation to travel the world with like-minded explorers. Our Travel Experts are on hand to help you make perfect memories. All our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.?>
All our travel guides are curated by the Culture Trip team working in tandem with local experts. From unique experiences to essential tips on how to make the most of your future travels, we’ve got you covered.
Culture Trip Spring Sale
Save up to $1,100 on our unique small-group trips! Limited spots.
