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.
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.
Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.
Culture Trip 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 — and this is still in our DNA today. 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 certain places and communities so special.
Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.
Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.
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