The New Chinese Tourist

On top of all the headline growth stories, the nature and diversity of the Chinese traveller is changing, creating further challenges and opportunities in this lucrative travel market. While there are few generalisations to be made and numerous market segments, from mature and wealthy upper class travellers to the younger internet-savvy generation, a common motivation is international travel as a form of investment in personal self-esteem.

Although ADS group travel and tours are still significant, the modern Chinese consumer is venturing away from structured group packages, perceiving individual tailor-made and experiential travel to be more prestigious and rewarding. The motivations for travel are diverse ranging from urban escape activities, like hiking and sports, to cultural and historical interests – and of course shopping. Therefore a broad range of destination opportunities will appeal.

This trend is leading to a boom in the ‘assisted FIT’ segment, while even the group travel and business sectors are seeing a demand for more free time to be built into itineraries. Their appetite for getting off the beaten track is fast catching up that of other well-travelled nationals, which in turn is creating a demand for travel agents to develop a more bespoke approach to travel planning. Let ‘Destination Britain’ help you attract more of this new wave of tourists. Next >>

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