China's Overseas Tourists Increasingly Value Experiences Over Shopping
Travelers from China keep heading overseas in record numbers, and they’re bringing their wallets with them — although there’s been a dramatic shift in where they focus their spending.
According to data from the China National Tourism Administration (CNTA) and online travel agent Ctrip, the number of outbound trips taken by travelers from China totaled 122 million in 2016, an increase of 4.3% from the previous year.
The increased travel has been fueled by the rise of China’s consumer class, along with the easing of travel rules by the government. These travelers, newly armed with disposable income, once largely focused on shopping. But that is increasingly no longer the case, according to new data from accommodation booking service Hotels.com.