![]() According to Nielsen, 65% of Chinese tourists currently use mobile payment when travelling abroad, where, in contrast to their non-Chinese peers, the method of payment factors heavily into spending decisions. In recent years mobile payment has rapidly converged with cash as the preferred medium of exchange, particularly for shopping, dining and sightseeing. Given the ubiquity of mobile payment platforms within Chinese society, tourists naturally gravitate towards these options when overseas. This is particularly the case in lesser-known or underdeveloped tourism markets, where Chinese-backed infrastructure projects, frequently carried out under the umbrella of the Belt and Road Initiative (BRI), have brought with them an uptick in Chinese arrivals, particularly business travel.Ĭhina’s increasingly vibrant and sophisticated consumer culture is being moulded by information and communications technologies that are fundamentally reshaping how consumers work, live, socialise and travel. With President Xi Jinping more assertively pushing China’s global outreach, national and regional governments that bring their development strategies into alignment with China’s broader economic and geopolitical ambitions will be well placed to attract a greater share of the growing outbound market. This added layer of complication makes the ease of the visa application process a potentially significant factor when planning overseas travel. However, one major point of concern for Chinese travellers concerns the relative weakness of the Chinese passport according to rankings from Passport Index, China scores poorly in comparison to many regional counterparts on its total visa-free score, in 75th position. Unlike their non-Chinese contemporaries, Chinese tourists are less price-sensitive when planning trips overseas. Outbound travel is also a disproportionately young and female phenomenon data from tour operator Ctrip indicates that in 2019, 59% of all outbound Chinese travellers will be female, with those born in the 1970s and 1980s making up the dominant age demographic. While group packages remain the norm, interest in customised travel options and personalised guided tours has grown in recent years. ![]() By contrast, the average on-location spend by Chinese travellers to Thailand was $2026.Ĭhinese tourists also differ in terms of their preferred method of travel when going abroad, the majority opt for organised group tours over family and individual travel. In terms of on-location expenditure, Chinese travellers spent the most in long-haul destinations such as the US ($4462) and Australia ($3541). In 2018 it is estimated that Chinese outbound tourists averaged $5715 in overall travel expenditure. The rising financial clout of the Chinese consumer is on full display in the retail sector, where they spend 37% more on shopping abroad than other nationalities. According to survey data compiled by Nielsen, Chinese tourists prioritise “experience” over “cost” and exhibit substantially higher levels of purchasing power than non-Chinese travellers. Leisure activities represent the overarching priority for Chinese abroad. With two-thirds of overseas trips concentrated in the region, Chinese tourists play a major role in sustaining the sector. The Chinese TouristĬhinese nationals are the dominant outbound demographic in both eastern and southern Asia. With the China Outbound Tourism Research Institute projecting upwards of 400m overseas trips by 2030, China’s booming outbound sector will continue to dynamically reshape the industry in the years ahead. While swelling numbers of Chinese visitors have already acted as a major growth engine in Asia Pacific, less than 10% of the population currently holds a passport, meaning the rise of the Chinese tourist is still in its relative infancy. ![]() The growing volume and financial clout of Chinese tourists presents considerable opportunities – while simultaneously posing new challenges – for hoteliers, tour group operators, retailers and national governments. ![]() In 2017 alone Chinese nationals made more than 131m trips outside of their national borders, spending approximately $300bn in the process. Over the course of less than two decades, China has gone from being a minor player to being the world’s largest and most lucrative source of outbound tourists. ![]()
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