According to a recent report of Business Intelligence Fung Center, the number of Chinese tourist travelling abroad is constantly growing and could be doubled in 2020 to reach 234 million of tourist, that’s means 100 million more than last year.

The number is growing and the tourist’s expenses too. In 2010, the amount of expenses concerning the clothing, cosmetics and high tech products can reach 422 billions of dollars.

What are the main characteristics of this new tourism wave? How can you attract these new Chinese tourist?

1) They search new experiences

It exits different types of tourism in China.  Here below, you can see a chart representing the segmentation of Chinese tourists’ types.

As indicated to the chart below:



  • 40% are « group’s traveler » travelling once every 2 or 3 years and aged of 40 years or more.
  • 35% are « semi-independent traveler » travelling many times in a year and planning some organized programs but keeping independent. Most of the time, they have between 25 and 35 years old.
  • 25% are « Independent traveler » travelling by themselves and aging between 20 and 25 years old.


We have all seen those Chinese Tourist cars with travels agencies in an organized trip, however the trend seems to be reversed. These trips are left to those who have planned themselves their own trip and travelling program. Chinese find by themselves specialized websites and platforms proposing travel tours and program for the duration of their stay.

Why this new trend?

According to the International Travel monitor Chinese report in 2014, about two third of Chinese consumers tends to travel independently. This not seems to be just the beginning of this new wave…the growth of standard living in China with the emergency of a middle class, an opening mind to the western cultures and the increase of direct flights between  international destinations and China have enhanced  this phenomenon.

Added to this, facilities concerning visa process. For example, in 2014, China and United States have agreed to lengthen the visa validity short term for the business travelers, tourists and students.

Chinese tourist could visit United States constantly during 10 years with a single and unique visa. According to a report from the business department in United States, from 2021, the number of Chinese’s tourists could reach 7, 3 million with an economic impact at 85 billion dollars.

In this video below, we can see a women sharing its own experience about travelling abroad.


2) A digitized consumer

There is a boom in the digital era in China with more than 620 million Internet user and more than 80% have a mobile device. This new trend change the tourism shape in China with an infatuation for booking their trips on Internet mobile.

According to the Center of Network Internet and information in China, 53% of Chinese tourists travelling abroad used mobile apps to book their trips online (hotels, flight ticket, attractions ticket). Most of the tourist like to travel on their own and organizing their own travel program.

More and more websites such as Xiao Yao Dao give some travel tips.

3) How Chinese people prepare their trip?

Social Medias have a huge impact in the decision making process of Chinese for their travelling destination.

The majority of the population (80% of the population in China) is present on Social Medias.

This is a tool which has a large influence on Chinese population and their opinions.

Weibo and Wechat are the most used tools that allow to share photos, videos, brand experiences, and trips memories.

Social network has this particularity to be really “viral” and to influence Chinese behavior.

If you want to attract Chinese tourist, then you might optimized your presence on the social networks and catch the customer’s attention.

For example Weibo can generate a lot of traffic in short timing. If you create Weibo post on your travel agency page, it can lead to a lot of “likes”, comments and shares…etc.

As we can see in the post below of the New Zealand Airline Company, the society has launched a competition to win a complete trip with flight ticket, travel program…etc.

This post get 2350 comments and 2711 shares.



Wechat can allowed you to get a proximity with friends and others by sharing videos moments, pictures, messages and videos calls. Official Wechat pages of travel agencies have their QR codes that allowing users to scan their codes and share this link with others Wechat contacts.

If you are not really aware of how to use social media in China you can contact us

[email protected]


4) Chinese government’s effort

The government has developed all the means to attempt changing the behavior of Chinese, to be adapted to other countries. There have been several scandals involving tourists who used public spaces as toilets or the case where a passenger has been kick out of the aircraft because he was fighting for a life jacket.

Chinese government appears to support its citizens to travel more abroad. It is also a way for China to leave the feeling to give more freedom to Chinese people and reducing the gap between China and the other countries on the international level.

Another subtlety that can be noticed is that China is trying to change the shape of international stage. Countries that want to attract these “Chinese wallets” would have to be more flexible concerning international policies between China and others countries. It could affect the Chinese tourist flow abroad.

5) Travelling destinations of Chinese people are changing


Chinese people seems to increasingly turning their interest towards travels outside of China. From the first ten months of 2015, the places such as Macau, Hong Kong and Taiwan have lost market shares dropping at 8% between 2014 and 2015. However, the more international destinations are jumping up to 42% during the first 10 months, that is means an increase of 15 million of dollars.

For example, Thailand is really popular among Chinese tourist, because of visas facilities given and because Chinese people cannot usually not find the same amazing beach place like in Thailand. We can notice an increase of 93%. The Japan has noticed an increase of 115% too. The list still long: Australia, New Zealand and Sri Lanka…etc.






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