Using findings from an in-depth quantitative survey of more than 2,000 Chinese tourists, we have uncovered new insights on China tourism trends, tourist behavior, and customer segments. The archetypes defined through this research will be of interest to travel agencies, retailers, and hotel brands as they try to capture a share of the growing Chinese outbound tourist market. China is the world’s largest outbound travel market when measured by trips and expenditures.
As of 2015, Chinese tourists took 4 billion domestic tourism journeys and 117 million outbound trips; outbound trips are expected to reach 160 million by 2020. In 2017, Chinese outbound tourists took approximately 131 million trips. More than 70 percent of Chinese tourists travel with family and friends, and they exhibit the highest international spending per trip among global travelers.
In addition, Chinese outbound tourism market expenditures are expected to grow by a compound annual growth rate (CAGR) of 5.4 percent, reaching more than $315 billion a year in 2020. The number of outbound trips from China more than doubled from 2010 to 2015, growing at a CAGR of 15 percent..
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