Chinese tourists: bling is out, experience is in

Experiential travel now as big as shopping for Chinese
Experiential travel is now as big for China’s affluent travellers as shopping, a new report conducted by Hurun and ILTM Asia confirms.
The survey studied 291 of the super-rich, defined as those who spent US$30,000 or more on travel last year alone and who account for 65% of China’s outbound travellers.
Indicative of this demographic’s shifting preference in travel is the increasing popularity of the North and South Poles as destinations, where visitors shell out an average of $19,300 per person.
“The growing popularity of Antarctica as a destination for Chinese luxury travellers shows how experiential these travellers are,” Rupert Hoogewerf, the report’s chairman and chief researcher said as it was unveiled at ILTM Asia in Shanghai this week.
Shaun Rein, founder and managing director of the China Market Research Group, affirmed the trend; “[The Chinese] are spending more on experiences and are looking to travel to new and more exotic destinations. Destinations like Antarctica, South Africa and Canada are hot as they allow consumers to get back to nature and share those experiences on WeChat.”
TTG Asia


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