How Nordics can attract Chinese “super tourists”

Adventure holidays around the world taking off for Chinese

While island getaways have been a favourite with Chinese luxury travellers, adventure and medical tourism are reported to be the new trends among what the luxury publication Hurun Report calls the “super tourists”. They named Arctic areas as being among places they would like to explore.

In a recent survey conducted with Diadema, which develops themed leisure tours for the Chinese market, 48% of 203 respondents picked “natural adventure”, followed by “self-drive” and “South Pole and North Pole” as travel experiences they dream of splurging on.

Currently, “island holiday” and “food and shopping” are among the top three done-before travel experiences, but both categories are predicted to drop to fourth and eighth positions in time.

In terms of must-achieve travel within the next three years, South Pole/North Pole and Africa are near the top of the list, “destinations that have a strong sense of adventure and excitement”, the findings stated. Medical tourism is also starting to trend upwards. According to the same study, 47% of the “super tourists” go to Europe and the US for medical tourism. Convalescence ranks first as the main purpose, followed by medical check-ups, anti-ageing, cosmetic, medical treatment and childbirth.

TTG Asia / TTG Nordic

[pictured: Aurora Borealis outside the coast of Finnmark during voyage with MS Polarlys, courtesy Hurtigruten, © Ivan Mervillie]