Executive Summary

• Chinese outbound tourists have evolved into experienced and sophisticated travelers – some 67% of surveyed tourists have traveled more than once in the past 12 months, visiting an average of 2.3 destinations. Apart from shopping, they crave lifestyle and experiences when they travel abroad.
• Chinese tourists from lower-tier cities have become the growth engine for outbound tourism. Based on their most recent overseas trip, survey respondents said they spent on average US$2,449, 10% higher than tourists from tier-one cities. They also travel as frequently as their counterparts from tier-one cities, at an average of 1.9 times per year.
• Chinese tourists are also mobile-savvy, 98% of surveyed tourists use their smartphone while abroad to keep in touch with others and to search for travel-related information. Some 72% use online resources such as travel websites, blogs and social media to plan their trips.