Hospitality Net
Hospitality Net in Industry News
September 10, 2016

Top 2016 locations for Chinese millennial travellers

Outbound Chinese travellers could number around 174 million by 2019, spending $264 billion annually. This sum is roughly equivalent to the GDP of a developed country like Singapore. Chinese millennials is the generation that constitutes the largest share of China's travellers, as they already constitute 40% of Chinese outbound travels. Chinese millennials are thirstier than previous generations for the international experience. Indeed, the average wealthy Chinese millennial has been to 13 countries and travelled abroad 3.3 times for leisure in the past year alone for an average of 25 days. With respect to Chinese millennials, it is advisable to view them as "travellers" rather than "tourists", as they prefer to respond to opportunities to plan their own customised trips. Chinese millennials mostly travel for the purposes of leisure or exploring the world. In this article we shall present the most popular travel locations for Chinese millennial travellers.

Asia - Chinese millennials are increasingly craving different experiences

Hong Kong and Macau, which both have similar historical, cultural, and linguistic background as China, is still the preferred travel destination for Chinese millennials. Due to their geographical proximities, they often serve as the birthplace for the worldly Chinese millennial travellers. However, after having visited these regions, Chinese millennials usually crave new and fresh cultural experiences. This is reflected in the statistics of Chinese tourism, which shows that the growth rate of Chinese tourism to South Korea and Thailand are 5 times larger than the growth rates for Chinese tourism to Hong Kong and Macau.

This reflects a recent trend and shift amongst millenials, from preferring to travel to Asian countries with a similar history and culture, to countries with a dissimilar history and culture. South Korea experienced a Chinese traveller increase of 12% since last year. 70% percent of Chinese tourists travelling to South Korea went there for shopping, with each each spending an average of US $2200, which is double the average amount spent by other overseas tourists. A lot of Chinese millennials watch Korean dramas (such as 太阳的后裔, 爱你的时间, 高品格单恋), and many of them enjoy Korean culture and food. Taken together with the fact that the South Korean government has implemented favourable tax refund policies, both shoppers and fans of South Korean culture alike enjoy travelling there.


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