With the increasing number of Chinese tourists vacationing in international destinations, their preferences, behavior and purchasing patterns are undergoing significant changes.
1. Experience-centered
Not all Chinese tourists are in it for the shopping. When planning an international trip, Chinese travelers prefer destinations with beautiful natural scenery (65% of respondents), according to McKinsey with good value for money, and are suitable for the whole family. Of course, the relative importance of these factors varies by destination.
For example, those who prefer natural scenery are more inclined to visit Europe, North America, and Oceania. Travelers whose primary goal is shopping are more likely to choose Hong Kong or Macau, because it is easier to procure travel documents to these two destinations, and there is no language barrier. For longer trips, shopping is not a primary factor of consideration in the planning process.
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