The Chinese outbound travel market is maturing quickly, with more Chinese travelers picking their own travel itineraries, instead of choosing group travel. This means that more Chinese outbound travelers have traveled overseas previously, and have the self-confidence and language skills to pick where they want to go on their own.
Most of the travelers were born in the 80s and 90s, according to Ctrip, which had gathered the data, and which was published in an article on TTR Weekly, which covers travel trends in Southeast Asia. Ctrip is one of the largest online travel booking sites in China, and has rich data on Chinese travel trends.
For destination marketers outside China, this means that now is the opportunity to market the unique character of their destinations using popular Chinese mobile channels such as WeChat, which is now the most popular mobile app in China. In order to be most effective, they should offer their information in Chinese, as that will help memory retention among Chinese travelers. If local businesses can accept payments in WeChat Wallet, which is the most popular payment method among Chinese, then they will be in a strong position to benefit from Chinese visitors.
The good news is that Chinese visitors’ spending continues to increase at 18% annually, offering a bright spot in the global economy.