Now well-established as an economic powerhouse domestically, figures China is making a significant splash on the global market too: a new white paper from market research firm Euromonitor International examines the remarkable rise in spending from Chinese consumers abroad.
“We are currently witnessing what many observers have dubbed the “Golden Age of Travel” for China, and the rise of Chinese shoppers is having a ripple effect on destinations around the world,” Bettina Kurnik, communications executive, Euromonitor International, explains.
The white paper explores the causes behind the rising dominance of international travel from China, and looks at the probable trends up ahead.
What’s driving the surge?
According to Euromonitor’s analysts, there are various important factors behind the trend, including the rise and ease of online booking of travel and accommodation, and the disappearing language barrier, alongside the strengthening and growth of a Chinese middle class.
The efforts of nations favoured by Chinese tourists to simplify the visa process to facilitate their easy travel has also had a big impact on encouraging the boom, according to Euromonitor
“Many destination countries have adjusted their visa application policies, such as decreasing visa fees, simplifying visa application procedures [...], opening more application centers and providing longer term multi-entry visas for regular visitors.”
Retailers have got on board with making these destination countries more accessible and appealing to Chinese tourists too, with an increasing number now employing Chinese-speaking tour guides and salespeople.
Trends ahead
Popular destinations for Chinese tourists mainly concentrate in Asia at present, including Hong Kong, Japan, Korea and Macau, and this is set to continue, due to the greater similarities in culture and taste, lower travel costs, more convenient, short-haul transit and less jet lag.
Outbound tourism is expected to maintain its healthy growth, the analysts predict, due to the steadily increasing level of disposable income among Chinese consumers.
Smaller, more mobile groups, such as couples and singles, will be more prevalent than larger groups such as families and tours, and they will favour quality and service over price, according to Euromonitor.