(Bloomberg Businessweek) — During the 1990s, when Beijing relaxed some of the strict travel limitations imposed during Mao’s era, millions of Chinese citizens ventured abroad for the very first time. This led to an influx of businesses providing organised tours designed to make their journey seamless—from chartered flights right through to luxurious hotels with dedicated transportation via private buses. Over several years, tourists from China were commonly spotted trailing behind guide figures carrying umbrellas as they explored cities like Kyoto, Paris, and Venice—often pausing frequently at stores selling items ranging from souvenirs such as miniature versions of landmarks like the Eiffel Tower to high-end products including Hermès Birkin bags priced up to $10,000 each.
Today more Chinese holiday makers are shifting to individual travel, with a
significant focus on adventure and experiences
Social media is abuzz with images and clips showing mainlanders embarking on safaris in Tanzania, diving amongst icebergs in Japan, and indulging in street cuisine in India. "High-end accessories depreciate," remarks Vinsa Hu, a 37-year-old talent manager who previously lavished herself on overseas shopping sprees yet opted for activities such as hiking, rabbit hunting, and deep-sea fishing during her latest trip to New Zealand. She adds, "It feels like I should savor every moment."
Although an appetite for experiential travel isn’t exclusive to China, Mainland China has become the globe’s leading market for such trips.
largest outbound travel market
, and the changing preferences are having a ripple effect throughout the industry. Last year, Chinese travelers spent 1.6 trillion yuan ($221 billion) on 146 million trips abroad, according to the World Travel & Tourism Council and government data, and this year they’re
on course to surpass the records
Set in 2019, prior to the outbreak of the Covid-19 pandemic.
Xiaohongshu—a TikTok-like platform that attracted numerous American users worried about potential bans on the widely-used video-sharing application—now serves as an essential source of vacation inspirations. Numerous entries showcase nearly professional-quality images and clips capturing key moments from their travels, accompanied by comprehensive advice encouraging others to follow suit. A cyclist shares records of rides across different countries, whereas other explorers upload footage of thrilling adventures.
Dune
-rides on top of iron ore trains across the Sahara in Mauritania.
As Chinese travelers look for exclusive experiences willing to spend significant amounts, hotels and travel agencies are customizing their services to meet these changing needs. Hilton Worldwide Holdings Inc. is introducing an initiative featuring staff who speak Mandarin, traditional Chinese meal choices like congee and noodle dishes, and support for payments through China’s UnionPay system. "Our aim is to make them feel right at home," states Alexandra Murray, the head of Hilton's Southeast Asia operations.
Klook
A Hong Kong-based travel agency that organizes trips globally mentions that a survey of Chinese tourists revealed that 70% dedicate at least one-third of their budget to experiences. In response to this trend, the firm now offers activities like desert camping in Dubai, samurai swordmanship classes in Tokyo, and making mosaic lamps alongside craftsmen from Taipei. "There’s an increasing desire among more Chinese people to seek out something distinctive and unusual," explains Subramanian Bhatt, CEO of the research consultancy.
China Trading Desk
It represents a deeply significant change.
Trip.com
The country's biggest online travel platform reports an upsurge in interest for trips to national parks and family-oriented destinations.
Fliggy
Another major Chinese travel website reports that over fifty percent of its customers currently design their own trips. Additionally, as an increasing number of individuals choose to avoid tour buses, international car rental bookings surged seven times higher last year compared to 2023.
In Vietnam, "zero-dong" tours designed for Chinese tourists—which offer excursions at no cost or minimal expense in exchange for shoppers agreeing to spend time at gift stores—have mostly vanished. An Icelandic guide mentions that groups of Chinese visitors have become less common, as younger travelers prefer renting vehicles and planning their own journeys to enjoy hot springs or admire the Northern Lights. This trend has also been observed among operators in New Zealand.
Pan Pacific Travel
Indicates that large groups of 20 or more constituted 85% of Chinese business travel a couple of years back, whereas currently, this figure has dropped below 15%. According to Helen Dai, who leads the firm’s operations with China, these newer travellers—typically small clusters of acquaintances or relatives—are inclined towards "more leisurely schedules." Previously, she explains, "they would wake up early each morning, embark on an excursion to location A, board a coach bound for spot B, often arriving quite late at night."
In Indonesia, Eru Mamak witnessed an increase in business from the mainland over the last year following Chinese tourists sharing videos on Xiaohongshu showcasing their adventures into the jungles near the west coast of Sumatra. For many years, European travellers constituted most of those participating in tours that provided insights into the day-to-day existence of the semi-nomadic Mentawai people. However, soon visitors hailing from China are expected to take this lead role, prompting Mamak to enrol in Mandarin courses so as to cater more effectively to these newcomers. "Chinese travellers prefer not to follow typical tourist paths," he explains. "This trend represents what’s coming next."
--Assisted by Lulu Shen, Yui Hasebe, Mia Glass, and Nguyen Dieu Tu Uyen.
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