Generational change in the Chinese outbound traveller

While the re-awakening of outbound travel from China has been slower than hoped for, the profile and preferences of the Chinese traveller are undergoing a series of major shifts. Outbound tourists are more independent, but also staying closer to home. They're taking shorter trips but also spending more per person than ever before. Spending is moving away from goods and towards services, with younger travellers placing more emphasis on accommodation, food and cultural experiences.

• What experiences and preferences are the new generation of Chinese travellers seeking out?

• As the demographics and appetites of Chinese outbound travellers shift, what are the best strategies to capture new travellers?

• Structural factors like visa arrangements and Chinese government travel policies, along with geopolitical tensions and concerns about safety, have blunted the long-haul outbound travel recovery. How can these be mitigated to support tourism volumes?