This article has been extracted from ‘Get China Ready’ ebook. 

In part 1 of the 4-part series of ‘Get China Ready’,  valuable expertise will be shared with tour and activity providers on the China outbound travel market and how providers can best prepare themselves for it and benefit from the potentially huge market China has to offer.

China Outbound Market Series:

Part 1: Introduction to China outbound market
Part 2: Who are the Chinese travelers and what destination products do they buy
Part 3: Chinese buying behavior
Part 4: Trends and tips for how to get China-ready.

China outbound: A booming market

According to Chinese National Tourism Administration, China has been the world’s largest exporter of tourists since 2012. In 2015, 120 million people spending 215 billion dollars. Countries over the world gained considerable revenue from Chinese tourists, especially Asian countries.

A young generation of Chinese leading outbound travel

In 2014, most of the Chinese outbound tourists are from Beijing, Shanghai and Guangzhou, and wealthy east coast regions of China. It is important to note that besides these regions, provinces inland like Sichuan, Hubei and Liaoning are also big exporters of outbound travelers.

Most of the FIT travelers in China are younger generation, 56.21% of them are born after 1980s. Female tourists aged between 36-45 years old are more going to Korea and Japan while more male tourists aged between 26-35 years old go to Europe and America.

Travel in family with children is very popular among Chinese. About 80% of the Chinese outbound tourists are married and 59.25% of them traveled in family, along with underage children. Single tourists who are not in a relationship, taking 20.06%, usually travel with their friends.

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Longer, deeper and unique travel experience is more popular

In a country, where the average paid holiday is of 10 days plus the national holiday, a important amount of that time is spent traveling.
Instead of traveling inland China, Chinese tourists are more curious about the whole world they are prefer to have a deeper outbound tour nowadays.
About 80% of Chinese outbound tourists take a tour more than 6 days and 37.26% of them having a holiday more than 8 days. When they select the destination, countries nearby like Japan, Korea and Thailand is in priority for a short distance travel. But also many of Chinese are more interested in western culture making France, the United Kingdom, Italy, Germany, Australia/NZ and the USA the most popular destinations for long hauls.


Chinese travelers spend an important amount of their income on travel. Half of travelers spent 10000 to 30000 RMB during their travel, which close to an average spending. About 6.85% travelers spent less than 5000 RMB and there are 8.39% tourists spent more than 40000 RMB for a trip.

Shopping plays an important part in Chinese tourists’ outbound travel, averagely 57.76% of their expense is on shopping but this proportion is going down. Hotels and transportation take 17.82% and 10.88% respectively. Eating used to be a less popular part in travel because of culture and language barrier but now more Chinese are using helpful APPs and OTA platforms to find and buy local authentic cuisines so that now eating takes 5.84% expense and it is increasing. The same with activity is that Chinese is learning how to make their travel more unique and memorable rather than giving a hurried and cursory glance at tourist attractions. Activities only count for, 3.72% but it is the fastest growing section. This is due to the change of consumer behavior but also the fast development of the supply of China ready tours and activities.

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