Chinese outbound tourists’ spending habits are evolving alongside their tastes

The rise of Chinese outbound tourism has been characterised by the image of free-spending Chinese consumers, known the world over for buying up luxury goods in major shopping cities such as Paris, Seoul, Dubai and San Francisco. With the Chinese being the world’s highest-spending travellers by nationality – comfortably more than the second and third-placed Americans and Germans combined – they have become the most important international market segment for many major luxury brands.

Nevertheless, as the market continues to mature and diversify, so too have the overseas spending habits of Chinese tourists themselves. The past two to three years has seen a widespread change in attitude towards shopping among the Chinese, with many outbound tourists no longer regarding it as the primary purpose of overseas travel […]

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Image: Screenshot, Shopping – China Outbound Travel Pulse – Episode 3, Dragon Trail Interactive & COTRI Chinese Outbound Tourism Research Institute