China had 109 million outbound tourists who spent a total amount of US$229 billion on shopping in 2015 according to GFK. China was the largest outbound country in the world.
GFK’s survey showed that more than half of Chinese travelers were between 15 and 29 years old, 37% between 30 and 44 years old, and about a tenth between 45 and 59 years old.
The top five most popular travel destinations of Chinese travelers have been South Korea, Thailand, Hong Kong, Japan and Taiwan since the beginning of 2016. Europe was also a popular outbound destination of Chinese tourists. Chinese travelers visiting Thailand, South Korea and Japan in November 2015 grew by an increase of 263%, 112% and 157% respectively.
Thailand, South Korea and Hong Kong were the most favored destinations among the post-85s and post-90s in China in 2015. Since 2014, a large number of Chinese tourists began to pay more attention to the cultural landscape and historical heritage of tourism destinations instead of convenient transportation and low travel cost. Travel for shopping was a new trend among Chinese outbound travelers.
Two-thirds of China post-85s and post-90s were high-income groups according to GFK and they will be expected to spend more on travel in the future. Understanding likes and dislikes of China’s travelers especially the post-85s and post-90s were essential for attracting these travelers.