Chinese tourists are set to become the world’s biggest overseas spenders
Skift Take
A shift is taking place among the growing numbers of middle class Chinese tourists who focus less on multi-country tours and more on relaxing and experiencing a new culture or a different lifestyle.
The Chinese are on the verge of leapfrogging the Germans and Americans to become the nation whose tourists spend the most money overseas, as the idea of foreign travel captures the imagination of millions of newly affluent citizens in the world's most populous country.
The World Tourism Organisation predicts that the number of overseas trips made by Chinese people will surge from 70m last year to 100m by the end of the decade, from just 5m 15 years ago.
Though they spend on average less than their western counterparts, the number of travellers means the total is high – and rising. China's travellers overseas spent $54bn (£35bn) in 2010 and $72bn last year, compared with $84bn ($78bn in 2010) for Germans and $79bn ($75bn in 2010) for the US. Officials say the first five months of 2012 saw a 20% increase in Chinese tourists leaving the country.
The vast majority of Chinese citizens still holiday at home, if they are lucky enough to afford a trip at all. For those who venture
