An article on Australia’s “HotSpot News” website on October 14, original title: Photos of overcrowding at the Great Wall once drew ridicule over the plight of domestic Chinese tourists—but this is not an isolated incident within the Middle Kingdom. Chinese tourists have become highly sought after, surpassing the US and Germany to become the most vibrant travel consumers. The global tourism industry must adapt, and understanding the different types of Chinese tourists is especially important.
Business travelers. As many Chinese entrepreneurs seek to learn new skills and expand their overseas businesses, the number of Chinese business travelers is increasing. Mr. Qin recently traveled to New York for business and was disappointed to find no Chinese information on the hotel menu. He had to cross the city and pay a premium for low-quality Chinese food. He would have liked to have a drink at the hotel, but his limited English made him feel more comfortable sticking with Chinese cuisine. This type of Chinese traveler tends to be generous with spending, often buying luxury goods for clients and relatives.
Student travelers. The spending of Chinese students abroad is on the rise. Kyle, a student from Shanghai studying in London, says his monthly living expenses alone are about $5,000. Many schools have noticed the rise of wealthy Chinese students abroad and have introduced language courses. Even prestigious institutions like Harvard Business School are doing so. Although this may tarnish the elite image of these schools, it has not affected the enthusiasm of Chinese students to spend large sums on these courses.
Adventure travelers. Young backpackers or sports adventurers are an emerging group among Chinese tourists. Xiao Fan, a diving enthusiast from Beijing, says such experiences are more unique than visiting typical tourist destinations. Backpacker Mr. Gao says more and more Chinese people enjoy independent travel. Even the poorest independent travelers are willing to spend $1,500 to $3,000 on shopping.
Group travelers organized by companies. Company-organized overseas trips often kill two birds with one stone: they boost the prestige of leaders and the company, while also giving employees a chance to see the world. Since daily expenses are covered, these travelers are more willing to splurge. Surveys show that company-organized tourists spend an average of $6,000 to $10,000 per person per trip.
“The locust” type. Finally, there are the notorious Chinese tour groups that visit 10 cities in five days, rushing from one attraction to the next. Forced shopping is a staple of such tours.
Whether group travelers or bosses seeking overseas projects, Chinese tourists are willing to spend—and spend big. What the world needs to do now is to prepare for this new generation of travelers, perhaps starting with a simple “welcome” in Chinese. (By Liu Suying, translated by Sima Wen)