New trend in Chinese tourism prioritizing cultural experiences over shopping

12-02-24

Recent years have seen a significant transformation in the behavioral patterns of Chinese tourists globally. Traditionally known for their imposing shopping sprees during their trips abroad, visitors to China are redefining their priorities, opting to immerse themselves in authentic cultural experiences rather than devoting much of their time and financial resources to purchasing consumer goods.

This paradigm shift is clearly evident in a number of destinations popular with Chinese tourists, where activities that allow for a deeper connection to local culture are gaining popularity. From traditional craft workshops and cooking classes, to visits to historical sites and participation in local ceremonies, Chinese tourists are seeking experiences that allow them to take away not only souvenirs, but also valuable memories and a deeper understanding of the cultures they visit.

The impact of this trend extends beyond personal preferences, affecting the tourism economy of several countries. Data show that while total spending by Chinese tourists remains high, the distribution of this spending has changed. A greater proportion is now spent on hospitality-related services and entertainment experiences, while spending on product purchases, especially those considered luxury or branded, has seen a more moderate increase.