This article in Skift discusses the rise in Chinese outbound travellers, and how destinations need to use digital marketing channels to reach them, in line with the country’s growing appetite for digital and social media content.

More Chinese than ever are shifting to ‘free independent travel’, are becoming ever more tech-savvy, and are seeking to be the first trying new experiences to explore and then share via social media channels.

Chinese travellers are turning to include WeChat, which has more than 1 billion active monthly users worldwide, video platforms, content upload channels like Mafengwo and Fliggy, and other social media to research and plan their trips. A report in August 2017 showed that 72% of Chinese tourists are influenced by digital media but are also influenced on choice of destinations by TV, film and shows like Game of Thrones.

Chinese millennials, the so-called “More Generation”, spend 35% percent of their income on international travel and while group travel is still the choice of 44% of Chinese outbound tourists, nearly 42% prefer independent travel, rising to 64% of 19-38 year-olds.

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