Recent reports from Chinese travel agency Tuniu and Chinese media outlet Sina show that experiences are still the driving force for Chinese Millennial and Gen Z travellers, based on how ‘shareable’ these trips are in photos and videos, both on social media and in person with other travellers.

Alibaba’s online travel agency Fliggy notes that thousands of reservations are being made for luxury hotels and Michelin-starred restaurants, ideal for sharing on social media channels like WeChat.

97% of survey respondents names local markets as key destinations, 90% mentioned visiting night spots and 70% wanted to interact with locals.

The demographic’s top ten outbound destinations were shown to be Thailand, Japan, Indonesia, Singapore, Turkey, Egypt, Germany, France, Switzerland and Italy.

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