Skift Take
While the Chinese are spending big once again, they are doing so with a keen eye on their wallets, seeking the best value for their money.
In 2023, China reclaimed its position as the world's top spender on international tourism, spending $196.5 billion abroad and surpassing the U.S., Germany, UK and France. Closer to home, Chinese tourists are projected to inject a record RMB 6.8 trillion ($940 billion) into the mainland economy this year, marking the first time spending has topped pre-pandemic levels, according to a report by the World Travel and Tourism Council and Oxford Economics.
Despite this robust spending, a new trend has emerged: Chinese travelers have become more focused on seeking value. Cost of travel has become the primary barrier to selling outbound travel this year, according to Dragon Trail’s Chinese Outbound Travel Trade Survey releasing on Tuesday.
From June 24 to July 7, Dragon Trail Research surveyed 295 Chinese travel agents selling outbound travel for mainland Chinese travel agencies.
Rising Travel Costs and Economic ConcernsWhile th