China Next: The Future of Luxury Tourism is a free report from Globetrender that has been produced in association with TONG, the UK’s leading cross-cultural consultancy and creative agency with an exclusive focus on China.

Wealthy Chinese travellers are ready to spend – when the rest of the world is prepared to welcome them.

China Next: The Future of Luxury Tourism reveals ten trends shaping the future of travel for China’s elite, with insights into how foreign countries and companies can better engage with them amid a climate of increased hostility and mistrust.

The free 47-page report sets out to provide a better understanding of the Chinese luxury traveller. Trends include: Bespoke Tours, Rural Hideaways and Heightened Xenophobia.

Unfortunately, with reports of anti-Chinese sentiment rife, Globetrender believes it is going to take a co-ordinated and reassuring campaign (not to mention border openings) to win back this important market, which, as a country, is still suffering a perception problem from being the source of the Covid-19 virus.

Pre-Covid, Chinese travel was growing rapidly. Chinese travellers made 150 million trips in 2018, spending US$277.3 billion – in 2019 that figure rose to US$361.9 billion. Although domestic travel is back to pre-pandemic levels, China still has a long way to go in terms of international tourism – both inbound and outbound

China Next: The Future of Luxury Tourism highlights the importance of China within a complicated global landscape and gets behind the headlines with data explorations, deep dive features and case studies on companies such as WeChat. There are also interviews with both luxury travellers themselves and industry experts.

Jenny Southan, editor and founder of Globetrender, said: “Regardless of the pandemic, the sentiments and habits of wealthy Chinese travellers have been changing, with an observed shift to more experiential and less retail-focused trips, especially among younger people. As the crisis unfolds, we will see a number of trends emerging and accelerating. First and foremost will be domestic travel within China, which has previously not been seen as being as desirable or prestigious as going abroad.

“To move forward and rebuild, the travel industry must find ways to entice Chinese travellers back and generate confidence. A big part of this will come down to understanding who these high-income individuals are, how they have been changed by the pandemic and what they are looking for from travel. It’s also important to remember that the politics of a country can and must be separated from its citizens, and that travel is ultimately a force for good.”

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