Chinese millennials reshape travel

Company contributor TTR Weekly

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Chinese millennials increased their travel expenditure in the past year by a staggering 80% according to recent research from

Keen to enjoy authentic travel experiences, Chinese travellers are spending more on local food delicacies (69%) and shopping for authentic local items (43%) shopping for luxury goods (38%).

The key influencers are pop-culture, film and television stars (62%). They provide the main sources of inspiration for Chinese millennial travellers. It pushes them away from Asian destinations to experience long-haul destinations mainly in Europe.

While Asia continues to be a popular destination, with 49% planning to travel to Asian destinations during the next 12 months, destinations in Europe, Africa and the Middle East are catching the attention of more than half of travellers when they are planning future travel.

Despite recent accidents and its poor safety record on roads and sea Chinese travellers still feel welcomed in Thailand.

It was the second choice after Japan that was the most popular destination for Chinese last year.

Thailand gains points for its widespread acceptance of Chinese mobile wallets (64%), sufficient translations and signage (41%), and ease of information (40%).

The new generation of Chinese travellers’ needs and preferences are changing fast according to

Tour group travel is losing traction and considered old-fashioned. More Chinese travellers are enjoying independent travel in Thailand, where they are more likely to travel on a free-and-easy basis.

The incentives are its street food and local delicacies, ease of visa applications, quality of accommodation, and top rated shopping.

Local crafts and products top the shopping list (56%) as well as the variety of places to visit.

Understanding the changing needs of new generation Chinese travellers and their travel trends that will benefit Thailand tourism industry

According to, new locations are on the agenda for Chinese travellers.  While more than one third (37%) of travellers still intend to visit countries they have been to before, they growing demand to explore new destinations.  Apart from Thailand the top destinations in Asia to explore are Singapore, Japan and South Korea.

Thailand’s challenge is to renew and refresh as it was one of the first countries on China’s travel list when the country opened outbound travel.

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