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Young internet users driving Chinese travel boom


Published on Jun 29, 2012

New generation of web-savvy independent travelers is changing China’s tourism landscape, according to a new report...

A younger generation of web savvy independent travelers is driving China’s travel boom, according to a new report. ‘The Changing Chinese Traveler’ report, released by’s co-founder Jens Thraenhart, points to three key factors affecting the Chinese outbound travel sector; the rise of online travel, the emergence of younger travellers, and the increasing desire for independent travel. Commenting in the rise of online travel in China, the report cited research as saying that more than more than 80% of Chinese travelers research and educate themselves about destinations online. It also states that China’s under 45s, who grew up after the upheaval of the 1960s and ‘70s, are better educated and more likely to work in private firms, including foreign-invested enterprises. In addition, the report comments on the “structural change” in Chinese travel, including “a rise in independent, self-organized traveling, albeit still in a small group, interested in experiencing foreign cultures, reflecting on it with their own education and perspectives”. “The ‘New Chinese Tourists’, knowledgeable, sophisticated, technology-savvy and predominantly below 45 years of age, are entering the scene,” Thraenhart commented. “New Chinese tourists look for deeper experiences and closer contact with local host populations during their self-organised trips. Earlier they took photos of themselves in front of the Sydney Opera House or the Eiffel Tower, but are now drawn more to new places and activities. New Chinese tourists offer an increased chance for destinations and tourism service providers off the beaten track to get a piece of the Chinese outbound market,” he added.

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