Trends Report

Brief: The Demise Of The Chinese Group Tour

Metro China's Travelers Are Going Independent — Are You Ready For Them?

October 13th, 2016
Ryan Hart, null
Ryan Hart
With contributors:
Xiaofeng Wang , Frederic Giron , Travis Wu , Erna Esa , Bill Nagel


Over the past 15 years, China's outbound tourism has changed dramatically and grown to become the largest in the world. Chinese travelers are now younger, more confident, and have higher expectations. Their desire to have novel travel adventures outside of China has led to independent travel replacing the stereotypical tour group experiences of Chinese travelers. This report describes the characteristics of travelers from metropolitan China to give customer experience (CX) professionals insights into their motivations and expectations.

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