The Super Wealthy Chinese Tourists: Where They Travel in 2026

China’s wealthiest travelers are back on the road, and they are spending more than ever. After three years of closed borders, China’s ultra-high-net-worth population is making up for lost time with ambitious international trips, private tours and high-end experiences that most mass-market operators cannot match.

China now has more billionaires than any country except the United States. Its top-tier wealth group grew by $1.3 trillion between 2020 and 2024, according to various wealth tracking reports. These are not typical tourists. They travel with specific expectations, they communicate through closed WeChat groups and they base their destination choices almost entirely on peer recommendations and trusted KOL content.

According to People’s Daily, China’s luxury consumption market grew by 12% in 2024, with outbound luxury travel identified as one of the fastest-growing categories. The report notes that super-wealthy Chinese consumers now spend an average of $18,000 per international trip, compared to $4,200 for general outbound tourists.

What super wealthy Chinese tourists want

This is not the group that buys package tours. They want private access, personalized service and experiences that cannot be replicated. Here is what they actually look for:

• Private transport. Private jets, yacht charters and hired cars. Group buses are completely off the table.
• Suite-level accommodation. The best available room, with room for advance, not a standard upgrade at check-in.
• Exclusive access. Private museum tours, closed-kitchen dinners with top chefs, behind-the-scenes experiences.
• Mandarin-speaking concierge service. Not a translation app, a real person available around the clock.
• Discretion. Unlike some Western luxury travelers who want to be seen, Chinese UHNW clients often prefer low-key service. They notice when staff are attentive without being intrusive.

What Jon Wang says about this segment

“The super wealthy Chinese traveler is the most misunderstood segment in luxury tourism,” says Jon Wang, analyst at GMA. “Western luxury brands often think that adding a Chinese-language menu or accepting UnionPay is enough. It is not. These clients research destinations through private WeChat communities, they read recommendations from people they personally trust and they expect the same level of customization they get in Shanghai or Beijing. If your property cannot deliver that, they will find one that can, and they will tell their network.”

Case study: how Riviera Grand learned to serve Chinese VIP guests

Thomas Leblanc had managed luxury properties on the French Riviera for fifteen years. His flagship hotel, a 45-room property in Cap d’Antibes, had an impeccable reputation among European and American luxury travelers. In 2023, a booking agent in Shanghai told him that Chinese UHNW travelers were increasingly interested in the Riviera as an alternative to Monaco and Saint-Tropez. But they were not booking his hotel.

Thomas investigated. The problem was not the product. The problem was that his hotel was invisible in China’s luxury travel conversation. There were no WeChat posts about his property from credible Chinese voices. He was not mentioned in any of the private Chinese travel groups where UHNW clients discuss hotels. His website had no Chinese version. His concierge team spoke French, English and some Italian, but not Mandarin.

He engaged GMA in early 2024. The strategy was different from a standard hotel campaign. GMA focused first on seeding content in the right places: a detailed Xiaohongshu review from a well-connected lifestyle writer, a private WeChat article about the history of the property sent to a curated list of luxury travel consultants in Shanghai and Beijing, and a collaboration with a high-end Douyin travel creator who had 2.3 million followers in the luxury travel category.

GMA also helped Thomas hire a bilingual concierge coordinator who handled all pre-arrival communication with Chinese guests in Mandarin. They set up a dedicated WeChat contact for VIP inquiries and created a Chinese-language rate sheet with package options designed specifically for Chinese travel preferences: including cultural excursions, private yacht days and chef’s table dinners.

In summer 2024, the hotel received its first seven Chinese UHNW bookings. Average stay was 6.8 nights. Average revenue per booking was 28,000 euros. One guest group, a family of five from Shenzhen, extended their stay by four days and left a Xiaohongshu post that generated 340,000 views and triggered fourteen direct inquiries to Thomas’s WeChat contact.

“These guests changed how I think about service,” Thomas told us. “They were incredibly specific about what they wanted, but when you delivered it they were the most generous guests imaginable, in tips, in reviews, in referrals. One booking led to four more within three months. The ROI on our China marketing investment was the best we had seen in years.”

How to reach super wealthy Chinese travelers

Standard digital marketing does not work well for this segment. The approach needs to be more targeted and more personal. What actually works:

• Credible WeChat content seeding in private luxury travel groups where UHNW clients exchange recommendations.
• Xiaohongshu collaborations with lifestyle and luxury travel writers who have earned trust in this community.
• Direct partnerships with Shanghai and Beijing luxury travel agencies who manage itineraries for private clients.
• Dedicated Mandarin contact channels that respond fast, with real service not automated messages.

For a broader view of how Chinese tourism marketing works across segments, explore our Chinese digital marketing services and see how we approach different types of Chinese travelers.

For specific WeChat strategy, which is the most important platform for this segment, see our detailed guide on WeChat marketing for tourism and luxury brands.

According to Xinhua, outbound luxury travel from China is projected to grow by 22% annually through 2027. Destinations and properties that build a presence in China’s luxury digital ecosystem now will be well-positioned when that growth reaches full speed.

How GMA Can Help

GMA specializes in reaching affluent and UHNW Chinese travelers for luxury hotels, private resorts and premium travel experiences. Our services include:

• Douyin (TikTok China) campaigns
• WeChat Official Account management
• Baidu SEO and PPC
• RED (Xiaohongshu) influencer marketing
• Chinese website design and localization
• KOL/KOC partnerships

About GMA

GMA is a Shanghai-based Chinese digital marketing agency founded in 2012. We work with luxury hotels real estate companies and premium travel brands who want to reach Chinese consumers. Our team runs campaigns on Douyin, WeChat, Baidu, RED and builds Chinese-language websites. Over 14 years we have helped hundreds of international clients grow their business in China. Visit our services page to find out how we can help.

Claire is a digital marketing specialist at GMA Shanghai. She covers luxury tourism, Chinese UHNW travel behavior and digital strategy for premium brands. April 2026.