Chinese tourists are the biggest spenders in the world!
In 2024, Chinese tourists have rapidly ascended to the summit of global tourism spending, making a profound impact wherever they go. With their voracious appetite for cultural experiences, luxury shopping, and high-end dining, Chinese travelers have redefined global travel norms and market dynamics
Tourists from mainland China reach first place worldwide for expenses incurred when they are traveling. This is the fourth consecutive year according to Global Blue statistics.
Substantial expenses
Spending by Chinese tourists rose 3% from the previous year and this also represents 10 points of difference with Russia, which ranks second place. While growth for expenses on Chinese tourists has been significant (20%), it has nevertheless slowed the last two years, from 59 to 57%. Moreover, the expenditure also decreased by 7%.
Chinese tourists as of 2024
data points about Chinese tourists as of 2024 that highlight their significant global footprint:
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Global Spending Power: Chinese tourists spent approximately $260 billion on international travel in 2023, more than any other nationality.
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Number of Outbound Travelers: In 2024, over 160 million outbound trips are expected to be made by Chinese nationals, marking a significant recovery post-pandemic.
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Top Destination Preference: Thailand, Japan, and South Korea remain the top destination choices for Chinese tourists in 2024, due to proximity, cultural affinity, and ease of visa procedures.
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Luxury Spending: Luxury goods purchases by Chinese tourists abroad account for nearly 30% of the global luxury market sales.
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Average Spend per Trip: On average, a Chinese tourist spends around $3,000 per international trip, which is higher than tourists from most other countries.
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Impact on Local Economies: In major European cities like Paris and Milan, Chinese tourists contribute upwards of 20% to the total retail sales, underscoring their economic impact on local markets.
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Preference for Mobile Payments: Over 80% of Chinese international travelers prefer to use mobile payments such as Alipay and WeChat Pay, influencing global adoption of these platforms in tourist hotspots.
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Travel Motivations: Cultural exploration and shopping continue to be the primary motivations for Chinese travelers going abroad, with an increasing interest in eco-tourism and experiential travel noted in 2024.
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Digital Engagement: Chinese tourists are highly digital-savvy, with over 90% of them planning their travel and making bookings through online platforms and apps.
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Group vs. Solo Travel Trends: There has been a noticeable shift towards independent and small group travels among Chinese tourists, moving away from the traditional large tour group format.
These data points illustrate not only the scale of Chinese tourists’ global economic influence but also the evolving preferences that shape the international tourism landscape. As countries and businesses continue to tailor their offerings to attract this powerful market segment, the ripple effects of Chinese spending power are set to grow even further
Around 50% of their budget is spent on shopping
According to Le Figaro, a Chinese tourist spends on average 5,400 euros during his stay in France and almost half of its budget is reserved for shopping. France is the first tourist destination in the world with about 83 million foreigners in 2013. But it also represents the place where Chinese tourists spend the most money. It even exceeds the US and its competitors are rather located in Asia, such as Hong Kong, Macao or South Korea. Why France attracts? Mainly because it is associated with recognized brands and a good quality. Moreover, Chinese tourists have not many days of holidays, thus they principally go in neighbouring countries.
Who are the tourists?
We are witnessing a new class of Chinese tourists. No longer are people of a certain age who travel in organized groups, but instead young people aged between 18 and 35 years. They represent 67% of Chinese tourists and belong to the new generation of Chinese born in the one-child policy. So they always had access to what they wanted, have been educated and have not really had any money problems. Thus, they can travel a little more and enjoy their trips to spend lavishly.
The spending habits of Chinese tourists can vary significantly by destination due to differences in cost of living, exchange rates, and the type of attractions or experiences available. Here’s a general overview of how much Chinese tourists spend on average, both per trip and in specific countries:
Average Spending of Chinese tourists
Average Spend per Trip: Generally, Chinese tourists spend about $3,000 USD per international trip. This figure can fluctuate based on the destination, duration of stay, and type of travel (luxury vs. budget).
Where Chinese tourists spend the most ?
1 ; United States: Chinese tourists are among the highest spenders in the U.S., with average expenditures of around $6,700 USD per visit. This includes shopping, accommodation, food, and entertainment.
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Australia: In Australia, Chinese tourists spend approximately $8,500 USD per trip, making them the highest-spending tourists in the country, largely due to longer average stays and high engagement in local tourism activities.
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Europe: While traveling across various European countries, Chinese tourists spend an average of about $5,000 USD per trip. In countries like France and Italy, much of this expenditure is directed towards luxury goods shopping.
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Japan: In Japan, Chinese tourists spend around $2,500 USD per visit, with a significant portion going towards shopping, especially electronics and cosmetics.
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South Korea: The average spending per trip by Chinese tourists in South Korea is about $2,200 USD, heavily influenced by K-beauty products and local fashion shopping.
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Thailand: Chinese visitors to Thailand spend around $1,700 USD per trip, with expenditures mostly on accommodation, local tours, and dining.
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Canada: On average, Chinese tourists spend about $2,400 USD per trip in Canada, focusing on outdoor activities and cultural experiences.
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New Zealand: The spending in New Zealand by Chinese tourists averages around $3,300 USD, influenced by adventure tourism and the country’s natural attractions.
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United Arab Emirates: Particularly in Dubai, Chinese tourists spend about $2,000 USD per visit, with a significant chunk of spending allocated to luxury shopping and fine dining.
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Singapore: Here, Chinese tourists spend approximately $1,500 USD per trip, enjoying shopping, entertainment, and a variety of multicultural dining options.
What Factors Influencing Chinese tourists Spending?
- Luxury Goods: In many Western countries, Chinese tourists spend a considerable amount on luxury goods due to the lower prices compared to China.
- Local Experiences: Expenditures increase in destinations offering unique local experiences or adventure sports that are not available in China.
- Duration of Stay: Longer stays typically lead to higher total expenditures.
- Group vs. Individual Travel: Individuals or small groups tend to spend more on average compared to those traveling in larger, organized groups due to more flexibility and often higher-end choices.
These figures reflect a robust spending pattern that makes Chinese tourists a key target demographic for many tourist-heavy economies. As global travel norms continue to evolve post-pandemic, these spending patterns may further change as Chinese tourists adapt to new travel environments and opportunities.
For some time, the behavior of China is being questioned abroad. Indeed, some Chinese tourists will allow oneself to open the exit door during a flight or take forbidden pictures in tourist resorts. Thus, the Chinese government has implemented a blacklist punishing actors of these actions. But Chinese netizens also react. On social media , several Chinese demand strict action against these Chinese tourists who do not respect the rules and that damage to the reputation of all Chinese people. Through social networks, the Chinese communicate and condemn bad behaviour of their fellow citizens. This will allow progressively, improve China’s image abroad and prevent such incidents from recurring.
Chinese tourists represent a huge market. They are the biggest spenders and like shopping during their stay. Moreover, we have noticed a new trend in China, company bosses who organize trips abroad with their employees (read the full article here). Thus, this type of trip is a huge issue for foreign countries. It is important to welcome them because a group of Chinese tourists represent a great opportunity for the countries that host them. Chinese happy with their stay can later share their experience on social networks and this will allow other Chinese to travel too.
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