Chinese tourists are the biggest spenders in the world!

ByOliver

Chinese tourists spend more on international travel than any other nationality in the world. This has been true for years, and it continues to be true in 2025. But the way they spend, where they go, and what they buy has changed significantly since 2019. Understanding the current reality of Chinese tourist spending is essential for any business that wants a piece of this market.

The numbers: Chinese tourist spending in 2024-2025

Chinese tourists spent approximately 260 billion USD on international travel in 2023, making them the top nationality by spending for the fourth consecutive year, according to Global Blue statistics. In 2024, that figure grew further as outbound trips exceeded 160 million for the year. Average spend per international trip sits at around 3,000 USD, but that number rises sharply for long-haul destinations: Chinese visitors to Australia average 8,500 USD per trip, and US-bound Chinese tourists average 6,700 USD.

According to Xinhua News Agency, Chinese outbound tourism spending recovered fully to 2019 levels by mid-2024 and is now tracking above those benchmarks. The combination of a growing middle class, more air routes, and relaxed visa policies at many destinations is accelerating this trend.

Data from the China National Tourism Administration confirms that Chinese outbound tourists made over 160 million international trips in 2024, with spending across shopping, accommodation, dining, and experiences. Luxury goods account for approximately 30% of total spending by Chinese tourists abroad.

10 key facts about Chinese tourist spending

  • Top spenders globally. Chinese tourists have held first place in international tourist spending for multiple consecutive years. Russia is a distant second, with Chinese spending roughly 10 percentage points higher in luxury goods purchasing power.
  • 160+ million outbound trips in 2024. Recovery from COVID is complete. The outbound traveler count is approaching its pre-pandemic trajectory, which was projected to reach 200 million by 2025.
  • 50% of budget goes to shopping. In France, the average Chinese tourist spends 5,400 euros, and almost half of that budget is reserved for shopping. Luxury brands, fashion, and cosmetics lead. Similar patterns appear in Italy, Japan, and South Korea.
  • Top destinations: Thailand, Japan, South Korea. These three markets lead Chinese outbound travel in volume, driven by proximity, ease of visa access, and strong cultural ties. Europe leads in per-trip spending.
  • Independent travel now dominates. Young Chinese travelers (ages 18-35, representing 67% of Chinese tourists) plan their own trips through apps like Ctrip, Mafengwo, and Xiaohongshu rather than joining tour groups. This shift means that individual brand visibility on Chinese platforms matters more than group tour contracts.
  • Mobile payment is universal. Over 80% of Chinese international travelers use Alipay or WeChat Pay as their primary payment method. Destinations and businesses that do not accept these methods lose Chinese spending by default.
  • Digital planning is universal too. Over 90% of Chinese tourists plan and book their trips through online platforms and apps. Offline travel agents play a minimal role. Your presence on Ctrip, Mafengwo, and OTA platforms is your primary distribution channel.
  • Luxury goods: 30% of global luxury sales. Chinese consumers purchase nearly a third of all luxury goods sold globally, with a significant proportion of those purchases made while traveling abroad due to price advantages of 20-30% versus mainland China prices.
  • Eco-tourism and experiences growing. Especially among younger, wealthier travelers, unique experiences, adventure travel, and sustainability-conscious trips are gaining ground over pure shopping. Destinations that offer both luxury and authentic experiences are well-positioned.
  • Group travel for business is a growing category. Corporate incentive trips and team travel organized by Chinese company bosses for their employees are a significant segment. A single corporate group can represent 200+ bookings at once. This market responds well to dedicated corporate packages and Mandarin-language service.

Where Chinese tourists spend the most by destination

  • Australia: 8,500 USD per trip (longest average stays, strong engagement in tours and nature experiences)
  • United States: 6,700 USD per trip (luxury shopping, education visits, cultural tourism)
  • Europe: 5,000 USD per trip (France and Italy lead, primarily luxury goods)
  • New Zealand: 3,300 USD per trip (adventure tourism and nature)
  • Canada: 2,400 USD per trip
  • Japan: 2,500 USD per trip (electronics, cosmetics, cultural experiences)
  • UAE/Dubai: 2,000 USD per trip (luxury retail, branded goods)
  • South Korea: 2,200 USD per trip (K-beauty, fashion, cosmetics)
  • Thailand: 1,700 USD per trip (accommodation, dining, local experiences)
  • Singapore: 1,500 USD per trip (multicultural dining, shopping, entertainment)

What drives Chinese tourist spending?

Price arbitrage is the biggest factor. Luxury goods in Europe and Japan are 20-30% cheaper than in mainland China. Chinese tourists are sophisticated enough to plan specific purchases before they travel. A trip to Paris or Milan often includes a shopping list with specific items from specific stores.

Social sharing amplifies spending. Posting a luxury purchase or a unique experience on Xiaohongshu or Douyin creates social value. The destination and the brand become part of the traveler’s identity. Businesses that understand this create shareable moments intentionally.

Why Your Chinese Digital Presence Matters

Chinese tourists research every destination and every business online before they visit. Here is what you need to be part of that research:

  • Chinese website with ICP license, hosted on Alibaba Cloud or Tencent Cloud: the foundation. Without it, nothing else works properly.
  • Douyin: where Chinese travelers discover new destinations and brands. See our Douyin marketing services.
  • Xiaohongshu (XHS/RED): where they research and trust-build. Reviews on RED directly influence spending decisions. See our Xiaohongshu marketing services.
  • Baidu SEO + PPC: Chinese search in Mandarin. Rank for the terms relevant to your business.
  • WeChat: loyalty and direct communication. Repeat Chinese visitors become regular customers through WeChat. See our WeChat marketing services.

Our Chinese digital marketing agency builds these channels for hotels, retailers, and tourism businesses around the world.

FAQ: Chinese tourist spending

Why do Chinese tourists spend more than other nationalities?

Several factors combine: a large and growing middle class with rising disposable income; a strong preference for luxury goods that are 20-30% cheaper abroad than in China; a culture of sharing travel experiences on social media, which creates pressure to buy and do memorable things; and relatively short annual leave periods that push spending intensity into fewer but higher-value trips. Chinese tourists also tend to travel with family, which multiplies per-group spending.

Are Chinese tourists still traveling as groups or independently?

The shift to independent travel (FIT) has been dramatic. Young Chinese travelers aged 18-35, who represent 67% of all outbound Chinese tourists, strongly prefer planning their own trips through Ctrip, Mafengwo, and social platforms. Large organized group tours are still common for older travelers and corporate incentive trips. For businesses trying to attract high-spending Chinese visitors, the FIT segment is the most valuable and the most digitally reachable.

What should a business accept in terms of payment to attract Chinese tourists?

UnionPay cards should be accepted everywhere. WeChat Pay and Alipay should be integrated where possible. Over 80% of Chinese international travelers prefer these mobile payment methods. Not accepting them is a direct sales barrier. Setup is straightforward in most countries through local payment providers or international partners of Alipay and WeChat Pay. The investment pays for itself quickly in higher conversion rates and average transaction values.

How important is social media for Chinese tourist spending decisions?

It is central. Over 90% of Chinese tourists plan their trips online, and a significant portion of that planning happens on Xiaohongshu (RED) and Douyin. Reviews on RED directly influence which hotels, restaurants, and shops get Chinese foot traffic. A single viral Douyin video of your property can produce thousands of inquiries in days. Businesses that actively manage their presence on these platforms see measurable differences in Chinese customer acquisition versus those that do not. Our team can build and manage this presence for you.

The biggest opportunity in global tourism is Chinese travelers

No other market combines this scale of spending with this rate of growth. Chinese outbound tourism was just beginning to reach its full potential when the pandemic interrupted it. Now it is back, and the businesses and destinations that built their Chinese digital infrastructure are already ahead. For everyone else, the time to start is now.

Start with our full services page to see how we can help you reach Chinese travelers.

Marcus Zhan is a digital strategist at CTA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.

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