Quality and value for money has overtaken packed itineraries and cheap prices for the growing number of Chinese independent travellers.
This was the opinion of Professor Dr. Wolfgang Arlt who was speaking at the inaugural Chinese Tourism Leaders’ Dinner during this week’s World Travel Market.
According to Arlt, Chinese visitors are looking for unique experiences they cannot find in China, such as star gazing, breathing in fresh air, mushroom and blueberry picking, non-fake products and a slice of authentic daily life and culture.
He quoted data which found 75% of Chinese tourists now believe that travelling is a vital part of life.
Co-hosted by PR and representation agency China Travel Outbound and Capela China, the event celebrated the growth in Chinese tourism to the UK.
The evening was attended by senior executives from key organisations working in the Chinese outbound tourism market, including The Lake District China Forum, VisitBritain, English Heritage, Marketing Manchester, Hainan Airlines and Royal Museums Greenwich.
