More Chinese travellers are travelling independently, looking for immersive and authentic experiences in a destination, and wanting to live like a local.
The trends were highlighted by Chinese tourism expert, Professor Dr. Wolfgang Arlt, at a Chinese Tourism Leaders’ Dinner during World Travel Market this week.
The event, hosted by China Travel Outbound and Capela China, was attended by UK attractions and regional tourism boards, all reporting rapid growth in the number of Chinese visitors.
Dr Arlt, from the China Outbound Tourism and Research Institute, said the travel habits of Chinese visitors were changing, bringing further opportunities for UK businesses.
Although many Chinese are still coming as part of fully-inclusive tour groups, they are now starting to research their own trips, stay longer in one place, and are looking for experiences rather than just ticking off a destination to gain status.
Inspired by shared photos and social media posts, Chinese people – including more children and older travellers – are now more confident to travel independently, he said.
Visitor numbers are also being helped by less visa restrictions and better flight connections with second tier Chinese cities.
Dr Arlt advised UK attractions, hoteliers and travel companies to translate their websites, to adopt a Chinese name for their brand and to install mobile payment systems, WeChat Pay or Alipay, to encourage bookings and spending.
Making Chinese visitors feel welcome is also vital, but the professor warned that visitor numbers to the UK could suffer from Brexit because it is giving the impression that Britain is not a welcoming country for foreign nationals.
