Chinese Tourism 2024: Between Luxury and Unique Experiences

In 2024, Chinese outbound tourism is shaped by five key trends. First, Japan has become the top shopping destination, driven by a weak yen, with tax-free spending surging to 258% of pre-pandemic levels. While Europe is also recovering, East Asia remains more appealing to Chinese tourists.

Millennials and Gen-Z now dominate the shopping scene, representing 57% of Chinese shoppers abroad and accounting for 56% of tax-free spending. These groups are more demanding, expecting seamless and digital shopping experiences.

The luxury sector is experiencing polarization: the wealthiest travelers are spending more than ever, while others prioritize experiences like local cuisine and beauty treatments over luxury goods.

Experiences have become a key driver, with Chinese consumers increasingly drawn to cultural events and shopping that offer unique experiences, which in turn influences the luxury market. Lastly, Chinese tourists are more informed and discerning, actively seeking out local and niche brands unavailable at home. This makes them a highly selective clientele, requiring businesses to deliver impeccable, digitally-driven experiences.

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