It’s not hard to spot Chinese tourists in China. They go around in large groups – usually single file – led by a guide with a flag and loud speaker, and sport brightly-coloured, matching baseball caps.
But this stereotype is changing. And as it does, so does the market. By 2020, the Chinese will spend more on tourism than their neighbours in Japan, becoming the world’s second biggest source of travel business after the US.
On average 25m Chinese take their first overnight leisure trip each year. This is expected to double by 2020, according to a report from Boston Consulting Group. Understanding how Chinese travellers are changing will give foreign companies first mover advantage in a market that is set to be worth $590bn by 2020.
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