For China, experience trumps shopping

China’s outbound market is exploding again and changing the rules for destinations worldwide. With more than 160 million active passports and a fast-growing wave of younger, independent, and experience-led travellers, China has become the growth engine no destination can afford to overlook. The winners will be the destinations that understand how they travel.

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China's outbound market is exploding again and changing the rules for destinations worldwide. With more than 160 million active passports and a fast-growing wave of younger, independent, and experience-led travellers, China has become the growth engine no destination can afford to overlook. The winners will be the destinations that understand how they travel.