More Chinese travellers choosing to go off the beaten track

A study by The Innovation Group showed that nearly seven in 10 are likely to travel without joining a package tour.
A study by The Innovation Group showed that nearly seven in 10 are likely to travel without joining a package tour.PHOTO: BLOOMBERG

Study shows shift in tastes from big tours to more intimate, local experiences

When Chinese travel overseas on holiday these days, nearly seven in 10 - or 68 per cent - are likely to do so without joining a package tour, a new study has found.

And with deeper pockets which allow them to go on more trips, Chinese tourists are seeking out destinations that differentiate themselves from others and offer more intimate, local and immersive travelling experiences.

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A version of this article appeared in the print edition of The Straits Times on May 17, 2018, with the headline 'More Chinese travellers choosing to go off the beaten track'. Print Edition | Subscribe